Alex Espinós ~ alex@lamagnetica.com
Marc Espín ~ marc@lamagnetica.com
___
Do Worldwide
Museums form
a true Community
on Twitter?
Some insights on the ecosystem of museums on Twitter
through So...
Introduction
The Museum ecosystem on Twitter
1
Introduction
Why this study?
Questions we want to answer
Methodology
Conclu...
> Why this study?
The Museum ecosystem on Twitter
Everybody talks about things like:
> Why this study?
The new paradigm
of communication that
Social Networks have
brought
T...
> Why this study?
Knowledge and
experience sharing
Everybody talks about things like:
The new paradigm
of communication th...
The new paradigm
of communication that
Social Networks have
brought
> Why this study?
Knowledge and
experience sharing
Inf...
The new paradigm
of communication that
Social Networks have
brought
> Why this study?
Knowledge and
experience sharing
Inf...
OK, but is it true for museums?
Or is it still an unrealized possibility?
> Why this study?
The Museum ecosystem on Twitter
> Questions we want to answer
The Museum ecosystem on Twitter
> Questions we want to answer
The study is focused to offer insights
over questions such as:
The Museum ecosystem on Twitt...
· Do the worldwide museums form a community on Twitter?
· Or several different communities?
· And then: which is the main ...
· Do the worldwide museums form a community on Twitter?
· Or several different communities?
· And then: which is the main ...
· Do the worldwide museums form a community on Twitter?
· Or several different communities?
· And then: which is the main ...
> How?
The Museum ecosystem on Twitter
> How?
We have analysed the Twitter talk among
museums worldwide, using
SNA (Social Network Analysis) techniques.
The Muse...
We have analysed the Twitter talk among
museums worldwide, using
SNA (Social Network Analysis) techniques.
· Later on we w...
We have used the museum list from
Museum Analytics*:
1.800 museums with a Twitter account
*museum-analytics.org
Thank you ...
* The final study will include data from a 12-month period.
Now we are showing results based on 10,5 months of data.
And u...
The Museum ecosystem on Twitter
Thestudy
2
The study
The big picture
The core graph
Country/language
UK Key role
Communiti...
> The big picture
The Museum ecosystem on Twitter
The Museum ecosystem on Twitter
> The core graph
The Museum ecosystem on Twitter
> The core graph
These are the 400 most relevant museums
(according to their importance in the graph
–i.e. in the Twitter ...
Netherlands
United Kingdom
USA
Mexico
Spain
France
Germany
Canada
> Country is
the key factor for explaining
the graph str...
Netherlands
United Kingdom
USA
Mexico
Spain
France
Germany
Canada
There’s a clear country grouping in the
interactions bet...
> UK museums
have a Key role
Several UK museums are key players
in the spread of information between
Continental Europe ad...
> Communities, countries
and some key players
United states 28,3%
Unknown 18,24%
United Kingdom 10,69%
Netherlands 10,06%
...
Community structure is almost
the same as country grouping:
Twitter relationships mimic offline
relationships.
We are not ...
US community is the biggest,
but UK museums have a central position.
Speaking the world language is a clear advantage.
4 k...
> American museums
The Museum ecosystem on Twitter
> American museums
Some weights have changed as here
we are only focusing on connections
between the American museums.
Eve...
> American museums
NY museums monopolize most of the
central cluster, but it includes also
LACMA and Getty.
Key players:
M...
> The MoMA
environment
USA
France
Spain
Italy
Barcelona
Mexico
The Museum ecosystem on Twitter
MoMA’s place in the ecosystem.
Museums that have been related to the
MoMA and the crossed relationships
among them.
MoMA i...
> The Tate
environment
The Museum ecosystem on Twitter
UK, US and some Dutch museums
merge in one group.
Specific groups for Italian, French and
Spanish museums.
Some scattered ...
> #museumweek
(March 23rd-March 30th)
The Museum ecosystem on Twitter
The result of a truly participative Twitter
action in Europe.
