Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Do Museums Worldwide Form a True Community On Twitter? Social Network Analysis (SNA)

3,461 views

Published on

Presentation for Museums and the Web 2014 with some insights on the ecosystem of museums on Twitter through Social Network Analysis and Network Science. Read the full report: https://www.lamagnetica.com/twitter-museum-study/download/museums-worldwide-community-twitter.pdf

  • Be the first to comment

Do Museums Worldwide Form a True Community On Twitter? Social Network Analysis (SNA)

  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

×