In my Audience Development class, I worked on a semester-long project with the National Gallery of Art's Social Media Department to identify strategies and develop recommendations for growing and better engaging their target audience.
The National Gallery of Art has an expansive collection that ranges from the Middle Ages to today. Alongside, its massive collection it also is one of the largest museums in North America.
Over the past couple of months I have been working with Isabella Bulkeley, the Gallery’s Social Media Manager, to gain a better understanding of who the Museum’s current audience is and where there is room for improvement. The main goal of my research project has been to examine the Gallery’s social media platforms, research competitors, and come up with ideas for how The National Gallery can grow their online content.
It was surprising to discover that the majority of the National Gallery’s followers on Facebook are not local and most aren’t even nationally based. Mexico City has the largest following on Facebook with 15.8K likes. As the National Gallery of Art continues to grow and expand their social media presence they need to keep in mind how to best engage non-local audiences.
Create longer more educational posts to engage with non-local followers on Facebook
Offer Newsletters
In Spanish
For non-local subscribers
Collaborate with international museums
Ex) Frida Kahlo Museum in Mexico City
Create meaningful and educational Instagram Stories
As an older institution, The National Gallery of Art has events and programs that have been around for much longer than Instagram and Facebook. As all the events are free and open to the public, the Gallery’s main focus has been on figuring out the best method for promoting and getting the word out about their events. Currently, there are three main places to search for events happening at the museum. These include Facebook, the calendar page, and scattered events listed across the museum’s website.
With select events listed sporadically on the Gallery’s Facebook page, it was interesting to find out that not every event posted on Facebook was listed on the calendar page and vice versa. This disconnect can be confusing for visitors trying to figure out which events to attend. The way in which events are being promoted is something that needs to be addressed for future visitors.
Create master calendar that promotes all events happening at the Gallery
Promote more events on Facebook
Use templates to promote recurring events such as
Artist Talks
NGA Nights
Jazz in the Garden
Being located right on the National Mall in between many Smithsonian museums, The National Gallery of Art is often grouped in with these institutions as well as with the National Gallery in London because of its similar name.
Throughout my research, I focused on analyzing incorrect tags on Instagram from the past three months and worked on compiling them into three categories. These categories included Smithsonian tags, National Gallery in London tags, and the occasional incorrect museum tag. Moving forward, the Gallery needs to address these incorrect taggings as it harms the museum’s name and brand.
Use physical signs near popular Instagram spots in the museum
Hahn/Cock
Multiverse
Include correct tags and social handles on signage
Include tag us @ngadc on all marketing collateral (Both print & digital)
Choose consistent logo to use across all platforms and marketing collateral
Adhere to a stricter brand standards manual
One of the main focuses of this research project was to analyze the Gallery’s social media and compare it to their direct and indirect competitors. Through a google survey that I conducted, I learned that 22% of people follow some DC museums on social media.
Additionally most of the responses said that the primary reason they follow these museums on social media was to stay informed of upcoming exhibitions and events. When asked what type of content they would like to see more of, there was an overwhelming response to learn more about upcoming exhibitions, community events, and workshops. Despite the Gallery having a strong social presence there is still room for improvement, when it comes to increasing the number of followers and their engagement.
Create a cohesive look on social media across all platforms
Choose one logo
Cover image consistency
Engage with younger audiences (18-24 years old) on Instagram
Using Instagram Stories
Using branded signage at popular events with social handles and hashtags
Sketching Competiton
Sketching is Seeing month at the Gallery has the potential for a month-long contest that could directly engage younger audiences.
Tag @ngadc with #sketchingisseeing along with your favorite sketch
Use Instagram stories to let people vote on their favorite sketches
To view the entire presentation click here