|Title:||How to Evaluate Online Success? A New Piece of Action Research|
|Authors:||Sebastian Chan, Jane Finnis, Rachel Clements|
|Publication:||MW2011: Museums and the Web 2011|
How to measure and define the success of cultural websites and online services is a problem common to all parts of the cultural sector - museums, archives, galleries, arts organisations, libraries, publishers. Worse, funding agencies and government departments lack the expertise to offer guidelines or set standards. The result is a confusing mixture of statistics and reporting that reveals little about genuine user satisfaction.
In mid 2010 a group of 24 organisations and agencies from across the cultural heritage and arts sector in the UK began collaborating on a piece of action research addressing the issues around 'evaluating online success'. Coordinated by Culture24 and working with Seb Chan, the group of institutions have been developing a framework and best practice guide for measuring online projects both on organisational websites and those presented through social media channels.
This mini-wowrkshop will present the findings of the project to date, along with several case studies from partner institutions, anonymised where necessary, demonstrating the impact of metrics customisations, cross-sector audience segmentation, and benchmarking.
The full list of project partners is as follows -
Birmingham Museums & Art Gallery
National Maritime Museum
Imperial War Museum
National Portrait Gallery
Royal Shakespeare Company
National Museums Scotland
National Museum Wales
Arts Council of England
Heritage Lottery Fund
Museums, Libraries & Archives Council (MLA)
University of Leicester