Presentation with Jamie Kohler at the Museum Computers Network conference in Portland, OR

1. Promoting Small
Museum Content with
Digital Social Networking
Media
November 11, 2009
Portland, Oregon
Jamie Kohler & Stephen Marvin
jperetich@wcupa.edu smarvin@wcupa.edu

2. Introductions
• Jamie Kohler
– West Chester University,
Special Collections &
Archives Librarian
• Stephen Marvin
– Sanderson Museum,
Director of Development

3. Sanderson Museum Highlights
• Christian C. Sanderson (1/7/1882 – 11/19/1966)
– Historian, musician, collector (starts in 9/11/1959)
– Personal friend of Wyeth family
• Small house museum (built after 1829)
– Includes: 3,293 Artifacts, mementos, trinkets, autographs,
diaries, guest books, photos, sketches, drawings, paintings, etc
– BBC – Travel Channel program
– Works with area museums
• Chadds Ford Historical Society
• John Chads Home
• Winterthur Museum
• Brandywine River Museum

5. Arment House was a twin to the building now occupied by the Sanderson Museum

10. Special Collections Highlights
• Wide variety of Collections
– WCU Archival Collections
• Large alumni and faculty collections
– Weintraub, Becker, Darlington
– Special Collections
• Rare books, focus on PA and Chester Co.
• Children's Literature Collections
– Night Before Christmas, Pop-Up, Wind in the Willows,
Historic Textbooks
• Shakespeare Folios

11. Special Collections Highlights, Cont’d
• Activities and Outreach
– HBO film
– Works with area institutions
• CCAA – hold and preserve archival records
• CCHS – digitization of historic newspapers
• Sanderson Museum…
– Social Networking pilots
• Facebook, blog, Libguides

17. Now you know a little about us-
Who are you?
• Help us find out!
– How many visit your museum?
– Do you have outside displays?
– Do you have a ‘virtual’ presence?
• E.g. Website? Podcasts? Content access?

18. Partnership Programs
The Discourses of Epictetus (AD 55–AD 135)
CHAPTER XVI
THAT WE MUST BE CAUTIOUS IN OUR SOCIAL RELATIONS
The man who mixes with other people a good deal either for talk or
for a wine-party or generally for social purposes, must needs
either grow like them himself or convert them to his likeness; for
if you put a quenched coal by one that is burning, either it will put
the burning one out, or will catch fire from it. As the risk then is so
serious, you must be cautious in indulging lightly in the society
of the untrained, for it is impossible to rub up against one who is
covered with soot and not get sooty oneself.

19. Museum-Library Partnerships
• Stats
– 77% of libraries partnered with others in the past
two years
– 16% of libraries partnered with museums
– 50% consider museums as future collaborators
• Benefits from collaborative projects
– new audiences
– opportunities to share expertise
– create unique public programs
– establish long-term relationships
– attract and sustain underserved audience segments

20. Partnerships That Work
• Museums –library partnerships tend to
work well given that:
– Institutions share similar missions
– Institutions are from the same city or state
– Sufficient funding is available (BUT, Many
partnership projects are small-scaled and have
budgets under $5,000)
– Partners plan to evaluate their projects
– Require a shared, minimal time commitment
From: http://www.imls.gov/pdf/publmsvy.pdf

21. Mutual Fun!
Special Collections & Sanderson Museum
Partnership for Social Media
• Similar Content and Collections
– E.g. Sanderson Hall (dormitory) is being torn down. Plaques
and other items are sent to Special Collections.
• Similar Location
• Similar Goals
– Raising awareness and interest in Sanderson and local history
overall
• Has resulted in donations to the Special Collection and the
Museum. Examples include:
– Audio tape of Sanderson speaking with faculty member about the life
of N.C. Wyeth, letters from Sanderson written to donor.

