A case study talk given at MCN 2015.
In this case study I will discuss the National Gallery of Art's innovative approach to developing serial content for social media as illustrated through the #ArtAtoZ initiative.
Every two weeks, the Gallery explores a new topic in art (i.e., asymmetry, brushstroke, color, and drawing) across multiple social media platforms (Facebook, Twitter, Instagram, and Pinterest). This focus on broad topics allows the Gallery to leverage its extensive permanent collections as well as draw upon a diverse array of staff expertise including curatorial, education, archives, conservation, and horticulture. The “A to Z” concept also affords museum staff the ability to plan up to a year ahead, as the set of 26 topics is set at the beginning of the year. The added benefit of this structure is the ability to collaborate with other institutions and build momentum over time. From the perspective of the social media user, one is invited to dig deeply into a given topic over the course of two weeks rather than receive seemingly random bits of information each day.
Social media followers are encouraged to engage with the broad theme in myriad ways included guided looking, guessing games, and challenges to respond creatively. I will share findings from ongoing evaluation of the initiative, including what we’ve learned about optimizing content in order to generate the most conversation, sharing, and other engagement.
11. Storytelling
What if we could dive more deeply into an idea or topic?
Could we serialize social media posts to build interest,
deepen knowledge, take people on a journey?
2 weeks
13. Proactive editorial planning
All 26 topics set at the beginning of the
year
Gave staff (including Social Media
Collaborative) time to plan, research,
write, and work together (in theory)
Potential to build momentum, collaborate
with other institutions
15. Modeling educational approaches on social media
visual thinking strategies
inquiry-based
learner-centered
Did I mention that social media
is housed in the education
department at @ngadc?
30. What is serializising social media? Going long
Longer time span NOT longer content
We could punctuate information delivery with shorter posts,
calls to act/respond
We could learn as we go, adjusting content types and
delivery to match what audiences want
34. BUT writing for social media is hard
It’s not a label
Staff need training
Hands-on experience helps
So does 1:1 coaching
Too much content?
Needs to be seen as a priority
and not “extra”
35. What didn’t work so well for our followers
Broad topics ( #Streets, #Portraits)
generated a lot of engagement; more
specific topics like #Underdrawing
didn’t do as well
Sometimes too much of one thing (e.g.,
#Rothko, #GirlReading) felt like
overkill
It’s hard to write prompts that people will
respond to. It is easier to write
“labels.”
Some Instagram challenges really fell
37. “Engagement”
Streets play an important role in
art as artists depict the world and
people around them. What type of
street do you live on? Work on?
Travel on every day? Share an
image of a street that’s meaningful
to you. What does your image
represent?