Do museums worldwide form a true community on Twitter? Social Network Analysis (SNA) - Museums and...

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  • Alex Espins ~ alex@lamagnetica.com Marc Espn ~ marc@lamagnetica.com
  • ___ Do Worldwide Museums form a true Community on Twitter? Some insights on the ecosystem of museums on Twitter through Social Network Analysis and Network Science. { {
  • Introduction The Museum ecosystem on Twitter 1 Introduction Why this study? Questions we want to answer Methodology ConclusionsThestudy
  • > Why this study? The Museum ecosystem on Twitter
  • Everybody talks about things like: > Why this study? The new paradigm of communication that Social Networks have brought The Museum ecosystem on Twitter
  • > Why this study? Knowledge and experience sharing Everybody talks about things like: The new paradigm of communication that Social Networks have brought The Museum ecosystem on Twitter
  • The new paradigm of communication that Social Networks have brought > Why this study? Knowledge and experience sharing Information flow Everybody talks about things like: The Museum ecosystem on Twitter
  • The new paradigm of communication that Social Networks have brought > Why this study? Knowledge and experience sharing Information flow User feedback Everybody talks about things like: The Museum ecosystem on Twitter
  • OK, but is it true for museums? Or is it still an unrealized possibility? > Why this study? The Museum ecosystem on Twitter
  • > Questions we want to answer The Museum ecosystem on Twitter
  • > Questions we want to answer The study is focused to offer insights over questions such as: The Museum ecosystem on Twitter
  • Do the worldwide museums form a community on Twitter? Or several different communities? And then: which is the main criterion that explains the community structure: topic, language or country? > Questions we want to answer The study is focused to offer insights over questions such as: The Museum ecosystem on Twitter
  • Do the worldwide museums form a community on Twitter? Or several different communities? And then: which is the main criterion that explains the community structure: topic, language or country? Do the Twitter communities seem to mimic patterns of offline relationships? Which are the communities? Which are the key players in each community? Does the small world principle work? > Questions we want to answer The study is focused to offer insights over questions such as: The Museum ecosystem on Twitter
  • Do the worldwide museums form a community on Twitter? Or several different communities? And then: which is the main criterion that explains the community structure: topic, language or country? Do the Twitter communities seem to mimic patterns of offline relationships? Which are the communities? Which are the key players in each community? Does the small world principle work? And the strength of weak ties? To what degree? Which are the most influential museums, not in terms of followers, but in terms of influence among other museums? > Questions we want to answer The study is focused to offer insights over questions such as: The Museum ecosystem on Twitter
  • > How? The Museum ecosystem on Twitter
  • > How? We have analysed the Twitter talk among museums worldwide, using SNA (Social Network Analysis) techniques. The Museum ecosystem on Twitter
  • We have analysed the Twitter talk among museums worldwide, using SNA (Social Network Analysis) techniques. Later on we will focus on some case studies about the relationship of museums and their followers. This involves a much heavier use of the Twitter API. We are starting such a study with a museum in Barcelona (Spain), and another one in Turin (Italy). > How? The Museum ecosystem on Twitter
  • We have used the museum list from Museum Analytics*: 1.800 museums with a Twitter account *museum-analytics.org Thank you to INTK team! > How? The Museum ecosystem on Twitter
  • * The final study will include data from a 12-month period. Now we are showing results based on 10,5 months of data. And using the Twitter API we have got: Millions of tweets Around 150.000 interactions 30.000+ unique interactions > How? The Museum ecosystem on Twitter
  • The Museum ecosystem on Twitter Thestudy 2 The study The big picture The core graph Country/language UK Key role Communities American museums The MoMA environment The Tate environment #museumweek IntroductionConclusions
  • > The big picture The Museum ecosystem on Twitter
  • The Museum ecosystem on Twitter
  • > The core graph The Museum ecosystem on Twitter
  • > The core graph These are the 400 most relevant museums (according to their importance in the graph i.e. in the Twitter talk among museums) The Museum ecosystem on Twitter
  • Netherlands United Kingdom USA Mexico Spain France Germany Canada > Country is the key factor for explaining the graph structure The Museum ecosystem on Twitter
  • Netherlands United Kingdom USA Mexico Spain France Germany Canada Theres a clear country grouping in the interactions between the museums. Apart from the labeled countries there are important clusters for Australia and New Zealand placed between USA and UK. And a Swedish one placed roughly between Netherlands, Germany and France. > Country is the key factor for explaining the graph structure The Museum ecosystem on Twitter
  • > UK museums have a Key role Several UK museums are key players in the spread of information between Continental Europe ad USA museums. The Museum ecosystem on Twitter
  • > Communities, countries and some key players United states 28,3% Unknown 18,24% United Kingdom 10,69% Netherlands 10,06% Germany 9,43% Spain 7,55% France 5,03% Mexico 4,4% Canada 2,52% Australia 1,89% Austria 0,63% Italy 0,63% New Zealand 0,63% The Museum ecosystem on Twitter
  • Community structure is almost the same as country grouping: Twitter relationships mimic offline relationships. We are not getting the most out of Twitter. > Communities, countries and some key players United states 28,3% Unknown 18,24% United Kingdom 10,69% Netherlands 10,06% Germany 9,43% Spain 7,55% France 5,03% Mexico 4,4% Canada 2,52% Australia 1,89% Austria 0,63% Italy 0,63% New Zealand 0,63% The Museum ecosystem on Twitter
  • US community is the biggest, but UK museums have a central position. Speaking the world language is a clear advantage. 4 key US players in the worldwide graph: @museummodernart, @metmuseum, @guggenheim, @gettymuseum 3 key British players: @britishmuseum, @sciencemuseum, @v_and_a > Communities, countries and some key players United states 28,3% Unknown 18,24% United Kingdom 10,69% Netherlands 10,06% Germany 9,43% Spain 7,55% France 5,03% Mexico 4,4% Canada 2,52% Australia 1,89% Austria 0,63% Italy 0,63% New Zealand 0,63% The Museum ecosystem on Twitter
  • > American museums The Museum ecosystem on Twitter
  • > American museums Some weights have changed as here we are only focusing on connections between the American museums. Even within the US there are some area-related clusters: DC, Boston or California. The Museum ecosystem on Twitter
  • > American museums NY museums monopolize most of the central cluster, but it includes also LACMA and Getty. Key players: Metropolitan, Smithsonian, MoMA and then Guggenheim, Getty, LACMA, Queens, SF MoMA, Whithney, National Gallery. The Museum ecosystem on Twitter
  • > The MoMA environment USA France Spain Italy Barcelona Mexico The Museum ecosystem on Twitter
  • MoMAs place in the ecosystem. Museums that have been related to the MoMA and the crossed relationships among them. MoMA is an important hub in the worldwide Twitter talk. > The MoMA environment USA France Spain Italy Barcelona Mexico The Museum ecosystem on Twitter