Museum stats? I've been back at @smkmuseum for a week, and besides slowly remembering what it is we do, I've dived – as one does – into spreadsheets. So, how did our digital channels fare under lockdown? #museweb #musesocial

But wait - what did we actually expect would happen? Let's think for a sec...

1) As we dedicated serious resources to digital production, we should expect an increase in interest/reach. But also 2) As no-one looked for practical info and we paused most marketing spend on Facebook etc. we should expect a decrease in reach.

Now, unsurprisingly the number of guest photos shared from our location (which we count as reach) plummeted - from around 700 per month to around 250 per month. This caused our combined Instagram reach to fall (even though our own account did well).

On Facebook, we saw a massive drop as well (maybe around 50%). Our increased content efforts couldn't compensate for lost paid reach.

Traffic to our main website http://smk.dk  was also more or less cut in half. On the other hand, traffic to our collections site http://open.smk.dk  doubled.

Newsletter signups stalled, simply because there were so much fewer occasions to subscribe (and far less to be learned about our program).

However! On Wikipedia we saw record numbers (in April) – reasonable, as people were spending so much time at home and online.

So, in total: A mixed bag. But arguably support for the world-view that analog and digital are deeply and directly intertwined. Obviously whether we (or you) did "well" under lockdown is a direct consequence of KPI's and not an easy verdict.
Maybe you've all seen similar trends?