Museo Egizio di Torino: digital strategy and audience engagement

In an interview, Paola Matossi, Director of Communication and Marketing at the Museo Egizio di Torino, discusses the museum's digital strategy under director Christian Greco. The museum, with over 850,000 annual visitors, integrates online and offline communication to enhance visitor experience. The online collection, featuring nearly all 3,300 exhibited artifacts, is available under Creative Commons 2.0 license, reflecting the museum's belief that the collection belongs to humanity. Digital tools prepare, deepen, and prolong the physical visit, while social media presence on YouTube, Facebook, Twitter, Instagram, and LinkedIn is tailored per channel for transmedia but omnichannel communication. The museum analyzes both quantitative and qualitative data, including digital ethnography, to understand audience perception and habits. Matossi emphasizes the importance of storytelling skills and content knowledge for digital communication staff, citing her team of three young talents, including an Egyptologist turned communicator. She recommends the book 'Small Data' by Martin Lindstrom, drawing parallels between consumer and cultural audience observation.