April 15-18, 2009
Indianapolis, Indiana, USA

Sessions: Abstract

Down to Earth. Social Media and Institutional Change   go to paper

Vincent de Keijzer, Gemeentemuseum, The Hague, The Netherlands
Patricia Deiser, Museum voor Communicatie, The Netherlands

The Gemeentemuseum in The Hague is a museum for contemporary art and the applied arts. “Down To Earth” presents a case study of the museum’s recent project, a five-month survey, in which various staff members were interviewed about their knowledge, level of participation, attitude and opinion regarding new social media and community centered projects. Those interviewed included directors; curators; some collections workers, including restorers; some of those involved in documentation, in education, in exhibitions, in ICT; some marketing staff and some in public relations.

The data collected was used to identify five different user types: lecturers; educators; presenters; interactors and connectors. On the basis of these types, a viable and differentiated approach to social media could be planned and put into practice. Central to this approach is a focus on the development of sustainable solutions that fit the museum and its staff. The paper shows how a rather traditional, conservative museum can create its own strategies for dealing with new media in this way.

Session: Changing Organizations [Institutional]

Keywords: social mapping, user types, museum community, participation, strategy, institutional change