Some insights on the museum Twitter ecosystem through Social Network Analysis and Network Science. Presentation for the International conference Museums and the web 2014, in Florence (Italy) and Baltimore, MD (USA).
Do Museums Worldwide form a true Community on Twitter? Museum Twitter ecosystem (Social Network Analysis).
1. Alex Espinós ~ alex@lamagnetica.com
Marc Espín ~ marc@lamagnetica.com
2. ___
Do Museums
Worldwide form
a true Community
on Twitter?
Some insights on the museum Twitter ecosystem
through Social Network Analysis and Network Science.
{
{
3. The Museum ecosystem on Twitter
The study
Why this study?
Questions we want to answer
Methodology
Introduction
Introduction
Conclusions
1
4. The Museum ecosystem on Twitter
Conclusions
The study
Introduction
> Why this study?
5. The Museum ecosystem on Twitter
> Why this study?
The study
Conclusions
The new paradigm
of communication that
Social Networks have
brought
Introduction
Everybody talks about things like:
6. The Museum ecosystem on Twitter
> Why this study?
The study
Knowledge and
experience sharing
Conclusions
The new paradigm
of communication that
Social Networks have
brought
Introduction
Everybody talks about things like:
7. The Museum ecosystem on Twitter
> Why this study?
Information flow
The study
Knowledge and
experience sharing
Conclusions
The new paradigm
of communication that
Social Networks have
brought
Introduction
Everybody talks about things like:
8. The Museum ecosystem on Twitter
> Why this study?
Everybody talks about things like:
Information flow
Introduction
The study
Knowledge and
experience sharing
Conclusions
The new paradigm
of communication that
Social Networks have
brought
User feedback
9. The Museum ecosystem on Twitter
> Why this study?
Conclusions
The study
Introduction
OK, but is it true for museums?
Or is it still an unrealized possibility?
10. The Museum ecosystem on Twitter
Conclusions
The study
Introduction
> Questions we want to answer
11. The Museum ecosystem on Twitter
> Questions we want to answer
Conclusions
The study
Introduction
The study is focused to offer insights
over questions such as:
12. The Museum ecosystem on Twitter
> Questions we want to answer
The study
Do the worldwide museums form a community on Twitter?
Or several different communities?
And then: which is the main criterion that explains the community structure:
topic, language or country?
Conclusions
··
··
··
Introduction
The study is focused to offer insights
over questions such as:
13. The Museum ecosystem on Twitter
> Questions we want to answer
The study
··
··
··
Do the worldwide museums form a community on Twitter?
Or several different communities?
And then: which is the main criterion that explains the community structure:
topic, language or country?
Do the Twitter communities seem to mimic patterns of offline relationships?
Which are the communities? Which are the key players in each community?
Does the small world principle apply?
Conclusions
··
··
··
Introduction
The study is focused to offer insights
over questions such as:
14. The Museum ecosystem on Twitter
> Questions we want to answer
The study
··
··
··
··
··
Do the worldwide museums form a community on Twitter?
Or several different communities?
And then: which is the main criterion that explains the community structure:
topic, language or country?
Do the Twitter communities seem to mimic patterns of offline relationships?
Which are the communities? Which are the key players in each community?
Does the small world principle apply?
And the strength of weak ties? To what extend?
Which are the most influential museums, not in terms of followers,
but in terms of influence within museums?
Conclusions
··
··
··
Introduction
The study is focused to offer insights
over questions such as:
16. The Museum ecosystem on Twitter
> How?
Conclusions
The study
Introduction
We have analysed the Twitter talk among
museums worldwide, using
SNA (Social Network Analysis) techniques.
17. The Museum ecosystem on Twitter
> How?
··
We are starting such a study with one Barcelona Museum.
The study
Later on we will focus on some case studies about the relationship of museums and
their followers. This involves a much heavier use of the Twitter API.
Conclusions
··
Introduction
We have analysed the Twitter talk among
museums worldwide, using
SNA (Social Network Analysis) techniques.
18. The Museum ecosystem on Twitter
> How?
We have used the museum list from
Museum Analytics*:
Conclusions
*museum-analytics.org
Thank you to INTK team!
The study
Introduction
1.789 museums with a Twitter account
19. The Museum ecosystem on Twitter
> How?
The study
* he final study will include data from a 12-month period.
T
Now we are showing results based on 9 months of data.
Conclusions
All their tweets from April 2013
123.972 interactions among museums
29.061 unique interactions
Introduction
And using the Twitter API we have got:
20. The Museum ecosystem on Twitter
Communities
UK
Italy
Spain
The study
The big picture
The core graph
Country/language
UK Key role
Introduction
The study
Conclusions
2
21. The Museum ecosystem on Twitter
Conclusions
The study
Introduction
The big picture
23. Conclusions
The core graph
The study
Introduction
The Museum ecosystem on Twitter
24. The study
The core graph
Conclusions
These are the 400 most relevant museums
(relating to their importance in the graph
–i.e. in the Twitter talk among museums)
Introduction
The Museum ecosystem on Twitter
25. The Museum ecosystem on Twitter
Netherlands
USA
Germany
United Kingdom
Spain
Conclusions
ountry is
C
the key factor for explaining
the graph structure
Mexico
The study
Introduction
France
26. The Museum ecosystem on Twitter
Netherlands
USA
Germany
There’s a clear country grouping in the
interactions between the museums.
The study
Mexico
Spain
Conclusions
ountry is
C
the key factor for explaining
the graph structure
Introduction
Apart from the labeled countries
there are important clusters for Canada,
Australia and New Zealand placed
France
between USA and UK.
And a Swedish one placed roughly
between Netherlands, Germany and
France.
United Kingdom
27. The study
K museums
U
have a Key role
Conclusions
Several UK museums are key players
in the spread of information between
Continental Europe ad USA museums.
