With ambitious digital content goals but lean staffs, how can museums keep up? Possibly by decentralizing, empowering staff to create content on their own schedule and through their own accounts, building the sort of “influencer” relationships that tend to successfully engage audiences on social media.
By Maxwell Blowfield "Museums were the content platform of the 19 th century." So said former UK culture minister, Ed Vaizey on an episode of his podcast The Vaizey View earlier this summer. He was speaking to Doug Gurr, who last year left his role as head of Amazon UK to take the reins of London's Natural History Museum (NHM).