22. West Chester-Sanderson
Partnership
• Time commitments?
– Sanderson open 224 hrs (56 days) and by
appointment
– Special Collections open 3,450 hrs (345 days)
and by appointment
• Resources

23. WCU-Sanderson Partnership
Goals
• Link Collections to…
– Promote local history
– Reach wider audiences
– Funding opportunities and donors
• Grants and visibility
• Appraisal contacts for tax purposes
– Marketing and Promotion
• In the sense of promoting access to resources and services of the Museum
through Digital Collaborations
– Share time/work responsibilities
• For developing and maintaining social media sites
• Staff Development (PastPerfect)

24. Other Partnership Goals
• How and why do you partner?
– Funding and Resource collaborations
– Promotion/Marketing
– Time/work responsibility sharing
– Educational goals
• Social Networking possibilities in reaching these goals
for your partnerships?
• MOU? – what is the win-win strategy?
– Skills match? - Content?
– Key players? - Potential Projects?
– Changing User expectations?
– User Satisfaction

25. State of the Art
Social Change? AND Museums?
YOU MUST BE JOKING!!
American Association of Museums encourages commitment,
education, leadership, and welcoming public service with
inclusive creativity. Preservative (as in preservation) and Conservative (as
in conservation)
Promote questioning and examination.
Everyone allowed and open to their say,
don’t be a know it all,
look at all sides of an issue,
name the problem,
invite change,
keep it local,
objects are given meaning,
What is the core exhibit?

26. State of Art in Museums
Hidden Histories
Access Learning with social inclusion and cohesion
Partnerships, Capacity and Ownership
? Increase knowledge? Increasing importance of the
collection?
? Increase the audience? Regional pride? Encourage
exploration?
? Strengthen other organizations? Training, experience,
volunteers? Contribute to change?
>> Higher visibility – displays, websites, publicity, exhibits
Tours? Workshops? Prescriptions? Holidays, Surveys? >>
Success

27. Digital Technologies in
Museums and Libraries
• Digital archives partnerships/consortia/
alliances
– Internet Archive
– ContentDM
– Google Books
• Collection management software
– How many use PastPerfect? Others?

28. Technological Techniques
• Consider: Digital Techniques
– Scanning
– Metadata – what and why?
– Mashups
• www.programmableweb.com
– Naming
• Digital Object Identifier (DOI) System
• File extensions
– Gif, Tif, Jpeg, Png, Avi, for sound, motion pictures,
images, etc.

29. DOI - Digital Object Identifier
• = standard for online content identification and
• = linking governed by International DOI Foundation.
• Digital content has a unique alphanumeric character string
– Prefix is assigned by registering agency identifies specific
organization
– Suffix is provided by registrant to identify the unique content.
• DOI also comes with metadata describing the content.
• DOI of an object is permanent.
• Content can be located if the URL of it changes.
• The technology was developed to:
– Protect the copyright of material published on the Internet
– Compensate content creators for their work
– Keep track of content.

30. DOI Example
• http://www.crossref.org/guestquery/

31. File Extensions to the tune of Ave Maria
composed in about 1825 by Franz Schubert (1797-1828)
File Extensions – there are hundreds…
http://filext.com/alphalist.php?extstart=%5EA
Ave – ArcView Avenue Script (ESRI)
Ma – Mathematica ASCII File (Wolfram Research, Inc.)
Ria – Alpharel Group IV Raster Graphics
Gra – Notes 5 Language Dictionary File (IBM);
STN Express Transcript Graphics File;
SigmaPlot Data File; Graph Chart (Microsoft);
Flight Simulator File (Microsoft);
OpenGL Object
Ti – Homeworld Tactical Icon (Sierra Entertainment);
Timber Compiler File (Timber Development Team);
Turing (Holt Software Associates);
NRC Inspection Manual Temporary Instruction
Ple – Messenger Plus! Encrypted Logfile (Patchou);
Phone2PC Sound File (Konexx)
Na – NoAdware Data File (NoAdware.net)

32. Tracking your
Museum/Library Online
• Alerts
• Branding your online image
– Digital water marks
• Presence
– Personal v. professional
– Values
– Google search result rankings

33. Future Challenges -
Technologies
• Online Role-Playing Games
– MMorpg - Massively Multiplayer Online Role-Playing
Games
• Digital Watermarks
– Identify and own your electronic images
• MashUps
– Combinations of creative combinations of new and
existing software programs
• Mobile Devices
– MoSoSo, most students buy unlimited text messaging –
they tweet - apply to library/museum connections!
• Open Source Software = Open Web 2.0/3D

