Beyond the #selfie: Connecting teens and art through social media

Beyond the #selfieConnecting teens and art through social media

Dana Allen-GreilNational Gallery of Art@danamuses

How can we leverage this behavior for deeper interaction with the museum?Solution: Invite participation and help guide interactions with art

Each yearthousands of teensvisit theNational Gallery of Art Not pre-registered Not on a school tour Set loose on their own

Image: OZinOH

An opportunity to acknowledge and welcome social behaviors Taking photos Checking in Tweeting Talking with friends

Approach: Start with something we already know how to do wellPrinted self-guides to the permanent collection 

Image: Carlos Oliviera Reis

3 WAYS TO ENGAGE

WHO ARE THESE FOR, EXACTLY?

Teens (13-18)Who are visiting the Gallery, particularly those visiting in un-guided groups

1

Young adults (18+)Who are visiting the Gallery and are interested in engaging via social media

2

Image: Carlos Oliviera Reis

Teachers, parents, chaperonesof the primary audience (teens)

3

MATCHING OUR OFFERING TO THE

NEEDS AND INTERESTS OF TEENS

are mobile and social. is designed to be easy to use with a smartphone and common social media apps.is also appropriate for those who want to just have a conversation with their group, rather than use technology.

Teens… Our guide…

share photos on Instagram (one of the most popular activities for teens using mobile devices).(80% of teens who use social networks post photos/videos.)

makes it clear that this activity is welcomed and encouraged behavior.

Teens… Our guide…

visiting in un-guided groups sometimes need encouragement and some structure to help them focus on works of art.

provides multiple hooks for looking at, thinking about and responding to art.

Teens… Our guide…

are interested in viewing the Gallery’s “must-see” works of art.

highlights a small selection of key works in the permanent collection.

Visitors… Our guide…

Lowering barriersWe selected works of art that are more accessible to the target audience: they feature young people, tell a story, are figurative, and/or are by famous artists.

Asking instead of tellingThe guide probes readers to consider their own opinions, interpretations, and reflections on the works of art

We avoided art historical language in favor of an informal tone encouraging personal reflection

Encouraging discussion with friendsBy prompting teens to share their thoughts and photos with friends on social networks, the guide encourages teens to consider how works of art are relevant to their lives.

INTENDED OUTCOMES

Visitors are actively engaged with works of art Careful looking Making connections

between art and life Reflecting on the

creative spirit Having fun

Teens feel more comfortable looking at and expressing their thoughts about art

Teens are inspired to return to the Gallery or visit another art museum

Teens develop long-term relationships with the Gallery Follow on Twitter Subscribe for

newsletter Attend a program

EVALUATION

Evaluation

Formative

Prototype testing and interviews with a group of teens on a school visit during content development

Context

Talked with information desk volunteers about when/who/why they distribute the guide

Survey

Only 4 responses since July (19,000 print guides distributed since April). All over 30, none chaperones.

To Come: Observations & Interviews

Bring in target audience to discuss the format, content, distribution, and other ideas for improving the experience.

What about responses like this?

Results[19,000 printed guides distributed since April]

Total = 171 in 7 monthsInstagram = 139Tweets = 63(Note: some tweets included links to Instagram)

31 Instagram links 19 pic.twitter.com 10 text only 1 Vine 1 yfrog photos 1 hashtag only

Responses Tweet breakdown

Distribution

1. Information desks Must be handed out by volunteers

2. Website PDF download Buried under Visit > Tours & Guides > Self-

Guides

3. Email newsletters Targeted to teens, educators

Hunches & Ideas

Not clear that this is a guide primarily for teens Prompts need to be more compelling (and simpler

in some cases) Gallery needs to be actively responding and

promoting on Instagram and Twitter Prompts that are integrated into the experience

(e.g., on the wall labels or on the app) would get more traction

Need to improve distribution and awareness Optimize for discovery and use on a mobile device

YOUR IDEAS?

THANKS!Dana Allen-Greile. d-allen-greil@nga.govt. @danamusesb. engagingmuseums.com

Photo Credits:storify.com/danamuses/atnga