This document discusses strategies for engaging teenagers at art museums through social media. It describes a self-guided tour developed by the National Gallery of Art to encourage teens to actively engage with works of art, feel comfortable discussing art, and potentially return to the museum. The guide prompts personal reflection and sharing on social networks. While over 19,000 guides have been distributed, evaluation found limited use and engagement on social media. Distribution and the prompts may need improvements to better target and compel teens. The document seeks ideas to enhance the guide's ability to engage its target audience.
INTELLECTUAL PROPERTY
All work created as part of this competition remains the property of AiiM and can be made available for use by the Sponsor and Supporters. Any violation of the intellectual properties will be subject to legal action.
SỞ HỮU TRÍ TUỆ
Tất cả những ý tưởng/ sản phẩm được tạo ra trong suốt cuộc thi thuộc quyền sở hữu của AiiM. AiiM có quyền cho phép Nhà Tài trợ và các Đơn vị Hỗ trợ sử dụng những ý tưởng, sản phẩm này. Bất kỳ hành vi vi phạm quyền sở hữu trí tuệ nào cũng có thể dẫn đến trách nhiệm pháp lý.
INTELLECTUAL PROPERTY
All work created as part of this competition remains the property of AiiM and can be made available for use by the Sponsor and Supporters. Any violation of the intellectual properties will be subject to legal action.
SỞ HỮU TRÍ TUỆ
Tất cả những ý tưởng/ sản phẩm được tạo ra trong suốt cuộc thi thuộc quyền sở hữu của AiiM. AiiM có quyền cho phép Nhà Tài trợ và các Đơn vị Hỗ trợ sử dụng những ý tưởng, sản phẩm này. Bất kỳ hành vi vi phạm quyền sở hữu trí tuệ nào cũng có thể dẫn đến trách nhiệm pháp lý.
Includes 3 presentations from the #musesocial session at the MCN 2014 Conference in Dallas.
1. Dana Allen-Greil, Meagan Estep, Margaret Collerd: "Education + Marketing = #musesocial?"
2. Alli Burness: "Body Critical: What Do MuseumSelfies Mean?"
3. Lori Phillips and Ryan Dodge: "Organizing The World's Museum Social Media Managers"
Building Community in Museums - WHO / HOW / WHYNina Simon
"Community building" is not an abstraction. WHO are we talking about? HOW do we build? WHY do it?
A talk given at the AAM 2015 conference by Nina Simon, Executive Director of the Santa Cruz Museum of Art & History.
The MuseumNext 2015 conference is all about inclusion. Everyone is "for" inclusion, but it doesn't happen on its own. How can we fight for the inclusive institutions we believe in? A keynote address delivered by Nina Simon on September 26 at MuseumNext in Indianapolis, IN.
Beyond the #selfie: Connecting teens and art through social mediaDana Allen-Greil
Presented at the Museum Computer Network conference in Montreal, November 2013.
Tweeting, Tumbling, snapping photos--how can we turn typical teen behaviors in the museum into meaningful learning experiences? At the National Gallery of Art, thousands of middle and high school students visit each year. Most are not pre-registered, do not participate in formal educational programs such as tours, and are set loose on their own to explore the museum. To reach and engage this audience, the Gallery created a printed guide to the permanent collection (called #atNGA) that encourages looking carefully at works of art, making connections between art and life, exploring art as historical and cultural expression, and reflecting on the creative spirit. What makes this guide different is that each work of art is paired with a social media prompt such as: take and share a photo (via Instagram), craft a text response (via Twitter), or ponder a question with a friend. By explicitly inviting and helping to shape teens' social media interactions with the Gallery, we hope to turn what might otherwise be a frivolous encounter into a learning experience. This presentation will share the results of our evaluation research and discuss the broader challenges and opportunities of connecting with teens via social media.
Beyond the Selfie: Connecting Teens and Art through Social Media (NAEA 2014)Dana Allen-Greil
Tweeting, Tumbling, snapping photos--how can we turn typical teen behaviors into meaningful learning experiences? Share ideas with educators from the National Gallery of Art (Dana Allen-Greil) and the North Carolina Museum of Art (Michelle Harrell).
Includes 3 presentations from the #musesocial session at the MCN 2014 Conference in Dallas.
