A balance of ‘using both the ‘I’ of the IPhone and the IPad and the eye of the physical eye ,’ is how Anne Buddle, Head of Exhibitions and Collections Management for National Galleries of Scotland, described the implementation of digital and social media inside a cultural institution. Social media can permeate the operations of cultural institutions through manifestation of physical facilitators such as mobile devices internally. The necessity of balance between technology and traditional focus on the physical exhibits, to which Buddle refers, has been introduced through the development of mobile devices such as tablets and internet enabled mobile phones which have become an inert part of how humans conduct so...
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... and strategies that in this modern age includes social media presence and campaigns. These new objectives do involve many ethical concerns such as user privacy, level of transparency and copyright considerations which must be minimized in order to fully benefit from the formation of online communities, free access and further-reaching engagement with audiences induced by a reduction of traditional hierarchy. As Tim O’Reilly noted, ‘web 2.0 doesn’t have a hard boundary ,’ thus, it will continue to develop, assuming a position of further prevalence in society. Through this examination and discussion, the key factor in successfully implementing web 2.0 technologies in the cultural heritage sector can be identified as the striking up of an equilibrium between traditional tools of dissemination and engagement and those new tools enabled by the web and social media.
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