Reinventing the Museum: What to do when opening is longer an option
Introduction
Cultural heritage has been dying long before COVID-19. Sources reported low museum attendance since 2018, yet museums persistently focus on getting people in the door. While many industries have already transitioned to mobile and social commerce, cultural heritage is the one of the last industries to use web and social media as a revenue stream.
It is too late? Thousands of cultural institutions are left with no choice but to close INDEFINITELY and the industry is scrambling for a solution. Though the country is losing its physical spaces, museums have the opportunity to find a new purpose in the digital sphere.
This article outlines a strategy that helps institutions go from tourist destination to digital authority. We give you insight on how to transform your institution’s brand into a digital niche, as well as tips for using your niche to attract new audiences. Lastly, we discuss how to turn web and social traffic into support and/or digital revenue.
From Mission to Digital Niche
Most museums are dedicated to education, preservation and research. This is demonstrated through exhibits and programming that generally reach a few thousand people a month. Google, however, reaches millions of people per day.
People find information in two ways: via search engines (like Google) or on social media. In both scenarios, the information is more valuable than its source, so many non-professional sites get top ranking for basic queries. Museums should rebuild their websites as a source of information. Home pages should focus less on visiting hours and more Google-able facts.
But how do you stand out in a virtual crowd? Consider the unique perspectives your institution has to offer and make that the starting point of the user’s experience. Are your collections related to historic events or scientific field? If so, how can your institution’s assets expand the story or dismantle myths? What interesting facts would surprise people?
From Digital Niche to Digital Assets
Turning your institution’s brand into niche information is just part of the process. Words are important, but so is format. Title structures, page descriptions and visuals all affect page rankings and social engagement. If a blog title doesn’t have the right keywords, it won’t be discoverable via search engine. If a tweet isn’t paired with enticing imagery, it wont be shared.
People use Google to find simple answers to simple questions. Think about keywords and common phrases that your niche can answer. For example, people will search “civil war” more than “Smithsonian objects from the civil war”. Expand your niche into simple topics or categories and use this structure to reorganize your institution’s website.
Social media is a visual space. Pairing information with the right visuals will spark curiosity and the urgency to continue the experience on your website (aka link clicks). Use digitized collections, behind-the-scenes footage and other digital assets that visually support your institution niche. See The Best of Archaeology on Web and Social Media for examples.
From Digital Assets to Digital Revenue
Sharing digital assets is just the tip of the iceberg. If people like what they see, they will want more of it. Search engines and social media push traffic to websites. This means new users are discovering sites from various contexts. Use good website navigation to take new users from home page to end goal, whether the goal is online sales, memberships, donations, sign-ups, etc.
People are looking for engaging, digital experiences and they are willing to pay for it. Think back to your niche. Be the “go-to” for (fill-in-the-blank) related products. Use your science department staff to build course modules or partner with local designers who can artistically reinterpret your brand into accessories. Need more money making ideas? Use our Money List for examples of products and platforms that produce digital revenue.
About the Author
Archaeological Analytics supports U.S. and Canadian cultural heritage on web and social media with platforms like American Artifacts Blog , Open Artifact and the American Archaeology Social Media Directory. Visit us at www.archaeological-analytics.com to learn more about our work.
