CIO Straight Talk - Issue 8 - 59

digital media people think that you have to

along the way. By sharing this, we built up our

just make Wi-Fi available to visitors without

audience ahead of the official unveiling, raising

demanding anything in return, because it

anticipation and excitement about the picture.

should be free like air and water. So when my

This applies to other businesses, as well.

boss suggested we collect emails of people

When they share what goes on behind the

using the museum's free Wi-Fi, I really thought

scenes, their audience feels more connected

it wouldn't go over. But it did, and we got more

and more interested in the business. The

than 200,000 emails addresses as a result.

Internet is the perfect medium for sharing-

That was a very valuable addition to our digital

through pictures, videos, and blogs-the

efforts, because we have great click-through

imperfect states that are rarely seen in person.

rates and open rates on emails.

Sharing what's happening, and getting people
to want to be part of it, helps you build

Can you offer another illustration
of something that goes against
conventional wisdom but works?

your community.

Which benchmark of social
media success are you going after?

Definitely. The conventional wisdom for a
museum's image is literally picture perfect. We

We're trying to be at the center of the

challenged that in sharing what goes on behind

museum's conversation as much as possible.

the scenes in preparing for viewing "Everhard

And we have achieved that on Twitter. A study

Jabach (1618-1695) and His Family" by the

by the digital agency La Magnetica found

17th-century French painter Charles Le Brun.

the Met to be the most influential museum

Instead of just announcing the acquisition and

on Twitter. This is not in terms of number of

then keeping it out of sight until it was ready

followers, since it came in seventh on that

for exhibit months later, we showed pictures of

score. But I'd rather have influence than

the painting's arrival, and the preparation for

followers. Businesses too should be thinking in

restoration work, with some of the key steps

terms of quality rather than quantity.

TAKEAWAYS
*	 As	an	executive	communicating	through	social	media,	you	should	use	a	
platform that makes sense for you. Not every executive has to be on Twitter; the CEO of the Metropolitan Museum chose Instagram as his primary
social media platform.
*	 Don't	overload	your	mobile	platform	with	information	or	features;	mobile	
apps have to be selective about what they offer. They should be informed
by three principles: usefulness, simplicity, and delight.
*	 Don't	be	unduly	swayed	by	the	digerati's	latest	conventional	wisdom.	For	
example, asking for a user's email in exchange for free wi-fi at the Met,
something that might be expected to spark outrage among visitors,
actually turned out to have mutual benefits for them and the museum.
59



CIO Straight Talk - Issue 8

Table of Contents for the Digital Edition of CIO Straight Talk - Issue 8

Contents
CIO Straight Talk - Issue 8 - Cover1
CIO Straight Talk - Issue 8 - Cover2
CIO Straight Talk - Issue 8 - 1
CIO Straight Talk - Issue 8 - Contents
CIO Straight Talk - Issue 8 - 3
CIO Straight Talk - Issue 8 - 4
CIO Straight Talk - Issue 8 - 5
CIO Straight Talk - Issue 8 - 6
CIO Straight Talk - Issue 8 - 7
CIO Straight Talk - Issue 8 - 8
CIO Straight Talk - Issue 8 - 9
CIO Straight Talk - Issue 8 - 10
CIO Straight Talk - Issue 8 - 11
CIO Straight Talk - Issue 8 - 12
CIO Straight Talk - Issue 8 - 13
CIO Straight Talk - Issue 8 - 14
CIO Straight Talk - Issue 8 - 15
CIO Straight Talk - Issue 8 - 16
CIO Straight Talk - Issue 8 - 17
CIO Straight Talk - Issue 8 - 18
CIO Straight Talk - Issue 8 - 19
CIO Straight Talk - Issue 8 - 20
CIO Straight Talk - Issue 8 - 21
CIO Straight Talk - Issue 8 - 22
CIO Straight Talk - Issue 8 - 23
CIO Straight Talk - Issue 8 - 24
CIO Straight Talk - Issue 8 - 25
CIO Straight Talk - Issue 8 - 26
CIO Straight Talk - Issue 8 - 27
CIO Straight Talk - Issue 8 - 28
CIO Straight Talk - Issue 8 - 29
CIO Straight Talk - Issue 8 - 30
CIO Straight Talk - Issue 8 - 31
CIO Straight Talk - Issue 8 - 32
CIO Straight Talk - Issue 8 - 33
CIO Straight Talk - Issue 8 - 34
CIO Straight Talk - Issue 8 - 35
CIO Straight Talk - Issue 8 - 36
CIO Straight Talk - Issue 8 - 37
CIO Straight Talk - Issue 8 - 38
CIO Straight Talk - Issue 8 - 39
CIO Straight Talk - Issue 8 - 40
CIO Straight Talk - Issue 8 - 41
CIO Straight Talk - Issue 8 - 42
CIO Straight Talk - Issue 8 - 43
CIO Straight Talk - Issue 8 - 44
CIO Straight Talk - Issue 8 - 45
CIO Straight Talk - Issue 8 - 46
CIO Straight Talk - Issue 8 - 47
CIO Straight Talk - Issue 8 - 48
CIO Straight Talk - Issue 8 - 49
CIO Straight Talk - Issue 8 - 50
CIO Straight Talk - Issue 8 - 51
CIO Straight Talk - Issue 8 - 52
CIO Straight Talk - Issue 8 - 53
CIO Straight Talk - Issue 8 - 54
CIO Straight Talk - Issue 8 - 55
CIO Straight Talk - Issue 8 - 56
CIO Straight Talk - Issue 8 - 57
CIO Straight Talk - Issue 8 - 58
CIO Straight Talk - Issue 8 - 59
CIO Straight Talk - Issue 8 - 60
CIO Straight Talk - Issue 8 - 61
CIO Straight Talk - Issue 8 - 62
CIO Straight Talk - Issue 8 - 63
CIO Straight Talk - Issue 8 - 64
CIO Straight Talk - Issue 8 - 65
CIO Straight Talk - Issue 8 - 66
CIO Straight Talk - Issue 8 - 67
CIO Straight Talk - Issue 8 - 68
CIO Straight Talk - Issue 8 - 69
CIO Straight Talk - Issue 8 - 70
CIO Straight Talk - Issue 8 - 71
CIO Straight Talk - Issue 8 - 72
CIO Straight Talk - Issue 8 - 73
CIO Straight Talk - Issue 8 - 74
CIO Straight Talk - Issue 8 - 75
CIO Straight Talk - Issue 8 - Cover3
CIO Straight Talk - Issue 8 - Cover4
https://magazine.straighttalkonline.com/hi_tech
https://magazine.straighttalkonline.com/issue12
https://magazine.straighttalkonline.com/assetheavy2020
https://magazine.straighttalkonline.com/lifesciencesandhealthcare2019
https://magazine.straighttalkonline.com/womenintech2
https://magazine.straighttalkonline.com/financialservices2019/
https://magazine.straighttalkonline.com/issue11
https://magazine.straighttalkonline.com/issue10
https://magazine.straighttalkonline.com/issue9
https://magazine.straighttalkonline.com/womeninit
https://magazine.straighttalkonline.com/financialservices
https://magazine.straighttalkonline.com/issue8
https://magazine.straighttalkonline.com/issue7
https://magazine.straighttalkonline.com/issue6
https://magazine.straighttalkonline.com/issue5
https://magazine.straighttalkonline.com/issue4
https://magazine.straighttalkonline.com/issue3
https://magazine.straighttalkonline.com/issue2
https://magazine.straighttalkonline.com/issue1
https://www.nxtbookmedia.com