Museums 2.0 open their doors on the internet to bring art to the public

The use of social networks for the dissemination of artistic heritage is a work in which some of the most important cultural institutions in the world have embarked with enthusiasm.In Spain, for having dinner at the famous Madrid art mile which concentrates the most important national museums, the Prado Museum, has almost a million followers on Twitter; the Reina Sofia Museum, with more than 600,000; and the Thyssen-Bornemisza Museum with about 500,000.His followers on Facebook are counted by hundreds of thousands and also hang their pictures on platforms such as Instagram, Pinterest or Periscope.

In addition, it is already common in our great artistic institutions to organize presentations aimed at specialists who carry out their informative work in the digital field.The Mapfre Foundation, for example, has created a link with "influencers" based on the direct relationship since, as Paula Susaeta, responsible for web and social media projects, explains "they are another platform for communication and dissemination, and somehow they are the future in the present." This institution chooses the attendees in an organic way, searching for in networks and coming from one to another.While it takes into account its followers, it also looks at the existence or not of a blog and the level of activity since, for them, the quality of the voice and its constancy is important.

«In this exhibition you can see 129 drawings» @Benito_Navarret #ISegninelTempo pic.twitter.com/20eXhvN69i

-mapfreFcultura (@mapfreFcultura) June 22, 2016

Youtubers in museums

Similar is the case of Museo Thyssen-Bornemisza that organizes these visits with the intention of opening beyond the specialized circles in art and culture.Both the artistic Director of the center, Guillermo Solana, as the Director of Communication, Jose Maria Goicoechea, have been betting for years on these meetings that include diverse profiles, because the obsession of both professionals is to break the fourth wall that seems to separate the mass public from high culture.To do this, they have even organized Youtubers visits to their rooms, in line with what the Louvre Museum does, which it launched within its channel on that platform several videos starring well-known French youtubers .

► Le Louvre invite les YouTubeurs◄ Impatient of diffuser the prochaine video of @FrancoisTheurel sur @YouTube Louvre pic.twitter.com/YFCrJsaHYF

-Musee du Louvre (@MuseeLouvre) February 10, 2016

The case of Guillermo Solana is especially resenable because, for a while, it was a fundamental presence on Twitter for all those interested in art and even published a Thyssen Museum Guide in 308 tweets.Solana invented the label # Thyssen140 and, more than once, managed to raise it to the category of trending topic, or topic of the moment.

In September 2015, he decided to leave this platform to move to Instagram, for reasons that I explain in this series of tweets:

.@ guillermosolana change Twitter for Instagram! A pity.pic.twitter.com/RCHE7bhRln

-Elena Gonzalez (@elenaescocia) September 3, 2015

Watch art on Twitter

Fortunately, Miquel del Pozo, a young Barcelona architect who uses the hashtag # MA140 -has not followed this path-(M) go to (A) rte on Twitter (140)-to crumble the first Sunday of each month, at 10 pm, issues related to art history through reflections that address from the Sistine Chapel to the works of Velazquez, Picasso or Van Gogh.

Start here today # MA140.Welcome to (M) go to (A) rte on twitter (140).

Welcome to Beauty pic.twitter.com/VpmFA8s6nc

-Miquel del Pozo Puig (@miqueldelpozo) October 18, 2015

Miquel explains on his website that art is " the language that humans have created to speak with the soul " and is capable of transmitting his passion to the nearly 10,000 followers who have this Sunday appointment in their agenda.

His talks-conferences on Twitter began when, in May 2014, entered the social network to participate in a conversation about MiguelAngel , author who had treated in his Master's thesis."At that time I had thought not to write more than fifteen tweets on the subject," says Miquel.Fortunately he did not fulfill his initial intention and you can see the result of his work in his Storify.

This extraordinary disseminator explained the keys to his work in La Vanguardia: «A tweet is a short message with an image, like a vineyard.In a single vineyard you cannot practically tell anything, but putting one behind another you have a story », Explains Del Pozo.In fact, he considers his sessions as chapters of a" live book ".

It is clear, then, that social networks and the Internet offer great opportunities for museums to reach elusive audiences who have always considered these spaces as an exclusive preserve of experts.In this regard, before finalizing this post, we recommend this article about museums 2.0 (in English), which you can access by clicking on the infographic.

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