Day1, papers 3, Astrid Boost

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Day1, papers 3, Astrid Boost

  1. 1. Digital cultural communication: the role of social media in the communication between cultural institutions and their audience Astrid Boost 9-10.12.2009 R’dam DISH’09
  2. 2. <ul><li>The use of social media by Flemish institutions </li></ul><ul><ul><li>Blogs, wiki’s en Facebook (FB) </li></ul></ul><ul><ul><li>Museums, libraries and theatres </li></ul></ul><ul><li>How and why? </li></ul><ul><ul><li>Which role social media play </li></ul></ul><ul><ul><li>How do they improve the communication between these cultural institutions and their audience? </li></ul></ul>Objectives
  3. 3. Research <ul><li>Empirical, qualitative research </li></ul><ul><li>Two phases of evaluation: </li></ul><ul><ul><li>First phase: contact with as many institutions as possible </li></ul></ul><ul><ul><li>Second phase: narrow focus down to a very specific set of institutions selected on the basis of the previous analysis </li></ul></ul>
  4. 4. Research/2 <ul><li>First round: contact with about 37 Flemish cultural institutions (A’pen, Gent, Brugge): </li></ul><ul><ul><li>City public libraries </li></ul></ul><ul><ul><li>Museums </li></ul></ul><ul><ul><ul><li>Fashion museum in Antwerp </li></ul></ul></ul><ul><ul><ul><li>Museum of Fine Arts </li></ul></ul></ul><ul><ul><ul><li>Association of Antwerp city museums (9) </li></ul></ul></ul><ul><ul><ul><li>Association of Brugge city museums (3) </li></ul></ul></ul><ul><ul><li>Theatre companies </li></ul></ul><ul><ul><ul><li>Arenbergschouwburg </li></ul></ul></ul><ul><ul><ul><li>Toneelhuis </li></ul></ul></ul><ul><ul><li>… </li></ul></ul>
  5. 5. Research/3 <ul><li>Survey: </li></ul><ul><ul><li>if they make use of social media </li></ul></ul><ul><ul><li>for which purposes they are using them </li></ul></ul><ul><ul><li>what their experience is with them </li></ul></ul><ul><ul><li>what they have learnt from the use of social media so far </li></ul></ul><ul><ul><li>what their audience reaction has been </li></ul></ul><ul><ul><li>if they see the added value of using social media to maintain the contact with their public </li></ul></ul><ul><ul><li>the way in which they can position themselves in the wider cultural Flemish context </li></ul></ul>
  6. 6. Survey results <ul><li>Results: </li></ul><ul><ul><li>Most institutions use social media already </li></ul></ul><ul><ul><li>FB is the most used medium </li></ul></ul><ul><ul><li>Some are already permanently present on FB </li></ul></ul><ul><ul><li>Some use social media only to promote a special event or for special purposes </li></ul></ul><ul><ul><ul><li>Then the choice of medium depends on the event to promote, eg </li></ul></ul></ul><ul><ul><ul><li>Flickr is good to archive pictures </li></ul></ul></ul><ul><ul><ul><li>A blog is good as a diary for reviewing a theatre performance </li></ul></ul></ul><ul><ul><li>Most use them to reach a wider audience and to be more accessible </li></ul></ul><ul><ul><li>Young people are the targeted group </li></ul></ul><ul><ul><li>What hinders the use of social media the most, is time, due to maintenance </li></ul></ul><ul><ul><ul><li>Extra staff is needed </li></ul></ul></ul>
  7. 7. Second round <ul><li>5 institutions were selected </li></ul><ul><li>They all use FB: </li></ul><ul><ul><li>Bozar </li></ul></ul><ul><ul><li>Het Toneelhuis </li></ul></ul><ul><ul><li>MoMu </li></ul></ul><ul><ul><li>Permeke library </li></ul></ul><ul><ul><li>Museum of Fine Arts in Antwerp </li></ul></ul>
  8. 8. Second round/2 <ul><li>What and how they use FB </li></ul><ul><li>How they handle users’ participation </li></ul><ul><li>Activity diagrams and traffic/page views </li></ul><ul><li>Comparison among them: </li></ul><ul><ul><li>the content on each page </li></ul></ul><ul><ul><li>the updates </li></ul></ul><ul><ul><li>the degree of users' participation </li></ul></ul><ul><ul><li>some general demographics </li></ul></ul>
  9. 9. Results second round <ul><li>From a content point of view, FB pages were very similar </li></ul><ul><ul><li>Low personalization </li></ul></ul><ul><li>As for its use, it is to promote events </li></ul><ul><ul><li>By showing pictures or videos </li></ul></ul><ul><ul><li>By promoting/supporting users’ reaction(s) </li></ul></ul><ul><li>A lot of serendipitous users, few definite users </li></ul><ul><ul><li>Fidelity issue </li></ul></ul>
  10. 10. Results second round/2 <ul><li>Often a separate page for specific events like expositions etc. </li></ul><ul><ul><li>To reach better a specific audience (young people) </li></ul></ul>
  11. 11. Demographics <ul><li>More women in general </li></ul><ul><li>More women in each age category </li></ul><ul><li>Most fans come from abroad (are not Belgian) </li></ul>
  12. 12. Conclusion <ul><li>I t is not always that easy to integrate social media in the &quot;normal&quot; cultural communication </li></ul><ul><li>Results are certainly limited, however they are interesting to highlight what is happening in the Flemish cultural scene and can serve as a starting point for further research </li></ul>
  13. 13. <ul><li>THANK YOU!!! </li></ul><ul><li>[email_address] </li></ul>

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