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How the Tate Gallery Exploded on Social Media

Posted on January 01, 2014

This morning we took some time out of the office grind to check out Ad Tech, which is this week in Melbourne. We were impressed with the setup, attendees, and speakers, and enjoyed our limited time down at the Hilton on the Park. The keynote we saw in the morning was an interesting case study; Jesse Ringham (@JesseRingham), Social Media Director for the Tate Gallery in London. According to their website, the Tate is "a family of four art galleries housing the UK's collection of British art from 1500 and of international modern art". So to learn that the Tate is really a leader in social media growth and strategy came as a little bit of a surprise to us. Jesse spoke about how the Tate connects with fans around the world to drive interest, reviews, and ticket sales to events help at any four of the galleries

Person to Person Contact

The Tate uses social media so well because it is not afraid to engage and be it's own voice. By having a real and genuine voice on all social media platforms, your customers feel more comfortable in engaging back with you. Simple, right? Do your best to engage, communicate, and you will be rewarded with success.

Take your Content to Audiences

The Tate Gallery is in a unique position. They hold some really great content to bring to the masses (Art), but there are many Copyright restrictions in place with what they can publish online. The Tate works hard to get around this as often as possible to ensure they are always bringing something fresh and relevant to their users of the various social networks. Sharing GREAT content is the key to winning an audience. Jesse recommends sharing:

Marketing messages.

Inside scoops on art and exhibitions.

Messages from visitor services.

Messages from curators and artists (this creates a genuine voice). *Have a Great Strategy in Place * Nothing works without a strategy. The Tate uses a well planned and executed social media strategy to ensure that they are continually following a consistant direction. Having a great strategy also helps with:

Getting management buy in: If they can see a plan, they are more likely to support your social media objectives.

Helps with Integration: Having a solid strategy helps you to get other departments and areas of the business involved most effectively.

Gives Clear Call to Action: By having strategy, everyone within the organisation has a clear understanding of the objectives and how they will be achieved through thisj approach.

_For more information on the Tate Gallery: _ Website: http://www.tate.org.uk Twitter: twitter.com/tate Youtube: *youtube.com/user/tate *Facebook: facebook.com/tategallery

About the Author

James Richardson

Sales Director

James Richardson started his online career by running online Sports Fan sites (luckily none are still online today), with the pinnacle of the site being a write up in the Sunday Herald Sun 'Wired' column.

His professional career began at a ASX listed company, Melbourne IT, where he held various senior roles across the Sales and Marketing teams, before deciding to venture out on his own.

Running several successful online websites and businesses himself, he is well placed at understanding your business needs.

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