Lori is one of those people you'll never forget meeting. If I needed someone to help me take over a small country or plan a giant party, I'd like her on my side. Or rather, I'd be glad to be on her side. She's a force, full of energy, and excitement. But, like the best of high-energy people, she's also intensely supportive and collaborative. In a field where we often work on our own, in isolation, people who are proactive about connecting constructively with others can feel rare. I'm thrilled that this co-conspirator is someone I know--and someone who is willing to share her ideas here.
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By Lori Byrd-McDevitt
After a decade spearheading the social media presence at the
world’s largest children’s museum, Lori now co-owns her agency 1909 DIGITAL where she helps others with
their digital strategy. She founded the Museum Social Media Managers Facebook
Group as well as the MCN Social Media SIG, and she currently is behind
MCN’s social channels. She is an adjunct in JHU’s museum studies faculty.
I’ve been thinking a lot about the value of the digital museum
sector over the past month. From the second that museum doors started closing
to the public, it was an ah-ha moment—“We were
made for this. It’s our time to shine. Let’s do this.” But something that’s so
obvious to me isn’t necessarily so obvious to those decision-makers in the
C-suite. Or it’s taken for granted when you make it look so effortless.
Consider too that it’s not easy to articulate this value for those who are in
it...you just do it, because you’re awesome at it.
It’s been keeping me up at night, the issue of
finding a way to concisely illustrate how you’re impacting—even saving—your
museums during this actual crisis scenario. Okay fine, if I’m being honest,
I’ve had to be consoled after being found crying over the matter on more than
one occasion. “What’s really wrong?” I was asked. “I just want to save
my friends’ jobs. Things are moving too fast. I’m not doing enough.” Sounds
dramatic, I know. But it’s honestly how I feel.
I had to let the “fix this now! *stomp* stomp*”
idea go, or I’d drive myself insane. Boards and CEOs that are going to make
quick decisions about layoffs and furloughs wouldn’t change their minds because
of a blog post or a whitepaper I wrote tomorrow. Organizations who are
unfortunately so fiscally fragile that they permanently layoff staff a week
after closing, or who have poor leadership who wouldn’t even think to cut
C-suite salaries before getting rid of jobs,—these are not my audience. Sharing
the immensity of the value of #musesocial and #musetech is a long game, and
it’s one meant for the smart leaders who will listen as they’re making tough
decisions in the months ahead.
Let’s unpack all of this, shall we?
Let’s unpack all of this, shall we?
Fact #1: You stepped up, epically.
When museum doors closed, those behind the museum
websites and social channels stood up and said, “We got this.” Who made that
happen? You guys did. In whatever way made sense for your organization, whether
it was big or small. Whether you had a lot of power, or if you had only a
little bit of power and had to push through a lot of internal politics to do a
tiny thing...you did it.
A helpful thing to do: Don’t forget that. Don’t forget that you and your team were the superheroes when your supervisors and CEOs take credit. Don’t forget it when others forget it, either.
Fact #2: It matters to people.
Yesterday feels like a month ago and last week
feels like a year ago. The popular quarantine “thing” changes by the
millisecond. Don’t worry about that. Know that the thing you made, and the
things you continue to make, matter to your audiences. Whether it’s local interest
or a specific niche. Also, think about the big picture. Museums have made
waves. Check out any of the national and international press about museum
technology and social media. You’re all contributing to that. Whether or not
virtual museum tours are as “cool” as baking bread at home this week. What
you’re doing matters.
A helpful thing to do: Don’t
forget to take a breath and capture your metrics. Look at the full context of
your social media engagement and what is different about now and typical content.
Fact #3: You share the love.
Beyond freely sharing your organization’s beauty, humor, and
history with the world, you’ve also shared your learnings with one another.
You’ve taken the time out of your head-spinning busy days to respond in a
Basecamp, Twitter, or Facebook thread about a timely technical topic. You’ve
contributed to a webinar, whether as a guest or a chat participant. Perhaps
you’ve been interviewed about a campaign to share behind-the-scenes tips, or
you’ve blogged about it on your own. This information-sharing is invaluable at
a time when reinventing the wheel would truly be a detriment to our
field.
A helpful thing to do: If you’re participating in these community discussions, make sure
your superiors know that you’re showing initiative and value in this way.
Whether it’s sharing information or seeking it.
Fact #4: We must document it.
Look around you. This time is historic. You know this in the sense
that many of you are asking your communities to virtually contribute content
(side note: another way you’re providing value!) It’s also a watershed moment
for our sector. You have become the epicenter of content flow; our platforms
are the necessity for colleagues to stay relevant. For years you’ve fought to
be taken seriously alongside other departments, and you’ve now risen to the
occasion and knocked it out of the park. We can’t let this moment pass without
thoroughly documenting your efforts. It’s essential that we take the time to
write case studies, gather metrics, capture screenshots.
A helpful thing to do: Submit proposals to virtual conferences (like MCN!), even in the midst of uncertainty. Formally
documenting your projects is so important. Don’t underestimate your
contributions. It’s a tough time to submit proposals when museums have
restricted budgets, but know that professional organizations are doing all they
can to ensure the community can participate.
And so, there’s not one answer here. Just as we’ve naturally been
collaborating from day one, we’ll continue to collaborate day after day.
Priorities will shift as inevitable furloughs and layoffs continue, but we’ll
maintain our resourcefulness, humor, and creativity in spite of it all. When
those museums suffering through staff reductions bounce back, we should be
ready with resources to make it an easy decision to rehire, or newly hire, a
digital team. Brilliant case studies can show them just what they’re missing
out on. For those organizations thrifty and smart enough to maintain their
#musesocial and #musetech staff during the crisis, I know this surely isn’t our
only “time to shine.” It’s just the beginning of our blindingly sparkly
reign as digital-first museums.