Project Title: Developing Digital Communications Strategy for Cool Culture
Class: INFO 683 – Museum Digital Strategy
Project Description: This project aims to provide an implementation plan following Cool Culture’s goals and mission. Cool Culture is a non-profit organization that provides cultural resources to families and educators. We demonstrated a general evaluation plan for Cool Culture’s digital communications platforms. By considering the internal strengths and weaknesses as well as external threats and opportunities in the larger fields of cultural heritage and social media, there are huge opportunities for Cool Culture to better engage audiences with their educational programs and strong networks with the community.
Methods: Our preliminary research consisted of observations, SWOT analysis, journey mapping, and communication with Cool Culture. We began the project by looking by familiarizing ourselves with Cool Culture’s social media accounts and recording our initial impressions. We examined the purpose and goals of the social media platforms that Cool Culture currently has. Next, we conducted a complete Swot analysis for Cool Culture’s digital communication as a whole and an internal-only analysis for each of the social media accounts. And finally, we focused on three main social media platforms (Facebook, Twitter, Instagram) and provided an implementation plan following Cool Culture’s goals and mission. Our findings were then transformed into a “journey map,” visualizing the user experience.
My Role: For this project, I worked with Emily Caspari, Kate Nadel, and Qilin Zeng. My role was researching the organization’s performance of social media platforms. Together we defined objectives and did a SWOT analysis for the organization to understand its strengths and weaknesses for each platform and defined a digital strategy for the museum including also an implementation and evaluation plan.
Learning Outcome Achieved: Professionalism
Rationale: This project required me to perform a strategic analysis of the digital activity of the institution. The final report allowed me to apply the strategic tools and derive the best Implementation plan from the insight, SWOT analysis, and metrics by key performance indicator (KPI). As a team, we were in communication with Cool Culture staff about their existing social media use, goals, staffing capabilities, and inspirations. It required me to consider the organization’s digital external and internal context in the nonprofit sector.
Jiyoung Lee 