Web Presence of House Museums

Strategie comunicative per i musei. Opportunità di crescita
Torino, 16-17 novembre 2018
TheWeb
PresenceOf
HouseMuseums.
Network
Opportunities
TheCaseMuseoinItalianetworkandwebsite
page1The web presence of House Museums.
Network opportunities
LuisaMich,UniversityofTrento,luisa.mich@unitn.it
RosannaPavoni,CaseMuseoinItalia,rosanna.pavoni@casemuseoitalia.it
RobertoPeretta,UniversityofBergamo,roberto.peretta@unibg.it

Strategie comunicative per i musei. Opportunità di crescita.
What Are We Talking About?
1. Networks
2. Web Presence
3. House Museums
4. Methodology
5. What Was Considered
6. Results
7. Limitations
LogooftheCaseMuseoinItalianetwork

Networks
imagecreditto30cc
ThePageRankalgorythm
“Networks”hasbecomeabuzzword.
Yetanetworkapproachto
everythinghasitstheoreticalbasis.
HouseMuseumshavetheirofficial
global“network”:DemHist.
Butnetworksmayrefertosomething
morespecific indigitaltimes.
HowdoHouseMuseumsactually
managetheirwebnetworks?

Web Presence
Thewebpresenceofsomethinghas
alwaysbeenevaluated intermsof
qualityoftheofficialwebsite.
Thequalityoftheofficialwebsite,
however,cannot beconsidered the
onlyparameteranylonger.
Digitalnetworks–increasinglya
component ofrealnetworks–now
includesocialnetworking activities,
andUserGeneratedContent.
Webpresence,
today.
1. Theofficial
website
2. Semi-official
pagesonsocial
platforms
3. Uncontrolled
UserGenerated
Content

House Museums’ Real Presence
“AHouseMuseumisaplacewhere
someonelived–kings,artistsor
fishermen,anywoulddo–stillbearing
signsandformsofthecultureand
societytheybelongedto.”
imagecreditstoAndreaPalladio

An Intangible Presence, Too
“HouseMuseumsindifferentstyles,formsandsizeare
scatteredthroughouttheItalianregions.Theroyalpalaces
andpatricianvillas,collectors’palazziandartists’homes,
urbanflatsandruraldwellingsstillreverberatewiththe
voicesofthosewhowanted,inhabitedorevenbuiltthem.
HouseMuseumsnarratepersonaltalesandillustratethe
history,thesocialchanges,thedynastiesandeconomies,
thecollectionsandenterprises,andusealanguagethat
everyoneunderstands–thelanguageofliving.”

MeasuringWebPresence
ThePageRankalgorithm,devisedat
theStanfordUniversityandadopted
byGoogle,isabasicunittomeasure
thestrengthofawebsite.
PageRankisasimple0to10scale.
WetookPageRankasabasic
standardmeasure,andadoptedthe
numberofFacebookfollowersasa
similarlysimpleunittodealwiththe
socialcomponentofwebpresence.
ThePageRankalgorithm

House Museums’ Web Presence
The7Locimeta-modelisabenchmark
methodologytoevaluatethequality
ofwebpresence.Amodelbasedon
7Lociwasadoptedforthisresearch.
WeselectedtwelveleadingHouse
Museumsinfourcountries,checked
theirPageRank,countedtheir
followers,andevaluatedtheirweb
presencethanksto7Loci.Wefinally
consideredtheirnetworks,ifany.
The7Loci
1. Identity
2. Content
3. Services
4. Individuation
5. Management
6. Usability
(Mobilefriendliness)
7. Feasibility

Regions Considered
UnitedKingdom
USA
Australia
Italy
Twelveleading
HouseMuseums,
andofcourse
theirRegional
Networks,ifany.

