Skip to main content
UploadLanguage (EN)Support
BusinessMobileSocial MediaMarketingTechnologyArt & PhotosCareerDesignEducationPresentations & Public SpeakingGovernment & NonprofitHealthcareInternetLawLeadership & ManagementAutomotiveEngineeringSoftwareRecruiting & HRRetailSalesServicesScienceSmall Business & EntrepreneurshipFoodEnvironmentEconomy & FinanceData & AnalyticsInvestor RelationsSportsSpiritualNews & PoliticsTravelSelf ImprovementReal EstateEntertainment & HumorHealth & MedicineDevices & HardwareLifestyle
Dana Allen-Greil, profile picture
Uploaded byDana Allen-Greil
PPTX, PDF6,941 views

Beyond the #selfie: Connecting teens and art through social media

The document discusses strategies for engaging teens at the National Gallery of Art through social media and guided interactions. It highlights a printed self-guide designed for teens, encouraging them to explore art using smartphones while fostering personal reflection and social sharing. The guide aims to increase comfort with art, promote return visits, and create long-term relationships with the gallery.

Social Media◦Technology◦Education◦
Downloaded 39 times
Beyond the #selfie Connecting teens and art through social media Dana Allen-Greil National Gallery of Art @danamuses
How can we leverage this behavior for deeper interaction with the museum? Solution: Invite participation and help guide interactions with art
Each year thousands of teens visit the National Gallery of Art  Not pre-registered  Not on a school tour  Set loose on their own Image: OZinOH
An opportunity to acknowledge and welcome social behaviors  Taking photos  Checking in  Tweeting  Talking with friends
Approach: Start with something we already know how to do well Printed self-guides to the permanent collection Image: Carlos Oliviera Reis
3 WAYS TO ENGAGE
WHO ARE THESE FOR, EXACTLY?
Teens (13-18) Who are visiting the Gallery, particularly those visiting in un-guided groups
Young adults (18+) Who are visiting the Gallery and are interested in engaging via social media
Image: Carlos Oliviera Reis
Teachers, parents, chaperones of the primary audience (teens)
MATCHING OUR OFFERING TO THE NEEDS AND INTERESTS OF TEENS
Teens… are mobile and social. Our guide… is designed to be easy to use with a smartphone and common social media apps. is also appropriate for those who want to just have a conversation with their group, rather than use technology.
Teens… share photos on Instagram (one of the most popular activities for teens using mobile devices). (80% of teens who use social networks post photos/videos.) Our guide… makes it clear that this activity is welcomed and encouraged behavior.
Teens… Our guide… visiting in un-guided groups sometimes need encouragement and some structure to help them focus on works of art. provides multiple hooks for looking at, thinking about and responding to art.
Visitors… are interested in viewing the Gallery’s “must-see” works of art. Our guide… highlights a small selection of key works in the permanent collection.
Lowering barriers We selected works of art that are more accessible to the target audience: they feature young people, tell a story, are figurative, and/or are by famous artists.
Asking instead of telling The guide probes readers to consider their own opinions, interpretations, and reflections on the works of art We avoided art historical language in favor of an informal tone encouraging personal reflection
Encouraging discussion with friends By prompting teens to share their thoughts and photos with friends on social networks, the guide encourages teens to consider how works of art are relevant to their lives.
INTENDED OUTCOMES
Visitors are actively engaged with works of art  Careful looking  Making connections between art and life  Reflecting on the creative spirit  Having fun
Teens feel more comfortable looking at and expressing their thoughts about art
Teens are inspired to return to the Gallery or visit another art museum
Teens develop long-term relationships with the Gallery  Follow on Twitter  Subscribe for newsletter  Attend a program
EVALUATION
Evaluation Formative Survey Prototype testing and interviews with a group of teens on a school visit during content development Only 4 responses since July (19,000 print guides distributed since April). All over 30, none chaperones. Context To Come: Observations & Interviews Talked with information desk volunteers about when/who/why they distribute the guide Bring in target audience to discuss the format, content, distribution, and other ideas for improving the experience.
What about responses like this?
Results [19,000 printed guides distributed since April] Responses Total = 171 in 7 months Instagram = 139 Tweets = 63 (Note: some tweets included links to Instagram) Tweet breakdown 31 Instagram links  19 pic.twitter.com  10 text only  1 Vine  1 yfrog photos  1 hashtag only 
Distribution 1. Information desks  Must 2. be handed out by volunteers Website  PDF download  Buried under Visit > Tours & Guides > Self-Guides 3. Email newsletters  Targeted to teens, educators
Hunches & Ideas  Not clear that this is a guide primarily for teens  Prompts need to be more compelling (and simpler in some cases)  Gallery needs to be actively responding and promoting on Instagram and Twitter  Prompts that are integrated into the experience (e.g., on the wall labels or on the app) would get more traction  Need to improve distribution and awareness  Optimize for discovery and use on a mobile device
YOUR IDEAS?
THANKS! Dana Allen-Greil e. d-allen-greil@nga.gov t. @danamuses b. engagingmuseums.com Photo Credits: storify.com/danamuses/atnga