Blogging for Small Museums-An Introduction
Guest Blog by Heather Widener, the Virginia Association of Museums
Why Should a Museum Start a Blog?
The answer to
this question will be different for different types and sizes of museums, but
for all museums, realize that a blog can be a way to amplify and add interest
to the “message” you want to send to your audience. It’s also a great way to
build that audience by helping a museum link with people who are interested in
the topics that they are blogging about. For example, a blog written by a
curator of an old train depot museum may be indexed according to the topic
“steam trains” and end up catching the eye of someone passionate about old
trains. Also, it’s a great way to have content on the web that is changing –
more quickly than your museum website will likely change, but less
minute-to-minute than Facebook or Twitter (automatic ‘feeds’ can be set up so
that when a new blog is posted, it will appear on your museum’s Facebook wall
(and similarly, Facebook posts can be ‘fed’ to Twitter)). There are myriad
approaches to a blog. There are museum blogs, such as this one from Wilton
House Museum in Richmond http://foundinthecollection.blogspot.com
), which focus on collections. Others focus on events and are a tool for
outreach and marketing. Still others are more programming-related.
this question will be different for different types and sizes of museums, but
for all museums, realize that a blog can be a way to amplify and add interest
to the “message” you want to send to your audience. It’s also a great way to
build that audience by helping a museum link with people who are interested in
the topics that they are blogging about. For example, a blog written by a
curator of an old train depot museum may be indexed according to the topic
“steam trains” and end up catching the eye of someone passionate about old
trains. Also, it’s a great way to have content on the web that is changing –
more quickly than your museum website will likely change, but less
minute-to-minute than Facebook or Twitter (automatic ‘feeds’ can be set up so
that when a new blog is posted, it will appear on your museum’s Facebook wall
(and similarly, Facebook posts can be ‘fed’ to Twitter)). There are myriad
approaches to a blog. There are museum blogs, such as this one from Wilton
House Museum in Richmond http://foundinthecollection.blogspot.com
), which focus on collections. Others focus on events and are a tool for
outreach and marketing. Still others are more programming-related.
Regardless of your
blog’s focus (and it should have a defined focus), a blog allows you to lend a
personal aspect to the museum’s online presence. Your museum website likely
does not have a ‘personal face’ –a blog can give you that. A great example of
this is the blog for the Edith Bolling Wilson Birthplace Foundation and Museum
in Wytheville, VA (http://edithbollingwilson.org/?p=1485
). Leslie King, former director at the museum, did a wonderful job lending a
conversational voice to the topics of her museum’s blog, and making it “fun” to
visit. For example, when the museum began a twitter account, they called it the
Cyber Canary (based upon some history related to Edith Bolling Wilson), and
held a “contest” to come up with an appropriate name for the museum’s “canary”
(they chose Cecil). Read the post here, and you’ll see what I mean: http://edithbollingwilson.org/?page_id=1026
. Developing a purpose and voice for your museum blog should be first and
foremost as you plan its development. A blog with no consistent purpose or
voice will flounder. Because Virginia Association of Museums is such a diverse association
that represents museum professionals doing a wide variety of jobs in many
different types and sizes of museums, we found this area challenging. So, we
focused our blog’s purpose around “Perspectives from the Field” (the tagline in
the blog header – http://vamuseums.blogspot.com
). This allows us a great deal of leeway in the types of posts we share, and it
invites participation – from professionals who may want to author a blog post
as well as from readers who may want to comment and join the discussion.
blog’s focus (and it should have a defined focus), a blog allows you to lend a
personal aspect to the museum’s online presence. Your museum website likely
does not have a ‘personal face’ –a blog can give you that. A great example of
this is the blog for the Edith Bolling Wilson Birthplace Foundation and Museum
in Wytheville, VA (http://edithbollingwilson.org/?p=1485
). Leslie King, former director at the museum, did a wonderful job lending a
conversational voice to the topics of her museum’s blog, and making it “fun” to
visit. For example, when the museum began a twitter account, they called it the
Cyber Canary (based upon some history related to Edith Bolling Wilson), and
held a “contest” to come up with an appropriate name for the museum’s “canary”
(they chose Cecil). Read the post here, and you’ll see what I mean: http://edithbollingwilson.org/?page_id=1026
. Developing a purpose and voice for your museum blog should be first and
foremost as you plan its development. A blog with no consistent purpose or
voice will flounder. Because Virginia Association of Museums is such a diverse association
that represents museum professionals doing a wide variety of jobs in many
different types and sizes of museums, we found this area challenging. So, we
focused our blog’s purpose around “Perspectives from the Field” (the tagline in
the blog header – http://vamuseums.blogspot.com
). This allows us a great deal of leeway in the types of posts we share, and it
invites participation – from professionals who may want to author a blog post
as well as from readers who may want to comment and join the discussion.
