Earlier this year, Markenfield signed up to be a part of Culture 24’s Let’s Get Real 2021: how to evaluate online success.
This collaborative project will bring together 60 cultural organisations to not only help them to measure their “digital success”, but to establish what digital success means to them.
Since January 2020, the cultural sector has been thrown in at the digital deep end. Described as a Digital Renaissance, organisations reacted, jumped or were forced to shift to digital working at a speed of change that would have been unthinkable before – and Markenfield is a case in point. Never before have we created videos, let alone thought of having our own YouTube channel.
But who is watching? Is anybody watching?! And is there any benefit to the Hall? We’re about to find out. Markenfield will be the smallest organisation involved, alongside notable venues including the V&A, The National Portrait Gallery and the Francis Crick Institute.
The first stage is in the project is to devise an experiment. This is basically what you want to measure, how you want to measure it and what you think “digital success” might look like as a result. Our experiment will examine:
whether we can increase engagement with our existing social media audience, and attract new audiences, through the foregrounding of narratives presented by a multitude of voices?
or in more simple terms…
do our audiences like videos more than photographs?
and if the do…
do they react more to videos that contain different people?
Simples, right? Well, sort of. Now we have to coerce people into being videoed, telling the stories of Markenfield Hall. You have been warned!
We have a moat 