Reina Sofía Museum

Social networking strategy

Year 2009

In 2009, the Reina Sofía Museum commissioned Off Limits the design and implementation of its social networking strategy, hitherto non-existent.

The Off Limits team set as objectives to start a task in social media 2.0 that would encourage interaction with the public museum and its presence on Internet, as well as complement online the new policy of openness and closeness raised by the museum management keeping the public informed of the new actions and strengths of its programming, like the permission to take pictures of the exhibited pieces, the reorganization for the museum’s collection or installing a Wi-Fi open to the public.

At the time of setting up its strategy, we considered that the Web offered a very interesting opportunity for a museum of international standing to be in direct contact with audiences worldwide. Therefore, we established the following objectives for the 2.0 campaign:

Create a “community network” of the Museum, including networking platforms, micro blogging, streaming, forums, blogging and obtaining membership and participation of about 5.000 users in a 6 months campaign.

Promote the revitalization of the audience online through a series of daily posts raised by a community manager that Off Limits selected and trained.

The platforms used were Facebook, Twitter, Blip TV, Delicious, Flickr, Friendfeed and a series of forums selected for the quality of their content, their number of followers and their cultural and artistic value.

Photo: 'El alfabeto enfurecido' by León Ferrari and Mira Schendel