Digital Culture Awards promotional image in pale blue with yellow detail. Text reads: Celebrating digital and tech innovation in creativity and culture.

The Digital Culture Award’s Being Social category celebrates innovative use of social media platforms to reach, grow and engage with new and existing audiences.

The 2022 Judge in this category was Adam Koszary, Head of Digital at The Audience Agency.

2022 Winner

Black Country Living Museum for ‘Engaging new audiences with creative video and social content’

A cobbled street is lined by red brick houses. A child wearing a cap stands on the left side of the street holding a skipping rope. The other end is tied to a victorian era lampost on the right side of the street. A child in a hoodie is about to jump over the rope. There is a small crowd of children and adults in the distance.
Image credit: Black Country Living Museum.

If your audience can’t come to your museum… bring your museum to your audience! the Black Country Living Museum was the first UK-based museum to join TikTok, and used the platform to share their history and heritage with teenagers and young adults aged up to aged 24.

Black Country Living Museum TikTok about women’s roles during World War 2.

How can you ‘be social’ like Black Country Living Museum:

  • Think like an individual, not a brand. Whilst creating a parody of a recipe video or jumping on trending topics might feel far away from your organisation’s more formal content, there’s no harm in finding new ways of sharing the essence and ethos of your organisation with a pinch of humour.
  • Distil your organisation into a few key themes. What do you want to be known for with this audience? If it’s ‘high quality historic content’ and ‘stories from the past’, think about how this can translate onto the platform you are using.
  • It’s ok to start small. Whether you are launching a TikTok channel, experimenting with a new tone of voice on Twitter, or creating a new content strand, not everything will work the first time, and that’s more than OK! There’s no harm in trying a few different things consistently and gradually adapting what’s working.

Following our success in the Being Social category at the Digital Culture Awards 2022, the Museum has continued to experiment with engaging with audiences outside of our physical doors. 

Black Country Living Museum, 2022 Being Social Winner

2022 Shortlist

2022 Longlist

  • English National Opera – English National Opera’s Instagram Campaign
  • Firstsite – Art is where the home is
  • FORMAT QUAD in Derby – #massisolationFORMAT
  • Leeds University Library Galleries – From Special Collections to TikTok Sensation
  • National Youth Orchestra – #NYOdeToJoy
  • Together! 2012 C.I.C. – Together Online! Disability Arts goes digital
  • ZU-UK – Binaural Dinner Date

Want to learn more about using your social channels to grow your audience?

Our network of Tech Champions can help.

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