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  • 1.  Why is Digital (Function Name) Manager a separate role?

    Posted 03-20-2015 12:00 PM

    Hello everyone,

     

    When I was researching what technologies museums will need in the future, I interviewed around 60 professionals in the field. In the process of searching for and reaching out to these great practitioners and thought leaders, I found one thing interesting.

    A lot of museums have roles such as Manager for Digital Engagement, Digital Content, Digital Communication/Marketing/Media, or even Digital Strategy. These titles make me think, for example, how "Digital" Engagement is different from "Conventional" Engagement. How do we define "Digital Engagement" in contrast to all other engagements? And in reality, how different is the job responsibility between the two? 

    These questions start off an assumption that most communication or operation we do today involves some sort of, if not entirely, digital proportions. When renowned venture capitalist Marc Andreessen talked about "software is eating the world," what he really meant was that digital is becoming an integral part of every aspect in our lives. This would somehow indicate digital components cannot be neglected when one is succeeding in a function. So I am very curious about why there are separate roles as a Digital (Function Name) Manager, and what the considerations behind such staffing plans are. 

    I appreciate if anyone would share some ideas/insight around this trend. Thank you in advance.

    Best,
    ------------------------------
    Yu-De Lee
    Graduate student at University of Michigan
    Ann Arbor MI
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  • 2.  RE: Why is Digital (Function Name) Manager a separate role?

    Posted 03-21-2015 09:33 PM
    Yu-De, you have brought up a very interesting phenomenon, and coincidentally the subject of my current research - new digital jobs in museums. We are seeing a specialization of digital jobs, primarily in larger museums, because of the importance in using digital technologies for so many external related functions. In my own museum, we just created a new department of Public Engagement, which includes both digital and traditional engagement, online and on site. But we are a small museum, and staff have to do a bit of everything. ------------------------------ Susana Bautista PhD Director of Public Engagement USC Pacific Asia Museum ------------------------------
    Original Message


  • 3.  RE: Why is Digital (Function Name) Manager a separate role?

    Posted 03-23-2015 11:50 AM

    I think you have brought up a very interesting and timely subject. The separation most likely stems from the idea that people who work with digital tools have and need specific education and skills that others do not possess. Today, these skill sets can be found across many different people as technology and knowledge of it has become integrated into all facets of life. Here at Vizcaya Museum and Gardens we have New Media Manager. The person has great knowledge and experience with technology beyond many of their peers though does not have that level of experience when it comes to engagement methods and strategies. Their main task lies within basic communication technologies (social media, etc.), but the New Media Manager works in tandem with the Learning Division and Collections and Curatorial Affairs when communication becomes more about deeper engagement with the collection. Furthermore, the museum has developed a Technology Taskforce that comprises members from various divisions so again the use of technology as a tool of engagement is spread across divisions. This Technology Taskforce is a subcommittee and reports to the larger Interpretive Programs Task Force. All this is done to try and address this issue of digital engagement being integrated throughout each division rather than resting in its own silo.

     Mark

    ------------------------------
    Mark Osterman
    Guiding Programs Manager
    Vizcaya Museum & Gardens
    Miami FL
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    Original Message


  • 4.  RE: Why is Digital (Function Name) Manager a separate role?

    Posted 03-25-2015 04:37 PM

    Susana,

    I agree with your point on specialization of digital jobs. What I am also curious about is what the line between digital/ traditional engagement is. Is it defined by whether or not such communication involves technology? Does the increasing demand for communicating with audience digitally also encourage rethinking about visitor engagement as an integral action? 

     

    Mark, 

    You brought up an interesting contrast between possession of digital skills and of the experience of engagement methods and strategy. I found that forming a Technology Taskforce under programming effort might be a great approach to ensuring quality holistic outcome, through sharing experience and expertise across functions. This approach may also build team's capability along the way. I am curious about how non-digital managers set expectations on those colleagues working on digital. Do people expect the digital manager good at applying and using tech services/ tools (e.g. fb & twitter posts) to serve on a project, or at developing service/tools that fulfill a project need (e.g. website development, museum blog hosting)? Does management team change some of its measurement metrics according to the fact that more and more of its audience use digital communication? 

