Presented at the Museum Computer Network conference in Montreal, November 2013. Tweeting, Tumbling, snapping photos--how can we turn typical teen behaviors in the museum into meaningful learning experiences? At the National Gallery of Art, thousands of middle and high school students visit each year. Most are not pre-registered, do not participate in formal educational programs such as tours, and are set loose on their own to explore the museum. To reach and engage this audience, the Gallery created a printed guide to the permanent collection (called #atNGA) that encourages looking carefully at works of art, making connections between art and life, exploring art as historical and cultural expression, and reflecting on the creative spirit. What makes this guide different is that each work of art is paired with a social media prompt such as: take and share a photo (via Instagram), craft a text response (via Twitter), or ponder a question with a friend. By explicitly inviting and helping to shape teens' social media interactions with the Gallery, we hope to turn what might otherwise be a frivolous encounter into a learning experience. This presentation will share the results of our evaluation research and discuss the broader challenges and opportunities of connecting with teens via social media.

1. Beyond the #selfie
Connecting teens and art through social media
Dana Allen-Greil
National Gallery of Art
@danamuses

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

9. Each year
thousands of teens
visit the
National Gallery of Art

Not pre-registered

Not on a school tour

Set loose on their own
Image: OZinOH

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

11. Approach: Start with
something we already
know how to do well
Printed self-guides to the
permanent collection
Image: Carlos Oliviera Reis

13. 3 WAYS TO ENGAGE

17. WHO ARE THESE
FOR, EXACTLY?

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

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

20. Image: Carlos Oliviera Reis

21. Teachers, parents,
chaperones
of the primary audience
(teens)

22. MATCHING OUR OFFERING
TO THE NEEDS AND
INTERESTS OF TEENS

23. Teens…
are mobile and social.
Our guide…
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.

24. Teens…
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.)
Our guide…
makes it clear that this
activity is welcomed and
encouraged behavior.

25. 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.

26. Visitors…
are interested in viewing
the Gallery’s “must-see”
works of art.
Our guide…
highlights a small selection
of key works in the
permanent collection.

27. Lowering barriers
We 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.

28. Asking instead of
telling
The 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

29. Encouraging discussion
with friends
By 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.

30. INTENDED OUTCOMES

31. Visitors are actively
engaged with works of
art

Careful looking

Making connections
between art and life

Reflecting on the creative
spirit

Having fun

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

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

34. Teens develop long-term
relationships with the
Gallery

Follow on Twitter

Subscribe for newsletter

Attend a program

35. EVALUATION

36. Evaluation
Formative
Survey
Prototype testing and interviews
with a group of teens on a school
visit during content development
Only 4 responses since July
(19,000 print guides distributed
since April). All over 30, none
chaperones.
Context
To Come: Observations &
Interviews
Talked with information desk
volunteers about when/who/why
they distribute the guide
Bring in target audience to
discuss the format, content,
distribution, and other ideas for
improving the experience.

39. What about responses like this?

40. Results
[19,000 printed guides distributed since April]
Responses
Total = 171 in 7
months
Instagram = 139
Tweets = 63
(Note: some tweets included links to Instagram)
Tweet breakdown
31 Instagram links
 19 pic.twitter.com
 10 text only
 1 Vine
 1 yfrog photos
 1 hashtag only


41. Distribution
1.
Information desks
 Must
2.
be handed out by volunteers
Website
 PDF
download
 Buried under Visit > Tours & Guides > Self-Guides
3.
Email newsletters
 Targeted
to teens, educators

42. 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

43. YOUR IDEAS?

44. THANKS!
Dana Allen-Greil
e. d-allen-greil@nga.gov
t. @danamuses
b. engagingmuseums.com
Photo Credits:
storify.com/danamuses/atnga