It’s not breaking news: nearly all networked nonprofits have to grapple with issues regarding radical trust. Museums (those places inspiring real-life wonder… through research and factual evidence) arguably have the greatest cause for concern. We are enjoying an era of increased conversation, information sharing, and valued sincerity. While there’s real risk that, when given the opportunity, folks will weigh-in on a museum’s site with less-than-factual arguments and write negative comments, the benefits of transparency– such as loyalty, trust, and relationship-building– far outweigh the losses.
One of my favorite books on social media (also not new and breaking news) is The Networked Nonprofit by Beth Kanter and Allison Fine. I know that many of my broader nonprofit-oriented readers are more than familiar with this book. The museum community? I’m not as sure. But museums play an important role in this book– and outside of it– as drivers of online engagement and brand transparency. The last example is not from the book, but it’s just as popular and serves as a great example of an institution’s understanding of social media. Here are three well-known examples of museums paving the way in online transparency– and not just for the museum industry.
1. That time when the Indianapolis Museum of Art starting putting their Organizational Dashboard on their Homepage. It started in 2007 and it was genius. …At least I think so. You can still see the ongoing stats on a designated webpage. This initiative does not shy away from the truth; while it can serve to boast success in mission-oriented activities such as educational tour participation and the number of works on view, it also displays some potentially not-always-so-great numbers such as energy consumption. While the size of the IMA’s endowment can be uncovered in the organization’s Form 990, placing it front and center makes this could-be threatening information easily accessible. Though the endowment amount below reads $315,100,000, the organization is still seeking funds from donors– and they can see this number without looking for it. Putting these numbers up not only demonstrates transparency, but also trust in the general public. The IMA trusts that potential visitors will understand and accept these numbers which can be perceived as are high, low, or just right in the eye of the beholder. It encourages an understanding of the nonprofit sector and the organization itself. Instead of shying away or putting up barriers, this action embraces engagement, shares struggles and successes, and lets everyone in one the process of building up the institution.
2. The thing I’ll call Night at the Museum: Battle of Strategic Transparency. The Smithsonian Institution has not only opened it’s doors and made their online engagement efforts visible, but they have invited us in by creating the Smithsonian Commons. This effort began to take place in 2008. Here’s the vision for the commons shared by Michael Edson, the Director of Web and New Media Strategy. Before 2008, however, the Smithsonian Institution conducted strategic online efforts behind closed doors (like most similar, though arguably smaller, institutions). Transparency came with a new president: G. Wayne Clough, thus in some sense proving the importance of having upper-level buy-in in order to align initiatives toward organizational transparency. Since then, The Smithsonian Institution has helped paved the road to museum online transparency by putting it all out there: Here’s their Web and New Media Strategy.
3. All that stuff that the Brooklyn Museum is doing… and not doing… with social media. Okay… yes. The Brooklyn Museum is mentioned in The Networked Nonprofit. They are highlighted for their 2008 crowd-sourcing experiment, “Click! A Crowd-Curated Exhibition” in which the museum put out an open call for photographs and web visitors ranked images to help choose which would be in the show, “Changing Faces of Brooklyn.” This museum is a leader of online engagement, but the museum has just recently made quite a stir in regard to online transparency. In early November, the museum announced on their blog that their online strategy for the 1stfans program was not having the desired effect, and as a result, the museum discontinued its Twitter, Facebook, and Flickr groups in favor of utilizing meetup.com. Why so bold and important? Because in this age of social media, there’s a lot of pressure to get moving online. The Brooklyn Museum’s action reminds us that social media is important in building community, but it cannot solve all problems– and when it’s not working for a certain project, then it’s just not working. Social media and online engagement is still an experiment in a sense, but one thing is certain: it provides an opportunity to listen and learn. The Brooklyn Museum learned that their 1stfan efforts weren’t working, and they reacted accordingly and in the best interest of the institution. They were transparent in sharing the purpose of the switch, and they demonstrated loyalty to their mission– and shared their lessons with the greater community.
It’s been said over and over that nonprofits jump-started many of the online engagement efforts that are common practice in public and private sectors alike. Museums, though (predominately) nonprofits, can relate to private organizations in that they offer goods and services to an individuals who will benefit directly from those goods–as opposed to solely benefiting a third-party. This fact puts museums at an arguable advantage for stepping up to the plate and taking risks regarding radical trust and organizational transparency. They must master both direct sales and fundraising, and they must manage customer experiences and social missions. Museums can learn from both nonprofit and private sector practices, but in the examples above, the opposite has taken place; museums have stepped forward to take on transparency practices that prove powerful lessons for both private and nonprofit organizations.
About the author
MPA. Chief Digital Marketing Officer at IMPACTS Research & Development. Nonprofit marketer, Gen Y museum, zoo & aquarium writer/speaker, web engagement geek, data nerd, marathoner, nomad, herbivore