Posted on January 13th, 2017 by Rachel
Performance Counts: January 2017
The time has come. On Tuesday, January 17, the doors to the Feldman gallery will remain closed, even when the Museum opens at 10 AM, so that our ambitious exhibit, Beyond Chicken Soup: Jews & Medicine in America, can make way for the next occupant of the 2000 square foot space. It will also need to be made ready for its next venue, the Maltz Museum of Jewish Heritage.
Lest you think this is merely a matter of packing a box or two and heading to Cleveland, we thought we’d review some of the numbers of where Beyond Chicken Soup has been and what it takes to get it to the next step.
The exhibition consists of 229 artifacts, of which, 82 are on loan from other institutions or individuals. The artifacts from the JMM collection will be lovingly returned to their homes in our collections, until it is time for them to be meticulously packed for travel. Some of the materials on loan will be returned to their owners only to be re-borrowed. A conservator from the National Library of Israel will be traveling 6000 miles to oversee the removal of 8 volumes on loan from NLI. She will hand-carry her precious cargo, originally collected by Dr. Harry Friedenwald, the 6000 miles back to Israel. These volumes, while an important and impressive part of the exhibition, are too fragile to go on tour. Instead, we have hired an expert book binder to spend approximately 70 hours creating facsimiles of each of them. The facsimile copies will be created precisely to mimic the original volumes, down to the way they sit in their cradles.
To be facsimiled!
Beyond Chicken Soup boasts 25 cases, 122 panels and 131 captions that will all need to be crated or palletized for storage and eventually to travel the 364 miles to the Maltz Museum of Jewish History. There are 10 screens (5 TVs, 3 touchscreen monitors and 2 iPad tablets), 8 hands-on activities, and 3 audio loops from oral histories. The technology will require its own special treatment as it makes ready for its new home. There is precisely one “slice” of a real ambulance with working lights that will need to be removed from the wall and prepped for shipping. Additionally, there are 26 images or quotes that are applied directly to the wall. These will need to be re-printed for each new venue at which the exhibition appears.
Just one of the many environments to be de-installed, packed, and shipped!
We anticipate that the deinstallation will take somewhere in the vicinity of 200 to 250 man-hours to complete. That will involve everything from the meticulous, white-gloved work of removing artifacts from their mounts to the dirty and dusty job of sledgehammering the walls that were created expressly for the exhibition. It will also involve a lot of cleaning, patching and painting to make the gallery ready for our next exhibition, Remembering Auschwitz: History, Holocaust, Humanity.
Once the dust has settled and the artifacts, furniture, technology, and informational panels make their 364-mile-journey, if Beyond Chicken Soup’s run here is any indication, the Maltz Museum of Jewish History can anticipate 4,749 total visitors, including 1,401 students and teachers, and 791 adults through scheduled groups. Of course, we had the help of more than 25 public programs we hosted while the exhibition was mounted.
If you haven’t seen this one-of-a-kind exhibition, yet, don’t wait! You have only 2 more days to see it here in Baltimore (this Sunday and Monday).
Posted on December 9th, 2016 by Rachel
There has been a lot of discussion in the news in the last few months about the way that new social media channels are changing our economy and politics. It seemed like a great time to talk about how JMM is using these channels to build community around the Museum, it’s artifacts and history. In this month’s Performance Counts Rachel Kassman, wearing her “marketing manager” hat, shares recent highlights platform by platform. Rachel does an amazing job of making us visible with very limited resources.
Facebook was the first social media platform the Museum dipped its toe in – we’ve had our page since February 20, 2008 (at least, that’s when we uploaded our first profile picture)! Over the past almost 8 years we’ve gained 2,270 “follows” and 2,384 page “likes.” Those follows are particularly important, as Facebook’s various algorithms use them to decide who is going to see our posts on their timeline. In many ways Facebook is the most encompassing of our social media platforms; it serves as a photo-sharing site, an events calendar (with built in invitation capabilities), and as a forum to share articles and ideas.
In the past year we’ve also started to dabble in Facebook advertising. If you have a Facebook page of your own, you may have seen some of our “boosted” events as we work to increase awareness of the Museum and the many exciting public programs we host.
The Confusingly Popular Post
Ever heard the phrase “going viral?” It refers to something online exploding beyond any expectation (and often for no discernible reason). We had a little taste of this ourselves over Thanksgiving, with what is our most “popular” post to-date! On Wednesday afternoon we shared this archaeological bit of news: 3,800-Year-Old Ancient ‘Thinking Person’ Statuette Unearthed from Huffington Post. Over the course of the next 24 hours this post received 91 comments, was shared 425 times, and reached 14,303 people via our page. To place this in context, our next most popular post since July 1, 2016 (the farthest back Facebook Insights will allow is 180 days) had a reach of 1,935, received 1 comment, and was shared 17 times. (For those interested, it was this article.) Even stranger, the original article itself only got 12 comments over at Huffington Post. Why this post? Why on Thanksgiving? We will probably never know.
Did you know our very first tweet went out on August 11, 2010? (In case you’re wondering, we tweeted about a job opening at the Museum.) Since then we’ve sent out 13,800 individual tweets to over 1,300 followers! That number represents a combination of “retweets” (that is, where we share tweets from other accounts that we think are interesting or important) and original tweets written by the Museum. These original tweets cover everything from public program announcements to behind-the-scenes photos. The vast majority of our top tweets are based on sharing materials from our collections – our top two tweets over the past three months (September – November) celebrated Rosh Hashanah and Mexican Independence Day.
