Museum Internet marketing, Communications & Viewers Engagement Glossary
Key terms: Glossary, Marketing and advertising, Discussion, ICOM MPR, ICOM Mexico
How we categorical ourselves and the words we use, outline us, inserting language at the core of our experienced collaboration. For this reason, we elaborated a glossary addressing museum advertising, interaction and viewers engagement actions, to be continuously made by dialogue among professionals on a collaborative platform.
Staff participation, an enriching procedure
In 2019, Adam Rozan, viewers engagement and museum schooling expert, mentioned the need for a glossary with James Heaton (Tronvig). He believed defining concepts was required to aid function involving unique museum departments.
A group of industry experts in the United States made the glossary among 2020 and 2023, it was publicly launched at the American Alliance of Museums’ annually assembly in May 2023.
It was then that Deborah Ziska, president of ICOM MPR (Worldwide Committee for Internet marketing and Community Relations in Museums), suggested that ICOM Mexico choose up the undertaking in buy to create its Spanish-language model and start it at the Training Workshop for Museum Professionals from Latin The us and the Caribbean, organised by ICOM Mexico and the ICOM Secretariat that was held in Mexico Metropolis in October 2023.
Fig. 1. Presentation of the Glossary of Museum Promoting, Communication & Audience Engagement in Mexico.
Within just a couple months, and thanks to the help of the Latin American workforce led by Silvia Singer (Secretary, ICOM Mexico), the glossary was translated in time for the coaching workshop.
We are grateful that, with the backing of its collaborators, the Museum Advertising, Communications & Audience Engagement Glossary is accessible in the two English and Spanish. It is hosted on Tronvig’s system.
Fig. 2. Screenshot of the link on Tronvig’s web site to the Glossary of Museum Internet marketing, Conversation & Audience Engagement.
There is no doubt that the choice, definition and translation of the words and phrases them selves represented a great challenge for the professionals included in the project. Nevertheless, it has also been an chance to mirror in depth on sure themes and points of check out that normally call for us to have an understanding of distinct approaches, but also to determine points of arrangement and differences that we hope will be cordially and respectfully debated.
A resource for collaboration less than constant assessment.
The Glossary is structured in a sensible way, so that the terms may well be quickly applied and understood.
It presently encompasses 33 concepts, this sort of as: Viewers, Viewers Investigate, Customer Experience, Vision. Each a single includes the following sections: ‘What it means’, ‘How it’s used’, ‘Why it matters’, a portion titled ‘Notes’ that hyperlinks to other ideas inside of the similar glossary, ‘TRONVIG recommends’, which presents bibliographic references, and, last but not least, a responses area where responders could involve their get in touch with info.
Some ideas, these types of as ‘Accessibility’ and ‘DEAI (Diversity, Fairness, Accessibility and Inclusion)’, are specifically pertinent because of to our colleagues’ and institutions’ varied realities, proving the necessity of a Spanish glossary.
Fig. 3. Screenshot of the Glossary of Museum Advertising, Conversation & Viewers Engagement’s ‘Audience’ page, demonstrating all sections corresponding to each and every thought.
Fig. 4. Screenshot of the Glossary of Museum Internet marketing, Communication & Viewers Engagement’s ‘Audience’ responses portion.
This glossary, created for Spanish-talking museum professionals in Latin America and the Caribbean, is supposed to be a task in constant evolution – unfinished, as it have been – in an endeavor to keep on being continuously open to dialogue and dialogue amongst industry experts.
It need to be observed that the undertaking was produced in just a museum group for whom collaboration and discussion targeted on audiences is a elementary exercise.
The initial group defines alone as follows: ‘We are experts who undertake unique responsibilities in the fields of museum management, marketing and advertising, communication, fundraising, and audience conversation, and also serve as consultants to the cultural business and non-profit organisations.’ The specialists included participated voluntarily, which is a popular exercise in the museum job.
Participants fulfill monthly and are committed to performing on the substance to be certain that the wording is satisfactory to all, as nicely as to propose topics and offer with the collaborations that get there through the system.
Other experts are invited to overview work as it progresses in an open up discussion, considering that our intention is to proceed to evolve thanks to comments gained from the professional community and the public.
Museums have no borders, they have a network, this is an invitation to take part
From this point of see, this job honors ICOM’s expert community and the function it carries out. It positive aspects from the expertise of our members, our teams, and other colleagues in the industry.
This is an open up invitation to sign up for us as we continue on to develop our operate, and to be respectful and embrace our distinctions.
We thank those who initiated the undertaking for the development of this Glossary, individuals who have worked on it, and all those who will participate in the long run. Thank you for including worth to our area.
Glossary contributors in Spanish are:
Silvia Singer, Director, MIDE Museo Interactivo de Economía (Mexico) and Secretary, ICOM México
María Emilia Beyer, Common Director of Science Outreach, UNAM (Universidad Nacional Autónoma de México)
Ulises Jaramillo, Internet marketing Director, Parque Explora, Medellín (Colombia)
Marijose Garduño, Engagement Coordinator, MIDE Museo Interactivo de Economía (Mexico)
Distinctive many thanks to our U.S. colleagues who produced the authentic glossary in English, as perfectly as to Deborah Ziska, president of ICOM-MPR (Intercontinental Council of Museums, Intercontinental Committee for Internet marketing & PR) and James Heaton, founder of Tronvig, who conceived the idea of a Spanish-language model and invited ICOM Mexico, in the individual of its President, Gabriela Gil, to be part of this collaborative effort and hard work.
