The Tate are often used as a best practice case study in how to connect a communications strategy to digital practice and effective analytics . But even the best practitioners still have to get started somewhere.

Culture Republic’s AmbITion Scotland programme hosted Katy Beale who explained how the museum got serious about using the micro blogging platform to better engage with their visitors.

The talk and its slides give a useful insight into the kinds of strategic vision which drive institutional social communication including the necessity of understanding who your key audiences are so that you can plan to deliver the kind of information or interaction they are looking for.

For instance the mums and teachers visiting with young people need different information than an art loving tourist and the plan would deliver for all of the Tate’s key groups. The talk also explains the internal resource required by an organisation to make sure that social channels are as responsive as possible to audiences when they are most engaged with the work – when they are planning a visit or when they are in the space.

Finally, any successful marketing relies on impact measurement and Katy explains how the Tate used their analytical tools to drive greater engagement. The web never stands still, and although many of the analytics tools that are available have moved on since the publication of this video, the principles still hold true.

If you need help getting a handle on your own digital analytics you can talk to the digital team at Culture Republic who can help.