Roles and Responsibility of Digital Engagement Managers in Art Museums

Thesis (Master's)--University of Washington, 2016-06

Digital technology is ubiquitous, inseparable, and permeates all aspects of our lives, but understanding how to use this technology in galleries and online, is not self-evident. As a result, some museums have established professional, salaried positions that focus specifically on delivering compelling content and relevant audience engagement strategies. Through candid interviews with six art museum professionals from across the country, this research paper examines the roles and responsibilities of Digital Engagement Managers (DEM) in developing a digital strategy for their institution. A common theme emerged which was shared by all participants referred to as the “Big Three" which are collaboration, project management and content balance. The Big Three roles and responsibilities of DEMs shifts the focus away from "digital" as the platform toward more important concepts of content, engagement, and visitor experience. This research paper will suggest how art museums can become pioneers in the digital revolution and offer unique experiences to its audiences.