25.6.14

Sharing the Met on Instagram

Leslie Kaufman traces a new social networking phenomenon
Zach Glassman receives off-hours access to the Met as an Instagram user
Zach Glassman receives off-hours access to the Met as an Instagram user
Instagram users are being given free reign in major cultural centres, such as The Metropolitan Museum of Art in New York. From Leslie Kaufman (New York Times):
Leveraging his nearly 50,000 followers at @dave.krugman and a deep network of influential photographers using Instagram, Mr. Krugman has become a go-to guy for New York libraries and museums. The New York Public Library, the Metropolitan Museum and the Intrepid Sea, Air & Space Museum, among others, have all used Mr. Krugman to find their voices on Instagram and attract a coveted younger demographic.

“I just have a belief in the platform,” Mr. Krugman said. “So as smartphones democratized photography, I was able to quickly see the opportunity for institutions to connect with a whole new generation of creative minds and was excited to help them harness the power.”

Mr. Krugman acts as a combined referral service and consultant. The institutions maintain control of their primary accounts, but deploy Mr. Krugman in creative ways to attract more followers and a youthful audience. The Metropolitan Museum, for instance, allowed Mr. Krugman and his band of Instagram stars into its halls outside of normal business hours, and used a hashtag — #emptymet — that collects all of their photographs in one stream.

Their Instagram posts also link to the museum’s main account, @metmuseum, which drives traffic to the museum’s Instagram account. “Had a great time wandering the halls of the #emptymet,” reads one Instagram caption. “Thanks to @metmuseum for the opportunity!” [Read More]

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