Today the internet is the principal source of business, educational and leisure information as well as a key arena for corporate and cultural competition. Having quality contents is crucial but insufficient, because to ensure their visibility in the principal search engines, blogs and Web 2.0 sites, these contents must be accompanied by positioning and dissemination strategies. This will enable them to be accessed by new audiences around the world. Such a competitive environment raises the specific question of whether museums have efficiently joined the Web 2.0 community, as well as a host of other questions: Do they use blogs? Are they visible in social networks? Do they publish videos? Are they featured in Wikipedia? Which museums have the best visibility on this new web? The IT department of the Thyssen-Bornemisza Collection Foundation has attempted to answer these questions by conducting the following analysis. It concludes with a global ranking which identifies the museum websites that have the best visibility on the internet and can be used as a benchmark by other institutions.

1. Museums Internet ResearchFromLinkedDocumentstoLinkedPeople Javier Espadas Bardón IT Manager at Thyssen Bornemisza Museum 9th InternatinalConferenceCommunicatingtheMuseum Malaga, June 09

2. Index Internet Today Figures about Web 1.0 and Web 2.0 Motivations The Research Indicators General Ranking Conclusion

4. Global coverage

5. High competitive environment

6. Extremely dynamic

7. Exponential growth

8. Millions of publishers

9. World coverage

11. 2.Millions of documents

12. Over 1.6 billion of Internet users. (Internet WorldStats, 2009) Internet worldpenetrationratehigherthan 23%: US (74%), India(4%), China (19%) (Internet WorldStats, 2009) Over 13 millions of Social networksusers in Spain. (comScoreWoldMetrix, Marzo 2008) 2.Millions users

13. 2. Blogs > 100 million Blogs (Technorati, junio ) > 9.3 millionvisitors/month Twittergrew un 131%. (comScoreMediatrix, marzo 2009 )

14. 2. Web 2.0: Top sites in terms of visitors Facebook y Youtube Haveentered in top ten (Alexa, junio 2009)

15. Uniquevisitors (000) March 2009 Visitorsmarch 2009 (000). Source: comScore Media Metrix 2.Threats to Google hegemony

17. Do they use blogs?

18. Are they visible in social networks?

19. Which museums have the best visibility on this new web?

21. Data collected from 22 sites

23. 4.a. Page Which website has the most contents?

24. 4.a. Links tothedomain Which website has the best-known and most referenced contents on the internet?

25. 4.a. Indexedimages Which site has the most to offer in terms of graphics?

26. 4.a. RichFiles in PDF format Which site has the most pdf files?

27. 4.a. Rich Files in SWF format Which site has the most interactive flash files?

28. 4.a. Referencesin forumposts Which site is the most discussed in forums?

29. 4.a. Referencesin blog entries Which site is the most mentioned in blogs?

30. 4.a. Referencesin microblooging Which site is the most mentioned in micro-blogs?

31. 4.a. Referencesin images2.0 Which website appears most often in association with images published by users?

32. 4.a. References in videos Which website has the most references in videos published in internet?

33. 4.a. Referencesin social networks Which website is the most mentioned in social networks?

34. 4.a. Social bookmars and notes Which website has been most bookmarked and annotated by users? Bookmarks Annotations

35. 4.a. Referencesin profesional networks Which website has the most references in professional networks?

36. 4.a. Referencesin sharedpresentations Which website is the most mentioned in presentations published by users?

37. 4.b. General ranking

39. The museums Web 2.0 is dominated by US and British museums.

40. The visibility in the Web 2.0 environment represents a great opportunity to capture new virtual audiences.

41. Be a Museum 2.0 involve all the institution not only the web site.

42. Is a strategic approach to spread our collections and activities all around the world.

43. Web 2.0 means the opportunity of reach new audiences but also demand big effort. focus on; create, publish and share high quailitycontents , and user management. 5. Conclusions

44. Javier Espadas Bardón IT Manager Fundación Colección Thyssen-Bornemisza Contact me at jespadas@museothyssen.org javier.espadas@jesba.com javier.espadas.bardon http://www.linkedin.com/pub/javier-espadas-bardón/0/85/b78 Follow me at http://www.slideshare.net/jespadas http://twitter.com/javier_espadas http://www.jesba.com http://www.museothyssen.org/blogs/tecnologico/ Downloadthe “Museums Web 2.0 Ranking Analysis” from: http://www.museothyssen.org/blogs/tecnologico/ 6. Contact, follow and downloadinformation