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Consistent Engagement Is the Key to Twitter Success for Museums

In a recent study by LaMagnética, the Spanish digital agency found the Met to be the most influential museum in the world on Twitter.

LaMagnética, Do Museums Worldwide Form a True Community on Twitter?

The company was able to identify nearly two thousand museums with active Twitter accounts worldwide, and through the social network's API, LaMagnética analyzed more than three million tweets from those accounts over the span of one year. Through numerous criteria—which included mentions, retweets, @ replies, follower counts, and Google PageRank—LaMagnética deemed the Met most influential based on the interactions between the Met's account and other museums worldwide.

LaMagnética, Do Museums Worldwide Form a True Community on Twitter?

LaMagnética's reported concluded: "The Metropolitan ranks seventh in number of followers and sixth in number of received mentions, but it is the most influential museum on Twitter for the museum community. It's highly influential within US museums, but it also has strong ties with first and second order players in UK, France, Spain and Netherlands."

"What's key here is that raw follower counts are highly misleading," stated the Met's Chief Digital Officer Sree Sreenivasan (@sree). "It's not who follows you that matters; it's who follows who follows you. Take a look at Mar Dixon (@MarDixon) in the chart. She has "only" 7,554 followers, but is ranked fifth in terms of influence—way ahead of many major institutions. The reason is that she's the creator of #AskACurator Day, which this year generated nearly 50,000 global tweets from 13,000 users and 721 museums in 43 countries."

LaMagnética, Do Museums Worldwide Form a True Community on Twitter?

Of course we were thrilled to receive this distinction, but not at all surprised that LaMagnética found connections and interactions on Twitter between the Met and other institutions around the world; in fact, this is one of our primary goals. Through participation in initiatives and trending topics such as #AskACurator and #MuseumMemories, as well as spreading the #MuseumLove, we are working tirelessly to reach a larger global audience with which to share the Met's collection.

You can download a PDF of LaMagnética’s full study here, and view high-resolution images of their infographics here.

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