Using SNA to assess the scope and
success of an action.
165....
The Museum ecosystem on Twitter
Conclusions
3
Conclusions
Conclusions
How can this study help your museum?
#MW2014 at Twit...
> Conclusions
› 3.500 museums at museum-analytic.org
› 1.800 museums at Twitter
› 400-500 museums really interact
with oth...
> Conclusions
There is not a worldwide Twitter community,
not even among those 400/500 museums.
1. But there is a signific...
> Conclusions
There is a small set of key players
in the spread of information
and in the relationship among
museums world...
The Museum ecosystem on Twitter
> How can this study help your museum?
Conclusions
The Museum ecosystem on Twitter
· Detect key players, analyse how they work on Twitter,
relate to them.
· Became a key pla...
The Museum ecosystem on Twitter
· Use SNA approach to improve your work at Twitter,
your communication campaigns and the r...
> #MW2014 at Twitter
The Museum ecosystem on Twitter
> #MW2014 at Twitter
The Museum ecosystem on Twitter
> #MW2014 at Twitter
We will write a post next week about
the hashtag #MW2014:
who has used it, the mention and RT
map abo...
The Museum ecosystem on Twitter
Thanks!
For asking the final paper (May) contact us at:
alex@lamagnetica.com
@lamagnetica
...
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Do museums worldwide form a true community on Twitter? Social Network Analysis (SNA) - Museums and the Web 2014

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Do museums worldwide form a true community on Twitter? Social Network Analysis (SNA) - Museums and the Web 2014

  1. 1. Alex Espinós ~ alex@lamagnetica.com Marc Espín ~ marc@lamagnetica.com
  2. 2. ___ Do Worldwide Museums form a true Community on Twitter? Some insights on the ecosystem of museums on Twitter through Social Network Analysis and Network Science. { {
  3. 3. Introduction The Museum ecosystem on Twitter 1 Introduction Why this study? Questions we want to answer Methodology ConclusionsThestudy
  4. 4. > Why this study? The Museum ecosystem on Twitter
  5. 5. Everybody talks about things like: > Why this study? The new paradigm of communication that Social Networks have brought The Museum ecosystem on Twitter
  6. 6. > Why this study? Knowledge and experience sharing Everybody talks about things like: The new paradigm of communication that Social Networks have brought The Museum ecosystem on Twitter
  7. 7. The new paradigm of communication that Social Networks have brought > Why this study? Knowledge and experience sharing Information flow Everybody talks about things like: The Museum ecosystem on Twitter
  8. 8. The new paradigm of communication that Social Networks have brought > Why this study? Knowledge and experience sharing Information flow User feedback Everybody talks about things like: The Museum ecosystem on Twitter
  9. 9. OK, but is it true for museums? Or is it still an unrealized possibility? > Why this study? The Museum ecosystem on Twitter
  10. 10. > Questions we want to answer The Museum ecosystem on Twitter
  11. 11. > Questions we want to answer The study is focused to offer insights over questions such as: The Museum ecosystem on Twitter
  12. 12. · Do the worldwide museums form a community on Twitter? · Or several different communities? · And then: which is the main criterion that explains the community structure: topic, language or country? > Questions we want to answer The study is focused to offer insights over questions such as: The Museum ecosystem on Twitter
  13. 13. · Do the worldwide museums form a community on Twitter? · Or several different communities? · And then: which is the main criterion that explains the community structure: topic, language or country? · Do the Twitter communities seem to mimic patterns of offline relationships? · Which are the communities? Which are the key players in each community? · Does the small world principle work? > Questions we want to answer The study is focused to offer insights over questions such as: The Museum ecosystem on Twitter
