Markc Sand. Photo: Ingus Bajārs

“Consant change is part of a newspaper’s DNA. Museums are much more conservative than the media. Tate maybe less so than others, because as a museum it is very progressive. Museums and galleries began only recently to accept the challenges of the digital world. Meanwhile, newspapers have been involved with them for a decade.”

It’s possible that his work in various spheres was what motivated Sand to arrive at the conclusion that inspiration for solving problems must be sought not in your own field, but in others. “It’s impossible to learn something new from your own industry.” While working on the new version of the Tate website, Sand and his team didn’t analyze the websites of other museums; rather, they took principles and ideas used by the sites of various newspapers. They borrowed their model for searching and selecting information from the site Amazon.com.

During his lecture, Sand shared several recommendations for using social media, and we’ll reveal their essence at the end of the article. Arterritory.com asked him to mention the most typical errors made by the creative industries when beginning to use various online marketing tools. Sand shrugged his shoulders and replied that, to his mind, the most important thing is to constantly poke around and experiment, because any doubtful move now can turn out later to be the key to success.

“In the museum and gallery sphere, the level of discussion about the use of social media lags behind corporate businesses and the press media, where the degree of development in this respect is much higher. Up until now, the art gallery world has been obsessed with physically getting a person to the gallery. They realized too slowly that it’s equally essential to allow a person to be in contact with art outside the space of a gallery. But this is a question of thinking. Our understanding must change. When you have worked almost ten years in the newspaper world, you inherit lots of self-confidence and courage to constantly take risks, led by a passion for positive changes. Because in reality, a risk is never so big that you can’t undertake it. You can never be extraordinarily mistaken. For example, the Google Art Project: In some sense it works, but we can’t say it worked out perfectly. But this doesn’t matter! It’s the beginning of a process! And that’s the main thing: to constantly initiate changes and develop them.”