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Designing for Audience Engagement Exploring the Use of Online Metrics in the GLAM Sector

Charlesworth, Ellen; Warwick, Claire; Impett, Leonardo; Beresford, Andrew M.

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Authors

Leonardo Impett



Abstract

Many heritage and cultural professionals have emphasised the ability of online content to reach beyond museums’ traditional audiences, yet one of the largest surveys to date shows no significant change in the demographic breakdown of online and on-site visitors. This paper aims to investigate the discrepancy between the data and the narrative, using two case studies to illustrate the pitfalls of using common social media metrics such as ‘views’, ‘likes’, and ‘shares’. Drawing from the authors’ previous sector-wide study, the paper highlights what shapes these numbers, and questions how useful they are as a measure of ‘audience engagement’. Finally, it looks to computational methods to explore nuanced alternatives that could supersede these metrics in the coming decade.

Citation

Charlesworth, E., Warwick, C., Impett, L., & Beresford, A. M. (2023). Designing for Audience Engagement Exploring the Use of Online Metrics in the GLAM Sector. magazén: International Journal for Digital and Public Humanities, 4(1), https://doi.org/10.30687/mag/2724-3923/2023/07/005

Journal Article Type Article
Acceptance Date Jul 4, 2023
Online Publication Date Aug 2, 2023
Publication Date 2023-06
Deposit Date Feb 20, 2024
Publicly Available Date Feb 20, 2024
Journal magazén; 4 | 1 | 2023 Relations
Print ISSN 2724-3923
Publisher Edizioni Ca’ Foscari – Venice University Press
Peer Reviewed Peer Reviewed
Volume 4
Issue 1
DOI https://doi.org/10.30687/mag/2724-3923/2023/07/005
Public URL https://durham-repository.worktribe.com/output/2270973

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Licence
http://creativecommons.org/licenses/by/4.0/

Publisher Licence URL
http://creativecommons.org/licenses/by/4.0/

Copyright Statement
This is an open-access work distributed under the terms of the Creative Commons Attribution License (CC BY). The use, distribution or reproduction is permitted, provided that the original author(s) and the copyright owner(s) are credited and that the original publication is cited, in accordance with accepted academic practice. The license allows for commercial use. No use, distribution or reproduction is permitted which does not comply with these terms.





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