J452 Social Media Audit · Instagram and YouTube to measure each organization’s social media...

Portland Art Museum:

Social Media Audit and Conversation Analysis

Jessica Crump Joyce Dang

Carly Ruben-Stahr Ruiqian Zhao

2

PURPOSE The Portland Art Museum, located in Portland, Oregon, is the oldest art museum in the West Coast and seventh oldest in the United States. The museum was founded in 1892 by the Portland Art Association with the goal to create a first-class art museum accessible to all citizens. There is a permanent collection of more than 42,000 works of art. The mission of the Portland Art Museum is to engage the public with art and film of enduring quality, to facilitate dialogue with diverse audiences, to collect and preserve art, and educate for the enrichment of present and future generations. The purpose of this social media audit and conversation analysis is to measure and evaluate the social media presence of the Portland Art Museum in comparison to its peers. Based on our research and assessment, we will identify and critique the Portland Art Museum’s public engagement. We will make recommendations on how the company can communicate its messages to its audiences in a more effective and efficient way. The three competitors being compared are: the Portland Japanese Garden, the Northwest Film Center and the Northwest Dance Project. METHOD We analyzed Portland Art Museum’s social media channels and compared the results to three other nonprofit organizations: Northwest Dance Project, Portland Japanese Garden and Northwest Film Center. We chose Facebook, Twitter, Instagram and YouTube to measure each organization’s social media interaction through their conversations, replies, tags and more. These four channels are an effective way to reach the public. We focused our research during a timeframe in 2013 from Aug. 15 to Oct. 15. We used websites such as Tweetstats, Tweetlevel, Statigram to gather data and examine which organization better uses social media and how that affects their organization. Most of these organizations have an account on each media channel we chose to evaluate. In addition to statistics, we analyzed the channel frequency for each organization, content and what type of voice Portland Art Museum gives to the public. In this audit, we manually compiled data of each media channel into graphs to visually represent the data we collected. This will show the differences among each organization. For example, using Statigram, we found Portland Art Museum has a significantly larger amount of tags than its competitors. In order to show how each organization engaged with their audience we analyzed average tags, followers and favorites.

3

THE RESULTS: SOCIAL MEDIA AUDIT Facebook We observed and analyzed Portland Art Museums Facebook activity from Aug. 15 to Oct. 15 compared to three of its competitors: Portland Japanese Garden, Northwest Film Center, and Northwest Dance Project. Portland Art Museum’s Facebook page has a total of 26,292 likes, 1,044 mentions and 32,816 check-ins. Channel Frequency: Portland Art Museum made 25 Facebook posts within the two-month period, posting on average every other day. Compared to its competitors, Portland Art Museum posted the most and most often. Portland Japanese Garden posted 17 times, with its average post every two to four days. Northwest Dance Project posted 9 times, posting on average every four to six days. Northwest Film Center did not post at all because its Facebook page is informational only Content: Portland Art Museum primarily posted pictures and descriptions of featured art exhibits, inviting its audience to come see the exhibits in person. Other posts included event and contest reminders and information, along with links to its website and links to blogs written about museum exhibits. Almost all of Portland Japanese Garden’s Facebook posts were beautiful pictures of the outdoor garden. A few other posts offered event information. Northwest Dance Project posts included links to its website, pictures of dancers during shows and in classes, along with information on classes, events and shows. Overall, Portland Art Museum had approximately the same content variety compared to Northwest

4

Dance Project. Both included equal amount of pictures and information within posts, however Portland Japanese Garden’s posts were weighted heavily with pictures and lacked written content.

The above graph demonstrates average number of likes, shares and comments per Facebook post. Voice: Portland Art Museum used an inviting, friendly, yet professional voice across its Facebook. This is seen in its conversational sounding posts, which enthusiastically asked audience members questions with colorful, personable language. Portland Japanese Garden used more straightforward and calm sounding dialogue in its posts, though it also took on a friendly and personable tone at times. Northwest Dance Project used exciting, fun language in its posts. Its energetic voice is seen clear through capitalization and exclamation points. Compared to its competitors, Portland Art Museum’s Facebook voice and personality appeared as the most welcoming. It delivered information in an efficient, pleasant manner.

40

200

20 6

26 4 2 4 3

0

50

100

150

200

250

Portland Art Museum

Portland Japanese Garden

Northwest Dance Project

Northwest Film Center

Averages

Likes

Shares

Comments

5

Most and Least Successful Updates: Portland Art Museum’s most successful Facebook update was one that featured an unusual art exhibit. The exhibit features a photo of a horse-headed man holding a cat while boating across a stormy sea. The photo draws attention and the information tells the audience to check out the exhibit at the museum. It received the most likes, shares, and comments among all Facebook posts made within the two months. The museum’s least successful post was one that advertised a contest. The photo is not that interesting, which is probably why it attracted the least likes, shares, and comments. Portland Art Museum’s competitors’ most and least successful updates are similar in that the most successful updates included an unordinary, exciting photo or video, while the least successful updates did not. Portland Art Museum


6


Twitter

(Screenshot was taken after dates of research. Followers and tweets have changed) The Portland Art Museum, located in Portland, Oregon, is the oldest art museum in the West Coast and seventh oldest in the United States. The museum was founded in 1892 by the Portland Art Association with the goal to create a first-class art museum accessible to all citizens.