34. Mashups
• Mashups combine tools for other functions
• http://www.programmableweb.com/mashups

35. Reaching Out…
Libraries without walls still
need windows…

36. Outline
• Background and caveats
• Purpose
• Actions…
• And still-just-ideas
• Questions and discussion

37. Traditional Promotion and
Outreach
Physical Presence Lincoln Exhibit Panel
• Exhibits and displays
• Sitting at the desk,
reference or information
• Classroom Instruction
sessions, museum docent
tours
• E-mails, mailings, etc.
for exhibitions, resources

38. Not always…
• First-Hand Experience with books,
primary resources, art, artifacts, etc.
– “institutional administrators increasingly dazzled by Web-based and
other alternatives to traditional, older forms.” But users still maintain
“regard for the material object” and still “show up at the rare book
collection's door.”
• In-person interaction
• User preferences

39. Why?
• Increasing expectation of and demand for
digitized materials
– “…one common denominator seems to cross institutional
boundaries: an imperative to make such collections
increasingly user-friendly, functional, and actively used parts
of the larger library and educational institutions they serve.”
• Opportunities for collaboration
– Whatever it takes to promote use-to give a collection the sense
that it is a vibrant and active research center in which
students, faculty, readers, and librarians meet easily and
cooperatively over joint ventures-is what senior administrators
want.

40. Why, cont’d
• Keeping up and Staying Ahead
– “When libraries generally undergo organizational and other
shifts that affect their short-term as well as their long-term
futures, rare book collections that position themselves as part
of such change-rather than as resistant or retrograde pockets
of opposition to it-act wisely.”
• Be where users are - increase awareness
and accessibility
– Simply announcing that one's got the stuff on the library Web
site is no longer promotion enough, even if it remains
necessary promotion, too.

41. Why:Why:
Special Collections DepartmentSpecial Collections Department
• Physical Space
• Location issues

42. Why:
Sanderson Museum
• Christian Sanderson graduated 1901.
• Alumni very active in the community
• Very positive relations with many other
faculty and community.
• Collection contains information on the
lives and history of West Chester
University.
• Museum wants to be able to honor ‘The
Man’

43. Who?
(are we trying to reach)
• WCU Faculty, Students, Staff, Alumni
• Local Community
• Other Librarians and Museum
Professionals
• Global Community…

44. Social Networking Technology
Case Study
– Special Collections Blog
– Special Collections, Sanderson Libguides
– Social Networks sites
• Facebook, Twitter
– YouTube Videos
– Online Exhibits with ContentDM, Flickr (or
other photo sites)

45. Issues to keep in Mind…
• Personal vs. professional use
• Finance options
– Finance – one time grants versus stream of
revenue – PayPal, Pay per view, donations,
event support, naming rights, estate giving,
other?
• Organization and Preservation concerns
• Copyright issues (Steve will address later)

46. Websites
• Special Collections Website
• Sanderson Website

47. Blogs
• “6th Floor Finds
”
• Links…
• Promote to History faculty, during
instruction sessions, during Special
Collections reference
• All positive comments so far!

48. Libguides
• WCU Special Collections Libguide
– Sanderson sub-tab
• Also can be used for Events
• Look at other examples?
– http://jkmlibrary.pbwiki.com/
– http://www.squidoo.com/wheretofindsiouxart

49. Facebook and Twitter
• West Chester University’s Page
• Friends of Sanderson page
• Look at other pages?
– Group vs. Page
• http://www.searchenginejournal.com/facebook-group-vs-facebook-fan-page-whats-better/7761/
– Online image branding – who are you?
• Twitter
– Other ideas?

50. ContentDM
• Digitized Collections

51. Vs. Flickr
• Experimental Flickr page
• Other photo sites available
– Picasa, Photobucket, KodakGallery etc.
• Searching – Google Images
– Get your image to the top!

