Social+Media+Myths+-+Raw+List

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 * 1) **Building Community & Creating Participatory Experiences**(engaging "influencers" as partners, tweetups & live events, climbing ladder of participation)
 * Myth: communities take too much time to nurture and ROI is not high enough.
 * Myth: communities will grow quickly and be relatively self-sustaining.
 * Myth: communities will be built around what content experts feel is important for them to know or learn, not visitor interests.
 * Myth: my organization will never trust audiences to do good work for our mission.
 * Myth: participatory experiences are a bonus, not really part of the museum's mission.
 * Myth: if we invite too much participation, visitors will expect input on everything & we are just setting them up for disappointment.
 * Myth: people don't learn over social media.
 * Myth: social media cannot have the same impact as on-site programming.
 * Myth: there is no such thing as too many social media accounts.
 * 1) **Creating a Social Culture in the Organization**(building staff skills, org change, social culture)
 * Myth: there is no need to train staff or actively encourage asocial culture because it will occur naturally.
 * Myth: many voices speaking on behalf of the Museum will damage our image and weaken our "voice."
 * Myth: only certain staff should participate in social engagement.
 * Myth: all curators believe social media is "extra" work and feel it should be optional for staff who want to participate.
 * Myth: engaging in social media will not help curators, researchers or other non-web staff do their jobs.
 * Myth: Museums should be on as many social networking platform as possible.
 * Myth: social media provides limited value for their organization and does not deserve more resources.
 * 1) **Measuring Social Media Success**(measuring engagement, epiphany)
 * Myth: social media should be held to a higher standard of measuring success than traditional public programs.
 * Myth: the most successful content has the most shares, likes and links.
 * Myth: comments and feedback are not valid measures of success.
 * Myth: you can't establish learning outcomes for museum social media. If you do, you can't measure them or prove that you achieved them.
 * 1) **What Social Media Audiences Really Want**(audience eval, focus groups, surveys)
 * Myth: audiences have the same expectations of our social media that they do of our websites, publications, and exhibitions.
 * Myth: audiences don't know what they want, they want us to tell them.
 * Myth: audiences primarily want to know what's going on at the Museum.
 * Myth: audiences aren't looking to learn via social media, they just want useful snippets of information.
 * Myth: audiences don't want or expect us to react to current events.
 * Myth: audiences are very unforgiving if we make mistakes.
 * Myth: audiences want to start the conversation, we should just listen and respond.
 * Myth: social media is banned in classrooms so there's no point using it for education.
 * Myth: very few members of our audiences are interested in contributing their time & effort to the Museum.
 * 1) **Websites VS. Social Media**
 * Myth: Websites are dead. Social media is the answer.
 * Myth: the purpose of Museum websites and social media channels is to get more visitors to the physical Museum.
 * Myth: a major goal of social media is to direct traffic back to your website.
 * Myth: visitors have to leave our websites to be social.
 * Myth: content on our social channels receives less scrutiny from audiences than content on our websites.
 * Myth: user-generated content displayed on our websites diminishes authoritative museum content.