Download - Mcn 2012 social media paper
Title Slide
Social media & Participation 1
Democratic design and co-curation of exhibits (Simon, 2010; Ciolfi, Bannon, & Fernström, 2008)
Each museum in a 2010 study, 2.0 tools represented less than 10% of their online presence (Lopez, et al, 2010)
Building community and two-way engagement are core misssions of museums (Allen-Greil and MacArthur, 2010)
Museums should reflect the current prevailing behaviors of an information world (Lovejoy,
Waters, and Saxton, 2012; Peacock and Brownbill, 2007)
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Research Questions
How are museums using social media?
What degree of participation does a museum engage in based on its postings?
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Sampling
50 museums selected through purposeful sampling
Used Twitter and Facebook search tools to identify sample
All museums in the sample have both Facebook and Twitter accounts
Limited to Facebook and Twitter activity because they are textual sources and free
Outwit Hub Pro www.outwit.com
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Dimensions of analysis
COUNT of followers and following RELIABILITY for official status & info FINDABILITY from a search or homepage ENGAGEMENT monthly, weekly, daily FREQUENCY monthly, weekly, daily CONTENT recycled, live, multiple channels
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Content dimension
Recycled content from other users or networks
Uses platform specific tools (e.g., #hashtags, @replies, retweets)
Multiple social media channels with links across platforms
Has “live content/interactive” sessions (e.g., Twitter townhall)
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Frequency dimension
Once a month<frequency<once a week
Once a week<frequency<every day
New content posted every day
Several times per day
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Engagement dimension
Once a month < Active user engagement < once a week
Once a week < Active user engagement < every day
Actively engages (and responds) to users every day
Not at all
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Content dimension Findings
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Dimension Aspects Twitter
Recycled content 29.2%
Platform tools 89.6%
Multiple social media channels 97.9%
Live Content 2.1%
Frequency dimension Findings
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Dimension Aspects Twitter
Once/mth 6.3%
Once/wk 18.8%
Every day 77.1%
Several times a day 75.0%
Engagement dimension Findings
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Dimension Aspects Twitter
Once/mth 12.5%
Once/wk 22.9%
Every day 27.1%
Not at all 37.5%
What is participatory?
Public Relations
Events announcements
Fact of the day
Retweeting other users or institution’s content
Less Participation Greater Participation
Games (voting, “like if”)
Co-curating projects
Live tweeting events
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So what?
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Final Slide
References
Allen-Greil, D. and MacArthur, M. (2010). “Small Towns and Big Cities: How Museums Foster Community On-line,” in Museums and the Web 2010: Proceedings, edited by J. Trant and D. Bearman. Toronto: Archives & Museum Informatics. http://www.archimuse.com/mw2010/papers/allen-greil/allen-greil.html.
Ciolfi, L., Bannon, L.J., Fernström, M. (2008). Including visitor contributions in cultural heritage installations: designing for participation. Museum Management and Curatorship 23(4), 353-365.
Lopex, X., Margapoti, I., Maragliano, R. and Bove, G. (2010). The presence of Web 2.0 tools on museum websites: a comparative study between England, France, Spain, Italy and the USA. Museum Management and Curatorship 25(2), 235-249.
Lovejoy, K., Waters, R.D., and Saxton, G.D. (2012). Engaging stakeholders through Twitter: How nonprofit organizations are getting more out of 140 characters or less. Public Relations Review 38, 313-318.
Peacock, D., and Brownbill, J. (2007). “Audiences, Visitors, Users: Reconceptualising Users Of Museum On-line Content and Services,” in Museums and the Web 2007: Proceedings, edited by J. Trant and D. Bearman. Toronto: Archives & Museum Informatics. http://www.archimuse.com/mw2007/papers/peacock/peacock.html
Stratford Institute for Digital Media. (2012). Becoming a Digital Nation: An Evaluation of Provincial and Territorial eGovernment Initiatives. Stratford, Canada: The Stratford Institute for Digital Media. Retrieved from http://stratfordinstitute.ca/wp-content/uploads/2012/04/eGovernment_final_web.pdf
Simon, N. (2010). The Participatory Museum. Santa Cruz, CA: Museum 2.0.
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