April 23, 2015

Timexpo Museum to Close: Social Media Fail

The local news has disclosed that the Timexpo Museum in Waterbury is planning to close.
Low attendance at the museum, located at the Brass Mills Commons shopping center, was the reason for the closure, according to Timex.
I'd like to offer a more fundamental reason: Failure to engage via social media. 

Visiting the Timexpo Museum website, one finds the obligatory social media buttons at the bottom: Facebook, Twitter,  Email, Google-plus, and might think "Oh, yeah, they are doing social media...." But really, some webmaster or marketing consultant put those there (lipstick on a pig, so to speak) because clicking through any of those creates a Facebook post about the site or a Tweet link - but there's little evidence that Timexpo has embraced social media.

Their Yelp Page (4 reviews, 3 stars average) remains unclaimed. So too their Trip Advisor Page (32 reviews, 4.5 stars average).

There is a Facebook Page (not linked from their website Facebook button) - it was set up in Sept 2014 (too little, too late), they've posted less than a dozen times since then, with no serious social engagement (2 reviews, 131 likes, 196 check-ins). There is no Twitter account. Nothing on Instagram. There is an events page, but no blog or news page, no press page, no mailing list. There has been no real attempt to engage fans, visitors, the media, etc.  

It's probably too late for the Timexpo Museum - decisions have been made; plans are in the works. It's too bad, because it's got great location and visibility (who among us has not seen and are familiar with the Easter Island statue along I-84 in Waterbury) and really, time is a pretty ripe concept for social media riffing and event planning (time travel, steam-punk, the new Apple Watch, all come to mind)

But it might not be too late for your small / local business, arts group, tourism destination, community group, or cause. Get on the Social Media bandwagon, now!

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