Museums are made for social media. Here are institutions that curate things that people are passionate about.
My local museum is the National Gallery of Victoria (NGV). On their social media accounts (Facebook, Twitter and Instagram) they do an excellent job of promoting what is going on at their two galleries (NGV International and The Ian Potter Centre: NGV Australia) and being sociable. However, they don’t ask followers any questions about their relationship to the art or the gallery.
In contrast, the MoMA in New York is interested in its followers thoughts:
Here’s a few ideas that could improve the NGV’s social presence.
- Unlike a lot of museums, the NGV permits visitors to take photos of the art. To integrate photos taken in the museum with the actual artworks, they could add an individual hashtag to each piece’s identification card.
For example, this painting by Gerhard Richter could be labelled #ngvrichterabstract. The paintings page on the NGV’s website could then use an application like Pixlee to collate the images from Twitter, Instagram and Facebook (Pixlee features pre-moderation).
Of course, the hashtag would also collate comments across the web, encouraging visitors to see the debate about the painting while they are in the gallery. (An app for the NGV would make this easier for visitors.)
Budding artists (eg school groups), who choose to respond to the painting with their own artwork, could also be encouraged to tag their representations for upload to the painting’s web page.
- The tourism board of Sweden do an interesting thing with Twitter. They created an account that is run by a different Swede each week. Likewise, the NGV could create another Twitter account and hand it over to staff, local artists, and regular visitors.
- Pinterest is the perfect social media platform for museums. It is visual and it is all about curation. Playing into that synergy, it would be interesting to see which artworks Pinterest users would curate from the museum to create their own exhibition space. A competition could even result in a temporary exhibition in the museum of a visitor’s selection.
Nordstrom has tested using feedback from Pinterest users’ pins to highlight the products in its stores.
Three ideas for social media for museums. Do you have any other ideas? Or have you seen a museum doing some interesting social media integration?