magazén International Journal for Digital and Public Humanities

Journal | magazén
Monographic journal issue | 4 | 1 | 2023
Research Article | Designing for Audience Engagement

Designing for Audience Engagement

Many heritage and cultural professionals have emphasised the ability of online content to reach beyond museums’ traditional audiences, yet one of the largest surveys to date shows no significant change in the demographic breakdown of online and on-site visitors. This paper aims to investigate the discrepancy between the data and the narrative, using two case studies to illustrate the pitfalls of using common social media metrics such as ‘views’, ‘likes’, and ‘shares’. Drawing from the authors’ previous sector-wide study, the paper highlights what shapes these numbers, and questions how useful they are as a measure of ‘audience engagement’. Finally, it looks to computational methods to explore nuanced alternatives that could supersede these metrics in the coming decade.

Open access | Peer reviewed

Submitted: April 28, 2023 | Accepted: July 4, 2023 | Published: Aug. 2, 2023 | Language: en

Keywords GLAM engagement audiences digital metrics UK social media

Subtags Analysis Institutions Works of Art Society Audio-visual data Technology Image data Publication Communication Visualisation

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