by CorpComms on 11/07/2014 00:05:00 in CorpComms Online
Curating the conversation
National Museums Liverpool
Helen Dunne is the editor of CorpComms Magazine, follow her tweets here @CorpCommsMag
With more than 2.7 million visitors to its eight museums and galleries every year, National Museums Liverpool is a leading cultural organisation.
The museum wanted to create a blog that drove visits to its website and venues, raised awareness of its collections and projects and also encouraged greater interaction with visitors.
But it also wanted a blog that encouraged its staff, stakeholders and partners to participate. The museum enrolled one blogger from every 15 employees, ranging from the director to curators, education staff, front-of-house staff and volunteers. It held a series of ‘how to blog’ workshops to provide staff with ideas and tools to write them.
It also planned a series of blogs around special events, such as Slavery Remembrance Day, Battle of the Atlantic commemorations, Hillsborough and Global Scouse Day on 28 February, promoting them via media releases.
National Museums Liverpool also invited blog contributions from celebrities, such as photographer Rankin, who wrote about attitudes to death, retweeting to his 46,000 followers, which promoted his ‘Alive: In the Face of Death’ exhibition at the Walker Art Gallery. Symon Sentain, chairman of the Stephen Lawrence Charitable Trust, blogged about Africa diaspora, but other subjects that the blog has covered include transgender rights, dementia and the Titanic.
Staff also blog about fun items from the collections, which are also tweeted and posted on the museum’s Facebook Page.
Between 1 February 2013 and March 2014, the National Museums Liverpool blog had 260 different posts and more than 64,000 visits.
Comments have increased by 129 per cent since its relaunch, with many overseas contributions.
The judges felt that the blog had a ‘high calibre of contributors’ and covered ‘strong and brave topics’ which created ‘an excellent mix of content’.