7

There is a permanent collection of more than 42,000 works of art. The mission of the Portland Art Museum is to engage the public with art and film of enduring quality, to facilitate dialogue with diverse audiences, to collect and preserve art, and educate for the enrichment of present and future generations. The purpose of this social media audit and conversation analysis is to measure and evaluate the social media presence of the Portland Art Museum in comparison to its peers. Based on our research and assessment, we will identify and critique the Portland Art Museum’s public engagement. We will make recommendations on how the company can communicate its messages to its audiences in a more effective and efficient way. The three competitors being compared are: the Portland Japanese Garden, the Northwest Film Center and the Northwest Dance Project.

1,775

5,324

2,313

229

0

1,000

2,000

3,000

4,000

5,000

6,000

Portland Art Museum




Total Tweets

Tweets

8

Channel Frequency: During the two-month period, the Portland Art Museum tweeted the most out of all its competitors, with 342 tweets in 60 days, averaging out to be about five to six tweets a day. The Northwest Film Center was not far behind (considering it was already ahead of the competition with more than 3,000 tweets than the museum) with 208 tweets, averaging around three tweets a day. The other two organizations didn’t have much activity. The Portland Japanese Garden had 89 tweets and the Northwest Dance Project only 20 tweets.

19,066

9,312

4,380

400 0

5,000

10,000

15,000

20,000

25,000

Museum NW Film PDX Garden NW Dance

Followers and Following

Followers

Following

9

On Oct. 8, there was a spike in activity on the Portland Art Museum’s account with 17 tweets and 13 retweets in one day. This was right after the announcement of the new Samurai exhibit opening from Oct. 5, 2013-Jan. 12, 2014 (http://www.portlandartmuseum.org/special/samurai/samuraicinema) During this time there was a significant amount of retweeting other accounts that mentioned the Porltand Art Museum. On TweetStats, it showed that the number of retweets was fairly close to the number of tweets, but there were barely, if any, replies. It seems as though the Portland Art Museum interacts with its public more through retweeting them than directly replying back.

342

208

89

4.5 0

50

100

150

200

250

300

350

400

Museum NW Film PDX Garden NW Dance

Two-‐month period

Tweets

10

Voice: The Portland Art Museum is very promotional on its Twitter account, especially when a special event is coming up. The promotional tweets weren’t like traditional business statements, but rather more encouraging and exciting. There were numerous tweets with photos showcasing its current artwork. The museum linked many posts from its Instagram to direct its followers from each site to one another. This was very smart and strategic because art is best interpreted with visuals. People, particularly this organization’s publics, tend to pay more attention to something if there is some kind of multimedia attached to it. Most and Least Successful Updates:

11

At the beginning of October the Portland Art Museum was promoting the Northwest Film Center’s Samurai Cinema. This garnered a lot of attention from the Portland Japanese Garden as well.

The Portland Art Museum retweeted the Portland Japanese Garden because they shared a common interest: Japanese culture.

The account also shows appreciation to its followers by thanking them and acknowledging them. It seems as though the art community in Portland is more supportive of each other than competitive.

12

Instagram

Over a two-month timeframe in 2013 – Aug. 15 to Oct. 15 – we observed Portland Art Museum’s Instagram use compared to its competitors: Northwest Dance Project, Portland Japanese Garden and Northwest Film Center. Portland Art Museum has an impressive 1,070 followers; however, this organization and its Instagram account have been established longer than its competitors. We have compared favorites, comments and the averages of both to show the difference in support from their followers. We also looked at tags to determine which account was trendier. We did use Portland Japanese Garden to compare with even though it does not have an Instagram account but it does have many tags.

13

Channel Frequency: Portland Art Museum ranks higher in total comments and favorites than its competitors. This is meaningful to the museum because it shows that its photos are more appreciated and more viewed than the other organizations. The museum also has more photos posted which makes their number of likes and comments more significant. When comparing totals to Portland Japanese Garden’s nonexistent numbers, Portland Art Museum has the upper hand.

75 22 0 45

1,070

120

0 70

20

145

0 0 0

200

400

600

800

1000

1200

Portland Art Museum




Instagram Accounts

Posts

Followers

Following

14

In addition to totals, we looked at the averages of favorites and comments for each day and each post. Portland Japanese Garden does not have an Instagram account so we have excluded a visual for it. Again, Portland Art Museum ranks higher than the other nonprofits for both favorite and comment averages. Northwest Film Center had the least average comments per day; .02, as well as comments per post; .06. It also had the least average favorites per day; 0.66, and average favorites per post; 2.22.

