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Marketing + Education = 
#musesocial 
__________________________________________________________________________________________________ 
Dana Allen-Greil @danamuses 
Senior Digital Outreach Producer 
National Gallery of Art 
Meagan Estep @meaganestep 
Manager of K-12 Digital & Educator Initiatives 
The Phillips Collection 
Margaret Sternbergh @margienchargie 
Manager of Digital & In-gallery Interpretation 
The Phillips Collection 
Body Critical: What do 
#museumselfies mean? 
_______________________________________________________________________________________ 
___________ 
Alli Burness @alli_burnie 
Organizing the World’s 
Museum Social Media 
Managers 
_______________________________________________________________________________________ 
___________ 
Lori Byrd Phillips @lorileebyrd 
Digital Content Coordinator 
The Children’s Museum of Indianapolis 
Ryan Dodge @wrdodger 
Social Media Coordinator 
Royal Ontario Museum 
#musesocial
Marketing + Education = #musesocial 
marketing 
where the 
magic happens 
education
Our guiding questions: 
1. What is the core purpose of social media in a cultural 
institution? 
2. How can we best connect with audiences online? 
3. How can we go beyond mere promotion to foster 
personal connections, deepen learning, and create 
meaningful engagement with audiences?
1.What is the core purpose 
of social media in cultural 
institutions?
“An intimate museum combined with an experiment station” 
The Phillips Collection Mission Statement
#BreakForArt 
1st Monday of each month 
1-2pm EST 
1 work of art + inquiry based learning
Intended Impact 
More people personally 
experience the transformative 
power of art and appreciate 
the role of the Gallery in 
preserving and promoting the 
nation’s art collection.
Intended Outcomes 
1. New audiences are reached and engaged with 
the Gallery and its content 
2. Existing fans and art enthusiasts are drawn in 
more deeply and more often 
3. Online audiences gain a better understanding 
of works of art in the Gallery’s collection 
4. People feel connected to the Gallery and part 
of advancing its mission
Intended Outcomes 
1. New audiences are reached and engaged with 
the Gallery and its content 
2. Existing fans and art enthusiasts are drawn in 
more deeply and more often 
3. Online audiences gain a better understanding 
of works of art in the Gallery’s collection 
4. People feel connected to the Gallery and part 
of advancing its mission
Intended Outcomes 
1. New audiences are reached and engaged with 
the Gallery and its content 
2. Existing fans and art enthusiasts are drawn in 
more deeply and more often 
3. Online audiences gain a better understanding 
of works of art in the Gallery’s collection 
4. People feel connected to the Gallery and part 
of advancing its mission
June October
2.How can we best connect 
with a variety of 
audiences online?
#BreakForArt vs. Walk-in Visitor
How old are you?
How often have you visited the Phillips Collection 
in the past 12 months?
How often do you visit museums or other cultural institutions?
#thosengalights
#caughtgramming
#wegramthistown
#artwatchers
Phil
3.How can we go beyond 
mere promotion to foster 
personal connections, 
deepen learning, and 
create meaningful 
engagement?
Measuring Quantity vs. Quality 
Average metrics per chat 
17,018 Impressions (number of times #BreakForArt was seen) 
228 Engagements (number of times a user has interacted with 
a Tweet: 
all clicks, retweet, replies, follows, favorites) 
22 @PhillipsMuseum profile clicks 
59 URL clicks 
56 Detail expands 
Other metrics 
4-16 Active participants (actively tweeting with #BreakForArt) 
???? Passive participants (retweeting or favoriting) 
???? “Lurkers” (just lurking)
#lifeimitatesart
#lifeimitatesart
#museumselfie
#museumselfie
“Your positive input helps me justify doing 
more of these kinds of events in the future. 
Your recommendations for improvement help 
me shape our future strategy and ensure that 
we spend our time developing programs that 
people truly enjoy and learn from.”
June October 
● What aspects of the 
Instameet did you most 
enjoy? Why? 
● What aspects of the 
Instameet do you feel didn't 
work so well? 
● What do you think we could 
do better? 
● What ideas do you have for 
additional topics or modes 
of interaction? 
● What surprised you? 
● What aspects of the 
Instameet did you most 
enjoy? Why? 
● What ideas do you have 
for additional topics or 
modes of interaction?
“Loved when we broke up 
into teams near the end to 
produce a creative 
response. More hands on 
activities that challenge 
us as photographers are 
always welcome.”
“Collaboration at 
Instameets really depends 
on trust even though it is a 
place for strangers with 
the same interests to 
gather.”
“My favorite prompt was 
#LifeImitatesArt and I'm 
especially impressed with 
everyone's photos from 
that activity. Not only are 
the photos great, but the 
simple act of physically 
imitating a work gave me a 
new connection and 
understanding of it.”
Museum professionals
Archives professionals
Your turn! Thoughts? 
How can we go beyond mere 
promotion to foster personal 
connections, deepen learning, and 
create meaningful engagement with 
our audiences?
