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BREAKING NEWS & VIEWS
Smithsonian Tweets Up Its Partners  deeper relationships with users. But content providers can also use the microblog network to increase the visibility of its partners and serve the community at large. Smithsonian’s recently launched Museum Day feed, for instance, promotes an annual September event in which museums around the U.S. offer a free day pass to users who print out an online coupon. Smithsonian is using this feed to promote the offer and to highlight exhibits and museums around the country that otherwise would not enjoy this kind of visibility. “With the help of the Twitter account, we’ve been able to sign up over 1,000 museums to participate in this event,” says Joel Newman, interactive advertising operations coordinator for Smithsonian. This is part of the first fully integrated promotional plan Smithsonian is executing on behalf of its own brand and its partners. The Museum Day effort is being distributed onto Twitter as well as Facebook. There is a deal with social media service Reddit to promote the event. And Smithsonian is leveraging all its own Web site and e-mail ad inventory. “We’re trying to promote this event through every digital channel possible,” says Newman. While the Twitter feed itself is not a primary driver of traffic to the Museum Day site, Newman says that the feed is giving new visibility to individual museums that are seeing their events and exhibits tweeted and re-tweeted across the network. Last year about 920 museums and 220,000 people participated in Museum Day. The dedicated microsite generated 1.2 million impressions. With more than 1,100 museums signed on already for the promotion and the new digital channels, the Twitter promotion in place should help them exceed last year’s success. If you have breaking news to share please contact Steve Smith at ssmith@accessintel.com |
 Sr. Marketing Manager, Confidential
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