Art Museum Utilizes SNS to Promote Itself

Posted on April 13, 2011


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by Minji Lee

SEOUL – Daelim Contemporary Art Museum launched a party on Friday, March 25th to celebrate its closing of the successful solo show of Dieter Rams.

The guests included all the docents who volunteered for any show held by the Daelim Museum and the followers of the museum’s Twitter and Me2day (a Korean version of Twitter that Korean search engine Naver developed) accounts. As a museum volunteer for its upcoming show “Juergen Teller – Touch Me” on view from April 15 to June 26, I was invited to the party.

Daelim Museum is located near the famous tourist attraction Geyongbok Palace and the Samcheong-dong area where most of the top Korean art galleries are located. The museum has been trying to promote itself by following in the footsteps of other international art museums such as the Museum of Modern Art and the Metropolitan Museum in New York. It has offered diverse art education programs, concerts, and events, becoming one of the most influential art museums in Korea and regularly appearing in the news.

“We wanted to sort of have a bonding time with the docents and other people who appreciate our museum,” said the educator of the docent program, Hye Sung Park. “More importantly, we strategized in order to advertise our museum to the public, letting them learn about our museum through hands-on experience.”

Daelim Museum utilized social network service (SNS) to promote and advertise the museum. They announce that they were inviting all the followers, whom they call “Daelim Heavy Users,” to the party on their Twitter and Me2day. The dress code was “black, white, or gray with a point color of red, yellow, or green.”

“This party is a wonderful opportunity to set a foundation for the museum’s future use of the social network services for its advertisement or any kind of benefit that it can earn from SNS,” said Kim Na-Ri, one of the docents who worked for the Dieter Rams solo show.

A jazz band played throughout the evening. It is well-known that Daelim Museum frequently offers jazz concerts to promote itself and offering visitors a variety of cultural experiences. The museum provided guests with a high-end catering service and endless savory wines. In addition, guests could view Dieter Rams’ work in the museum with no other visitors present after the museum’s opening hours.

“This party is great. I love it,” said Jeong-Min Kim, a guest who came to the party after seeing the invitation on the museum’s Me2day. “I became even more interested in the exhibitions and other programs of this gallery.”

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