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Profile: @SFMOMA

21 July 2009
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posted by Jessica Roberts

@SFMOMA

(1) WHY this site?

More than just online conversation, @SFMOMA uses Twitter to inform their audience about art, engage them with games, invite them for special in-the-know events (come draw on the roof!), and to have conversation with their colleagues across the country.  “Ian from Communications” is the correspondent, although “on lazy Sunday” they let the guests Tweet.  Tweets are also used as online focus groups.  Tone, type and content are consistently different and lead to engaging reading.

(2) Screen shot

(3) Data on tweets

Sample of Great Posts:

* Today is too nice to work. Would anyone like free entry to come draw in the galleries? I can take 5 people up http://bit.ly/urhXc

* We just had a great time #SFMOMA_sketch_fridays – thanks to everyone who came! Here are our sketches: http://twitpic.com/aoxdl/full

* Impressed w the number of RTs on Sura Wood’s Avedon article: http://bit.ly/cvoPj Twitter sure makes press clipping/culling much easier.

* Follow @cremebruleecart to his location tonight, take an Avedon inspired B&W of the man behind the cart, post to Twitter & win FREE tix!

(4) “Fill In The Blank” stats

Date data downloaded : 7/19/09
Industry sector : Non-Profit, Museum

Twitter ID : @SFMOMA
Followers : 4,369
Following : 261
Ratio followers/following : 16:1

Number posts : 358
Account created : September 2008
First post : September 2008

Bio:
“SFMOMA twittering is run by Ian in Communications”

URLS:
Twitter : http://twitter.com/SFMOMA
Bio link : http://www.sfmoma.org/pages/about_sfmoma
Facebook : www.facebook.com/sfmoma
MySpace : www.myspace.com/sfmoma
LinkedIn : n/a
Org Blog : http://blog.sfmoma.org/
Org website home : http://www.sfmoma.org/
Other : http://www.flickr.com/photos/23162340@N02/

About:
Founded in 1935, San Francisco Museum of Modern Art is a preeminent cultural institution on the West Coast.   They boast a permanent collection of “26,000 artworks, photographs, and design objects” from famous and emerging contemporary artists.  The pride themselves on community engagement and in the past two years have opened a drop-in education center, started a series of live performance-art events called Live Art at SFMOMA, as well as opening a rooftop garden in order to attract more visitors.

(5) Analysis

A. General
(A.1) Background B
Great picture of the iconic entrance, but isn’t clearly seen on the screen.  Should keep screen size in mind.
(A.2) Avatar A-
Doesn’t perfectly compliment the background, but is great for posts, because it incorporates both the name of the organization and an artistic image of the museum entrance.  However, the ‘A’ is acheived because the avatar was created  through a social media contest.

(A.3) Bio C-
“Ian in Communications” is a first step, but it might be more helpful to know his role, something about his background, and more about the museum.

(A.4) Transparency A
All are posted by “Ian in Communications.”  Uses RT or “overheard at SFMOMA” to allow visitors have a voice on the site.

(A.5) Bio Link A
Links directly to the colorful and interactive website which provides information on the museum, links to current and previous exhibits and thousands photos of modern art.

B. Tweets

(B.1) Replies – 17.88%
(B.2) 97.62 percentile
(B.3) DM requests TBD
(B.4) Hashtags –12/100
(B.5) (favorite tweets?)  Who needs Ginkgo Biloba? After a long and draining week I think we could all use a giant stack of BRAINS: http://twitpic.com/7ueq6
(B.6) Narrative summary  The posts are completely engaging and are rarely repeat tone, topic or timing.  The museum feels alive and active because of the descriptive tweets.  As a reader, you feel as if you have insider information about events, curration and even special invitations for Twitter readers.  The author, Ian, writes the post in a conversational tone, but clearly as a representative of the museum.

