Social Media: A perfect role for young people in local heritage groups!

By Jennifer Worsh, Heritage Network Youth Forum member

Local history and heritage groups offer an incredible opportunity to engage with the rich heritage of your area. While many of these groups are often led by older generations, typically those who have the time to dedicate, this shouldn’t deter young people just stepping into their careers from getting involved. Enter social media. Today’s youth have grown up surrounded by these platforms, and their natural familiarity presents a fantastic way to bridge the generational gap.

Social media, through platforms like Facebook, Instagram, and TikTok, serves as a powerful tool for small organisations to cultivate a following and drive meaningful engagement. It provides a cost-effective avenue to promote events, sell products, and connect with like-minded groups, ultimately vital for heritage organisations seeking engagement and funding. Larger heritage entities like the National Trust and English Heritage have exemplified this by engaging followers not just nationally but also locally through unique property accounts. Therefore, leveraging social media is essential for every heritage group.

However, a key consideration arises with the ‘monetisation features’ available through platforms like the Meta Business Suite. As the Social Media Manager at Southam Heritage Collection, I’m navigating this important discussion with our amazing volunteer team. While the potential for increased funding is enticing, we must ponder the potential impact on our community and our authentic connections. Will our audience accept advertisements to access our content? Will our authenticity be affected? These are critical conversations for individual groups to foster the most effective social media presence.

Despite the challenges, the importance of social media in promoting and engaging with heritage cannot be overstated. It offers an enjoyable activity for volunteers to create posts and videos showcasing our collections and the passion shared by every volunteer. It facilitates public expression and connection, allowing others to follow our journey. At my local heritage collection, we’re already witnessing success, as seen in the sales boost from our “book of the month” promotions! Therefore, there’s a vital role for everyone within local heritage groups, especially for young people in the realm of social media.

If you have a passion for heritage and a knack for social media, consider visiting your local group. You might discover they need someone to create content or manage their online presence. Harness your expertise as a digital native for the benefit of heritage, and explore the paths it may open for you! You never know what it may unlock…