User Experience and the Social Scholar: Uncovering Art Historians’ Perceptions, Attitudes, Biases, and Fears Surrounding Social Media

Lightning Talk

Saturday, April 06, 2019: 9:30am - 11:00am - Grand Ballroom

Betsy Brand, Getty Research Institute, USA

At museums and art institutions, reaching your target audience on social media can be tricky. Even when your defined audience is broad or well researched, the socialsphere is rife with content and clutter competing for attention. But when your target audience is significantly more niche, and under-researched, developing a successful outreach strategy becomes more challenging (particularly when senior staff questions if your target audience is on social media at all!).

This lightning talk explores the results of a two-year research project conducted by the Getty Research Institute Web and New Media Team into understanding our audience of art history and visual culture scholars, and provides a nuanced and thorough picture of their relationship to social media as well as their goals and motivations are when using digital tools in general.

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