C. Questions/Suggestions
(C.1) While the posts are entertaining, informative and conversational, Twitter metrics such as Twitalyzer do not reward SFMOMA with very high scores compared to the rest of the Twitter-verse.  I am curious to know how a world-renowned, but somewhat niche organization measures success in the social media realm.  Is it more important to have an active voice rather than compare one’s efforts to the mega-stars of Twitter?
(C.2) Improvements: Fine-tune layout and biography.

D. Analytic Services (to come next week)

@SFMOMA

(1) WHY this site?

More than just online conversation, @SFMOMA uses Twitter to inform their audience about art, engage them with games, invite them for special in-the-know events (come draw on the roof!), and to have conversation with their colleagues across the country. “Ian from Communications” is the correspondent, although “on lazy Sunday” they let the guests Tweet. Tweets are also used as online focus groups. Tone, type and content are consistently different and lead to engaging reading.

(2) Screen shot

(3) Data on tweets

* Today is too nice to work. Would anyone like free entry to come draw in the galleries? I can take 5 people up http://bit.ly/urhXc
* We just had a great time
#SFMOMA_sketch_fridays – thanks to everyone who came! Here are our sketches: http://twitpic.com/aoxdl/full
* Impressed w the number of RTs on Sura Wood’s Avedon article:
http://bit.ly/cvoPj Twitter sure makes press clipping/culling much easier.
* Follow @
cremebruleecart to his location tonight, take an Avedon inspired B&W of the man behind the cart, post to Twitter & win FREE tix!

(4) “Fill In The Blank” stats

Date data downloaded : 7/19/09
Industry sector : Non-Profit, Museum

Twitter ID : @SFMOMA
Followers : 4,369
Following : 261
Ratio followers/following : 16:1

Number posts : 358
Account created : September 2008
First post : September 2008

Bio:
SFMOMA twittering is run by Ian in Communications

URLS:
Twitter :
http://twitter.com/SFMOMA
Bio link :
http://www.sfmoma.org/pages/about_sfmoma
Facebook :
www.facebook.com/sfmoma
MySpace :
www.myspace.com/sfmoma
LinkedIn : n/a
Org Blog :
http://blog.sfmoma.org/
Org website home :
http://www.sfmoma.org/
Other :
http://www.flickr.com/photos/23162340@N02/

About:
San Francisco Museum of Modern Art is a preeminent cultural institution on the West Coast.

(5) Analysis

A. General
(A.1) Background B Great picture of the iconic entrance, but isn’t clearly seen on the screen. Should keep screen size in mind.
(A.2) Avatar B Doesn’t perfectly compliment the background, but is great for posts, because it incorporates both the name of the organization and an artistic image of the museum entrance. Also a bonus, because it was created through a Twitter contest.
(A.3) Bio C- “Ian in Communications” is a first step, but it might be more helpful to know his role, something about his background, and more about the museum.
(A.4) Transparency A All are posted by “Ian in Communications.” Uses RT to allow visitors have a voice on the site.
(A.5) Bio Link A Links directly to the colorful and interactive website which provides information on the museum, links to current and previous exhibits and thousands photos of modern art.

B. Tweets

(B.1) Replies – 17.88%
(B.2)

97.62 percentile
(B.3) DM requests
(B.4) Hashtags –12/100
(B.5) (favorite tweets?)
Who needs Ginkgo Biloba? After a long and draining week I think we could all use a giant stack of BRAINS: http://twitpic.com/7ueq6
(B.6) Narrative summary
The posts are completely engaging and are rarely repeat tone, topic or timing. The museum feels alive and active because of the descriptive tweets. As a reader, you feel as if you have insider information about events, curration and even special invitations for Twitter readers. The author, Ian, writes the post in a conversational tone, but clearly as a representative of the museum.

C. Questions/Suggestions
(C.1) While the posts are entertaining, informative and conversational, Twitter metrics such as Twitalyzer do not reward SFMOMA with very high scores compared to the rest of the Twitter-verse. I am curious to know how a world-renowned, but somewhat niche organization measures success in the social media realm. Is it more important to have an active voice rather than compare one’s efforts to the mega-stars of Twitter?
(C.2) Work on layout and biography.

D. Analytic Services (to come next week)

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