Blog Content
Who is going to
write for your blog? How often will posts appear? How will your organization
plan out the blog posts as part of its greater communications plan? These are
questions to consider prior to getting started as well. While you want your
blog to develop its own “voice” (usually much more casual and conversational
than, say a website page describing a program or a newsletter to members), it
will become stale before too long if you don’t “mix it up a little” with guest bloggers,
various perspectives, and just a little of the unexpected. Whatever you do,
don’t develop a blog because it seems like “the next big thing” or because
“everyone else has a blog.” Take stock of your overall communications plan,
your organization’s mission, and your resources. So many professionals in
museums today are over-extended as it is. If a blog is not a possibility for
your museum at this time, or doesn’t fit with your organizational focus, then
don’t start one, and don’t feel badly about it! If, however, you have an
interesting collection and a curator who loves to discuss pieces in it, perhaps
a great way to tell those artifacts’ stories would be through that person
spearheading a collections focused blog. Or, perhaps your museum is focused on
creating richer programming for families. A blog can not only alert people to
upcoming events and exhibitions (and tell them a little more detail than a
write for your blog? How often will posts appear? How will your organization
plan out the blog posts as part of its greater communications plan? These are
questions to consider prior to getting started as well. While you want your
blog to develop its own “voice” (usually much more casual and conversational
than, say a website page describing a program or a newsletter to members), it
will become stale before too long if you don’t “mix it up a little” with guest bloggers,
various perspectives, and just a little of the unexpected. Whatever you do,
don’t develop a blog because it seems like “the next big thing” or because
“everyone else has a blog.” Take stock of your overall communications plan,
your organization’s mission, and your resources. So many professionals in
museums today are over-extended as it is. If a blog is not a possibility for
your museum at this time, or doesn’t fit with your organizational focus, then
don’t start one, and don’t feel badly about it! If, however, you have an
interesting collection and a curator who loves to discuss pieces in it, perhaps
a great way to tell those artifacts’ stories would be through that person
spearheading a collections focused blog. Or, perhaps your museum is focused on
creating richer programming for families. A blog can not only alert people to
upcoming events and exhibitions (and tell them a little more detail than a
website calendar or an email blast can), but they can extend
programming by adding an online component. Perhaps you want to whet your
audience’s whistle prior to an upcoming exhibition of new art – if you can post
some images online and discuss them, or give some background about the artists,
then your blog can be a great teaching tool as well as a PR tool.
programming by adding an online component. Perhaps you want to whet your
audience’s whistle prior to an upcoming exhibition of new art – if you can post
some images online and discuss them, or give some background about the artists,
then your blog can be a great teaching tool as well as a PR tool.
Blog Platforms
This is a moving
target. What I write about blog platforms in 2011 will likely be obsolete by
2013. Blogger.com* (owned by Google) and WordPress.com are currently the most
popular (this post is on WordPress). Blogger is more user-friendly for a
novice, while WordPress offers a more ‘rich’ environment in which to add tools
and “widgets” to your blog for the ultimate in customization. Nina Simon’s
popular “Museum 2.0” blog (http://museumtwo.blogspot.com
) is on the Blogger platform, while The Virginia Historical Society’s blog is
on WordPress (http://vahistorical.wordpress.com/
).
target. What I write about blog platforms in 2011 will likely be obsolete by
2013. Blogger.com* (owned by Google) and WordPress.com are currently the most
popular (this post is on WordPress). Blogger is more user-friendly for a
novice, while WordPress offers a more ‘rich’ environment in which to add tools
and “widgets” to your blog for the ultimate in customization. Nina Simon’s
popular “Museum 2.0” blog (http://museumtwo.blogspot.com
) is on the Blogger platform, while The Virginia Historical Society’s blog is
on WordPress (http://vahistorical.wordpress.com/
).
