Social media have made some tremendous (and rapid) changes to the ways in which the people of the world communicate with one another. I was in college when Facebook launched in 2004, and had to wait around to join until a “network” was created for students at my university. Today, this ubiquitous social media channel boasts more than a billion users worldwide, from all walks of life—and for many of them, it serves as a means of not only communicating with friends, family, and co-workers, but also of discovering brands, companies, organizations, and institutions, keeping with up with their work and initiatives, and even finding out how to get involved.
I work at the Penn Museum (University of Pennsylvania Museum of Archaeology and Anthropology) in Philadelphia, which can be, for me, a mind-blowing experience on a fairly regular basis. Our collections are vast, representing every populated continent in the world and including close to a million objects, some of which date back thousands of years. This is the kind of place where a curious visitor could, and often does, spend a full day in exploration mode through our galleries. And with the inside perspective that my job offers, I’m able to understand and experience all sorts of goings-on here that can often either go under the radar, or over the heads, of much of the general public. Sure, our website offers plenty of great information about our collections, exhibitions, events, research, and more—but of the huge portion of the public that would be interested in the Penn Museum, not all of them are looking directly at our website.
But many of them are looking at social media and content-sharing sites. Of the most visited websites worldwide, Facebook comes in strong at #2; YouTube is on its heels at #3; Twitter isn’t far behind at #7, followed by Pinterest at #26, Instagram at #31, and plenty more social media channels beyond those. And many of the people using these sites are younger than what you might consider to be a typical museum-going audience. So it follows logically that, to be seen and engaged with by a larger number of people, especially people with whom we’ve had less success engaging in the past, we want the Penn Museum to have a presence in the places where people are already looking.
So that’s what much of my job here amounts to—taking what’s going on here at the Museum (and with our curators, keepers, and researchers, wherever they may be), and translating it into the visual and textual languages which are employed by these increasingly popular networks. And as time goes on, the landscape is constantly changing to offer more new ways to present our content. For example, Twitter is a great way to update our audience about important happenings at the Museum (and for them to share that info with their friends). Instagram lets us capitalize on the seemingly endless array of stunning visual perspectives that one might encounter during a visit to our galleries. YouTube lets us share our lecture videos, making them available to the entire world instead of just the people lucky enough to live within traveling distance of the Museum. And Facebook‘s clear commenting function lets me have a little fun with trivia about objects from our collections every now and then.
I would not have known about the Day of Archaeology if I had not heard about it through social channels. But because someone took the time to present this to me in a familiar context, in a place where I was already looking, I was able to discover it and embrace it. I think this sort of adaptation, this translation, should play a major role in the future of archaeology—a field that can sometimes inherently appear “too old” to be worthy of the interest of today’s general public. By meeting new people on their own terms, through media with which they are already comfortable, we open a window of discovery that many of them might never have known existed.