|Title:||The Me/Us/Them Model: Prioritizing Museum Social-Media Efforts for Maximum Reach|
|Authors:||Jonas Heide Smith|
|Publication:||MW2015: Museums and the Web 2015|
In their efforts to reach social-media audiences, museums may prioritize self-made content, the personal profiles of staff, or the facilitation of visitor sharing. This paper reports on experiments on maximizing Instagram reach conducted at SMK, the National Gallery of Denmark, and reflects on their implications for museums in general.