Social Media Metrics for the Cultural Heritage Sector

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  • Welcome and thank you for attending this presentation! My name is ThijsWaardenburg, I am a fourth-year MT student, and hopefully this is my last presentation here ;) I’m going to present a paper that I wrote for my elective points, so this is not my gradation presentation.That said, lets move on to the subject of this presentation.There are several ways in which digital technology has ‘entered’ the cultural heritage sector. But this presentation is about social media in this sector, or to be more precise, about the development of a prototype, that we are currently building, that measures social media activities of museums. So, the focus of this presentation is not so much on the actual presentation, interpretation or combination of data.First I’d like to make the following statement:[Next slide]
  • First I am going to explain a little more about the context of this research.Then I am going to tell about related work on social media and metrics.And next I will explain our approach and the choices we madeAnd finally we will wrap up this presentation with conclusions and a discussion.
  • About the context of this research.Since September I work as a teacher and a research fellow at the Universities of Applied Sciences Utrecht, or Hogeschool Utrecht as it is called in Dutch.I teach at the bachelor program of Communication and MultimediamediaDesign.Besides that, I work at the Crossmedialab, the workspace of the ‘lectoraat’ Crossmedia Business. Lectoraten are the research groups of the ‘Hogescholen’. The main goal of these research groups is the practical application of science.Our research group is focused on crossmedia developments on the area’s of media, cultural heritage, marketing and education.We run several projects with our research group. If you are interested in our research I would like to refer to our webpage www.crossmedialab.nl.
  • One of the projects I am currently working on isMuseumCompass, a 2 year project with the goal to support museum professionals with using digital media…
  • It is recognized that museums are in need of knowledge about crossmedia technologies. Many museums do not have clear strategy, or do not have a strategy at all, regarding social media.Recently, we had a meeting with people from Amsterdam Museum and the Stedelijk Museum Amsterdam, who are responsible for social media within their museums. … By the way, sadly,Erfgoed Nederland, does no longer exists due to funding cuts.
  • Project is focused on digital media and it’s impact on traditional media. And therefore consists of much more than this tool allone!But this presentation is specifically about social media.
  • But the online presence is long gone from being just a webpage.Today, museums use more and more social media, for different purposes.What do all these activities bring?
  • The online presence is long gone from being just a webpage.Today, museums use more and more social media, for different purposes.What do all these activities bring? You should not use social media just because you can!
  • The online presence is long gone from being just a webpage.Today, museums use more and more social media, for different purposes.What do all these activities bring? You should not use social media just because you can!
  • The online presence is long gone from being just a webpage.Today, museums use more and more social media, for different purposes.What do all these activities bring? You should not use social media just because you can!
  • No authentication: ‘Access token’ and account-approval are not needed. Only basic account data can be requested (e.g. account name, account-ID, profile image, etc.).One-sided authentication. ‘Access token’ is needed, but account-approval is not needed. Publicly available / visible account-data can be requested (e.g. messages, number of fans, etc.).Two-sided authentication. Application needs to be registered at platform, ‘access token’ and account-approval are needed. Extensive account-data can be requested (e.g. friend list, private messages, etc.).No need for cooperation of museums
  • No authentication: ‘Access token’ and account-approval are not needed. Only basic account data can be requested (e.g. account name, account-ID, profile image, etc.).One-sided authentication. ‘Access token’ is needed, but account-approval is not needed. Publicly available / visible account-data can be requested (e.g. messages, number of fans, etc.).Two-sided authentication. Application needs to be registered at platform, ‘access token’ and account-approval are needed. Extensive account-data can be requested (e.g. friend list, private messages, etc.).
  • Type, popularity, ‘maturity’
  • No authentication: ‘Access token’ and account-approval are not needed. Only basic account data can be requested (e.g. account name, account-ID, profile image, etc.).One-sided authentication. ‘Access token’ is needed, but account-approval is not needed. Publicly available / visible account-data can be requested (e.g. messages, number of fans, etc.).Two-sided authentication. Application needs to be registered at platform, ‘access token’ and account-approval are needed. Extensive account-data can be requested (e.g. friend list, private messages, etc.).
  • “Presenteren en bekendheid geven aan: het zowel materieel als virtueel, in dialoog met belanghebbenden, publiekelijk bekend en toegankelijk maken van de collectie en informatie over de collectie.Different types of social media have enabled museums to present anddisclosetheircollections.
  • NoSQL architecture better solution.
  • NoSQL architecture better solution.
  • NoSQL architecture better solution.
  • NoSQL architecture better solution.
  • NoSQL architecture better solution.
  • No authentication: ‘Access token’ and account-approval are not needed. Only basic account data can be requested (e.g. account name, account-ID, profile image, etc.).One-sided authentication. ‘Access token’ is needed, but account-approval is not needed. Publicly available / visible account-data can be requested (e.g. messages, number of fans, etc.).Two-sided authentication. Application needs to be registered at platform, ‘access token’ and account-approval are needed. Extensive account-data can be requested (e.g. friend list, private messages, etc.).
  • If you need 1 min. to check, you need >35 hours to collect this data.
  • If you need 1 min. to check, you need >35 hours to collect this data.
  • If you need 1 min. to check, you need >35 hours to collect this data.
  • Today, practically every museum has a webpage....even the unlikelyones, like these examples.
  • Social Media Metrics for the Cultural Heritage Sector

    1. 1. Social Media Metrics for the Cultural Heritage Sector Developing a Prototypehttp://www.leocaillard.com/
    2. 2. Program (20-25 min.)About the context of this research.Approach and choices.Demonstration of the prototype.Lessons learned and example results.Q&A (~10 min.).
    3. 3. More information: http://www.crossmedialab.nl
    4. 4. “MuseumCompass”2-year research projectGoal:To support museum professionalswith using digital media.
    5. 5. More information: www.museumkompas.nl
    6. 6. How can museums use the possibilities, created bydigital media?What is the effect on the public?How does this change the role and the image of amuseum?How can a museum justify digital media activitiesto sponsors and subsidizers?
    7. 7. Interaction with public Present collection Attract new audience Specifically for exhibition „Binding‟ people
    8. 8. Interaction with public Disclose collection Attract new audience Specifically for exhibition „Binding‟ people
    9. 9. Interaction with public Disclose collection Attract new audience Specifically for exhibition „Binding‟ people
    10. 10. Interaction with public Disclose collection Attract new audience Specifically for exhibition „Binding‟ people
    11. 11. „Social Media Metrics‟Software that automatically collects andvisualizes data on social media activities.
    12. 12. We want to know:• What the current and historic activities of Dutch museums on social media are;• What the impact of these activities is; (the reactions of „the public‟)• How museums relate to one another, regarding social media activities.
    13. 13. „media dashboards‟ „social data analytics‟ „social monitoring‟ http://wiki.kenburbary.com/ > 220 tools
    14. 14. Our approach: build our own tool (prototype). “Social Media Museum Monitor”
    15. 15. Selection of data-elements
    16. 16. 6 months, 1 programmer, ~ 12 hours a week
    17. 17. Demo.
    18. 18. Lessons learned and discussion.
    19. 19. Finally, some example results.
    20. 20. Thank you for your attention. What are your questions?

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