How do you respond to challenging posts on your Facebook (FB) page? I had a couple of interesting discussions about this in the past week. First, here is an exchange from our C.H. Nash Museum FB page on the current flooding of the Mississippi River in Memphis Tennessee where we are located:
FB Post: Is Chucalissa going to flood?
Us: We certainly hope not! We are all keeping a very close eye on the surrounding areas and taking necessary precautions, just in case!
FB Post: what happened in 1937?
One day goes by and we do not respond . . .
FB Post: This too tough of a question?
Us: We are still researching that question.
I get an email from the staff somewhat frantic feeling they must definitely respond to the question about the 1937 Flood. Instead, we post the following response:
Us: We routinely receive flash flood warnings during heavy rains primarily from the areas leading up to the bluff on which Chucalissa is located. Don’t know about 1937 and a cursory Google search does not suggest a direct impact on this bluff top. Sounds like an interesting research question though. Have at it!
FB Post: Oh well shows what I know – I thought Chuckalissa was in the flood plain as like a seasonal fishing camp – and that the other 2 villages located east of their were more permanent.
Here is my takeaway on this experience. FB pages are meant as social media and that requires an engagement. FB does not require us to have encyclopedic knowledge, but does require a dialogue. “Fans” of our page who might have the required knowledge to answer the question. Could that spark a bit of a research project on their part? Turns out the person who posted the initial inquiry was in error about our actual location. But my experience with FB is that the dialogue is key.
I had an interesting experience on the essential interactive nature of FB when we started our FB page a couple of years ago. I once removed an individual’s post that I considered as somewhat inflammatory and controversial. The individual then emailed me rather incensed about my action. We had a brief backchannel discussion where we worked out the issue. I regretted deleting the post, realizing I could have addressed the issue on-line. Six months later the same person made a similar type of post. We immediately responded online in a proactive and engaged way. The individual has ceased such practices. Ultimately, our experience shows that if there is accountability on both sides of the equation, the FB dialogue works.
Related, I was speaking to a friend from a large professional organization who lamented that all of their social media posts needed the Director’s approval. Based solely on my experience at a small museum with a limited staff, to meaningfully take advantage of social media, I needed to give up the control. Since doing so two years ago, I have cringed a couple of times at our staff posts, provided some corrective yet supportive and encouraging feedback to staff, but we continue to move forward in a good direction. Importantly, I have learned a great deal about social media from my predominately 20-something staff.
There are many online resources that discuss these issues. The Museums Social Media wiki has links to lots of social media policies, plans, and resources including those from the Smithsonian, Getty Museum, and National Public Radio. From the Radical Trust website is a very cool article The Social Media Stage by Collin Douma that “is a practical guide for brand marketers who are just getting their feet wet in social media. With a focus on the community management realm, this paper is loaded with tools, best practices, response protocols, content filters, job descriptions, effort assessments, etc.”
Social media is messy. Social media is not linear. Social media is not a monologue. But, social media is phenomenal tool for engagement, and outreach to a wide diversity of audiences. And as our demographics below show, FB has certainly moved well beyond the original concept where you needed a college student ID to get in!
What is your experience with radical trust and FB?