922

107

0 40 52

2 0 1 0

100

200

300

400

500

600

700

800

900

1000

Portland Art Museum




Total Favorites and Comments

Favorites

Comments

15.11

24.26

0.85 1.37

0

5

10

15

20

25

30

Per day Per Post

Portland Art Museum

Favorites

Comments

0.66

2.22

0.02 0.06 0

0.5

1

1.5

2

2.5

Per Day Per Post


Favorites

Comments

15

Using Statigram, we were able to collect data on how many people have tagged Portland Art Museum in a photo that they posted on Instagram. Portland Art Museum is the most popular in total tags and tags per tag.

1.75

8.92

0.03

4.4

0

1

2

3

4

5

6

7

8

9

10

Per Day Per Post


Favorites

Comments

482

7

106

2 7.9 0.11 1.74 0.03 0

100

200

300

400

500

600

Portland Art Museum




Tags on Instagram

Tags

Tags Per Day

16

Voice: Portland Art Museum has captions for every picture posted and uses a happy and inviting tone. It uses hashtags to broaden the viewership of each picture. There are pictures of not only the museum’s artwork but also of the employees and visitors. There are a lot of promotions titled with the photos, for example, the Samurai exhibit. Along with the promotions there is positive communication through the photos that gives an uplifting and inviting feeling towards Portland Art Museum. Most and Least Successful Posts: Portland Art Museums Samurai exhibit was very popular. Its photos received more attention from the public through comments and favorites than any other photos in that time period (left). It seems like the least successful update (right) did not get many comments or favorites because the content of the photo is not exciting or intriguing.

Northwest Dance Project most successful update was of creative pose with its dancers. Its least successful update was of a flyer for an upcoming event. This was not popular because it was posted previously on the account.

17

Northwest Film Center does not have many followers and therefore the most and least successful updates are not extremely different.

YouTube We observed Portland Art Museum’s YouTube channel and compared to other three competitors: Northwest Dance Project, Portland Japanese Garden, and Northwest Film Center. Portland Art Museum started its YouTube channel in April 2009. We observed its YouTube channel activity over a two-month period from Aug. 2013 to Oct. 2013. We observed several elements including the total views, total amount of subscribers, amount of videos uploaded in two months and interactions with audiences. Portland Art Museum has 60,159 overall views and 150 subscribers. The statistics of subscribers and video views in two-month timeframe are relatively high than other competitors.

60,159 60,084

8,868

54219

0

10,000

20,000

30,000

40,000

50,000

60,000

70,000

Portland Art Museum




Overall Views

Views

18

Channel Frequency: Portland Art Museum has 18 videos posted in two months. Our client was relatively active comparing to Northwest Dance Project and Japanese Garden. Northwest Film Center has 19 videos uploaded in the timeframe, which remains the same frequent level as Portland Art Museum. From the observation of channel frequency of Portland Art Museum, we noticed that out client’s YouTube channel acts more frequently when there is a special campaign or an exhibition going on in the museum. Portland Art Museum posted two videos about exhibition of “Samurai” in two-month-timeframe and achieved the high viewing rates at same time.

160

89

42

0 0

20

40

60

80

100

120

140

160

180

Portland Art Museum




Total Subscribers

Subscribers

18

0 0 1

0 2 4 6 8 10 12 14 16 18 20

Portland Art Museum




Videos Views in Two Months

Videos

19

Voice: Most of the videos uploaded on Portland Art Museum’s YouTube channel are very informative about their art works and exhibitions. The video contents are including visual presentation, artwork showcase and introductions about artworks. The longest videos are around 50 to 60 minutes and short clips are around three to four minutes. This YouTube channel is more informative than being interactive with audiences. The observation shows that there are rarely “likes” and no comments received in Portland Art Museum. Portland Japanese Garden received more “likes” than other organizations for the contents of Portland Japanese Garden is more entertainment.