  14. 14. · Do the worldwide museums form a community on Twitter? · Or several different communities? · And then: which is the main criterion that explains the community structure: topic, language or country? · Do the Twitter communities seem to mimic patterns of offline relationships? · Which are the communities? Which are the key players in each community? · Does the small world principle work? · And the strength of weak ties? To what degree? · Which are the most influential museums, not in terms of followers, but in terms of influence among other museums? > Questions we want to answer The study is focused to offer insights over questions such as: The Museum ecosystem on Twitter
  15. 15. > How? The Museum ecosystem on Twitter
  16. 16. > How? We have analysed the Twitter talk among museums worldwide, using SNA (Social Network Analysis) techniques. The Museum ecosystem on Twitter
  17. 17. We have analysed the Twitter talk among museums worldwide, using SNA (Social Network Analysis) techniques. · Later on we will focus on some case studies about the relationship of museums and their followers. This involves a much heavier use of the Twitter API. · We are starting such a study with a museum in Barcelona (Spain), and another one in Turin (Italy). > How? The Museum ecosystem on Twitter
  18. 18. We have used the museum list from Museum Analytics*: 1.800 museums with a Twitter account *museum-analytics.org Thank you to INTK team! > How? The Museum ecosystem on Twitter
  19. 19. * The final study will include data from a 12-month period. Now we are showing results based on 10,5 months of data. And using the Twitter API we have got: Millions of tweets Around 150.000 interactions 30.000+ unique interactions > How? The Museum ecosystem on Twitter
  20. 20. The Museum ecosystem on Twitter Thestudy 2 The study The big picture The core graph Country/language UK Key role Communities American museums The MoMA environment The Tate environment #museumweek IntroductionConclusions
  21. 21. > The big picture The Museum ecosystem on Twitter
  22. 22. The Museum ecosystem on Twitter
  23. 23. > The core graph The Museum ecosystem on Twitter
  24. 24. > The core graph These are the 400 most relevant museums (according to their importance in the graph –i.e. in the Twitter talk among museums) The Museum ecosystem on Twitter
  25. 25. Netherlands United Kingdom USA Mexico Spain France Germany Canada > Country is the key factor for explaining the graph structure The Museum ecosystem on Twitter
  26. 26. Netherlands United Kingdom USA Mexico Spain France Germany Canada There’s a clear country grouping in the interactions between the museums. Apart from the labeled countries there are important clusters for Australia and New Zealand placed between USA and UK. And a Swedish one placed roughly between Netherlands, Germany and France. > Country is the key factor for explaining the graph structure The Museum ecosystem on Twitter
  27. 27. > UK museums have a Key role Several UK museums are key players in the spread of information between Continental Europe ad USA museums. The Museum ecosystem on Twitter
  28. 28. > Communities, countries and some key players United states 28,3% Unknown 18,24% United Kingdom 10,69% Netherlands 10,06% Germany 9,43% Spain 7,55% France 5,03% Mexico 4,4% Canada 2,52% Australia 1,89% Austria 0,63% Italy 0,63% New Zealand 0,63% The Museum ecosystem on Twitter
  29. 29. Community structure is almost the same as country grouping: Twitter relationships mimic offline relationships. We are not getting the most out of Twitter. > Communities, countries and some key players United states 28,3% Unknown 18,24% United Kingdom 10,69% Netherlands 10,06% Germany 9,43% Spain 7,55% France 5,03% Mexico 4,4% Canada 2,52% Australia 1,89% Austria 0,63% Italy 0,63% New Zealand 0,63% The Museum ecosystem on Twitter
  30. 30. US community is the biggest, but UK museums have a central position. Speaking the world language is a clear advantage. 4 key US players in the worldwide graph: @museummodernart, @metmuseum, @guggenheim, @gettymuseum 3 key British players: @britishmuseum, @sciencemuseum, @v_and_a > Communities, countries and some key players United states 28,3% Unknown 18,24% United Kingdom 10,69% Netherlands 10,06% Germany 9,43% Spain 7,55% France 5,03% Mexico 4,4% Canada 2,52% Australia 1,89% Austria 0,63% Italy 0,63% New Zealand 0,63% The Museum ecosystem on Twitter