1. Dana Allen-Greil, Meagan Estep, Margaret Collerd: "Education + Marketing = #musesocial?"
2. Alli Burness: "Body Critical: What Do MuseumSelfies Mean?"
3. Lori Phillips and Ryan Dodge: "Organizing The World's Museum Social Media Managers"
Building Community in Museums - WHO / HOW / WHYNina Simon
"Community building" is not an abstraction. WHO are we talking about? HOW do we build? WHY do it?
A talk given at the AAM 2015 conference by Nina Simon, Executive Director of the Santa Cruz Museum of Art & History.
The MuseumNext 2015 conference is all about inclusion. Everyone is "for" inclusion, but it doesn't happen on its own. How can we fight for the inclusive institutions we believe in? A keynote address delivered by Nina Simon on September 26 at MuseumNext in Indianapolis, IN.
Beyond the #selfie: Connecting teens and art through social mediaDana Allen-Greil
Presented at the Museum Computer Network conference in Montreal, November 2013.
Tweeting, Tumbling, snapping photos--how can we turn typical teen behaviors in the museum into meaningful learning experiences? At the National Gallery of Art, thousands of middle and high school students visit each year. Most are not pre-registered, do not participate in formal educational programs such as tours, and are set loose on their own to explore the museum. To reach and engage this audience, the Gallery created a printed guide to the permanent collection (called #atNGA) that encourages looking carefully at works of art, making connections between art and life, exploring art as historical and cultural expression, and reflecting on the creative spirit. What makes this guide different is that each work of art is paired with a social media prompt such as: take and share a photo (via Instagram), craft a text response (via Twitter), or ponder a question with a friend. By explicitly inviting and helping to shape teens' social media interactions with the Gallery, we hope to turn what might otherwise be a frivolous encounter into a learning experience. This presentation will share the results of our evaluation research and discuss the broader challenges and opportunities of connecting with teens via social media.
Beyond the Selfie: Connecting Teens and Art through Social Media (NAEA 2014)Dana Allen-Greil
Tweeting, Tumbling, snapping photos--how can we turn typical teen behaviors into meaningful learning experiences? Share ideas with educators from the National Gallery of Art (Dana Allen-Greil) and the North Carolina Museum of Art (Michelle Harrell).
Every decision and action we make produces a purposeful pathway defining who we are and our contribution to the world. Immersive environments not only give students paths to follow, but trails to blaze. Design a classroom gallery and exercises that cultivates innovation, opportunity, and creative expression by recognizing what makes each student a unique catalyst. By creating a call to action, they display a relentless passion and pursuit of knowledge while mentoring classmates. After identifying their path, demonstrate and exhibit in the virtual world to encourage constructive critiques and complements. With that success, now do it in the actual world.
23. are mobile and social. 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… Our guide…
24. 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.)
makes it clear that this
activity is welcomed and
encouraged behavior.
Teens… Our guide…
25. 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.
Teens… Our guide…
26. are interested in viewing
the Gallery’s “must-see”
works of art.
highlights a small selection
of key works in the
permanent collection.
Visitors… Our guide…
27. 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.
28. 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
29. 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.
31. Visitors are actively
engaged with works of
art
Careful looking
Making connections
between art and life
Reflecting on the creative
spirit
Having fun
36. Evaluation
Formative
Prototype testing and interviews
with a group of teens on a school
visit during content development
Context
Talked with information desk
volunteers about when/who/why
they distribute the guide
Survey
Only 4 responses since July
(19,000 print guides distributed
since April). All over 30, none
chaperones.
To Come: Observations &
Interviews
Bring in target audience to
discuss the format, content,
distribution, and other ideas for
improving the experience.
40. Results
[19,000 printed guides distributed since April]
Total = 171 in 7
months
Instagram = 139
Tweets = 63
(Note: some tweets included links to Instagram)
31 Instagram links
19 pic.twitter.com
10 text only
1 Vine
1 yfrog photos
1 hashtag only
Responses Tweet breakdown
41. Distribution
1. Information desks
Must be handed out by volunteers
2. Website
PDF download
Buried under Visit > Tours & Guides > Self-Guides
3. Email newsletters
Targeted to teens, educators
42. 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