How do Instagram and Twitter influence the visit experience of London museums? This research uses data collection and analysis to get a better understanding of visitors' behaviour and suggests which strategies are more successful in creating an community that lasts beyond the visit.

1. Beyond the visit
How do Instagram and Twitter influce
the visit experience in London museums?
How much does visitor behaviour
influence their business?

2. Categories and behaviour
Sharing culture The remixed museum
Scientific and expert
Tracy Emin’s bed_#london #tracyemin
#tracyeminsbed #art #tate #tatebritain
#artgallery #gallery #londonartgallery
It’s arrrrt dahling__#thosepantstho #pantsisart
#tatemodern #modernism #wtfisthis
• Sharing both famous and less-known
artefacts, according to user knowledge;
• The museum itself becomes an artwork.
• Sharing artefacts adding the title, the author
and few basic information;
• Sharing artworks with ironic or poetic
considerations;
• Studium and punctum combined together;
• Artworks are remixed and trasformed;
• The exhibition space is re-invented;
• The visit inspires creativity to users;
• Collages as new interpretation of the
experience.
Meta-art The exhibition space
CollagesIronic and poetic The creation act
3

3. Categories and behaviour
My social reach
Social mark Memories
My social portraitThe unexpected
The museum’s borders
Digital promotion
Outdoor promotion
• Selfies and portraits customize the visit;
• Real-time social sharing: “ I’m here now” ;
• The experience continues beyond museum’s
borders through to tickets, liflets and etc;
• Witnessing something unexpected
• Posing to convey a certain “idea of self”.
• Museums often use social media to promote
their events;
• Even outdoor promotion could become a
social media subject (Tate and London Tube)
Have you seen #AlexanderCalder studio before
@tate exhibition #performingsculpture _Can
you find the artist in this picture surrounded by
this mess by mayoralgaleriadart
On the tube this afternoon. #tatebritain
• Material and stories related to the exhibition;
• Users spontaneously sharing billboards;

4. The quantitative aspect
Sharing culture
The museum remixed
Meta-art
The exhibition space
The creation act
Collages
Cubists
Summariests
Pictures
Social mark - ego
Social mark
Memories
The unexpected
My social portrait
My social reach
IrIronic and poetic

5. The Museum system
Museums fund themselves thanks
to governmental funds, associations,
the national lottery and spontaneous
donations. However, their projects
and initiatives has to “deserve” these
funds.

6. Tate (Modern and Britain)

7. National Gallery

8. Beyond the visit
The gift economy
Imagined communities
A gift economy, gift culture, or gift exchange is a mode of exchange where valuables are not traded
or sold, but rather given without an explicit agreement for immediate or future rewards.
Cheal, David J (1988). The Gift Economy.
An imagined community is different from an actual community because it is not (and, for practical
reasons, cannot be) based on everyday face-to-face interaction among its members.
Anderson, Benedict (1991). Imagined communities: reflections on the origin and spread of nationalism.
#tatebritain
by damienmouries
tate What’s growing in the
Turbine Hall? Can you name
it? #EmptyLot