How to build high impact content: A case study in museum online content strategy
Bibliographic record
Abstract
Online content is not something museums are good at. It is seldom one of their essential functions and as such its practice has for some time lagged behind that in the private sector. This paper examines online content strategy best practices and how to apply them in a nonprofit and museum setting. Topics include the psychology of sharing and how emotions play into the sharing of content. This paper is full of resources and practical examples that will help readers build or update their content strategy to take back control of their institution's online presence and align it with overall goals. Finally, it will discuss the online content strategy that has been in place at the Royal Ontario Museum since 2015, which is based on the best practices described in this paper and from across the online content strategy community. This strategy demonstrates how a fundamental shift in process and thinking around online content can allow museums to compete with organisations outside their sector by delivering content that is engaging, relevant and practical to their communities.
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How this classification was reachedexpand
Full frame machine prediction
Teacher imitationNot calibrated prevalence, not ground truth. Human validation pending. The Gemma side is a direct model label for every work in the frame, read from the title-only record. The Codex side is a classifier learned from the 10,348 direct Codex labels and calibrated to design-weighted sample rates; fields without enough sample support carry no Codex call. Candidate is the union of the two sides; consensus is their intersection. These outputs are machine_predicted_unvalidated and are not human labels.
Distilled classifier scores by category (both heads)
| Category | Codex | Gemma |
|---|---|---|
| Metaresearch | 0.007 | 0.016 |
| Meta-epidemiology (narrow) | 0.001 | 0.001 |
| Meta-epidemiology (broad) | 0.000 | 0.001 |
| Bibliometrics | 0.002 | 0.002 |
| Science and technology studies | 0.018 | 0.011 |
| Scholarly communication | 0.008 | 0.007 |
| Open science | 0.003 | 0.007 |
| Research integrity | 0.005 | 0.004 |
| Insufficient payload (model declined to judge) | 0.007 | 0.001 |
Machine scores (provisional)
The two teacher heads of the student model, read on this work. A score orders the frame for review; it never asserts a category, and the validation status ships verbatim with every row.
Baseline scores from an immature model (maturity gate not passed, 7 training rounds). Scores rank; they never assert a category.
score_only:v0-immature-baseline · verbatim from the scoring run: score_only means the number may rank works, and no category label ships from itClassification
machine, unvalidatedMachine predicted; a candidate call from one source (direct Gemma or distilled Codex), not a consensus.
How this classification was reached, model by model and score by score, is at the end of the page under "How this classification was reached".