How Western Cultural Institutions Official Chinese Social Media Reacted After the Temporary Closure Due to COVID-19 ?

The Covid-19 pandemic has had a substantial impact on every aspect of our society. Following China, western cultural institutions have witnessed a wave of temporary closure in March 2020 to contain the spread of the disease. Most of those institutions made announcement of closure on their official social media channels, such as Instagram, along with messages of "more online initiatives and resources to follow". 

How are about their official Chinese social media? A lot of the world's Leading international cultural institutions have established and operated their official Weibo and WeChat accounts for years, including the MET, the British Museum and the Louvre. How did those accounts react since their overseas premises announced temporary closure? Any lessons to learn? Here are our observations over the Period of March 13-27 2020.

Key Summary Points:

• Almost all major western cultural institutions' official Chinese social media reacted promptly to the temporary closure by announcing the news
• The MET embraced a new social media platform - Pindoudou, e-commerce platform allowing users to participate in group buying deals, through a live-streaming shopping event with a few other Chinese museums, to promote museums' licensed products. 
• Apart from the V&A, very few of them announced online initiatives or campaigns during the period of museum closure. The Asian Art Museum and MoMA also tweaked their language to make the contents reflecting the current situation. It is essential for social media to be current and respond creatively and without much delay.
• Concepts similar to "online museum" or "museum cloud tour" are no longer new to the sophisticated Chinese audience. However, it might still work well if the contents and the online strategies are and tailored for online audience with an impressive, convenient, encouraging experiences.

Until next ARTouch Insights Time! Stay safe and well.
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