Amanda Dearolph

Los Angeles County Museum of Art, Collection Information & Digital Assets, Faculty Member

University of Washington, Museology, Alumna

University of Florida, School of Art + Art History, Undergraduate

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I am a graduate of the Museology Program at the University of Washington with a focus in collections management and audience research. I also received a certificate from the UW New Directions in Audience Research Program, an IMLS-funded project that trains graduate students in audience research and evaluation within informal learning settings.

I graduated from the University of Florida in 2012 with a Bachelor's degree in Art History with a focus in Baroque and Rococo art.

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Vlogging the Museum: YouTube as a tool for audience engagement

ABSTRACT: Each month more than a billion individual users visit YouTube and over 6 billion hours ... more ABSTRACT: Each month more than a billion individual users visit YouTube and over 6 billion hours of video are watched, reaching more people than most cable networks. The goal of this study is to describe how museums are taking advantage of YouTube as a tool for audience engagement. Three museum YouTube channels were chosen for analysis: the San Francisco Zoo, the Metropolitan Museum of Art, and the Field Museum of Natural History. To be included the channel had to create content specifically for YouTube and were chosen to represent a variety of institutions. Using these three case studies this research focuses on describing the content in terms of its subject matter and alignment with the common practices of the platform and analyzing the level of engagement of these channels achieved based on a series of key performance indicators. This was accomplished with a statistical and content analysis of each channels’ five most viewed videos. The research suggests that content that follows the characteristics and culture of the platform results in a higher number of views, subscriptions, likes, and comments indicating a higher level of engagement. This also results in a more stable and consistent viewership.

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Social Media and Museums: The Obstacles and Benefits of Creating an Online Presence

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Vlogging the Museum: YouTube as a tool for audience engagement

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Social Media and Museums: The Obstacles and Benefits of Creating an Online Presence

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Amanda Dearolph

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