Smithsonian Social Media Strategy Includes Branding

Take a look at the Smithsonian's "Web and New Media Strategy" which is noteworthy for many reasons--

1. It talks about branding. This is a connection that is only beginning to be made.
2. It is online and viewable by the public - fully transparent.
3. It integrates Web 1.0 and Web 2.0.
4. They don't pretend to have done it all - clearly we are looking at a work in progress
5. They created the strategy collaboratively using a wiki no less

And, last but not least

6. They actually have a strategy!

Below is a cut and paste of their strategic goals, which are really worthwhile for any organization:
  1. Mission: Prioritize Web and New Media programs in proportion to their impact on the mission
  2. Brand: Strengthen brand relationships throughout the Smithsonian
  3. Learning: Facilitate dialogue in a global community of learners
  4. Audience: Attract larger audiences and engage them more deeply in long-term relationships
  5. Interpretation: Support the work of Smithsonian staff
  6. Technology: Develop a platform for participation and innovation
  7. Business Model: Increase revenue from e-commerce fundamentals and Web 2.0 perspectives
  8. Governance: Design and implement a pan-Institutional governance model>>
Great job. Read more at the Smithsonian blog.


Dr. Dannielle Blumenthal is an author, independent brand researcher, and adjunct marketing professor with 20 years of varied experience. An avid researcher and prolific, creative writer, Dr. Blumenthal's interests span communication, marketing, qualitative media content analysis, political rhetoric, propaganda, leadership, management, organizational development, and more. An engaged citizen, she has for several years worked to raise awareness around child sex trafficking and the dangers of corruption at @drdannielle on Twitter. You can find her articles at Medium, and, and she frequently answers questions on Quora. All opinions are Dr. Blumenthal's own.