The pandemic saw museums and galleries pivot to digital, presenting new challenges for social media employees, writes Alice Kent.
The pandemic led to huge pressure on creative industry employees who have responsibility for social media, according to new research published this week. As venues were forced to close their doors, their online presence, in many respects became the organisation. This led to an increased workload for people managing digital output, and intense pressure on often relatively lower-paid entry-level staff, at the sharp edge of social media, to be the public voice for their entire organisation.
The research focused on museums and galleries, and yet speaks to the pressure felt across the creative sector. Nineteen UK cultural organisations took part in the study, including ten national institutions. One museum Director describes realising “that we are a digital only institution now, and that situation remained for well over six months”. Those who oversee social media are often on a relatively low salary (as a quick scan of Glassdoor will show), and they might not be getting adequate recognition for a high pressure, very visible role. The research demonstrates, they are expected to, and do, navigate a complex and nuanced online conversation, where the price for a mistake can be high, and very public...Keep reading on Creative Industries Policy & Evidence Centre.