Both of these platforms are highly functional and do not
require an IT professional to create them (I have created both. I have an MAT
in Elementary Education and – in addition to 8 years of teaching & administration
experience – 7 years of experience working in communications – I have no IT
training or skills to speak of). A newer platform that is quickly becoming
popular is Tumblr, which seems to lend itself more to shorter blog posts and
photo blogs.
require an IT professional to create them (I have created both. I have an MAT
in Elementary Education and – in addition to 8 years of teaching & administration
experience – 7 years of experience working in communications – I have no IT
training or skills to speak of). A newer platform that is quickly becoming
popular is Tumblr, which seems to lend itself more to shorter blog posts and
photo blogs.
*To confirm my
‘moving target’ assertion, Google is planning on re-naming Blogger “Google
Blogs” as part of its Google + “push” this summer. Indeed, by the time you read
this, it may have happened. (Read an article about the changeover from
Mashable: http://mashable.com/2011/07/05/google-bloggerpicasa-rebranding/
)
‘moving target’ assertion, Google is planning on re-naming Blogger “Google
Blogs” as part of its Google + “push” this summer. Indeed, by the time you read
this, it may have happened. (Read an article about the changeover from
Mashable: http://mashable.com/2011/07/05/google-bloggerpicasa-rebranding/
)
10 Blogging Tips +
1
1
1. Starting a blog is easy and free – the platforms I’ve
already mentioned – Blogger, WordPress, and Tumblr, are all free and
user-friendly.
already mentioned – Blogger, WordPress, and Tumblr, are all free and
user-friendly.
2. Strive to post once a week. If this seems unlikely, think
twice about starting a blog.
twice about starting a blog.
3. Turnaround is fair play. If you want to establish
readership in your blog, take some time to visit others’ blogs. Leave comments
and participate. You can recommend your favorite blogs in your blog’s “blogroll.”
(If you find a museum blog you like, check out their blogroll – you may find
more blogs that interest you).
readership in your blog, take some time to visit others’ blogs. Leave comments
and participate. You can recommend your favorite blogs in your blog’s “blogroll.”
(If you find a museum blog you like, check out their blogroll – you may find
more blogs that interest you).
4. Keep your posts
short. No one wants to read your thesis on blogger. Focus on being clear and
succinct – a good rule of thumb is 200 – 500 words per post.
short. No one wants to read your thesis on blogger. Focus on being clear and
succinct – a good rule of thumb is 200 – 500 words per post.
5. Blogging is not a sprint – it’s a marathon. You will not
begin getting feedback immediately. Don’t get discouraged. Keep up your blog,
and keep the content interesting and the voice engaging, and your blog will
develop a readership.
begin getting feedback immediately. Don’t get discouraged. Keep up your blog,
and keep the content interesting and the voice engaging, and your blog will
develop a readership.
6. Encourage your readers to comment. Think about ending
some of your posts with a question, giving an opinion and inviting reactions,
or asking for advice.
some of your posts with a question, giving an opinion and inviting reactions,
or asking for advice.
7. Remember that readers want information. It’s certainly
not difficult to find information on the Web. But it is difficult to find it
from a trusted, reliable source. Your museum likely has some expertise in a specific
area that will be of interest to your readers and followers.
not difficult to find information on the Web. But it is difficult to find it
from a trusted, reliable source. Your museum likely has some expertise in a specific
area that will be of interest to your readers and followers.
8. Develop your own style. What keeps readers coming back is
you—your voice, your style, your point of view and your clear, polished
writing. Don’t be afraid to let your personality shine through.
you—your voice, your style, your point of view and your clear, polished
writing. Don’t be afraid to let your personality shine through.
9. Have occasional guests. You DO want to develop a
consistent “voice” on the blog, but guest bloggers and outside ‘experts’ offer
fresh perspectives and may entice new audiences to your blog. Plus, it takes the
burden off of the ‘default’ author. I try to schedule guest bloggers during
weeks when I know I’ll be extremely busy putting together a newsmagazine, or
when I’m going on vacation.
consistent “voice” on the blog, but guest bloggers and outside ‘experts’ offer
fresh perspectives and may entice new audiences to your blog. Plus, it takes the
burden off of the ‘default’ author. I try to schedule guest bloggers during
weeks when I know I’ll be extremely busy putting together a newsmagazine, or
when I’m going on vacation.
10. Use visuals. It is easier than ever, with tools such as
Google’s Picasa or Yahoo’s Flickr, and YouTube, to embed images and video into
your blog.
Google’s Picasa or Yahoo’s Flickr, and YouTube, to embed images and video into
your blog.
