Page 227 - AC/E's Digital Culture Annual Report 2015

AC/E Digital Culture Annual Report 2015227To show the collections, the museum has set up a profile on Pinterest, as well as #MC_reto, a game of clues in which Twitter users are chal- lenged to discover the work in question. Lastly, they also have an Instagram profile that is used to disseminate activities and works.The cultural division of the Fundación Mapfre is another major example of good networking. It boosts dialogue with members of the foun- dation’s community by approaching them ina familiar way, endeavouring to make every follower feel special.To celebrate its 10,000 followers on Twitter, in July 2014 it launched #10milporqués inviting them to post a tweet with this hashtag stating why art is part of their lives. This initiative resulted in a small e-book32 compiling all the tweets and a letter of gratitude from the foun- dation’s director. Participants also enjoyed a private visit to the galleries and a draw was held for 10 catalogues signed by the artist Vanessa Winship.The Fundación Mapfre is also a pioneer in hold- ing private viewings of its galleries for bloggers and influencers. During these visits, which take place every time a new exhibition opens, guests are invited to tweet content and photographs of the exhibition and are given a catalogue.At the Museo Thyssen, the artistic director Guillermo Solana has carried out several exper- iments from his own Twitter profile that have had a major impact on his followers and those of the museum. One of them is #Thysse140, which was launched in May 2013 and surveyed art history through works in the Museo Thyssen’s collection, making them known to followers.33But it is not only art museums that are setting an example in the social media. The Museo de la Evolución Humana (Museum of human evolution) has shown great originality in its handling of three profiles: that of the museum, that of Miguelón and that of Lucy, prehistoric characters who interact with followers in an amusing, light-hearted and informative way.The Museu Picasso34 in Barcelona was one of the first in the country to start up a blog inMay 2009, setting a precedent for other Spanish museums. It is managed in three languages (Catalan, Spanish and English) and is housed on the Wordpress platform.The content strategy is devised globally forall 2.0 actions. It is an informative blog that disseminates the museum’s activity. It is also a collective blog in which museum professionals take part together with external professionals invited to share their articles and students doing work experience at the institution.#10milporqués initiative. Fundación Mapfre.2. Web technology