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Museum Digital Content as Journalism
- 1. Museum Digital Content as Journalism? An Approach to Original Content Susan Poulton and Brad Dunn November 8, 2017
- 2. Susan Poulton Chief Digital Officer The Franklin Institute @TheFranklin @sepoulton #MCN2017
- 3. Museums as Content Creators How (Many) Museums See Themselves as Communicators
- 4. ● Very local – in fact, just inside the museum. Not looking at digital channels for the opportunities they presented to reach and national or global audience with their museum’s mission.
- 5. ● Do not see themselves as storytellers or journalistic content creators – creating content that went on walls or in interactives. Scientists and curators became the story somewhere else, vs. telling those stories themselves.
- 6. ● Fact checking, sourcing, writing, audience-specific content delivery. It’s all there.
- 7. Key Question
- 8. Why couldn’t a science museum be National Geographic News? Or New York Times Science? Or I F**king Love Science?
- 9. Why do this?
- 10. Museums Must Evolve ● Relevance, context, and immediacy are becoming essential to learning and experience. Audiences will expect content and information to be relevant to them, and based in immediate events. ● Technology will continue to evolve at an exponential rate and the delivery mechanisms for that content even faster.
- 11. Reach More People ● Bring your museum’s mission to a national and global audience.
- 12. Current Information Crisis ● Museums can play a critical role in our current “information crisis” by being trusted sources of content creation.
- 13. Examples
- 18. Science Stories: The Franklin Institute www.fi.edu/science-stories
- 19. Partnerships with Local Journalists ● Co-development of content with local journalism entities ● Cross-training on experience development: Virtual Reality training for journalists in exchange for telling local stories together.
- 21. Brad Dunn Web + Digital Communications Director The Field Museum @fieldmuseum @badunn
- 29. Research
- 30. Research + sex
- 31. Relevance
- 32. Curiosity! An important part of a museum’s mission
- 40. A Point of View — But Not Science https://www.fieldmuseum.org/science/blog/where-we-stand-letter-field-museum-community
- 41. A Point of View — Participation https://www.fieldmuseum.org/science/blog/why-were-marching-science
- 43. “Adopting a subjective and opinionated stance, or seeking to influence visitors’ opinions, is strongly opposed and would be seen as infringing the museum’s trusted objectivity.” — 2013 report from the (U.K.) Museums Association on public perceptions of— and attitudes to—the purposes of museums in society.
- 45. — Impacts National Awareness, Attitude & Usage Study https://www.colleendilen.com/2017/04/26/people-trust-museums-more-than-newspapers-here-is-why-that-matters-right-now-data/ Museums are highly credible sources of information
- 46. — Impacts National Awareness, Attitude & Usage Study https://www.colleendilen.com/2017/04/26/people-trust-museums-more-than-newspapers-here-is-why-that-matters-right-now-data/ Museums are trusted
- 47. “Are museums trusted because they are not seen as having political agendas? … I’am not yet certain of the exact nature of the relationship between being political and being trustworthy as it relates to visitor-serving organizations…” — Colleen Dilinschneider https://www.colleendilen.com/2017/04/26/people-trust-museums-more-than-newspapers-here-is-why-that-matters-right-now-data/
- 48. Relevance
- 50. #DayOfFacts
Editor's Notes
- Intro
- The Field Museum is a natural history museum in Chicago.
- The Museum was founded in September 16, 1893. In 1922 the Museum reopened in its current location - shown here. Next year is our 125th anniversary.
- We — and I mean all of us — use our collections to tell stories about our museums. Anthropological objects, fossils, plant and animal specimens.
- In our social channels, we sometimes we focus on our research work.
- More research, plus sex! Immediately the reach and engagement doubles.
- Research + Relevance. Average reach and engagement. In January 2009 Captain Sully safely landed his commercial plane on the Hudson River after birds flew into the engines, disabling both. Experts at the Smithsonian compared the feathers removed from the plane’s engines from the crash to Field Museum specimens. Analysis revealed that the crash-causing geese were migratory birds wintering in New York, not local resident geese. This was important for authorities to determine how best to avoid this problem in the future.
- Why curiosity so important?
- The Harvard Business Review wrote about the three most important psychological qualities that enable people to manage the complexity of the 21st century. Of course IQ and EQ are the first two. But the third: Curiosity Quotient. Having a hungry mind. Higher IQ = learning and solving problems faster Higher EQ = less stress, anxiety and better interpersonal skills Higher CQ = higher tolerance for ambiguity, higher levels of intellectual investment and knowledge acquisition over time
- As of January 20, facts became optional.
- We found ourselves in the position of needing to decide how, and even if, to address the things coming out of the administration.
- This was my proposal for how we should respond to Scott Pruitt’s announcement.
- This of course was the right way, or at least, the way, that we responded. These moments have become more common. We’re working through how to balance our point of view that facts are facts, and that the scientific process brings us to truth while revealing more questions. And so, let’s simply share what we know to be the truth in response to untruths, without taking anyone on in a head-to-head fight. Let’s not make it about us vs. them. Let’s keep even ourselves out of it, and keep the focus on the facts.
- Starting January 20th we found ourselves in the interesting position of having to be constantly thinking about how and preparing to respond to the administration’s many false statements about science and the environment.
- “Dear colleagues, Today, the President of the United States withdrew the US from the Paris Climate Accord, an international pledge to reduce carbon emissions and global warming. Regardless of what decisions are made in Washington, The Field Museum will continue in its mission of documenting and preserving nature’s wonders and sharing those wonders with the rest of the world. The Field Museum has always been a proud supporter of science and defender of life on Earth, and the country’s withdrawal from the Paris Accord will not change that… The Earth’s climate has changed in the past, as a result of catastrophic volcanic activity, impacts by asteroids, and more. Here and now, it’s changing because of us. The science is clear.”
- This was our first attempt using this approach. A strong point of view. No science, but in support of science.
- And this attempt had a strong point of view, but also included a bit of advocacy. A call-to-action.
- Are we experts, or advocates? What is our proper role? To what degree do we risk losing our status as experts by playing a stronger role as advocates? What is lost in our communities when we do not advocate?
- From the same study, look at the middle column.
- In the end, the verdict is still out. There might yet be a way for us to advocate in ways that allow us to keep our status as experts.
- So again, using our collection and scientific expertise, and using relevant examples to demonstrate. This content performs well.
- However, sharing very surprising facts blows up reach and engagement!
- And of course the ultimate example of having a point-of-view this year: the #DayofFacts campaign in February. Clearly, having a strong POV will continue to be a way to increase our reach and engagement. But we must remain vigilant about these decisions because social media success is not the sole criteria. We must continue to think about our larger philosophy and strategy for sharing science in a way that serves the institution and is consistent with our Brand.
- Intro