Do Museums Worldwide Form a True Community On Twitter? Social Network Analysis (SNA)

Alex Espinós ~ alex@lamagnetica.com
Marc Espín ~ marc@lamagnetica.com

___
Do Worldwide
Museums form
a true Community
on Twitter?
Some insights on the ecosystem of museums on Twitter
through Social Network Analysis and Network Science.
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Introduction
The Museum ecosystem on Twitter
1
Introduction
Why this study?
Questions we want to answer
Methodology
ConclusionsThestudy

> Why this study?

Everybody talks about things like:
> Why this study?
The new paradigm
of communication that
Social Networks have
brought

> Why this study?
Knowledge and
experience sharing
The new paradigm
brought

The new paradigm
brought
> Why this study?
Knowledge and
experience sharing
Information flow

The new paradigm
brought
> Why this study?
Knowledge and
experience sharing
Information flow
User feedback

OK, but is it true for museums?
Or is it still an unrealized possibility?
> Why this study?

> Questions we want to answer

The study is focused to offer insights
over questions such as:

· Do the worldwide museums form a community on Twitter?
· Or several different communities?
· And then: which is the main criterion that explains the community structure:
topic, language or country?

· Do the Twitter communities seem to mimic patterns of offline relationships?
· Which are the communities? Which are the key players in each community?
· Does the small world principle work?

· Do the Twitter communities seem to mimic patterns of offline relationships?
· Which are the communities? Which are the key players in each community?
· Does the small world principle work?
· And the strength of weak ties? To what degree?
· Which are the most influential museums, not in terms of followers,
but in terms of influence among other museums?

> How?

> How?
We have analysed the Twitter talk among
museums worldwide, using
SNA (Social Network Analysis) techniques.

We have analysed the Twitter talk among
museums worldwide, using
SNA (Social Network Analysis) techniques.
· Later on we will focus on some case studies about the relationship of museums and
their followers. This involves a much heavier use of the Twitter API.
· We are starting such a study with a museum in Barcelona (Spain), and another one in
Turin (Italy).
> How?

We have used the museum list from
Museum Analytics*:
1.800 museums with a Twitter account
*museum-analytics.org
Thank you to INTK team!
> How?

* The final study will include data from a 12-month period.
Now we are showing results based on 10,5 months of data.
And using the Twitter API we have got:
Millions of tweets
Around 150.000 interactions
30.000+ unique interactions
> How?

Thestudy
2
The study
The big picture
The core graph
Country/language
UK Key role
Communities
American museums
The MoMA environment
The Tate environment
#museumweek
IntroductionConclusions

> The big picture

> The core graph

> The core graph
These are the 400 most relevant museums
(according to their importance in the graph
–i.e. in the Twitter talk among museums)

Netherlands
United Kingdom
USA
Mexico
Spain
France
Germany
Canada
> Country is
the key factor for explaining
the graph structure

Netherlands
United Kingdom
USA
Mexico
Spain
France
Germany
Canada
There’s a clear country grouping in the
interactions between the museums.
Apart from the labeled countries
there are important clusters for Australia
and New Zealand placed between USA
and UK.
And a Swedish one placed roughly
between Netherlands, Germany and
France.
> Country is
the key factor for explaining
the graph structure

> UK museums
have a Key role
Several UK museums are key players
in the spread of information between
Continental Europe ad USA museums.

> Communities, countries
and some key players
United states 28,3%
Unknown 18,24%
United Kingdom 10,69%
Netherlands 10,06%
Germany 9,43%
Spain 7,55%
France 5,03%
Mexico 4,4%
Canada 2,52%
Australia 1,89%
Austria 0,63%
Italy 0,63%
New Zealand 0,63%

Community structure is almost
the same as country grouping:
Twitter relationships mimic offline
relationships.
We are not getting the most
out of Twitter.
United states 28,3%
Unknown 18,24%
Netherlands 10,06%
Germany 9,43%
Spain 7,55%
France 5,03%
Mexico 4,4%
Canada 2,52%
Australia 1,89%
Austria 0,63%
Italy 0,63%
New Zealand 0,63%

US community is the biggest,
but UK museums have a central position.
Speaking the world language is a clear advantage.
4 key US players in the worldwide graph:
@museummodernart, @metmuseum,
@guggenheim, @gettymuseum
3 key British players:
@britishmuseum, @sciencemuseum, @v_and_a
United states 28,3%
Unknown 18,24%
Netherlands 10,06%
Germany 9,43%
Spain 7,55%
France 5,03%
Mexico 4,4%
Canada 2,52%
Australia 1,89%
Austria 0,63%
Italy 0,63%
New Zealand 0,63%

> American museums

> American museums
Some weights have changed as here
we are only focusing on connections
between the American museums.
Even within the US there are some
area-related clusters: DC, Boston or
California.

> American museums
NY museums monopolize most of the
central cluster, but it includes also
LACMA and Getty.
Key players:
Metropolitan, Smithsonian, MoMA
and then Guggenheim, Getty, LACMA,
Queens, SF MoMA, Whithney,
National Gallery.

> The MoMA
environment
USA
France
Spain
Italy
Barcelona
Mexico

MoMA’s place in the ecosystem.
Museums that have been related to the
MoMA and the crossed relationships
among them.
MoMA is an important hub in the
worldwide Twitter talk.
> The MoMA
environment
USA
France
Spain
Italy
Barcelona
Mexico

> The Tate
environment

UK, US and some Dutch museums
merge in one group.
Specific groups for Italian, French and
Spanish museums.
Some scattered points from different
countries.
> The Tate
environment

> #museumweek
(March 23rd-March 30th)

The result of a truly participative Twitter
action in Europe.
Using SNA to assess the scope and
success of an action.
165.000+ analyzed tweets,
40.000+ users, 600+ museums.
> #museumweek
(March 23rd-March 30th)

Conclusions
3
Conclusions
Conclusions
How can this study help your museum?
#MW2014 at Twitter
ThestudyIntroduction

> Conclusions
› 3.500 museums at museum-analytic.org
› 1.800 museums at Twitter
› 400-500 museums really interact
with other museums
Most museums are not profiting the opportunities Twitter offer.

> Conclusions
There is not a worldwide Twitter community,
not even among those 400/500 museums.
1. But there is a significant flow of information. (Small world principles applies)
Country is the main factor for explaining community structure
2. Not language: US and UK form different communities, so do Spain and Mexico
3. And not topic: there is not an archaeological museums community, or a contemporary art
community… That would have reflected a maturity in Twitter use.

> Conclusions
There is a small set of key players
in the spread of information
and in the relationship among
museums worldwide
(Structural holes)

> How can this study help your museum?
Conclusions

· Detect key players, analyse how they work on Twitter,
relate to them.
· Became a key player in your area (country, region, topic),
then go bigger.
· Connecting the main component with your local or
topic-based community can be the first step.
Be bilingual! (unless you are in the UK or US).
Conclusions

· Use SNA approach to improve your work at Twitter,
your communication campaigns and the relationship
with your followers.
· Stay tuned for the final paper, with more detailed graphics,
museum lists, etc.
Conclusions

> #MW2014 at Twitter

> #MW2014 at Twitter
We will write a post next week about
the hashtag #MW2014:
who has used it, the mention and RT
map about the conference, etc.

Thanks!
For asking the final paper (May) contact us at:
alex@lamagnetica.com
@lamagnetica
We want to partner with a museum for working a case study
analysing the relationship with its Twitter followers.
Are you interested? Contact us.
Conclusions

Do Museums Worldwide Form a True Community On Twitter? Social Network Analysis (SNA)

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