Page 221 - AC/E's Digital Culture Annual Report 2015

AC/E Digital Culture Annual Report 2015221ments across the institution. Setting up a profile or blog and not using it properly will only convey a poor image of the cultural institution and will achieve precisely the opposite effect.The social media most widely used by the insti- tutions and by users in general are Facebook and Twitter, followed by Flickr, YouTube, Vimeo, Foursquare and Instagram. Their main objective is to share content and create a community. Museums that have succeeded in making good use of them have a community of followers/ collaborators that support them, provide value, and want to be listened to and take part.It is essential to establish a comprehensive strategy that generates real value in terms of emotion and knowledge. Institutions must have a familiar-sounding voice and start up dialogue fluently through initiatives that encourage participation. Of course it is necessary to be prepared to receive criticism and know how to manage it appropriately. Users not only consume and give their opinions; they are also capable of providing the institution with quality content.Another primary aim of blogs is to disseminate the institution’s content informatively, although these blogs are becoming increasingly receptive to collaboration with external professionals and even users themselves. Through the comments section, anyone interested can contribute by giving their opinion or providing pieces written by them or by third parties. Creating dialogue and knowledge are thus performed jointly, estab- lishing a familiar and empathetic relationship.Although the social media can be used before, during (by tweeting visits) and after the visit,blogs tend to be used before or afterwards, as their content is more specific. Both tools can likewise be an end in themselves, being used independently of the actual visit to the museum.It is common for major international museums to set up several profiles on social media, chiefly Twitter, to be able to provide a customised and specific response, organising audiences according to their specific interests. Following this strategy, in Spain we find the different profiles of the CCCB: education, LAB, Kosmopólis, music, press and debates.The MoMA has about nine functioning profiles, if we count those of MoMA PS1. They include several for special events and education as well as MoMA Live, devoted exclusively for tweeting events in real time.A project that has been started up by this insti- tution and attests to its networking mentalityis ART140 (@artonefourty). From this account followers are directly asked what artworks make them feel; this establishes a conversation and helps the museum understand what motivates its community. It also has its own website.12This year the museum has set up an Instagram profile to acquaint followers with the daily work of its curators, showing a friendly and familiar side of one of the most important museums in the world.Tate is following the same trend and has set up profiles for its videos Tate Shots, Tate Shop, which promote its products, and Tate Kids, aimed at “play, share, learn”.2. Web technology