Shameless Promo: 
Join our next #BreakForArt 
Monday, December 1st, 1-2pm EST 
Co-led by @NGAdc & @PhillipsMuseum
Body Critical: 
Understanding Museum Selfies 
@alli_burnie 
Alli Burness 
Museum Computer Network Conference 
November 2014, Dallas, Texas
museumselfies.tumblr.com 
@alli_burnie #musesocial
March 2013 
@alli_burnie #musesocial
selfieresearchers.com 
@alli_burnie #musesocial
The Museum 
THE 
MUSEUM 
Identity Theory SELFIE Photography 
@alli_burnie #musesocial
• The #museumselfie is a meta-performative 
@alli_burnie #musesocial 
act of identity work 
• The #museumselfie is visual evidence of 
the personal meaning-making process 
conducted by visitors
Identity 
• Identity is constantly changing 
through our performance of 
everyday life, be that physical or 
digital. 
@alli_burnie #musesocial
Photography 
• The Mona Lisa argument against 
#museumselfies is an illusion. 
• The #selfie is about sharing everyday 
moments that weave the fabric of life 
in all of its variety. 
@alli_burnie #musesocial
The Museum 
• The #museumselfie is a glimpse into the 
actions and performances which create 
museums 
• A #museumselfie lets us see a visitor weaving 
their personal story around, onto, into an 
object or museum 
@alli_burnie #musesocial
@ The Mattress Factory, Pittsburgh
@ The Metropolitan Museum of Art
@ The Metropolitan Museum of Art
@ Massachusetts Museum of Contemporary Art
@ Rhode Island School of Design Museum
@ Museo de Arte Latinoamericano de Buenos Aires
@ Denver Art Museum
@ The Barbican Centre
@ The Studio Museum, New York
@ The Escher Museum, The Hague
Does a #MuseumSelfie have to be taken in a museum?
Alli Burness 
@alli_burnie 
museumselfies.tumblr.com 
alliburness@outlook.com
Organizing the World's Museum 
Social Media Managers 
Lori Byrd Phillips - @LoriLeeByrd 
Ryan Dodge - @wrdodger 
#musesocial #MCN2014
Google Map
Why it’s good
Community
User Generated Content in-Gallery
To Advertise, or not...
New Platforms
#AskACurator 
http://blog.lamagnetica.com/2014/09/19/askacurator-through-social-network-analysis/
#AskACurator 
● MUSEUMS: 721 
● COUNTRIES: 43 
● TWEETS: 47,546 
● TWEETERS: 12,952 
● AVERAGE: 3.67 
tweets/user
#ROM100
#ROM100 ● TWEETS SENT: 163 
● RETWEETS: 608 
● REACH: 
6.685 million 
● TWEETERS: 293 
● TRENDING: 8+ 
hours 
● MENTIONS: 
2,579
#PartyLikeADino
#PartyLikeADino 
● MUSEUMS: 30 
● COUNTRIES: 6 
● LANGUAGES: 4 
● TWEETERS: 200 
● MENTIONS: 355
#musesocial 
Thanks! 
Questions?

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#musesocial

  • 1. Marketing + Education = #musesocial __________________________________________________________________________________________________ Dana Allen-Greil @danamuses Senior Digital Outreach Producer National Gallery of Art Meagan Estep @meaganestep Manager of K-12 Digital & Educator Initiatives The Phillips Collection Margaret Sternbergh @margienchargie Manager of Digital & In-gallery Interpretation The Phillips Collection Body Critical: What do #museumselfies mean? _______________________________________________________________________________________ ___________ Alli Burness @alli_burnie Organizing the World’s Museum Social Media Managers _______________________________________________________________________________________ ___________ Lori Byrd Phillips @lorileebyrd Digital Content Coordinator The Children’s Museum of Indianapolis Ryan Dodge @wrdodger Social Media Coordinator Royal Ontario Museum #musesocial
  • 2. Marketing + Education = #musesocial marketing where the magic happens education
  • 3. Our guiding questions: 1. What is the core purpose of social media in a cultural institution? 2. How can we best connect with audiences online? 3. How can we go beyond mere promotion to foster personal connections, deepen learning, and create meaningful engagement with audiences?
  • 4. 1.What is the core purpose of social media in cultural institutions?
  • 5.
  • 6. “An intimate museum combined with an experiment station” The Phillips Collection Mission Statement
  • 7. #BreakForArt 1st Monday of each month 1-2pm EST 1 work of art + inquiry based learning
  • 8.
  • 9. Intended Impact More people personally experience the transformative power of art and appreciate the role of the Gallery in preserving and promoting the nation’s art collection.
  • 10. Intended Outcomes 1. New audiences are reached and engaged with the Gallery and its content 2. Existing fans and art enthusiasts are drawn in more deeply and more often 3. Online audiences gain a better understanding of works of art in the Gallery’s collection 4. People feel connected to the Gallery and part of advancing its mission
  • 11. Intended Outcomes 1. New audiences are reached and engaged with the Gallery and its content 2. Existing fans and art enthusiasts are drawn in more deeply and more often 3. Online audiences gain a better understanding of works of art in the Gallery’s collection 4. People feel connected to the Gallery and part of advancing its mission
  • 12. Intended Outcomes 1. New audiences are reached and engaged with the Gallery and its content 2. Existing fans and art enthusiasts are drawn in more deeply and more often 3. Online audiences gain a better understanding of works of art in the Gallery’s collection 4. People feel connected to the Gallery and part of advancing its mission
  • 14. 2.How can we best connect with a variety of audiences online?