11. Keep it fun. You should be having a good time with your
blog (if you’re not, ask yourself why you’re doing it). If you are having fun
and your passion shines through, then people are going to enjoy reading it and
will come back for more.
blog (if you’re not, ask yourself why you’re doing it). If you are having fun
and your passion shines through, then people are going to enjoy reading it and
will come back for more.
There are Good
Ones Out There!
Ones Out There!
As stated by Nina Simon of the popular Museum 2.0 blog, “I
believe that the museum blogosphere is still underdeveloped and there’s lots of
room for people to share their inspiration, experience, and ideas.” Check out
the rest of her post, where she outlines six museum-related blogs that show
promise (December 2010: http://museumtwo.blogspot.com/2010/12/six-museum-related-blogs-you-mightnot.html
).
believe that the museum blogosphere is still underdeveloped and there’s lots of
room for people to share their inspiration, experience, and ideas.” Check out
the rest of her post, where she outlines six museum-related blogs that show
promise (December 2010: http://museumtwo.blogspot.com/2010/12/six-museum-related-blogs-you-mightnot.html
).
We did our own research and found successful and innovative
museum-related blogs. Here are just a few:
museum-related blogs. Here are just a few:
Hermitage Museum and Gardens’ Hermitage Collection
Connection:
Connection:
http://hermitagemuseum.wordpress.com
These are two innovative blogs that use the museum collections to give life to
the blog posts. The blog posts reciprocate by giving life to objects, telling
their stories, and discussing the overall story the museum has to tell in the
process.
These are two innovative blogs that use the museum collections to give life to
the blog posts. The blog posts reciprocate by giving life to objects, telling
their stories, and discussing the overall story the museum has to tell in the
process.
Library of Virginia:
Multiple Exposure: Catablog of the Prints and Photographs
Collection at the Library of
Collection at the Library of
Virginia http://www.virginiamemory.com/blogs/multiple_exposure/
Out of the Box: Notes from the Archives at the Library of Virginia http://www.virginiamemory.com/blogs/out_of_the_box/
Out of the Box: Notes from the Archives at the Library of Virginia http://www.virginiamemory.com/blogs/out_of_the_box/
The LVA has two blogs. They’ve used the first, their
“Catablog,” to post prints and photographs from their collection. The second is
similar to the Wilton House and Hermitage blogs in that it focuses on
collections from the LVA archives. I think these collections-focused blogs are
great because they not only enrich the experience of learning about the
collection for visitors, but they extend the museum’s reach and ‘flavor’ well
beyond their walls by hosting ‘conversations’ about their collections for a
worldwide audience.
“Catablog,” to post prints and photographs from their collection. The second is
similar to the Wilton House and Hermitage blogs in that it focuses on
collections from the LVA archives. I think these collections-focused blogs are
great because they not only enrich the experience of learning about the
collection for visitors, but they extend the museum’s reach and ‘flavor’ well
beyond their walls by hosting ‘conversations’ about their collections for a
worldwide audience.
Gari Melcher’s Home and Studio at Belmont: Special Events
blog
blog
This is a smart marketing move, aimed at people who may want
to rent facilities at Belmont for a special event such as a wedding. Chocked
full of great pictures and stories, I’m sure it’s enticing for those looking
for such a venue!
to rent facilities at Belmont for a special event such as a wedding. Chocked
full of great pictures and stories, I’m sure it’s enticing for those looking
for such a venue!
Smithsonian’s National Postal Museum’s Pushing the Envelope:
http://postalmuseumblog.si.edu/ This is an interesting blog in that it
highlights the history behind various stamp designs, and it shares the content
of letters written at different times in history. It’s a smart move for this museum
to have a blog, since they have a lot to offer the
very-niche-but-also-very-passionate audience of stamp collectors around the
world.
http://postalmuseumblog.si.edu/ This is an interesting blog in that it
highlights the history behind various stamp designs, and it shares the content
of letters written at different times in history. It’s a smart move for this museum
to have a blog, since they have a lot to offer the
very-niche-but-also-very-passionate audience of stamp collectors around the
world.
These are two great blogs to follow if you are interested in
timely museum topics in general (in addition to the VAM blog at
http://vamuseums.blogspot.com). They offer up interesting topics that museums
across the country and world are grappling with. They are great resources for
museum professionals.
timely museum topics in general (in addition to the VAM blog at
http://vamuseums.blogspot.com). They offer up interesting topics that museums
across the country and world are grappling with. They are great resources for
museum professionals.
