Growing the ANBG community with social media Sabrina Sonntag, Communication and Visitor Services, Australian National Botanic Gardens
From free WiFi and Pokémon Go in the gardens to selfie‑stations and Instameets, the digital world continues to bring new ways of engaging with and sharing real-life experiences within the Australian National Botanic Gardens (ANBG) and beyond. Now that social media has become part of the fabric of our work, the question of whether and where to participate has shifted to tackling new challenges. Firstly, we want to be strategic in creating meaningful content through images and stories to both engage and grow our virtual visitors.
It’s about the story: A recent Facebook story for Fascination of Plants Day about the Canberra Spider Orchid inspired people to share images within their comments, and a high number of post shares. Photo: Tobias Hayashi.
But we also seek new ways to tap into our community’s passion, and further inspire them to talk about us and post their experiences in the gardens or by sharing our content. Lastly, we want to use the appeal of social media to reach and attract the younger crowds. Like most institutions, we monitor our posts to see what kind of content generates the most ‘likes’ and engagement. We keep track of our audience demographics and monitor how it shifts over time in line with the content we publish. We know our community is multi-faceted. Some are locals interested in finding out about the latest events in the gardens. Our local social community has grown as a result of targeted event-driven Facebook advertising. Others are lovers of all things plants, who love a good image and story about an Australian plant, whilst some are keen to learn about our behind-the-scenes work and others share our passion for conservation. Part of the challenge of this diverse community is keeping the content fresh and varied, so that each audience stays with us and is not bombarded with too much of the other content. ANBG staff are becoming more acculturated to considering the sharing of their work and garden experiences through social media. From horticulturalists and taxonomists to rangers roaming the gardens, staff are now providing stories, images and even video that we can curate to go live. As part of our strategy-in-progress, we are developing a content calendar to schedule what and on which channel we will post, without eliminating the space for spontaneity. 48
the botanic gardener | ISS 48 July 2017