52. YouTube
• Individual Video Tours
– http://www.youtube.com/watch?v=W4aIkN5xwss
• Clips of Video Content/Holdings
— http://www.youtube.com/watch?v=vVdFZ-B1HPI
• How To Videos
– http://www.youtube.com/watch?v=cwLYryOhK18&feature=related
• Special Collections/Library “Channels”
– http://www.youtube.com/user/SwemSCRC
– http://www.youtube.com/user/ISUSpecialCollection

53. Other Stuff?
• Uses and examples
– Other Web tools?
– Image sites?
– Social networking ideas?
– Other cool stuff?
• Lists
– Top 100 Web Tools from College Online Blog
– PC Magazine Top Sites
– Time Magazine top sites

54. More Tools
• Animation tools – Scratch
• Video tools – Blip, Vimeo, Flip, iMovie,
Windows Movie Maker
• Audio tools – Podbean, Audacity,
Garageband

55. Even More?
• Wikipedia.org
• Yelp
• Facebook
• Digg
• MapJack
• Picnik
• Pixelgirl Presents
• TinyURL.com
• Mobaganda.com
• Delicious
• Center’d
• Mypunchbowl
• Evite
• Social Bookmarking
Sites

56. Social Networking Technology
Case Studies
• We want to share your ideas!
• Consider:
– Challenges and solutions
– Concerns about web partnerships and
outreach
– Other technologies considered?

57. Recommendations
• Just do it.
• Experiment!
– “23 Things” activities
• Balance purpose of tools with
responsibilities
• Work with web expert
• Recruit testers, request input

58. Copyright in a
Museum’s 2.0 World
Stephen Marvin
smarvin@wcupa.edu

59. Copyright:
Very Much What You Do!
• Education
– Presentations, photocopies, websites, distance
learning
• Research
– Publishing, repositories, storage
• Archive, Preservation and Library
– Lending, placing items on reserve, access, license,
archive copy, public use copy, exhibit copy, copy of
items for use
• Are you the author? (work for hire projects)
• Unpublished / published
• Orphan works

60. First Sale Doctrine - Books
• Author - Reproduce, distribute,
perform, display, and make derivative
works = exclusive to the author.
• Owner – can sell, rent, lend and
display.
• Computer software = literary work

61. Benefits of Copyright
• Rights given to the author
–Reproduce,
–Distribute,
–Display,
–Create derivative works,
–Moral rights,
–Transmission,
–and DMCA provisions

62. Fair Use Exemptions:
PANE
• P Purpose - education vs. corporate
• A Amount - ‘reasonable’
• N Nature - fiction, unpublished, nonfiction
• E Effect - impact on profitability
Remember – You only need permission if it is
NOT Fair Use!

63. Copyright Refresher
• Fair Use - PANE
–Purpose
–Amount
–Nature
–Effect
• Court Use

64. Copyright Refresher
• Fair Use - PANE • Court Use
–Creativity
–Originality
–Fixation (a fixed
tangible medium)
–AND heavy on the
Effect on Markets

65. Guidelines?
(You don’t need no
stinkin’ Guidelines)
Does your Museum have Guidelines?

66. Another View of Fair Use
• Fair Use is a social practice
– Parody, sarcasm, criticism, scholarship, teaching,
journalism, reviews
• Fair Use relies upon social patterns and practices
– News, comments, research
• Court decisions should be based upon what was
produced, not what was done in order to produce
• Infinite ways to change works fixed in a tangible
medium
– Enlarge, reduce, proportions, embellishments, reversal,
omit features, add features, colors, etc.

67. Criticism
Parody
Sarcasm
Moral Rights
distortion, mutilation,
or other modification
of the work which
would be prejudicial to
author’s reputation.

68. Fairey Use or Fair Use
• Shepard Fairey, Los-Angeles street artist,
created an inspirational poster.
• The image serves as a good example of
transformative use.
• Fairey redesigned, colorized, deleted the
background, and added other components.
• The two images are on exhibit hanging side by
side in a gallery in New York.

70. Considerations
• Do you own the contents of your Museum?
• Can you display images, artifacts, diaries,
letters, photographs?
• Are you already on Facebook? Wiki? YouTube?
• Are people stealing from your site or (Personal
use versus Professional use)
• Notes from morning workshop - Focus on the
Bottom Line – Licensing for Sustainability
• Licensed content (can you make shirts, hats,
mugs, plates, post cards, holiday cards?)

71. Transformative Use
• Transformative use
– Is an extra exception employed by social
software applications. Disputes try to balance
the productive nature with the economic
impact.
– Advances a goal of copyright toward the
promotion of arts and sciences. Social software
has met legal challenges and is being
recognized for the ability to produce
innovative content (Marques, 2007).