Rosh Hashanah and Mexico
How do we decide what to share on Twitter? Hashtags. (What’s a hashtag? Here’s an article to explain.) Hashtags help identify topics followers might be interested in multiple ways. One is by checking trending hashtags, which show you what topics are being tweeted about by others in your geographic location –that’s how we decided to post the above tweet on the left for Mexican Independence Day. Another is “daily hashtags” like #TBT (also known as Throwback Thursday) and #MondayMugShots (which have been a great way to highlight some of our quirky gift shop items).
Pickles, buttons, and hiking
A third way is by connecting our collections to eccentric holidays like #NationalPickleDay, #NationalButtonDay, and #NationalTakeAHikeDay. These hashtags don’t just help us on Twitter, but carry over to all our other social media platforms as well, letting us get multiple bangs-for-our-buck. (So far we haven’t had any “retweets” from the incoming “tweeter-in-chief”, but who knows?)
Tumblr is a social media platform often referred to as a “microblogging” site – it lets users share links, photos, videos, and text posts easily. The Museum has been on Tumblr since January 16, 2015 (we debuted with a series of behind-the-scenes photos of the Museum by way of celebrating “Appreciate a Dragon Day”) and has gained 819 followers through 1,314 posts. Here’s a look at the activity on our Tumblr over the last seven days:
The last 7 days
As with Twitter our top posts on Tumblr often come from our collections!
Instagram is the newest platform we’re exploring, added to the Museum’s social media portfolio just three months ago (September 13, 2016 to be exact). We’ve already gained 84 followers and posted nearly 275 individual images in that time – and those images have garnered 875 “likes” between them! Collections related posts have already proven incredibly popular, as you can see from the top 3 posts by both likes and comments pictured below.
Check out Julia Friedman at the beach in the 1920s, which appears in both lists!
Remember those hashtags we talked about earlier? Instagram relies heavily on them – and we’ve got the graph to prove it! Over the past three months, after researching multiple articles on how best to use Instagram as an institution, we’ve been increasing the number of relevant hashtags used on each post. As you can see, this has had a direct correlation to the popularity of our account.
Look at that generous incline!
And because we’re nerds, here’s one more graph showing the most-likes-per-hashtag used on our account.
Managing It All
There’s a lot going on in social media for the Jewish Museum of Maryland – we do our best to provide fresh content throughout the day on all our platforms, not to mention updating the Museum blog (and of course, sharing those updates on social media!). One tool that helps us maintain a robust presence online with limited time is Hootesuite, which allows us to schedule tweets, facebook posts, and Instagram posts in advance. This has been a lifesaver as we work to increase our output.
Hootesuite is a great tool
We hope you’ve enjoyed this look “behind the social media curtain,” and if you have any questions about the Museum on Facebook, Twitter, Tumblr, or Instagram (or anywhere else for that matter), please send them to us!
Posted on November 11th, 2016 by Rachel
This month’s Performance Counts is by Tracie Guy-Decker, Associate Director of Projects, Planning and Finance and Manager of Esther’s Place, the JMM Museum Shop.
The JMM Shop
Those of us who have strong affiliations with and affinity for an individual museum—whether as staff, volunteer or visitors—like to believe that our museum is one-of-a-kind. In our minds and hearts, it is a snowflake, truly unique and special. And we’re not wrong. Every museum is unique and special in its own way. It is also—whether intentionally or not—part of an international franchise with a recognized brand.
Museum shops enjoy a similar umbrella brand in many consumers’ minds. As a part of their museum experience, shoppers visit museum stores to take home a part of what they saw and learned. As a stand-alone brand, the Museum Store is known for uncommon and interesting finds. It is a destination for the discerning shopper and especially as we start to approach December, for the gift-giver in search of the perfect item.
One of our sister-franchisees, Strathmore, has been capitalizing on the strength of the Museum Store umbrella brand for more than a quarter century with their annual Museum Shop Around.
The Strathmore Mansion
This four-day event brings together loads of special-snowflake shopping experiences under one roof. And though this is their 27th year doing it, they’ve never done it quite like they will in 2016: this year, Esther’s Place: The JMM Shop will have a space!
You can support JMM—and all of the wonderful participating museums—by coming by Strathmore between Thursday, November 10 and Sunday, November 13. There’s a small entry fee to get in (much like a craft show), but that gets you access to 18 different museum stores, all in one trip!
The Strathmore Museum Shop Around was introduced to JMM staff by our colleague Joanna Church, who participated with a previous employer (another sister franchisee). Joanna, Devan and I have had a great time selecting just the right products to take with us. We’ve done our best to select key highlights that will excite, entertain and tempt our customers—whether they are shopping for loved ones or themselves!
This event is a great opportunity for us to find new customers and sales for Esther’s Place. Just as importantly, it helps us to gain exposure and visibility for JMM to a group of people who may or may not know we exist.
Setting up “Esther’s Place” at Strathmore Mansion
Our products for sale at Strathmore will include fine Judaica from designers like Michael Aram and Jonathan Adler. We will also feature home goods, children’s gifts, jewelry, books and tchotchkies. In fact, if you come by JMM this weekend, you may notice that Esther’s Place seems to have a little less of a selection than usual—we want to make sure we make you proud in Rockville!
Other Museums who will be represented include the National Archives Foundation, International Spy Museum, Just Imagine!, The Shop at Imagination Station, National Geographic and the White House Historical Association (another first-time attendee). See the full list of participating museum stores here.
Whether you’re interested in doing some Chanukah (or Christmas) shopping or just want to see what’s available, I highly recommend making the drive. Most participating shops offer a discount while they’re at Strathmore (we will be offering 10% off), and there are raffle prizes and other fun add-ons. Look for us on the second floor when you get to the mansion!
A blog post by Associate Director Tracie Guy-Decker. Read more posts from Tracie by clicking HERE.