Suggestions to Follow for an Art Gallery

Before it is decided to use data analytics

         In social media, brands do not refer to copyrighted trademarks that companies advertise in all sorts of media; they refer to any cause, person, or event that needs to be made present and visible to a given audience. As mentioned by Chilliland (2020), “social platforms offer brands an unmissable opportunity to reach and engage consumers today.” A culture company and a cultural department in an organization have to use their social media outlets to promote their events, artists they sponsor or work with, or joint causes with other enterprises. But in order to know how effective their campaigns can be, any cultural institution should answer a series of questions before data analytics is used to set KPIs (key performance indicators) that align with the brand.

         Before jumping into data analytics coming from social media to analyze a cultural company’s brand, as suggested by Prof. Jonathon Hutchinson (University of Sydney, 2020), “it’s important to define what you want social media to achieve.” Consider the following areas to explore suggested by Hutchinson (University of Sydney, 2020) to build a brand campaign and to evaluate its results. The sample questionnaire is based on Hutschinson’s recommendations but stated bearing in mind an Art Gallery.

         The infographic above is just a sample questionnaire that can guide cultural companies such as art galleries to get ready for data analytics. Once the gallery, e.g., is ready to put out its brand, administrators can start collecting data that will tell them about their social media conversation with subscribers and followers. As explained by Prof. Hutchinson, this is “a way to quantify content, conversations, and human interaction across social media” (University of Sydney, 2020), across the social media outlets that are being administrated by the gallery. All these data will help administrators to gain insight into their cultural content customers and to find new and innovative ways to service followers and subscribers with new content. Through social media channels, data are “collected, analyzed, summarized, and geographically visualized in order to generate insights into the behavior of users” (University of Sydney, 2020).

References

Chilliland, N. (2020, June 25). 30 brands with excellent social media strategies. Retrieved October 5, 2020, from Econsultancy: https://econsultancy.com/30-brands-with-excellent-social-media-strategies/

University of Sydney. (2020). What are data analytics? Retrieved October 4, 2020, from FutureLearn.Com: https://www.futurelearn.com/courses/ethical-social-media/1/steps/824163

Suggestions to Follow for a Cultural Company by Jonathan Acuña on Scribd

Monday, October 05, 2020