IDEAS home Printed from https://ideas.repec.org/a/aza/jdsmm0/y2017v5i3p228-235.html
   My bibliography  Save this article

How to build high impact content: A case study in museum online content strategy

Author

Listed:
  • Dodge, Ryan

Abstract

Online content is not something museums are good at. It is seldom one of their essential functions and as such its practice has for some time lagged behind that in the private sector. This paper examines online content strategy best practices and how to apply them in a nonprofit and museum setting. Topics include the psychology of sharing and how emotions play into the sharing of content. This paper is full of resources and practical examples that will help readers build or update their content strategy to take back control of their institution's online presence and align it with overall goals. Finally, it will discuss the online content strategy that has been in place at the Royal Ontario Museum since 2015, which is based on the best practices described in this paper and from across the online content strategy community. This strategy demonstrates how a fundamental shift in process and thinking around online content can allow museums to compete with organisations outside their sector by delivering content that is engaging, relevant and practical to their communities.

Suggested Citation

  • Dodge, Ryan, 2017. "How to build high impact content: A case study in museum online content strategy," Journal of Digital & Social Media Marketing, Henry Stewart Publications, vol. 5(3), pages 228-235, September.
    • Handle: RePEc:aza:jdsmm0:y:2017:v:5:i:3:p:228-235
    as

    Download full text from publisher

    File URL: https://hstalks.com/article/750/download/
    Download Restriction: Requires a paid subscription for full access.
    File URL: https://hstalks.com/article/750/
    Download Restriction: Requires a paid subscription for full access.
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    More about this item

    Keywords

    museum; content; strategy; social media; online presence;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:aza:jdsmm0:y:2017:v:5:i:3:p:228-235. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Henry Stewart Talks (email available below). General contact details of provider: .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.