#HashtagTheCowboy: How a Global Pandemic Became an Opportunity to Do “Different”


Friday, April 16, 2021: 9:00am - 10:30am - - Plenary

Seth Spillman, The National Cowboy & Western Heritage Museum , USA

Tim Tiller serves as the director of security and operations at the National Cowboy Museum in Oklahoma City. But after the museum closed on March 17, he was asked to take over the museum’s social media accounts during the  shutdown.

He said he was “brand new” to social media and made his first tweet:

“Hello Friends, my name is Tim and I am the head of security for The Cowboy. I have been asked to take on the additional duty of social media management while the museum is closed. I’m new to social media but excited to share what I am told is called ‘content’ on all of The Cowboy’s what I am told are ‘platforms’ including the Twitter, the Facebook, and the Instagram. My team and I will also continue to protect and monitor the museum and grounds. Thanks, Tim We are required to smile in our official photos. Send.”

Since then, the museum’s social media accounts have boomed. It peaked at more than 300,000 followers on Twitter. Its Instagram and Facebook accounts added 10s of thousands of followers.

Seth Spillman, Chief Marketing Officer for the National Cowboy & Western Heritage Museum, will discuss how closing their Museum and “handing over” social media to a complete novice created a marketing win in the midst of a global pandemic. Hear how it all started with a fun idea worth defending, how marketing has pivoted since and what takeaways could be helpful as marketers continue to navigate social media during a seemingly endless string of unprecedented events.