Kajsa Hartig

A blog about Cultural Heritage and Digital Communication

Playing by some other rules #Blogg100

4 kommentarer

Regardless of what business you are in content marketing and storytelling is central. This is just as true for museums, that are natural storytellers, and where producing content is at the heart of the business. The difference is that now museums have to compete with any brand for attention using the same tools and methods.

The era when museums were primarily talking with an authoritative scientific voice is over. The connection to academia and science is still a founding part of museum knowledge-making, but the rules by which we disseminate knowledge, and connect to museum audiences have completely changed over the past few decades.

Instead museums have had to let themselves be influenced by marketing and communication, by the rules set by the marketing industry.  Which in turn are transformed by the digital social target groups and audiences.

To keep up with the need to produce content for the digital ecosystems museums are now shifting from only, or mostly, producing content for websites, exhibitions and printed books, to a broader spectrum of digital social and online platforms. Moving a huge step closer to the audiences is a consequence of going social digital and the demand for real time communication grows.

Three specific challenges for museums are:

1) Learning the new rules, what works and what doesn’t
2) The need for reliable sources online is growing, especially e-publications that can be referred to from social media
3) Learning how to fit the knowledge-making of museums into the social media platforms on an every day basis

There are of course more challenges, some of which I will return to in future blog posts.

————————————————————————————————————–

Blog post 5/100. #Blogg100

4 thoughts on “Playing by some other rules #Blogg100

  1. Yes do make museums part of the participatory culture 🙂

  2. And by subtle I mean I agree on the lack of strength in engaging audiences. Though there are many excellent examples as well.

Kommentera

Fyll i dina uppgifter nedan eller klicka på en ikon för att logga in:

WordPress.com Logo

Du kommenterar med ditt WordPress.com-konto. Logga ut / Ändra )

Twitter-bild

Du kommenterar med ditt Twitter-konto. Logga ut / Ändra )

Facebook-foto

Du kommenterar med ditt Facebook-konto. Logga ut / Ändra )

Google+ photo

Du kommenterar med ditt Google+-konto. Logga ut / Ändra )

Ansluter till %s