Where in your organisation does social media responsibility reside?

Where in your organisation does social media responsibility reside?
And do you have other hubs for social media other than the core team?
(And what are the strategies behind?


Social media lives within the content strategy, and is the equal responsibility of all staff and volunteers at Bristol Museum Service. My role, along with 1 marketing officer is to support (highlight the opportunities, training, guidelines etc) any individual and/or team.

Anybody can contribute to the official social media channels and are encouraged to think about why, how and when to use social media to support a project or theme of activity.

Our evaluation officer then evaluates our effort and we can then use the Build, Measure, Learn loop to improve.

We then have around 5 staff spread across the service who act as ‘champions’ helping their areas and feeding back to the folks interested in digital.

The content strategy is to whisper, shout, inform, engagement, promote, listen, experiment and interact in accordance with our mission.

In 2014 I hope to have social media / digital engagement specifically highlighted in all new job descriptions.


From: Museums Computer Group [MCG@JISCMAIL.AC.UK] on behalf of Kajsa Hartig
Sent: 05 December 2013 17:33

Subject: [MCG] Where does social media reside in your organisation?



2 Replies to “Where in your organisation does social media responsibility reside?”

  1. Hi Zak, you said anyone can contribute to your social media but how do they do this? Presumably your Twitter account and Facebook page aren’t a free for all, does someone filter and schedule the contributions from staff?

    1. Hi Alison,

      Yes our social media accounts are a free for all. Anybody can have access as long as they read our guidelines and we run quarterly twitter drop-in sessions. I can’t see filtering working across the service in the long-term. I think it is better to develop our content strategy so that we are all moving in the same direction. We see the messages go out and if anything needs improving we use the live example to say why and how it could be better. We trust everyone to do so much, why not the social media.

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