Final Presentation

Social Media & U.S. Art Museums

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MOMA-Part 3

Aggregate Trends and Recommendations

Based on reading various blog posts, comments made on Facebook/Twitter, and overall usage of the social media sites dedicated to the museum:

Topics range from conversations about artworks within the museum collection to exhibit reviews, ending with articles that don’t specifically reference the museum but the museum culture (such as articles on famous artists or other museums)

Tone overall is very relaxed and focused with a positive energy. Some good examples of these comments are:

From the Inside/Out Blog

July 25, 2010, 4:00 p.m.

I enjoyed the article.
Very beautiful!
:0)))

Posted by gizecraft

From Facebook Page

Jackie Johnson Burns- I still say good to MOMA, way to go. This is a great way to get people acquainted with any artists work! July 20 at 2:16pm

However, there was some backfire on one Facebook post where the authors did not seem to have the complete audience in mind when posting and received some backlash from their audience of art enthusiasts (pictured below)

Engagement/Feedback is good but could be better, particularly with the blog. Where the Facebook page is continually getting an average of 35-40 comments per post, the blog sometimes produces 0 comments. It does seem they are reaching their target audience which includes both an international and domestic audience as some posts are in other languages.

Recommendations based on Analysis

In order to increase traffic to the blog I think it would be helpful to cross reference their media sites within each platform. I would suggest considering posting links directly to the blog more often on the Facebook page and referencing it occasionally in Tweets. It also may be useful if you could post anonymously to articles rather than requiring visitors to share their email addresses. As we have learned, blogs are a tool to communicate and while I can see how the museum would like to have an email address to privately address any issues or comments, it would probably be best if they could address these in the format they were received, as a blog comment and perhaps then invite a private or formal conversation. What we have learned though, is the more transparency that is offered, the better, and I agree that this would apply across all types of organizations, whether government or nongovernment, for profit or nonprofit.

MOMA-Part 2

Social Media Activity

Blogosphere (using Google Search and Socialmention)

MOMA’s Facebook Page

Since Wednesday July 14^th-July 27^th 2010

15 Wall Posts by Museum

Inside/Out Blog

Since Wednesday July 14^th-July 27^th 2010

10 posts

29 Comments

Most Comments stemming from Yoko Ono post and MOMA Teen art class

Name and Email are required to comment

Posts are coming from all areas of the museum (different authors and different departments)

MOMA on Twitter

Since Wednesday July 14^th-July 27^th 2010

21 Tweets Total (3-5 were return tweets to followers)

Tweets are at a minimum daily with responses and sometimes additional tweets

Has 238,770 Followers and 1,415 Tweets total

SEO

For “MOMA”-Excellent just about every link on the first search results page points to MOMA’s primary sites or indirectly through third parties. For “Museum of Modern Art”-Good-half of the links on the first search results page points to MOMA’s primary sites or indirectly through third parties.

The Epic Marriage Proposal

...social media at its most collaborative

What I love to hear most about are new and inventive ways companies are coming up with in order to market their products across different platforms and to multiple audiences. Recently, I heard about a new trend in social media, marriage proposals, and came across an interesting story. One that really exemplifies the power social media can give to both a business and the public to establish a connection that goes further than the one way conversations of the past.

So what happens when you take an established corporate brand, add social media, and a zealous fan?

The short time line of the story goes something like this:

-->Old Spice creates a comedic ad series with an unknown actor, Isaiah Mustafa, which becomes a hit.
-->Old Spice also uses social media sites, Youtube, Twitter and Facebook, to further develop the campaign.

-->A few months later, Old Spice launches the “Question Challenge”
-->One entrepreneurial love bird asks them to propose to his girlfriend in a video.
-->And they do!

-->She says yes!

-->They (the actor, the couple, and Old Spice) become the talk of the blogosphere together.

Now that is team work!

How this probably would have turned out in the past, without social media’s involvement:

-->Old Spice creates a comedic ad series with an unknown actor, which becomes a hit.

-->Old Spice then uses the momentum to propel the campaign further through other mediums

-->Possibly launches a much slower version of the “Question Challenge” through radio

-->They choose one question and air the spot at a special viewing time, completing the contest

Much more time and money would have been spent and the ad probably would have gained popularity much more slowly. The actor would have probably stayed unknown.

Congrats the all the parties involved for their success!

Great links for more details on the story:

NPR Article

Wikipedia Page