Two conversations at once
Most museums now have a presence on at least one social platform, and visitors arrive with a camera already in their pocket. That creates two parallel conversations about a digital exhibit. One is what the museum chooses to post. The other is what visitors choose to post, with or without the museum’s involvement.
Both are worth understanding, but neither is guaranteed to bring people through the door. Platforms change their rules and audiences often, so it is wise to treat any one channel as useful rather than essential.
How museums use social platforms
Common uses fall into a few groups:
- Showing the work behind the exhibit. Short clips of installation, object handling or content production tend to interest followers, because they show things the public rarely sees. An exhibit video clip can double as both gallery content and a post.
- Previews and reminders. Opening dates, new displays and events are the obvious content. Previews work best when they give a real sense of what a visitor will experience, rather than only a logo and a date.
- Collection highlights. Individual objects, photographs or documents, with a short story, can reach people who might never visit. This works particularly well if the underlying collection metadata is good and the images are properly prepared.
- Conversation. Replying to questions and comments turns an audience into a community. It also takes time, which is the main hidden cost.
- Participation. Some museums invite followers to share photos, memories or responses to a theme. Where this leads to public contributions in a gallery or online, it needs clear rules about permissions and moderation.
What visitors tend to share
Visitors often share what is easy to photograph and easy to explain. Large, visually striking spaces, unusual objects and anything that lets the person appear in the picture tend to travel well. Interactive pieces that respond to the visitor, such as a mirror-like display or an installation they can stand inside, are often photographed, though results vary by audience and context.
Some things visitors share are less welcome: photos of other people without their knowledge, images of objects where photography is restricted, or complaints about a broken screen. A museum can respond calmly and use the feedback, for example by fixing a faulty touch screen quickly.
Sharing also differs between groups. Teenage visitors may use social platforms very differently from older adults, and family visitors may share mainly with relatives. Assuming one pattern for everyone is unwise.
Designing exhibits with sharing in mind
A little planning helps without turning the exhibit into a backdrop:
- Allow photography clearly. Where it is permitted, say so with a simple sign. Where it is not, for loan or rights reasons, say that too and explain briefly.
- Think about screen glare and lighting. Displays that wash out in photographs frustrate visitors. Good lighting in a gallery often serves both visitors and cameras, and screen glare is a frequent issue.
- Give a simple way to tag or find you. A short, readable name or tag on a sign makes it easier for posts to find the museum. Visitor phones can also help, for example through a code that leads to extra content.
- Do not force it. An exhibit that exists mainly to produce photographs may leave visitors with little else. Content should come first.
Privacy, consent and rights
Social posting raises questions museums should answer in advance.
- Visitors in your own photos. If you photograph visitors for promotion, follow your local rules and your own policy, and think about when visitor consent is needed. Children deserve particular care.
- Third-party images. Content shared by visitors is not automatically yours to reuse. Ask permission before republishing, and keep a record.
- Object images. Check that you hold the rights to publish images of collection items, including image permissions for works under copyright or with restrictions from donors or source communities.
- Sensitive subjects. Posts about difficult histories or human remains need thought about tone, since a short post strips context. Consider the guidance for handling sensitive content.
Staff time and moderation
A social account is a recurring commitment. Someone must post, reply, remove abusive comments and decide what to do about errors. A small team may do better with one platform used well than several used sporadically. A simple calendar, a few approved photo and caption templates, and a plan for who answers questions can keep the work manageable.
It is also worth agreeing in advance how to handle criticism. Most comments are ordinary and a polite, factual reply is usually enough. If staff are the first line of response, some staff training on tone and escalation helps.
Judging whether it is working
Likes and follower counts are easy to see but are weak evidence of anything that matters to a museum. More useful questions might include whether visitors mention seeing a post, whether specific events draw people who say they found them online, and whether the comments reflect real interest. Asking visitors how they heard about the museum, in a short survey, gives a more direct answer than platform statistics. Even then, it is hard to prove that a post caused a visit, so conclusions should be modest.
Social media is best seen as a way to extend a good exhibit, not to replace it. A digital exhibit that is clear, reliable and worth talking about will usually give people something to share without much prompting.