Marketing a museum exhibit — typically a short-lived event — in this day and age can be quite a challenge. Direct marketing is fading off in the distance as Social Media and SEO enter the forefront of advertising, and museums are having trouble adapting.

My suggestion for museums across the world is to engage potential visitors on a personal, social level. Museums must form a Reactive Social Media Strategy (RSMS) that researches, tracks and analyzes target markets. Through the collection of such data, and building an understanding of target markets, an effective Social Media campaign can be constructed.

A museum’s Social Media campaign should include a variety of mediums including: Social networking/bookmarking, blogging, viral videos and Search Engine Optimization (SEO). With a website that ranks well in search engines, a blog that receives massive amounts of Retweets, social profiles with dedicated followers, and other Social Media goodies, museums will be positioned for success.

In conclusion, I would like to see museums engage in Social Media and spark interest in younger crowds. Marketing tactics should not be as ancient as the works of art commonly displayed. Instead, jump start a new era of museums that attracts new visitors by providing information and personifying the museum — creating a Social Media face.

Aaron Schoenberger
The Brainchild Group

Aaron Schoenberger is Founder of The Brainchild Group — an online advertising agency that specializes in strategic SEO and Social Media Consulting. He’s known for his work with celebrity clients, top restaurants, professional athletes, Fortune 500 companies and most importantly mom-and-pop shops.

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