Museums & Social Media
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This document discusses the use of social media by museums. It provides background on Kiasma, the Museum of Contemporary Art in Finland. Kiasma uses social media like Facebook and Twitter to lower barriers for audiences, spark interest in art, share information on events, encourage interaction, and make connections between art and everyday life. The document also examines the value social media can provide for audiences and museums by engaging communities and allowing sharing of visitor experiences. It addresses challenges like copyright and loss of control, and offers suggestions for museums on community management and using social media as a professional tool.
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Museums & Social Media
- 1. Museums & Social Media Museology / Uni Helsinki 10.10.2014 Janne Heinonen @pikselia Sanna Hirvonen @sannahirvonen
- 2. Kiasma • Part of the Finnish Na@onal Gallery – Ateneum Art Museum – Museum of Contemporary Art Kiasma – Sinebrychoff Art Museum • 2013 – 165 000 onsite visitors – 380 000 website visits • 8500 artworks in collec@ons Photo: Finnish Na@onal Gallery / Petri Virtanen / Flickr (CC BY 2.0)
- 3. From broadcas9ng to networks
- 4. Slide by Michael Edson hWp://www.slideshare.net/edsonm/michael-‐edson-‐lego-‐beowulf-‐and-‐the-‐web-‐of-‐hands-‐and-‐hearts-‐for-‐the-‐danish-‐na@onal-‐museum-‐awards
- 5. Things have changed Source: hWp://smithsonian-‐webstrategy.wikispaces.com/Strategy+-‐-‐+Themes
- 6. Society has moved away from the era of boxes to the 4me of networks and linked, social individualism. Being connected to people, also from elsewhere, is a cultural necessity and links, not boxes, are the new texture of value crea4on. -‐ Esko Kilpi Source: hWp://eskokilpi.blogging.fi/2014/04/15/the-‐wiki-‐way-‐of-‐working/
- 7. What we talk about when we talk about social media
- 8. Social media • social interac@on • communi@es and networks • user-‐generated content • user-‐curated content • informa@on exchange from many to many • technological services • immediacy • virality
- 10. Produce or consume? Share and connect informa@on, produce new content Share informa@on, comment Seeking help for themselves Observing (from a distance) Passive, no ac@vity Creators Ac9ve users Opportunists + Lurkers + Sleepers Source: Miia Kosonen, Online-‐yhteistyö / Osallistumisen tasot hWp://www.slideshare.net/miiak/online-‐yhteistyo 1% Max 20% 80%
- 11. Levels of par9cipa9on “The holy grail of social discourse”, where people interact directly with each other around content User interac@ons are available for comment and connec@on by other users individual interac@on with the content is networked so that each individual’s interac@on is available The content may be responsive to you, but the interac@ve experience is non-‐networked Museum delivers content for the user to passively receive Level 5 Level 4 Level 3 Level 2 Level 1 We Me-‐to-‐we in museum Me and me and me and museum Me and museum Museum to me Source: Nina Simon, The Par@cipatory Museum hWp://www.par@cipatorymuseum.org/
- 15. Museums are on social media anyway
- 16. Kiasma’s goals on social media • Lowering the threshold • Arousing interest in our content & contemporary art • Informing on events; marke@ng • Encouraging interac@on, building rela@onships • Making connec@ons between art & everyday life • Customer service Outreach Engagement
- 17. What value can social media bring to a) audiences b) museums?
- 19. Photo: Finnish Na@onal Gallery / Petri Virtanen Kiasma Tweetup with Alfredo Jaar, April 2014
- 20. Photo: Finnish Na@onal Gallery / Petri Virtanen Kiasma Tweetup with Alfredo Jaar
- 21. Selected tweets at hWps://storify.com/KiasmaMuseum
- 23. Communi4es, unlike business units need to con4nuously invite the interac4on that makes them alive. -‐ Esko Kilpi Source: hWp://eskokilpi.blogging.fi/2014/09/22/the-‐two-‐faces-‐of-‐digital-‐transforma@on/
- 24. Kiasma’s social media workflow
- 25. Community management • Manage member experience • Facilitate conversa@on • Define the tone of voice • Promote and encourage produc@ve behaviors • Discourage and limit destruc@ve behaviors • Monitor, measure and report Source: hWp://www.slideshare.net/rhappe/community-‐management-‐fundamentals
- 26. Social media as part of customer journey Before During Amer the visit
- 27. Experiencing = Sharing
- 28. Challenges
- 29. IPR / Copyrights
- 30. Copyrights
- 31. Photo: Ben Husman / Flickr (CC BY 2.0) Workflow
- 32. Loss of control? Photo: John Hritz / Flickr (CC BY 2.0)
- 33. Networks in ac9on • The Smithsonian Ins@tu@on’s Web and New Media strategy process is done on a public wiki plaporm • Anybody inside or outside the Smithsonian can join and help • hWp://smithsonian-‐webstrategy.wikispaces.com/
- 34. Social media as a professional tool
- 35. Tweet about what you do
- 36. Share your thoughts in a blog
- 37. Curate • collect, organise and share relevant content on a specific topic • highlight good content made by others • a curator role can be taken by an individual or an ins@tu@on
- 38. Why? • get feedback • find collaborators and networks • boost your message • share your exper@se & learn from others • your work (or field) will only maWer if people know about it