Here’s how four Swedish cultural institutions that receive over 1 million visitors, re-imagined storytelling to create positive social impact

The smallest possible step for the Rättvishistoria campaign was to work with their community on social media in order to identify women who should be included in Swedish history.

Let’s take a long-term view, what does your organisation really want from digital?

It’s tempting to define success by the number of re-tweets, views, likes and shares your content receives. Whilst it is possible to get impressive results in the short-term, you’re competing for attention in a fragmented space. Before you know it, you’ll be on half-a-dozen channels and this will consume a serious chunk from your marketing budget and staff capacity.

Creating participation on social media requires greater commitment from the organisation and the outcome can remain nebulous for quite some time.

The end-goal of the Digital Identity programme was audience participation. This requires greater commitment from the organisation and the outcome can remain nebulous for some time. After all, what does participation really look like? Is this a sustainable operating model? These were some of the questions each organisation set out to answer for themselves.

Why do we need to re-invent the wheel, yet again?

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Once you have your idea in place give staff time to understand how they can benefit and contribute to social media activities. This approach is vital to a cross-departmental project.
Every member of the Rättvishistoria campaign by Historiska museet can be seen on the home page of the website

What is the smallest possible step you can take to make your ‘big idea’ public?

Let’s assume you have secured the enthusiasm and support of a cross-departmental project team. You may also have a great idea in place. What’s the smallest possible step you can to take to put this idea into action? It’s common for organisations to develop a beast of an idea internally. But the problem is, when you offer your busy and distracted audience this fully formed idea, you’re effectively creating a binary choice. They can either choose to participate or not. What do you do if they don’t engage?

What does your organisation really want from social media? That’s what we set out to discover in the 2015 edition of the Swedish Digital Identity programme. The four participating organisations receive over 1 million visitors a year.
The smallest possible step can also be used to create internal clarity. For example, Naturhistoriska riksmuseet used this step to create an institutional voice that would allow them to talk about evolution and change.
Breaking the big ideal down into a series of small steps that can be made public help manage risk
The Instagram channel for Naturhistoriska riksmuseet which features content co-produced with the community
The former Minister of Foreign affairs Carl Bildt visited and commented on project run by Tekniska museet

Ok folks, it’s time to burst out of the engagement bubble and discover new audiences

At this point in the project we took time to recognise success as well as discard ideas that did not work. The teams realised the impact they can achieve by working collaboratively in small, well-defined steps. They also understood the value of going online and setting the agenda, rather than dictating the terms to their audience.

How do we break out of the engagement bubble and reach new audiences online? Historiska museet did so by engaging influencers such as Özz Nûjen, a Kurdish stand up comedian who lives in Sweden

What does success look like?

The Digital Identity programme supports internal digital transformation and encourages innovation in audience engagement and participation. It’s tempting to use a one-size-fits-all approach to define success, but it would be unfair to use one set of criteria to evaluate the different projects.

After running the pilot project over the summer, Naturhistoriska riksmuseet introduced the urban gardening project to 60,000 people at the largest gardening fair in Sweden.

Integrating online and offline activities has contributed to the long term sustainability of social media activity for every participating organisation. It has also enabled them to use their existing resources to expand their remit and scale. For example, after running the pilot project over the summer, Naturhistoriska riksmuseet introduced the urban gardening project to 60,000 people at the largest gardening fair in Sweden.

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Abhay Adhikari

Abhay Adhikari

I am interested in the context & values of our Digital Identities.