Reintroducing the museum to a generation of young people who might not otherwise stop by is just one reason the American Museum of Natural History has added social media tools and strategies to its efforts. It is among a growing number of institutions finding these tools useful to not only expand marketing and development efforts, but to also listen to visitors and involve them in the creative process.
“It has revolutionized the way that museums are communicating with their audiences,” said Elizabeth E. Merritt, founding director of the American Association of Museums Center for the Future of Museums. “When used properly, it is an inexpensive and accessible way for museums to engage with people. They not only give museums new ways to do traditional functions like marketing and gathering feedback, but open up other new opportunities.”