House Museums Considered
Sourcesforourinitialselection:
DemHist
UnescoHeritageSites
SmithsonianInstitution
TheNationalTrustforHistoricPreservation,Washington,DC,USA
Wikipedia:“HistoricHouseMuseums”item
Google,globaledition:“HouseMuseums”keyword
Criteria:1.SelectHouseMuseumsmentionedinatleastoneofthelistingsabove;
2.considerwhethertheyhaveanunequivocaltouristappeal;
3.keepthenumberofselectedHouseMuseumsatamaximumoftwelve.

Results. Leading House Museums
touristappeal PageRank FacebookFollowers 7LociQualityScore LinktoaRegionalNetwork LinktoDemHist
SirJohnSoane’sMuseum,London,UK architecture 0 12,108 30/30 NO NO
LeightonHouseMuseum,London,UK art 0 12,663 12/30 YES N0
IsabellaStewartGardnerMuseum,Boston,MS,USA art 7 66,204 30/30 NO NO
TheFrickCollection,Boston,MS,USA art 0 114,791 30/30 NO NO
ThePaulRevereHouse,Boston,MS, USA history 6 7,392 20/30 NO NO
GropiusHouse,Lincoln,MS,USA architecture 0 (asHNEng) 16,725 22/30 YES NO
GeorgeWashington’sMountVernon,VA,USA history 6 208,192 26/30 NO NO
Monticello,Charlottesville,VA,USA history 7 71,168 30/30 NO NO
HollyhockHouse,LosAngeles,CA,USA architecture 3 16,622 20/30 YES NO
ElizabethBayHouse,Sydney,NSW, Australia history 0 50,364 24/30 YES NO
VillaEmo,FanzolodiVedelago,Italy architecture 3 5,806 24/30 YES NO
MuseoPoldiPezzoli,Milan,Italy art 0 21,217 26/30 YES NO
asonOctober6,2018

Results. Regional Networks
PageRank FacebookFollowers 7LociQualityScore HouseMuseumsLinked LinktoDemHist
HistoricHousesAssociationofGreatBritain,UK 0 7,299 26/30 443 NO
HistoricHouseTrustofNewYork City,USA 0 2,925 22/30 23 NO
HistoricNew EnglandofBoston(Massachusetts),USA 6 16,725 28/30 38 NO
TheNationalSocietyoftheColonialDamesofAmerica,USA 0 2,690 20/30 79 NO
SaveOurHeritageOrganisationofSanDiego, CA,USA 0 0 14/30 9 NO
HistoricHousesTrustofNew SouthWales,NSW, Australia 0 0 24/30 7 NO
HouseMuseumsofMilan,Milano,Italy 0 5,172 24/30 4 NO
CaseMuseoinItalia,Italy 0 1,990 26/30 70 YES
asonOctober6,2018

Nobody Is Omnipotent…
Ofcourse,thisinitialresearchhasseveralweaknesses.
Theregionsconsideredarejustafew.E.g.,noFrance!
Thesampleisverylimited,andthedifferencebetweenan
historichouseandaHouseMuseumissometimesunclear.
Yet,somestimulatingprovisionalconclusionscanbedrawn.
1. LeadingHouseMuseumsandregionalnetworksrarelyoverlap.
2. SomeleadingHouseMuseumsdonotcareenoughabouttheirwebpresence.
3. SomeHouseMuseums,instead,makegooduseofsocialnetworking.Anditshows.
4. RegionalnetworksprovidebasicvisibilitytominorHouseMuseums.
5. RegionalnetworkshappentoprovidemorevisibilitytoleadingHouseMuseums.

Key Points
1. “Networks” Is More Than A Buzzword
2. Web Presence Is Crucial Today
3. House Museums Can/Must Be More Than Cinderellas
4. Web Presence Is Measurable
5. Existing House Museums’ Networks Are Weak
6. House Museums May Improve Their Web Presence
7. This Research Should Widen Its Scope
imagecredittoCompendioGaribaldinodiCaprera

Thanks For Your Attention
imagecredittoCasaAlfredoOriani

Web Presence of House Museums

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