Seminar on Social Networks and Museums at the Museo Picasso in Malaga: 40 tweets I should have written

On behalf of the Museu Picasso I was invited to present our 2.0 experience at the seminar Social Networks and Museums: Reputation and credibility on the net, organized by the Museo Picasso Malaga and the UNIA, on 17 and 18 November. Bringing together experts on communication, museums, journalists and marketing people, the workshops were not about whether or not museums should have a 2.0 presence, but how. In keeping the issues being discussed, the sessions were streamed live and produced a lot of follow-up activity on Twitter.

I’m not really an active Twitter user — I’ve mostly followed the tweets after the fact — but when I got back to Barcelona and saw the amount of information and exchanges that have been generated around the seminar, I felt that I was missing something: a conversation and an exchange of views had been going on and I hadn’t taken part on it. And that’s just what can happen to us, both professionally and personally, if we don’t make the effort to incorporate the social media into our everyday lives.

So, now I’m going to attempt a little Twitter essay and write — after the event — the tweets I should have written in Malaga. Here they are, the 40 tweets I should/could have written.

Museo Picasso Malaga, 17 November


Pepe Lebrero, Director @mPICASSOm, introduced #RRSSmuseos and talked about pioneering experiences: Antoni Abad at MACBA in the 90s. I was there too!

Javier Celaya, ‘Culture in the clouds’

@javiercelaya at #RRSSmuseos museums have little participation by their followers. Maybe they don’t pose their proposals clearly?

@javiercelaya at #RRSSmuseos: transformation of individual search to systems of recommendation, relating opinions of like consumers

@javiercelaya we users are naive! Users’ rights in cloud: data used for commercial purposes. Not illegal, but not very ethical #RRSSmuseos

don’t miss the social networks cheat sheet @javiercelaya/dosdoce presents it on #RRSSmuseos+ study museums 2.0

Antonio Rodríguez de las Heras, ‘Culture in a networked world’

What’s going on? @ARdelasH compares 2.0 with urban development: creation of forums, demolition of old structures #RRSSmuseos

People don’t visit the net, they are on it. Identity is central to the networks, says @ARdelasH on #RRSSmuseos

Pulse@ARdelasH state of permanent tension between opportunity for totalitarianism/emergence of the individual #RRSSmuseos

Recommendations @ARdelasH on #RRSSmuseos: measure out info, repeat to counteract transience, deploy the narrative @mPICASSOm

Pedro Farias, ‘Credibility of cultural information in the media’

Crisis in press: freedom of info + dependence on advertising + reduction/trivialization = loss of credibility @FariasBatlle #RRSSmuseos

Internet, 2nd source of information after TV @FariasBatlle #RRSSmuseos

According to the public, cultural news has most credibility @FariasBatlle #RRSSmuseos

Museo Picasso Malaga, 18 November

Pilar Gonzalo, ‘Culture and conversation are written with hashtag’

@pilargonzalo starts on #RRSSmuseos with ‘lectures are obsolete’ and I bow down to her: we need to rethink/revise formats!

You can lead a revolution — with other people #museosentwitter @pilargonzalo #RRSSmuseos

@pilargonzalo asks: do you programme or dialogue? Museums should trust user community #RRSSmuseos @mPICASSOm

Anna Guarro, ‘Museu Picasso 2.0. The process of change’

I copy other people’s tweets about my presentation. Thank you for passing on my words and for your comments!

RT @AlexMarCasado: WATCH OUT for the community! Organizational communication is a management function: the ONLINE TOO @museupicasso @mPICASSOm #RRSSmuseos Great

RT @Cultopia_es: Challenges for @museupicasso: greater interactivity, multi-channel and multi-platform communication, and greater online/onsite integration #RRSSmuseos

RT @AlexMarCasado: ‘Sharing, not advertising’ That’s the key. THANK YOU to Anna Guarro @museupicasso @mPICASSOm #RRSSmuseos

RT @aracorbo: Very interesting @museupicasso on #RRSSmuseos The museum has a mobile application. Any other museum in Spain?

Fietta Jarque, ‘Forget the technology, this is about people’

Fietta Jarque talks about museums and the challenge of sharing without trivializing #RRSSmuseos @mPICASSOm

Fietta Jarque: to quote Montibello, museums want to attract masses to a product that is not easy to understand #RRSSmuseos

Question from Fietta Jarque: should the museums act as institutions or as individuals on the networks? @mPICASSOm #RRSSmuseos

Neus Arques, ‘Management of the museums’ online reputation’

Reputation management: what doesn’t the web say that it should? What does it say that it shouldn’t? Neus Arqués on #RRSSmuseos

Neus Arques: the important thing is the positioning strategy! You have to create content suitable for search engines. Index, index, index #RRSSmuseos

And in case of crisis? Neus Arqués recommends: prevent it by creating community, listen, react. Neither undue haste nor immobility #RRSSmuseos

Maria Elvira San Millan, ‘Social network of knowledge’

Rather than quantitative measurement, qualitative measurement @maesmf on @mPICASSOm #RRSSmuseos

White paper of apps, recommended by @maesmf on #RRSSmuseos

Fantastic experience of the public: case the of English Cemetery in Malaga, saving the heritage with FB and Twitter @cementerioing #RRSSmuseos

Paul Capriotti, ‘The dialogic communication of the museums in Catalonia on the Internet’

@paulcapriotti asks: Why do people go to museums? To have fun learning #RRSSmuseos

The museums are not taking advantage of the tools: there is more use but no change in mentality @paulcapriotti #RRSSmuseos

@paulcapriotti about to publish study ‘Communication in the museums of Catalonia’, 2009-2011 #RRSSmuseos

survey of Catalan museums: on average, the big ones work more on 1.0, the medium and small ones on 2.0 @paulcapriotti #RRSSmuseos

Soledad Gomez Vilchez, ‘Social games in museums’

Unfortunately I could not stay for her presentation, but since then she has been kind enough to put it up on her blog and there’s audio at

I resort to the device of copying other people’s tweets, but start with one of my own (I’m sorry but someone had to say it!)

Now that we’ve all learned how to do powerpoints, the next big thing is the prezi! @mediamusea en #RRSSmuseos

@mariblancarg: The games are playful elements with which the museums get through to their publics in a different way, says @mediamusea on #RRSSmuseos

@AnaMoralesR Remembering : ‘The actual museum visitors and users become great promoters of the activity of the museums’ #RRSSmuseos

#RRSSmuseos it’s necessary to create games that bring the user closer to the institution @mediamusea

#RRSSmuseos the museum has to take into account the different mechanisms when it thinks up its games @mediamusea

Fantastic workshops! A big thank you to the Museo Picasso Malaga and the UNIA for the impeccable organization and great hospitality, it was a pleasure to share experiences with you and with the other speakers.

Anna Guarro
Public Programmes

  • Pilar Gonzalo
    November 27, 2011

    Excelente ensayo tuitero 😉 Me siento muy identificada con tu visión y con eso de “escribir a posteriori los tweets que debería haber escrito en directo” Fue un verdadero placer conocerte Anna, así como conocer más detalles sobre la magnífica actividad del Picasso de Barcelona en las redes.

  • Anna Guarro
    November 28, 2011

    Hola Pilar! Gracias por tu comentario, fue un ejercicio divertido y un buen entrenamiento. Yo también estuve encantada de conocerte y de saber más sobre tu trabajo, sigamos en contacto!

  • Neus
    November 30, 2011

    Hola Anna!
    Gran resum per una bona jornada de reflexió. Gràcies per l’esforç de síntesi i per referenciar!

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