Testing engagement on social media and website

Organisation National Museums Scotland

This case study, from Culture24’s Let’s Get Real action research program, looks at creating a ‘longform’, journalistic-style multimedia story and promoting it via social media.

The successful project, undertaken by Elaine Macintyre at National Museums Scotland, involved curators and external partners in content creation and includes an analysis of performance against set goals and useful tips for undertaking a similar project.

The story, which focuses on a miniature coffin collection , was released at Hallowe’en and included videos and blog posts, with an unpaid social media campaign across Facebook, Twitter and Instagram.

Published April 2018
Format Web page
Creator Elaine Macintyre