MBA capstone: managing, strategy, planning, and innovation [case study: Oakland Museum of California]
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Authors
Bailey, Jessica
Issue Date
2012
Type
Capstone
Language
en
Keywords
Business administration
Alternative Title
Abstract
The Oakland Museum of California has proven itself to be one of the pioneering leaders of how museums can use the platform to build audience engagement, grow institutional interest, and share timely information. Museums are experiencing a change in identity. Visitor attendance, demographics, and interests are changing. People are much more mobile in technology and geography and social media can support these trends if utilized appropriately.
I recommend the Oakland Museum of California hire a part-time Social Media Coordinator, who works in conjunction with the Audience Development Manager to create content, manage dialogue and online engagement, and support the museums marketing strategy through its three social media channels (Facebook, Twitter, and Flickr). This new position should be filled by the Fall of 2012 to ensure a timely transition before the beginning of the new calendar year.
The proposed 2013 Social Media Strategy for the Oakland Museum of California is to be implemented by January 2013with review every two years for assessment and evaluation.