  • 16. How old are you?
  • 17. How often have you visited the Phillips Collection in the past 12 months?
  • 18. How often do you visit museums or other cultural institutions?
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  • 30. Phil
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  • 32. 3.How can we go beyond mere promotion to foster personal connections, deepen learning, and create meaningful engagement?
  • 33. Measuring Quantity vs. Quality Average metrics per chat 17,018 Impressions (number of times #BreakForArt was seen) 228 Engagements (number of times a user has interacted with a Tweet: all clicks, retweet, replies, follows, favorites) 22 @PhillipsMuseum profile clicks 59 URL clicks 56 Detail expands Other metrics 4-16 Active participants (actively tweeting with #BreakForArt) ???? Passive participants (retweeting or favoriting) ???? “Lurkers” (just lurking)
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  • 46. “Your positive input helps me justify doing more of these kinds of events in the future. Your recommendations for improvement help me shape our future strategy and ensure that we spend our time developing programs that people truly enjoy and learn from.”
  • 47. June October ● What aspects of the Instameet did you most enjoy? Why? ● What aspects of the Instameet do you feel didn't work so well? ● What do you think we could do better? ● What ideas do you have for additional topics or modes of interaction? ● What surprised you? ● What aspects of the Instameet did you most enjoy? Why? ● What ideas do you have for additional topics or modes of interaction?
  • 48. “Loved when we broke up into teams near the end to produce a creative response. More hands on activities that challenge us as photographers are always welcome.”
  • 49.
  • 50. “Collaboration at Instameets really depends on trust even though it is a place for strangers with the same interests to gather.”
  • 51.
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  • 53. “My favorite prompt was #LifeImitatesArt and I'm especially impressed with everyone's photos from that activity. Not only are the photos great, but the simple act of physically imitating a work gave me a new connection and understanding of it.”
  • 54.
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  • 58. Your turn! Thoughts? How can we go beyond mere promotion to foster personal connections, deepen learning, and create meaningful engagement with our audiences?
  • 59. Shameless Promo: Join our next #BreakForArt Monday, December 1st, 1-2pm EST Co-led by @NGAdc & @PhillipsMuseum
  • 60. Body Critical: Understanding Museum Selfies @alli_burnie Alli Burness Museum Computer Network Conference November 2014, Dallas, Texas
  • 62. March 2013 @alli_burnie #musesocial
  • 64. The Museum THE MUSEUM Identity Theory SELFIE Photography @alli_burnie #musesocial
  • 65. • The #museumselfie is a meta-performative @alli_burnie #musesocial act of identity work • The #museumselfie is visual evidence of the personal meaning-making process conducted by visitors
  • 66. Identity • Identity is constantly changing through our performance of everyday life, be that physical or digital. @alli_burnie #musesocial
  • 67. Photography • The Mona Lisa argument against #museumselfies is an illusion. • The #selfie is about sharing everyday moments that weave the fabric of life in all of its variety. @alli_burnie #musesocial
  • 68. The Museum • The #museumselfie is a glimpse into the actions and performances which create museums • A #museumselfie lets us see a visitor weaving their personal story around, onto, into an object or museum @alli_burnie #musesocial
  • 69. @ The Mattress Factory, Pittsburgh
  • 70. @ The Metropolitan Museum of Art
  • 71. @ The Metropolitan Museum of Art
  • 72. @ Massachusetts Museum of Contemporary Art
  • 73. @ Rhode Island School of Design Museum
  • 74. @ Museo de Arte Latinoamericano de Buenos Aires
  • 75. @ Denver Art Museum
  • 76. @ The Barbican Centre
  • 77. @ The Studio Museum, New York
  • 78. @ The Escher Museum, The Hague
  • 79. Does a #MuseumSelfie have to be taken in a museum?
  • 80. Alli Burness @alli_burnie museumselfies.tumblr.com alliburness@outlook.com
  • 81. Organizing the World's Museum Social Media Managers Lori Byrd Phillips - @LoriLeeByrd Ryan Dodge - @wrdodger #musesocial #MCN2014
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  • 91. #AskACurator ● MUSEUMS: 721 ● COUNTRIES: 43 ● TWEETS: 47,546 ● TWEETERS: 12,952 ● AVERAGE: 3.67 tweets/user
  • 93. #ROM100 ● TWEETS SENT: 163 ● RETWEETS: 608 ● REACH: 6.685 million ● TWEETERS: 293 ● TRENDING: 8+ hours ● MENTIONS: 2,579
  • 95. #PartyLikeADino ● MUSEUMS: 30 ● COUNTRIES: 6 ● LANGUAGES: 4 ● TWEETERS: 200 ● MENTIONS: 355
  • 96.