The Royal Armory – your history BFF online

Lightning Talk

Thursday, April 02, 2020: 11:00am - 12:30pm -

Emma Aagrahn, National Historical Museums/The Royal Armory, Sweden

With humor as a weapon, Sweden’s oldest museum has shown that you can learn about the royal history without a history book. An insistently work in social media with a tonality of its own, has broadened the view of the brand and reached new target groups. The Royal Armory is your History BFF online, which through its current and fun Facebook and Instagram posts spreading both laughter and knowledge. This is where conversation and engagement arise with loyal followers who ask curious questions and who get quick answers from the museum’s experts. In addition, it has attracted a new group of visitors to the actual museum.

The work with Facebook and Instagram has given a ripple effect. It has received a great deal of attention on a PR level, and the museum’s educators – who are also the ones who mainly post the content – have participated in expert lectures, seminars, podcasts and books on how to succeed in social media without spending money on campaigns.