Case Study: National Museum of African American History and Culture achieves narrative transformation and high social media engagement with Keyhole

How the National Museum of African American History and Culture Transforms Conventional Narratives Through Social Media

The National Museum of African American History and Culture needed to extend its educational mission beyond the museum walls and lead timely, culturally sensitive conversations on social media—subverting stereotypes, surfacing hidden stories, and engaging audiences during pivotal moments. To monitor campaigns, surface influencers and follow emerging conversations, the museum uses Keyhole’s hashtag analytics and social listening tools.

Using Keyhole to track hashtag campaigns, find influencers and reshare content, the museum created timely, historically grounded posts (for example, a Reconstruction thread after Charlottesville and a National Watermelon Day reframing) that drove measurable results: thousands of retweets, a standalone Twitter Moment, one of the highest engagement rates in the museum sector, and hashtags like #APeoplesJourney and #OurNationsStory being used by four U.S. presidents. Keyhole’s analytics helped the National Museum of African American History and Culture quantify impact, refine strategy, and amplify high-impact conversations.

National Museum of African American History and Culture

Lanae Spruce

Manager of Social Media and Digital Engagement