    Thanks both for sharing your thoughts with me.  

    ------------------------------
    Yu-De Lee
    Graduate student at University of Michigan
    Ann Arbor MI
    ------------------------------


    Original Message


  • 5.  RE: Why is Digital (Function Name) Manager a separate role?

    Posted 03-26-2015 09:32 AM

    Yu,

    In answer to your question yes, non-digital managers set expectations on colleagues working with digital tools. The New Media Manager has expertise with types of technologies and a network of colleagues to use as resources for project challenges. This way the skill set of non-digital manager and digital managers are taken advantage of. With the taskforce there is a sense of synergy to this approach where non-digital managers have initiatives that digital managers help to bring to fruition by an deeper understanding of what technology exists to make such projects a reality. We have not changed our metrics as of yet because of the amount of digital engagement, but we do incorporate digital analytics that exist into conversations and ideas about app development and website redesign.

    Mark

    ------------------------------
    Mark Osterman
    Guiding Programs Manager
    Vizcaya Museum & Gardens
    Miami FL
    ------------------------------


    Original Message


  • 6.  RE: Why is Digital (Function Name) Manager a separate role?

    Posted 03-26-2015 09:31 AM

    We have recently hired a Digital Interpretation Strategist to lead a two-year project addressing, in part, the percieved difference in digital engagement and immersive engagement with our collections.  The interpretive use of digital devices in botanical gardens and arboreta is commonly viewed as a barrier to observing and learning about nature, a sensory multi-tasking experience. I think it is an open question and that the recent rapid and near-universal use of these devices by our public creates a great opportunity.  I hope you have included the staff of the botanical garden at the Mattaei Botanical Garden in Ann Arbor in this regard. 

    The use of "digital" in job title postings may simply reflect a workforce with different skills - in both the candidate pool and the incumbent pool.  I had phones with rotary dials much of my life ( and am uncertain how or if this response to the question will actually be posted correctly).  Creating a job title with digital as a modifier sets up expectations that this technology skill will be fully integrated in the learning and thinking of the candidate.  It may also reflect the visitor-driven (and business efficiency driven)  transition to technology that is happening in our museums at a more rapid pace than infrastructure and veteran staff may respond to.  On the PR/communications perspective - an institution with a "digital" staff member indicates they are up to date.

    ------------------------------
    Robert Gutowski
    Director of Public Programs
    Morris Arboretum of the University of Pennsylvania
    Philadelphia PA
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    Original Message


  • 7.  RE: Why is Digital (Function Name) Manager a separate role?

    Posted 03-27-2015 11:05 AM

    Of course, digital technology is not new in the museum sector, it has been widely deployed in some places for decades and the web is now 25+ years old, but adoption is uneven and the pace of regeneration and marketing gives the impression that something 'new' is happening with software or hardware every few months, which is intermittantly true.

    The transition over time from a model of peer-to-peer distrbuted information (as the web was envisioned to be in 1989) to specialized communication outlets (via a hyperlocal website, Facebook, Twitter, or whatever) that require dedicated writers and producers answers one part of the question of 'who are the digital staff and what is their role?'

    Sometimes (often?) overlooked is social research which shows that museum users on-site and museum users on-line are distinct populations which do not neatly overlap. Rather, very many of a museum's on-line users will never visit the museum exhibitions and collections. This poses interesting questions and challenges regarding on-line presence and public programming. Presumably, digital straegy and digital specialists are aware of this social bifurcation.

    And then there's the simple fact that, as DiMaggio observed, museums are prone to organizational isomorphism. If the Museum of Big City Stuff has a Director of Digital GeeWhiz, soon enough every Medium Sized Historical Society will decide that 'best practice' requires that they should have one too. 

     


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    Kevin Coffee
    Chicago IL
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    Original Message