Most Viewed Videos: Portland Art Museum

6

0 0

11

0

2

4

6

8

10

12

Portland Art Museum




Total Likes in Two Months

Likes

20




21

RESULTS: CONVERSATION ANALYSIS Portland Art Museum’s interaction was limited. The museum did reach out to its audience by posting a status that thanked its audience for the 25,000 likes and then asked what it wanted Portland Art Museum to share with them. However, the museum did not often comment back to audience comments. When it did, our client responded and offered friendly help to an audience member who asked where a certain picture could be purchased. Portland Art Museum’s Facebook, Instagram and Twitter sometimes liked or favored positive comments from its audience, such as an audience member showing appreciation for artwork or an experience they had at the museum. Portland Japanese Garden did not interact with its audience through comments. It used posts to thank Photo Members for taking photos, and also thanked people who attended the garden but did not respond to its audience’s comments. Northwest Dance Project did not respond to audience members’ comments, and rarely liked positive comments. In comparison, Portland Art Museum’s interaction with its audience ranks higher than its competitors. Portland Art Museum’s Facebook posts obtained, on average, 40 likes, 6 shares and 2 comments from audience members during the two-month period. Portland Japanese Garden averaged 200 likes, 26 shares and 4 comments per post. Northwest Dance Project received, on average, 20 likes, 4 shares and 3 comments per post. Based on our observations through YouTube, we found that all four organizations have rare interactions with their audiences. Portland Art Museum has neither comments nor tags in their YouTube channel. The lack of interaction leads to fewer discussions about the organization. DISCUSSION We have recommendations for each media channel listed below: Facebook Portland Art Museum successfully used its Facebook page to highlight interesting pieces of art by posting pictures and information of the artwork. This not only generated audience member interaction throughout the Facebook page, but also attracted people to visit the museum in person. Portland Art Museum was also successful in advertising for events through its Facebook page. Posting about upcoming events raises awareness and brings people to the museum. Portland Art Museum did not post excessively about featured art exhibits and events, which left a good impression on audience members. The museum did not come off as annoying, pestering, or desperate for attention by posting too often about

22

exhibits and events. Instead, the museum’s updates were welcoming and insightful. Portland Art Museum did not often interact with its audience or respond to comments, which could be helpful to its Facebook presence. By responding to comments, Portland Art Museum can build relationships with its audience and in return, the audience will feel more connected and trusting of the museum. If the museum interacts more with audience members, it will create conversation about the museum, raise awareness, and increase museum visitation. Portland Japanese Garden used its Facebook primarily to post pictures. This attracted high amounts of likes and shares per post, probably because audiences like and are more attracted to visuals rather than written posts. If Portland Art Museum posted more pictures of its art exhibits, its audience would likely be more interested in the museum’s posts. This would generate more shares, which would then result in a higher number of impressions and more traffic to the site. In observing audience members’ comments on Portland Art Museum’s Facebook page, we found that more pictures of art exhibits are exactly what the audience wants. Twitter Even though the Portland Art Museum is the most well known organization compared to the other three competitors we’ve chosen, they still have some room for improvement. What the organization lacks is the amount of interaction it has with its followers compared to how much their followers interact with the museum. The Portland Art Museum is only following 1,771 people compared to the 19,066 people following them. Social media is a platform used to connect with your audience on a more personal level, that’s why it’s called “social” media. If you are not engaging with the people keeping your organization afloat, what’s to say they’ll keep supporting? Acknowledgment of your fan base and supporters shows that their loyalty makes a difference and you appreciate their efforts. The Portland Art Museum also has less total tweets than two of its competitors: The Northwest Film Center and the Portland Japanese Garden. The best thing the Portland Art Museum can do for its Twitter account right now, is to increase overall activity: Follow back more followers, tweet new content, reply back to people more often, keep retweeting supporters and other organizations, link posts from other social media channels, and stay relevant. Instagram It would be beneficial to upload photos to Instagram more often because Portland Art Museum has 1,070 followers. That is a large number of people that will see images of what is going on at the museum. This would also create the urge for

23

followers to post pictures of the museum and therefore leave more comments, tags and favorites. In turn, this would mean that Portland Art Museum would need to respond to these forecasted comments. It does respond to a few but not enough to create true interaction with its public. YouTube Portland Art Museum is an organization that contains a large amount of visual works. It would be beneficial if Portland Art Museum continued to post videos on their YouTube channel. From our observation, videos around four to five minutes are more popular among audiences. We suggest Portland Art Museum to shorten their informative videos. Based on our observation on “comments” and “discussions” on the YouTube channel, we suggest Portland Art Museum to communicate with their audiences and respond more frequently. That will contribute building a long-term and interactive relationship between the audiences and organization and lead to more discussions on social media. Moreover, based on the observations on Portland Art Museum twitter account, we found that Portland Art Museum shares video by Vimeo. This allows the organization to customize the players and account using their own brand images instead of having a YouTube logo under their videos. However, according to the article “YouTube Vs. Vimeo: Which Video is Site Is Best for Business?” YouTube, with an estimated 450 million monthly visitors worldwide, has a wider reach of audiences compared to Vimeo, that has only 17 million monthly visitors worldwide. We suggest Portland Art Museum to update videos and illustrate campaigns on YouTube instead of Vimeo.

J452 Social Media Audit · Instagram and YouTube to measure each organization’s social media...

Documents

Transcript of J452 Social Media Audit · Instagram and YouTube to measure each organization’s social media...