Small exhibition, great potentiality. The importance of social media

During my previous work experiences, before my “escape” in China, I have collaborated on the creation of some art exhibitions in Italy, with low media profile, but high cultural level, which have had the most different topics, from the solo to the religious theme.

To better understand the audience and the potential of these small events, which is a part of the immense artistic heritage of Italy, I used to submit a short questionnaire.

This is resume of case, happened in 2013, during an art exhibition located near Venice, Italy and it was about a local painter from XIX century.

The questionnaire had the overall aim of identifying the level of appreciation from visitors. The data analysis was intended to investigate the popularity, the unappreciated facts  and the media that informed  about the exhibition and then pushed the visitors reach the exhibition.

The methodology used was based on a ready to fill questionnaire and released physically to the interviewees. The administration of the questionnaire lasted a month.

The results: the satisfaction of the public about the exhibition was very positive or positive and only a fraction of it has remained indifferent and no one was considered it negative. The vast majority of respondents were aware of the exhibition or because they already directly involved with the agencies responsible for its organization, 24%, or by word of mouth, 32%, and only 8% from local television media, outlining the almost total ineffectiveness this particularly expensive media.

The work has analyzed a sample of 116 people (933 total visitors). Despite the obvious limitations research, this has indicated a number of significant results. The research datas make possible to assert that the investigated sample, agreed to consider the exhibition a positive event and very interesting. However, the channel of communications chosen were wholly inadequate (the almost total ineffectiveness of television and the press, the strong shortage of sites well connected to the internet and the absence of the event from social networks). But despite the small number of people surveyed and the short time of particularly significant outcomes, it came to light a proposal for future cultural events and initiatives. All these would  consider that future exhibitions should extend the range of media (internet, social networks, etc.) and focus on those facilitating buzz virally to able to attract more visitors and also a consumer definitly more youthful.

Giandomenico Padovan