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Markc Sand. Photo: Ingus Bajārs

A website, Facebook, Twitter—it might seem too youthful and frivolous to tweet about museums and masterpieces of art history. Sand admits that this is one of the biggest problems: the prejudice that the art milieu is academic, that these tools aren’t meant for it, that they undermine the very depths of art, and that, in the end, isn’t art an elite thing that shouldn’t be popularized for too wide a circle of people? In his work, Sand battles against these and similar views.

“Of course, a popular tone of voice must be heard in the network. This frightens academic institutions. We must find the right way to speak less academically, but without losing our expert qualities. It’s not easy for museums to find their own tone of voice. I’d formulate the golden means as ‘intelligently informal.’ But people must be given the chance to learn about art, to comment on art in blogs in their own words, to think about it. This must be allowed!”

Tate began to use Twitter and Facebook less than half a year ago. Sand admits that he’s a Twitter fan, because he believes that it is a wonderful opportunity to form a natural, informal dialogue with an audience. Tate takes advantage of this creatively. For example, every Friday the museum publishes a link to a painting in its collection, where the depicted image corresponds to the anticipated weather forecast for the weekend.

A Useful Summary, or Marc Sand’s Top 5 Recommendations: 

1. The online environment and the real environment don’t compete, but rather enhance one another.

2. Online content must be easily and freely accessible.

3. The websites of creative institutions must be lively; this can be achieved by providing a place for discussions and for exchanging thoughts and opinions.

4. People rarely click on banners; they are gradually losing their functionality. A much more useful and simpler way to make yourself known is Google Keywords Search.

5. If the content of email marketing is high quality and interesting, then there can never be too much. People are always happy to learn something new and useful.