Every year the British Museum welcomes millions of people through its doors. And on social media they attract equally large crowds—nearly 4 million followers between their Facebook, Instagram, and Twitter handles.

In this customer story, the British Museum’s senior digital marketing manager Kate Carter shares expert storytelling strategies for how to keep millions of fans engaged on social media.

“  What we're doing with social is fulfilling our mission, which is to bring this world collection to the world.  ”

The British Museum aims to make every moment on social unique—whether that's running a VR tour or having curators run a Facebook Live.

When they matched objects from the museum to countries competing in the Rugby World Cup, it proved that relating to popular events helps keep their audience engaged.

“  Our audience trusts us to take them to places that they might not have gone themselves.  ”

Kate knows it would be easy to only share things they know are super popular. But this would be neglecting their responsibility as educators—presenting the real value of the culture and history the British Museum offers. “I think every object that's in the collection has a story to tell and therefore has its place on social media. And over the years hopefully we'll get around all eight million of them.”

Listen to

in our Hootcast podcast.