Introduction
The Museum ecosystem on Twitter
28. United states 28,3%
Unknown 18,24%
United Kingdom 10,69%
Netherlands 10,06%
Germany 9,43%
Spain 7,55%
France 5,03%
Mexico 4,4%
Canada 2,52%
Australia 1,89%
Austria 0,63%
Italy 0,63%
New Zealand 0,63%
Conclusions
ommunities, countries
C
and some key players
The study
Introduction
The Museum ecosystem on Twitter
29. The Museum ecosystem on Twitter
Mexico 4,4%
Canada 2,52%
Australia 1,89%
Austria 0,63%
Italy 0,63%
New Zealand 0,63%
The study
United states 28,3%
Unknown 18,24%
United Kingdom 10,69%
Netherlands 10,06%
Germany 9,43%
Spain 7,55%
France 5,03%
Conclusions
ommunities, countries
C
and some key players
Introduction
Community structure is almost
the same as country grouping:
Twitter relationships mimic offline
relationships.
We are not getting the most
out of Twitter.
30. The Museum ecosystem on Twitter
US community is the biggest,
but UK museums have a central position.
Speaking the world language is a clear advantage.
4 key US players:
@museummodernart, @metmuseum,
@guggenheim, @gettymuseum
Mexico 4,4%
Canada 2,52%
Australia 1,89%
Austria 0,63%
Italy 0,63%
New Zealand 0,63%
The study
United states 28,3%
Unknown 18,24%
United Kingdom 10,69%
Netherlands 10,06%
Germany 9,43%
Spain 7,55%
France 5,03%
Conclusions
ommunities, countries
C
and some key players
Introduction
3 key British players:
@britishmuseum, @sciencemuseum, @v_and_a
31. The Museum ecosystem on Twitter
No Italian community,
just a couple of scattered points.
Mexico 4,4%
Canada 2,52%
Australia 1,89%
Austria 0,63%
Italy 0,63%
New Zealand 0,63%
The study
United states 28,3%
Unknown 18,24%
United Kingdom 10,69%
Netherlands 10,06%
Germany 9,43%
Spain 7,55%
France 5,03%
Conclusions
ommunities, countries
C
and some key players
Introduction
The order of European countries
does not seem to reflect the number
of their “offline” museum visitors:
UK, Netherlands, Germany, Spain,
France, Italy.
33. The Museum ecosystem on Twitter
The study
London 76,98%
None 11,11%
Edinburgh
5,56%
Casablanca
3,97%
Amsterdam
1,59%
Pacific Time (US Canada) 0,79%
Conclusions
ountry communities 1:
C
UK
Introduction
The Scottish cluster on the top.
Another example of offline relationships
replicated in the online environment.
35. The Museum ecosystem on Twitter
The study
Italy
Conclusions
There are some isolated points:
Italian museums unrelated
to other Italian.
Introduction
We have gathered the Italian museums
from the whole graph. Most of them
are out of the core graph.
36. The Museum ecosystem on Twitter
Language
Conclusions
Spain
The study
Introduction
Modularity
37. The Museum ecosystem on Twitter
Language
Even inside the Spanish group,
the structure reflects the main language
used by different museums on Twitter:
Spanish, Catalan, and English.
Conclusions
Spain
The study
Introduction
Modularity
38. The Museum ecosystem on Twitter
The study
Conclusions
How can this study help your museum?
#MTF2014 at Twitter
Introduction
Conclusions
Conclusions
3
39. The Museum ecosystem on Twitter
Conclusions
The study
Conclusions
Most museums are not profiting the opportunities Twitter offer.
Introduction
››3.500 museums at museum-analytic.org
››1.800 museums at Twitter
››400/500 museums really engaged
with other museums
40. The Museum ecosystem on Twitter
Conclusions
The study
Conclusions
1. ut there is a significant flow of information. (Small world principles applies)
B
Country is the main factor for explaining community structure
2. Not language: US and UK form different communities, so do Spain and Mexico
3. nd not topic: there is not an archaeological museums community, or a contemporary art
A
community… That would have reflected a maturity in Twitter use.
Introduction
There is not a worldwide Twitter community,
not even among those 400/500 museums.
41. The Museum ecosystem on Twitter
Conclusions
The study
Conclusions
(Structural holes)
Introduction
There is a small set of key players
in the spread of information
and in the relationship among
museums worldwide
42. The Museum ecosystem on Twitter
Conclusions
The study
Introduction
How can this study help your museum?
43. The Museum ecosystem on Twitter
How can this study help your museum?
·· etect key players, analyse how they work on Twitter,
D
relate to them.
The study
Conclusions
·· onnecting the main component with your local or
C
topic-based community can be the first step.
Be bilingual! (at least).
Introduction
·· ecame a key player in your area (country, region, topic),
B
then go bigger.
44. The Museum ecosystem on Twitter
How can this study help your museum?
The study
Conclusions
·· tay tuned for the final paper, with more detailed graphics,
S
museum lists, etc.
Introduction
·· se SNA approach to improve your work at Twitter,
U
your communication campaigns and the relationship
with your followers.
45. The Museum ecosystem on Twitter
Conclusions
The study
Introduction
#MTF2014 at Twitter
47. MTF2014 at Twitter
#
The study
Conclusions
We will write a post next week about
the hashtag #mwf2014:
who has used it, the mention and RT
map about the conference, etc.
Introduction
The Museum ecosystem on Twitter
48. The Museum ecosystem on Twitter
Thanks!
The study
Conclusions
We want to partner with a museum for working a case study
analysing the relationship with its Twitter followers.
Are you interested? Contact us.
Introduction
For asking the final paper (April) contact us at:
alex@lamagnetica.com
@lamagnetica