Not long ago, as I was enjoying a local artist exhibition at SFMOMA a young man standing in front of a collage made a call on his cell phone. First thing I thought was "how rude is this guy and how does he dear to imposse his conversation on us". I remembered reading recently several articles and blogs about the lack of social manners and how people are becoming so self-absorbed, with the aid of new technology, that it doesn't matter anymore that we use our devices despite the place where we are. And then I started overhearing, or to be totally honest, paying close attention to his conversation. The conversation went more or less like this (the part that I was able to listen):

-Hey man, is this John ?(don't remember the exact name)
-Hey, I'm here at SFMOMA looking at your painting
-Yeah, it is really cool!
-Yeah, the whole exhibit is awesome
- Congratulations man!
- Yeah, anytime man

After this brief conversation, he hung up and kept looking at the exhibition. Several of us who were there started laughing, smiling and/or whispering comments to our friends. I was amazed!

The fact that we have communication possibilities that we wouldn't dream of not long ago doesn't mean that we are fully aware of the implications in our everyday lifes. For a person to be able to interact in real time with the artist whose painting is hanging in a museum brings a whole different perspective to what a museum is about, and therefore to the communication and marketing strategies for museums.

The use of new technologies for museum marketing is taking us closer to what we've known all this time as true: word of mouth is the most effective communication tool and addressing directly to the audience that we are trying to reach out would pay off in the short and long run. Creating real, grass roots, community relations is one of the most effective ways to let people know about what our organzations are about. When we use some of the new technologies available in the market, like blogs or podcasts, in a way that the person feels that we are talking directly to her/him, we are creating a call for participation, a sense of involvement and ownership. It is not enough anymore to address our audiences like they are all alike, monolitical and standard. Museum-goers, like every other consumer, are more and more getting used to be addressed in a way that is particular, individualized and respondent to their particular needs. What could be more personal that being able to talk directly with the artists in an exhibition?

Internet, what do you think?