Social Relationship in organization
Art organizations and museums all have one thing in common: their collections have the potential to capture a global audience’s attention. Art has the ability to cross borders, break language barriers and speak to the individual, as well as different societies. Given the nature of social media, art collections are kept alive as people share and re-share year-round, across multi-national audiences. In this piece, discover how museums are using social media to spread awareness, share their collections and speak to the global individual.
The Andy Warhol Museum ~ Tapping into Social Media’s Pop Cultural Side
The Andy Warhol Museum in Pittsburgh, USA is the nation’s largest and world’s most comprehensive single artist museum. Its vast collection and archive of works in a range of media show both Warhol’s art and life. With a particularly active traveling show, for example their upcoming opening in Beijing for an Asia tour, The Andy Warhol Museum focuses heavily on building their global audience and awareness. That’s where social media comes in.
Different from other more traditional art museums, The Andy Warhol Museum can use Warholian pop culture to tap into the fun and poppy nature of social media – namely Twitter, Facebook, Google+ and Vine. “We realized that Twitter, and social media in general for that matter, is the ultimate “Warholian” media where everyone gets their 15 minutes of fame and has a voice in a more democratic environment, ” said the museum’s social media team. Creating an app called The Warhol: D.I.Y. Pop, the museum’s social team lets fans create their own Warhol inspired image and share it with other art fans across social media. Likewise, Warhol fans that can’t make it to Pittsburgh or to see traveling shows, connect on social to see rich media of his works and learn more about the artist’s life.
“I tend to use HootSuite to be reactive and jump on opportunities that pop up in the media that relate to us. Our HootSuite desktop dashboard is more logistic, where we plan out a days, weeks or month ahead with scheduling. Besides using the publisher functionality, we use the search feature to lookup particular hashtags and handles quickly to see what fans and other art museums are saying and tap into those conversations” – Emily Meyer, Assistant Communications Manager, The Andy Warhol Museum.
“Every Monday, I start my day off looking over my HootSuite customized analytic reports. It’s a great way to get a pulse for what’s going on and what’s resonating most with our fans” – Joshua Jeffery, Manager of Digital Engagement, The Andy Warhol Museum.
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