Digital strategy in culture
20.08.2024
A new professional profile for our facilities
Cultural institutions have fully entered the world of social networks
It is very rare that a municipality, museum, theater, cinema, auditorium or library does not have open profiles on the main platforms. These allow two-way communication with your audience and in this aspect improve communication with respect to conventional media that are always in a one-way direction. The networks had to change this paradigm, but it has not always been like this. Communication between user and institution has not increased as much as we expected and above all it has not increased proportionally to the potential that these networks offer us.
Everyone is convinced of the importance of being present on the network, but the difficulty is great
It is necessary to have one or more people on the team dedicated to this task. Institutions with higher budgets have people dedicated exclusively to digital strategy and communication, on the other hand, small facilities do not have this job profile and it is the same programmers and technicians who assume this new function that is added to the many other tasks they already carry out. Without having the necessary time to create attractive content, we end up being present in the digital world in a predictable and overly institutionalized way. Our content has a hard time standing out in the morass of publications that appear every day and, therefore, our capacity for penetration is very low.
To increase our weight in the digital world, it is necessary to find a way to design a strategy that explains itself coherently, find the audience profiles we want to reach, choose which network we work with to approach each segment of our users and create interesting content for each of them.
Instagram, Twitter, Facebook, WhatsApp, YouTube, Telegram, TikTok or Snapchat
They have many possibilities, but it is clear that to exploit them correctly it is necessary to know all their capabilities and functionalities, have the ability to create interesting content and have time to respond and be the voice of our institution on these networks.
Cultural facilities should seriously consider hiring people dedicated to digital strategy.
This professional profile was not included in the organizational charts of museums, auditoriums, theaters, libraries and cultural centers a few years ago, but now it is urgent that culture and its agents position themselves digitally and do so in the best possible way. For this objective we need people in our teams who help us change and adapt to the communication paradigm of our days. On the networks it is not enough to be present, we must influence, communicate, surprise, win audiences and satisfy them. To achieve these objectives we need people with knowledge, with strategic vision, with the ability to create attractive content that is at the same time coherent with the mission of our institution.
Jordi Dorca
Programmer and communications manager at the Girona Cinema Museum.
Member of the editorial board of Revista de Girona.
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