Nicolette Mandarano on Digital Strategy at Gallerie Nazionali di Arte Antica

Nicolette Mandarano, head of digital communication at the Gallerie Nazionali di Arte Antica di Roma (Palazzo Barberini and Galleria Corsini), discusses the museum's digital transformation since January 2016. The institution developed a new visual identity, website, and social media profiles to unify physical and digital presence. Mandarano emphasizes that digitalization is gradual, aiming to expand the online collection and create new in-gallery experiences. Social media is used to promote collections, exhibitions, book presentations, conferences, and educational workshops. She defines 'relevant' activity as inclusive engagement with the broadest possible audience. Required skills for digital communicators include deep knowledge of collections and institutional history, flexibility, crisis management, collaboration with staff, accessible yet scientifically accurate language, audience interaction, tool proficiency, and data monitoring. Mandarano rejects the online/offline dichotomy, viewing them as a single entity. She notes that digital efforts, especially Instagram, have increased local visitor numbers in 2017, as confirmed by visitor surveys. A historian of art with a focus on applied IT to cultural heritage, she previously evaluated museum websites and multimedia stations. She recommends Nina Simon's 'Participatory Museum' and Italo Calvino's 'Six Memos for the Next Millennium' for their inspiring and thoughtful approaches.