72. Harry Potter
Lexicon
• Steven Vander Ark, Michigan librarian for K-8
– Purpose - describe terminology in Harry Potter series
– Amount - verbatim copying, entire songs and poems
were included
• Quidditch through the Ages and Fantastic Beasts & Where to
Find Them were also included.
– Nature – non fiction book, similar to a dictionary
– Effect - definite competitive market impact present
• Result – Ark was fined the minimum ($6,750
instead of possible $ 1,350,000)
Johnathan Band, (2008) How Fair Use Prevailed in the Harry Potter Case http://www.arl.org/bm~doc/harrypotterrev2.pdf

73. Transformative Use
• Steven Vander Ark
– Extracted
information from the
original work.
– the Lexicon (online)
received Jo’s Fan
Site Award
– Jo used the Lexicon
for corrections
• J. K. Rowling
– Pirated verbatim
selections and full
text content
– In fact, attempt was
a derivative work
– Courts agreed

74. SUSAN MEISELAS: 7/16/1979 >>>
Garnett, Joy and Meiselas, Susan (2007) ON THE
RIGHTS OF MOLOTOVMAN: Appropriation and the
art of context HARPER'S MAGAZINE, p.56.
Joy Garnett, 2003

75. Pirates mocking the Admiralty
Court
Stephanie Lenz vs. Prince
in Let’s Go Crazy
http://www.youtube.com/watch?
v=N1KfJHFWlhQ
• Universal sent YouTube a takedown notice
• YouTube removed Lenz’s video because of a
copyright violation
• YouTube sent Lenz an email, advised her of
the DMCA’s counter-notification procedures,
warned her any repeated incidents could lead
to the deletion of her account and all of her
videos
• Lenz sent YouTube a DMCA counter-
notification
• Lenz asserted her video constituted fair use
of “Let’s Go Crazy” and did not infringe
copyright
• YouTube re-posted the video
• Fair use is a lawful use of a copyright
DMCA

76. Questions for Web 3D
• Are virtual worlds legal
jurisdictions?
• Are you trespassing?
–(Unauthorized use?)

79. Images of
West Chester University
• West Chester Normal School via ContentDM
• West Chester Normal School via Flickr

80. Future Challenges - Policies
• Evaluate Fair Use based on the production not
what was used to produce it.
• Guidelines interpreted based on maximum
allowances provided by statutes rather than the
minimum.
• Monitor response to Open Source
• Study the cases challenging Fair Use
• Challenge the frontier think Mobile and Global,
and
• Respect your social norms!

81. Case Study
Christian C. Sanderson
Museum
- a small house museum

83. QuickTime™ and a
TIFF (Uncompressed) decompressor
are needed to see this picture.

86. Mrs. Sanderson was
very excited in 1937!
Friday, April 30 …
John & Ann came
for us at 6 PM. We
had a fine dinner
then went up to the
studio. The picture,
instead of being what
I had been told, was a
life size portrait
of Christie & so
absolutely perfect that
my astonishment
knew no bounds.
Christie left early but
I stayed for the
evening. Andy
brought me home. A
wonderful time. 3
visitors.
From Christian Sanderson Museum, April 30, 1937 diary entry Chadds Ford, PA
Diary Entry

93. QuickTime™ and a
TIFF (Uncompressed) decompressor
are needed to see this picture.
QuickTime™ and a
TIFF (Uncompressed) decompressor
are needed to see this picture.

96. Christian Sanderson describing N.C. Wyeth Chateau Thierry painting of 1917

99. QuickTime™ and a
TIFF (Uncompressed) decompressor
are needed to see this picture.

100. 1934 watercolor by
Andrew Wyeth (17)

109. QuickTime™ and a
TIFF (Uncompressed) decompressor
are needed to see this picture.
QuickTime™ and a
TIFF (Uncompressed) decompressor
are needed to see this picture.

114. Conclusion
• Preservation – more access and more
protection from damage, wear and tear,
theft
• Education – on SN more interactive and
transferable for promoting and teaching
and sharing interaction
• Sharing – attract donations, attraction
more collections

115. Questions?
• We have a WetPaint Wiki:
http://sandersonwcu.wetpaint.com/
• Please visit, comment, and keep up the
conversation!

116. Thank You