Social Media Benchmarking: Evaluation Projects in Action at the Cleveland Museum of Art, American Alliance of Museums, 27 April 2021
Digital engagement has become crucial during the pandemic, and data can help with the difficult and ongoing task of finding the right approach for online audiences. As highlighted in a recent Essential Evaluators blog post, the Cleveland Museum of Art began a dedicated exploration into new metrics for social media benchmarking upon the museum’s temporary closure due to the pandemic in spring 2020. Join Hannah Ridenour LaFrance, research manager in the museum’s research and evaluation department, and Jessica Ketz, digital communications manager, for a presentation and conversation on data collection and analysis as a way of both setting social media goals and measuring against goals, the value of both internal and comparable data in planning and strategy, and the evolution of CMA social media metrics.
