Leslie Kaufman traces a new social networking phenomenon
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| Zach Glassman receives off-hours access to the Met as an Instagram user |
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| Zach Glassman receives off-hours access to the Met as an Instagram user |
Instagram users are being given free reign in major cultural centres, such as The Metropolitan Museum of Art in New York. From
Leslie Kaufman (New York Times):
Leveraging his nearly 50,000 followers at @dave.krugman and a deep network of influential photographers using Instagram, Mr. Krugman has become a go-to guy for New York libraries and museums. The New York Public Library, the Metropolitan Museum and the Intrepid Sea, Air & Space Museum, among others, have all used Mr. Krugman to find their voices on Instagram and attract a coveted younger demographic.
“I just have a belief in the platform,” Mr. Krugman said. “So as smartphones democratized photography, I was able to quickly see the opportunity for institutions to connect with a whole new generation of creative minds and was excited to help them harness the power.”
Mr. Krugman acts as a combined referral service and consultant. The institutions maintain control of their primary accounts, but deploy Mr. Krugman in creative ways to attract more followers and a youthful audience. The Metropolitan Museum, for instance, allowed Mr. Krugman and his band of Instagram stars into its halls outside of normal business hours, and used a hashtag — #emptymet — that collects all of their photographs in one stream.
Their Instagram posts also link to the museum’s main account, @metmuseum, which drives traffic to the museum’s Instagram account. “Had a great time wandering the halls of the #emptymet,” reads one Instagram caption. “Thanks to @metmuseum for the opportunity!” [Read More]
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