  31. 31. > American museums The Museum ecosystem on Twitter
  32. 32. > American museums Some weights have changed as here we are only focusing on connections between the American museums. Even within the US there are some area-related clusters: DC, Boston or California. The Museum ecosystem on Twitter
  33. 33. > American museums NY museums monopolize most of the central cluster, but it includes also LACMA and Getty. Key players: Metropolitan, Smithsonian, MoMA and then Guggenheim, Getty, LACMA, Queens, SF MoMA, Whithney, National Gallery. The Museum ecosystem on Twitter
  34. 34. > The MoMA environment USA France Spain Italy Barcelona Mexico The Museum ecosystem on Twitter
  35. 35. MoMA’s place in the ecosystem. Museums that have been related to the MoMA and the crossed relationships among them. MoMA is an important hub in the worldwide Twitter talk. > The MoMA environment USA France Spain Italy Barcelona Mexico The Museum ecosystem on Twitter
  36. 36. > The Tate environment The Museum ecosystem on Twitter
  37. 37. UK, US and some Dutch museums merge in one group. Specific groups for Italian, French and Spanish museums. Some scattered points from different countries. > The Tate environment The Museum ecosystem on Twitter
  38. 38. > #museumweek (March 23rd-March 30th) The Museum ecosystem on Twitter
  39. 39. The result of a truly participative Twitter action in Europe. Using SNA to assess the scope and success of an action. 165.000+ analyzed tweets, 40.000+ users, 600+ museums. > #museumweek (March 23rd-March 30th) The Museum ecosystem on Twitter
  40. 40. The Museum ecosystem on Twitter Conclusions 3 Conclusions Conclusions How can this study help your museum? #MW2014 at Twitter ThestudyIntroduction
  41. 41. > Conclusions › 3.500 museums at museum-analytic.org › 1.800 museums at Twitter › 400-500 museums really interact with other museums Most museums are not profiting the opportunities Twitter offer. The Museum ecosystem on Twitter
  42. 42. > Conclusions There is not a worldwide Twitter community, not even among those 400/500 museums. 1. But there is a significant flow of information. (Small world principles applies) Country is the main factor for explaining community structure 2. Not language: US and UK form different communities, so do Spain and Mexico 3. And not topic: there is not an archaeological museums community, or a contemporary art community… That would have reflected a maturity in Twitter use. The Museum ecosystem on Twitter
  43. 43. > Conclusions There is a small set of key players in the spread of information and in the relationship among museums worldwide (Structural holes) The Museum ecosystem on Twitter
  44. 44. The Museum ecosystem on Twitter > How can this study help your museum? Conclusions
  45. 45. The Museum ecosystem on Twitter · Detect key players, analyse how they work on Twitter, relate to them. · Became a key player in your area (country, region, topic), then go bigger. · Connecting the main component with your local or topic-based community can be the first step. Be bilingual! (unless you are in the UK or US). > How can this study help your museum? Conclusions
  46. 46. The Museum ecosystem on Twitter · Use SNA approach to improve your work at Twitter, your communication campaigns and the relationship with your followers. · Stay tuned for the final paper, with more detailed graphics, museum lists, etc. > How can this study help your museum? Conclusions
  47. 47. > #MW2014 at Twitter The Museum ecosystem on Twitter
  48. 48. > #MW2014 at Twitter The Museum ecosystem on Twitter
  49. 49. > #MW2014 at Twitter We will write a post next week about the hashtag #MW2014: who has used it, the mention and RT map about the conference, etc. The Museum ecosystem on Twitter
  50. 50. The Museum ecosystem on Twitter Thanks! For asking the final paper (May) contact us at: alex@lamagnetica.com @lamagnetica We want to partner with a museum for working a case study analysing the relationship with its Twitter followers. Are you interested? Contact us. Conclusions

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