“Social media has pushed museums toward being more responsive to the public,”writes Museum Nerd in an online chat interview. “It’s allowed a visitor to let themuseum know what they like and what they don’t like about their
When Padgham spearheaded the San Francisco Museum of Modern Art’s social
media accounts (he now works for Twitter), he invited social media followers
the mainstream audience never before prioritized by the museum
views. “It’s not just what
says. We want [the local audience] to
have a voice and spread the voice.”
Many museum marketers take the potential of their new voices seriously.Francesca Merlino, the
marketing manager, says her team
responds to every inquiry received through the museum’s social accounts.
These social accounts offer a peek behind the scenes of the galleries to showvisitors a side of museums never before accessible.
2. Breaking Down the Walls of Inaccessibility
Through social media, museums can tear down the illusion of inaccessibility.During the 2011 Super Bowl, for example,@NOMA1910 (the New Orleans
Museum of Art) and @IMAmuseum (the Indianapolis Museum of Art) placed bets
via Twitter, showing the public an unexpected collegiality between museumstaffers.