NYU Social Media Analytics Final: Smithsonian vs Met
NYU SCPSSocial Media AnalyticsFinal ProjectSocial Media in MuseumsThe Smithsonian Museum and the MetropolitanMuseum of Art: A Comparison(September 1 - November 30, 2012) Team Members: Axel Diewald (@axdcom), Jay Hover (@jmhover), Alice Northover (@alicenorthover) Instructor: Rhonda Drake, Rhonda@drakedirect.com
IntroductionBoth the Smithsonian Museum and the Metropolitan Museum of Art have strong social media presences.Caveats:• We have focused on social media for the Smithsonian Museum only for this report, as there are numerous divisions of the Smithsonian with separate social media presences. For example, the National Air & Space Museum.• The Metropolitan Museum of Art is often referred to as "Met Museum" or "the Met", which often leads to confusion with the Metropolitan Opera House, also referred to as "Met Opera" and "the Met."• We are unable to measure several platforms: – Blogs: Neither museum maintains a central blog, although the Smithsonian has several specialized ones and the Met has used blogs for special exhibitions. – Tumblr: Analytics are currently unavailable, but Smithsonian has a regularly updated Tumblr and the Metropolitan Museum of Art has used Tumblr twice for special exhibitions. – Flickr: No public metrics are currently available, but both museums have well-maintained presences.
Audience: SizeAlthough prominent internationalmuseums, both the Smithsonian and theMet account for only a small portion of thesocial media chatter for museums as awhole on the web.For social mentions of museums: TheSmithsonian mentioned 1/120 times. TheMet mentioned 1/80 according to SocialMention. (This doesn’t match other data.)
Audience: CompositionThe majority of social media traffic is from within theUnited States, with strong interest from their respectivemuseum locations. The Smithsonian has a larger femaleaudience on social media according to Netbase, althoughAlexas demographics for web traffic contradicts this.Both the Smithsonian and the Met have highly educatedolder audiences on the web. They tend to skew female, inparticular the Met.
Audience: ThemesThe most common themes insocial media chatter aresurrounding museumlocations, exhibitions, andrelated tourism terms.
Audience: SentimentThe sentiment for both museums is overwhelmingly positive. Most of the negativesentiment watch words surround opinions of certain works or how the museum isorganized. The positive opinions greatly outweigh the negative ones.
Main Social Media ActivityBoth museums are engaged on the same social media channels. Main accounts we’re examining: Institutions as a whole:
Facebook Growth and EngagementFacebook usage is increasing and both museums gain more fans constantly. MetMuseum fan engagement on Facebook is about 40x higher.Best time to post: Met = Sunday ; Smithsonian = TuesdayBest content to post: Met = pictures ; Smithsonian = links Met Museum Smithsonian
Twitter Growth and EngagementBoth museums gain more followers steadily. @Smithsonian tweets almost twice as much as @MetMuseum and their retweet rank is much higher.Best time to post: Met = Wednesday ; Smithsonian = FridayLevel of engagement relative to post: Met = 23.7 impact ; Smithsonian = 24.5Most engaging content to post: Links for both (most of their tweets are links)
Social Influence and Share of VoiceThe influence scores (e.g. Klout) of The Smithsonian dominatesboth museums are almost similar the overall share of voice oneven though their presence on social blogs, forums, Twitter,channels and their topics are Facebook, and news, mostdifferent. likely from the proliferation of Smithsonian affiliates that amplify existing chatter.Museums, Julius Caesar, AlexanderMcqueen, Apps, Vampires, NewYork City...Museums, Education, Science &Technology, Natural History,Fenway Park...
InfluencersThere are no stand-out influencersfor either organization. Onfollowerwonk, the Smithsoniansaffiliates dominate their influencer list,while the Met has real people withlower Klout scores. Bloggers are agreater source of social mediachatter for both museums.
Social Media Usage: SynergyWhile the Smithsonian has more pageviews onaverage, Met visitors are far more engaged withlonger time on site. This appears to be an extensionof their social dynamic: The Smithsonian is more ofa broadcaster, and the Met is more engaged. Note:The spike for metmuseum.org was after a majormember of the Met passed away. The majority ofsocial traffic comes from blogs for both museums,although SEOprofiler backlinks for both hoveraround 55,800+. Pinterest is a notable social driverof the Mets web traffic, but doesnt even appear insi.edus top ten.
Conclusion• The audience for each museum differs according to platforms.• The museum collections and locations largely determine the social media chatter around them.• Metropolitan Museum of Art has a larger audience than the Smithsonian on visual platforms, which seems to stem from their robust image content.• The Smithsonian seems to have a broader audience, but less deep engagement on each channel -- no doubt because of its multiple affiliates where deeper engagement can occur according to interest.• The Met is more deeply engaged on channels although has overall less chatter.