Page 222 - AC/E's Digital Culture Annual Report 2015

AC/E Digital Culture Annual Report 2015222As an example of transparency, the website features the digital strategy established for the period from 2013 to 2015.13 The objectives include enhancing people’s enjoyment and understanding of art, encouraging reflectionand participation and providing easy access to information. According to its managers, the social media have changed Tate’s communica- tion and marketing focus. They attest to the museum’s interest in using the social media and blogs to enrich the experience of the community that supports it and of visitors, and it is prepared to make the most of all the opportunities these new platforms offer, giving each department a say, and establishing dialogue and direct com- munication with the user.According to a study by Statilizer Social Media Analytics in 2012,14 the Louvre boasts the best Facebook page results of the European museums, followed by Tate and the Prado, though, as the study points out, most museums follow a very similar Facebook strategy. It is therefore easy for the museum with the largest number of fans (the Louvre has more than a million and a half ) to achieve the best site performance figures.The Andy Warhol Museum in Pittsburgh stands out for its network initiatives. Runninga museum on Warhol is in itself a challenge, as the artist has become a brand image that attracts audiences very significantly.The communication department believes it is essential for anyone anywhere in the world to feel they are part of this museum’s community. The museum has had a Facebook page since 2008, but it was not until Joshua Jeffery took over as director of digital engagement in 2010that profiles were set up on other networks such as Twitter and Google+ and Vine, and proper feedback with the community began to be established.A few of the initiatives carried out are #War- holQuote, which disseminates quotes by the art- ist, and #SoundSeries, which promotes monthly events on music and sound. The museum strives to reply to all comments made on the networks as, according to its management, if the museum represents the figure of Warhol, what couldbe more Warholian than giving everyone their “fifteen minutes of fame?”The Horniman Museum in London won an award at the recent Museums and the Web con- ference this year for its Tumblr project Collection People Stories.15The aim is to share the most fascinating objects in the collection (some 80,000 very varied objects), as the museum was then revising its anthropology collection. This profile, created in September 2012, is reaping excellent results. It has more than 22,000 followers from 130 coun- tries who interact actively, even asking questions so interesting that they generate new postsfor answering them. This profile is designedto convey enthusiasm and curiosity about the collections by inviting the community to share the emotions the pieces elicit from them.We should draw attention to the major work performed by the Met on the social media, as it was recently named the most influential museum on Twitter by a study carried out by the Spanish company La Magnética.16 The museum’s manage- ment stress that this distinction has been madeFocus 2015. Museums and New Technologies