Museums & social media

3 publishing best practices for museums social media.

How long should your posts be? How often should you publish? What kind of content works best? Read the answers based on recommendation from Facebook and Twitter.

Museums are popular on social media. Some of the most popular museums can gather millions of fans both on Facebook and Twitter. But how can museums improve the way they publish on social media networks? We have compiled 3 publishing best practices both for Facebook and Twitter based on the recommendations of these two platforms.

Facebook has published a document with 16 best practices that will definitively improve your page engagement. Here are some of the best practices recommend by Facebook:

  • Be succinct: Facebook states that 'Posts between 100 and 250 characters (less than 3 lines of text) see about 60% more likes, comments and shares than posts greater than 250 characters.' Posts do not need to include all the information you want to communicate. Instead  posts work better as information teasers. Make sure you include a URL to a web page where your fans can find further information.
  • Post regularly: Facebook recommends: 'Post at least five times a week to stay top of mind for fans. Consistency is also key.' Publishing on Fridays, Saturday and Sundays is fundamental for museums as that is the time people plan their weekend activities. Make sure you pre-schedule your posts if you do not want to stay behind the computer the entire weekend.
  • Post photos and videos. Posts including a picture generate about 120% more engagement than the average post. Think twice before publishing a post without a photo or a video.


Twitter publishing best practices are not radically different from the ones mentioned by Facebook. Some of the most notable differences is that Twitter is less visually oriented and much faster than Facebook. Here are some of the best practices recommended by twitter:

  • Keep Tweets short and sweet. Tweets cannot be longer than 140 characters but it seems that shorter is even better: "There’s no magical length for a Tweet, but a recent report by Buddy Media revealed that Tweets shorter than 100 characters get a 17% higher engagement rate."
  • Make it real-time. 'Timing matters, especially for breaking news or live Tweets. But how about for everything else? The short answer: it depends on the content of the Tweet, your objectives, your audience, their geography and more.' There are a plethora of apps that estimate the best time to tweet based on your audiences activity. Followerwonk is one of them.
  • Tweet often. 'Tweet frequency depends on a number of variables such as your audience, purpose and business objectives. That said, a good basic rule is between three to five Tweets per day.' Whereas Facebook recommends 1 post a day on Twitter you can make several tweets a day. Make sure they are distributed throughout the day.


The twitter best practices can be found online:

Do you have tips on how to publish on Facebook and Twitter? Please share them on the comments.

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