Tons of admirers online, zero visitors
According to a study, in United States fifty percent of arts organizations maintain a blog. Unfortunately, most people who are interested in museum masterpieces resume at taking a look at the famous artiste’s work online and don’t bother going to the museum’s institution to actually see them in front of their eyes.
A very known example is the Metropolitan Museum of Art, which recorded six million visitors in a year, while its website attracted 29 million users and their Facebook page reached the impressive number of 92 million views. While the digital strategy worked for already famous museums, it doesn’t beneficiate small art galleries or any other organizations which are struggling to make their name heard by the possibly interested Internet users. Thinking about attracting a global audience, museum’s online presence doesn’t help as much as you’d think to, but instead it gets easily lost in the huge amount of information on the Internet. While a museum’s online magazine has its purpose of attracting visitors to the institution, half of them manage to do the opposite . Just because it’s active online, such a magazine doesn’t make its institution a global tourism point, and by promising infinite possibilities some of them just perpetuate wrong tendencies.
In conclusion, don’t judge an institution by their image online and if you feel attracted to it, find some time in your busy agenda to actually visit it.