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• Flickr: A lot of people had put up photos of their visit online. MoMA realised that
many of these photos presented the visitors’ viewpoint and had more personality
than the traditional art museum shots. It now invites visitors to a Flickr group where
they can post photos, which can also be used by MoMA on its own website or in
other contexts – always with the photographer’s permission.
• You Tube: MoMA now has 306 videos on its You Tube site MoMAvideos. You Tube
is the second most searched site outside Google, and people can take the videos
you post and put them on blogs. Analytics enable you to know who is watching your
video, as well as where, when and what they are watching.
• 30 second videos: MoMA invited members and staff to create 30 second videos to
express how they felt about MoMA and what they do there. The goal was to show the
MoMA personality, the characters of staff, and members, and a “behind the scenes”
perspective. Responses ranged from a wordless cartwheeling through the galleries,
to a staff member talking to camera; from one staff member’s four-year-old's
perspective to one of the operations team demonstrating how they turn on the lights
at MoMA using a cardboard sword and waving at the lights whilst skipping through
the gallery rooms.
• Marina Abramovich exhibition”: This exhibition, titled The Artist is Present, had
theartist herself sitting in the atrium and locking eyes with anyone prepared to sit
opposite her. MoMA decided to test the waters with a live video feed of her sitting
there. Who would want to watch? Turns out that hundreds of thousands did – MoMA
had to put a 2 minute limit on how long anyone could watch to avoid completely
bringing down the organisation’s servers. They also took a portrait photo of everyone
who sat opposite her and put those up on Flickr. People took that content and made
their own online content with it; they created games around identifying celebrities or
friends; one person found all the photos of people crying and called the subsequent
online “exhibition” ‘MoMA made me cry’. And someone even tweeted as if they were
Marina Abramovich’s chair.
• Andy Warhol screen tests: These were screened in one of the MoMA galleries, and
people were invited to create their own 90second ‘screen test’ videos and upload
them to Flickr. Over 680 videos were submitted.
• I went to MoMA and…: Less technical, but with social media offshoots, this
campaign invited people to complete the sentence, expressing their thoughts on their
visit, and post it on a wall in the gallery. More than 2000 of the over 7000
submissions have already been put on the MoMA website and another 2000 are
about to be added. MoMA also used the responses in poster, billboard and banner
campaigns over the following summer, as well as including some as blog content–
and learned a lot about the MoMA experience for visitors. The initiative is ongoing
and MoMA is about to introduce scanners so visitors can scan their response and
make it immediately shareable online.
• iTune U: Audio guides are posted so people can load them onto their own iPods.
• Facebook: MoMA puts as much as it can on its site: upcoming and current
exhibitions, maps, and other info. People “appreciate it when we post non-MoMA
content. They trust that we are not trying to sell stuff constantly.” Again, monitoring
tools tell MoMA what’s working and what isn’t.
• Twitter: Some of the content put on Facebook also goes on Twitter. It’s also a way
people can contact MoMA directly. Samra follows Twitter conversations and