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