The document discusses strategies for communicating about specialized exhibitions at the Museum of the National Library of Spain using social media. It notes the museum has a Twitter account since 2011 but visitor numbers were lower than expected for its 2012 exhibition. The museum tweets about various topics to attract "alien" audiences and shares its strategies, including activities to complement exhibitions, analog strategies, and being polite, generous, and friendly on social media. Charts show the museum's follower growth and networks. A roundtable event with architects was a success in promoting engagement.

1. an specialized exhibition
a case study
with social media:
Gema Hernández Carralón
Joana Cavadas (graphic design)
MWF2014
18 – 21 February 2014, Florence

2. How to
attract ‘alien’
audiences ?

3. The Museum of the National
Library of Spain is a
medium-sized museum.
In a very,
very great
Library!

4. + Permanent exhibition
+ 3 or 4 temporary exhibitions
+ Activities and workshops for everybody
More than
100.000
visitors per year

5. What we have
What we don’t have
Collections
Very professional
staff
Media attention
Fans
Large staff
Budget for
advertising

6. Do Spanish
museums
understand
social media ?

7. The National Library of
Spain is in different
social media!
The museum has its
own Twitter
account since the 29th
december 2011.

8. 2012 was the 300th birthday
of the BNE and the 5th of ours.
We commemorated it with a very nice,
interesting, formative and meaningful
exhibition about the historical sites of
the National Library since 1711.
We were very proud of it,
but the public did not visit us
as much as we had expected.

9. @BNE_museo
BNE
MUSEUMS
ART
The museum Twitter
account deals with
many subjects.
EDUCATION
HISTORY
BIBLIOGRAPHY
LIBRARIES

10. Communicating
specialized
exhibitions

11. Analogical
strategies
lectures
contests
Activities: as a way to
complement the exhibition but also
to call everyone’s attention upon it
film series
theatre plays

12. Communicating
specialized
exhibitions
Arquitectos
Españoles

13. Social networks of Architecture @ Spain:
A
due to the
Courtesy by Stepien & Barno architects

14. EDUCATION LEVEL OF THE POPULATION PER COUNTRIES

15. Evolution of architect career
in Spain & tax of
unemployment

16. Top migration destinations of
Spanish architects
Employment tax per studies

17. Our Social StratWHAT?!
BE:
 POLITE: remember your mum advices
 Communicative, but not TALKATIVE
 GENEROUS: share things, knowledge
 FRIENDLY with your friends mates

18. Our Social StratWHAT?!
DO:
PLAY the plays your followers like
 LAUGH @ their (funny) jokes
 Use their NETWORKS
 ENJOY what you are doing

19. Our Social StratWHAT?!
BE:
POLITE: remember your mum advices
 Communicative , but not TALKATIVE
 GENEROUS: share your things, knowledge, links, ecc.
 FRIENDLY with your friends mates
 SPONTANEOUS
DO:
PLAY the plays your followers like: #ESCALERAS,
#ARQUISELLO… ECC.
MAKE’em play yours: #Arquitest, #DVDregalo, ecc.
 LAUGH @ their (funny) jokes /Joke with them
 Use their NETWORKS
 ENJOY what your doing

20. Our Social StratWHAT?!
Chart by Nancy Proctor

22. Our Social StratWHAT?!

23. Our Social StratWHAT?!
@I027614
@flicfestival
@MRomanticismo
@Museo_Naval
@dgllana
@MUSEOENFURECIDO
@Demografia_CSIC
@Pennypol
@RetoHistorico
@BNE_biblioteca
@alfavino

24. Year of followers registration & Followers that mention us most

25. #PalabradArq:
a succesful round-table
*Seat your friends around a
table

26. What our brand-new
friends, the
architects, said
about us

27. What our brand-
new friends, the
architects, are
still saying about us

28. Thanks for your attention!
@BNE_museo
@
@BNE_biblioteca