Introduction
The COVID-19 pandemic was a seismic event that forced museums and libraries to shut their doors, shifting their focus to digital platforms almost overnight. As physical spaces became inaccessible, these cultural institutions had to adapt quickly, discovering new ways to reach and engage their audiences digitally. From virtual tours and online exhibitions to live-streamed events and digital archives, the shift to digital opened up new possibilities for global outreach. But, as the world emerged from the pandemic and restrictions eased, many institutions are retreating from these digital innovations, refocusing only on live programs. This article explores how museums and libraries have missed a crucial opportunity by not sustaining their digital momentum in the post-COVID world, while also highlighting examples of those who got it right.
The Digital Shift During COVID-19
During the pandemic, museums and libraries found themselves at a crossroads. With physical doors closed, they turned to digital platforms to continue serving their communities. This shift led to a surge in online content, including virtual tours, webinars, online workshops, and more. Institutions before viewing digital as a supplementary tool began to see it as an essential means of connection. For many, this period of digital innovation allowed them to reach broader, more diverse audiences, including those who never have set foot in their physical locations.
One of the most famous examples of this digital shift was the National Cowboy & Western Heritage Museum in Oklahoma. During the pandemic, the museum’s security guard, Tim Send, took over its social media accounts and quickly became an internet sensation.
His endearing, humorous posts not only entertained audiences but also dramatically increased the museum’s online following.
This example underscores the power of digital engagement, where creativity and authenticity can significantly boost an institution’s profile.
Another example is the Getty Museum in Los Angeles, which launched the #GettyMuseumChallenge. The museum encouraged people to recreate famous artworks using household items, a challenge that went viral and generated enormous engagement.
The challenge highlighted how digital content fosters creativity and community during difficult times.
The happiest of endings is the publication of a book including the best of submissions. Talk about engagement, the Getty’s program is something to be copied for continued engagement.
Post-COVID: A Retreat from Digital?
As the pandemic subsided and institutions reopened, there was a noticeable retreat from the digital-first strategies that had been so successful during COVID-19. Museums and libraries, eager to reestablish their on-site presence, shifted their focus back to in-person programming. While this return to physical spaces was essential for community engagement and economic recovery, it often came at the expense of the digital innovations developed during the pandemic. Many institutions scaled back their online offerings, viewing them as temporary solutions rather than permanent strategies.
Unfortunately, not all institutions can survive the financial strain of prolonged closures, leading to permanent closures for some. For example, the San Francisco Art Institute, a historic institution known for its art programs and galleries, closed its doors in 2022 after 151 years of operation. The pandemic exacerbated its financial difficulties, and despite efforts to sustain the institution, it closed.
Fortunately for the community, the school was purchased with an endowment of roughly $30 million. Importantly, the new arts nonprofit’s advisory committee is made up of senior heavy hitters in the SF art arena
The Portland Children’s Museum, located in Portland, Oregon, was a beloved institution dedicated to the education and enrichment of children through interactive and imaginative play. Unfortunately, the Portland Children’s Museum permanently closed its doors in June 2021 due to financial difficulties exacerbated by the COVID-19 pandemic. The decision to close was a significant loss for the community, as the museum had been a cherished resource for families for many years.
Efforts are in motion to rebuild a new children’s museum for the city.
These closures highlight the precarious position that many cultural institutions found themselves in during the pandemic. While some can adapt and innovate, others struggle to survive, demonstrating the critical need for a balanced approach that includes both digital and physical engagement.
The Missed Opportunity
The retreat from digital is a missed opportunity for museums and libraries. The pandemic demonstrated that digital platforms significantly expand the reach and impact of these institutions, connecting them with global audiences and offering new ways to experience culture and knowledge. By scaling back digital efforts, many institutions have inadvertently alienated the new audiences they had attracted during the pandemic. Additionally, the hybrid model—where digital and in-person experiences coexist—offers a sustainable path, allowing institutions to continue reaching those who can’t visit in person while enhancing the on-site experience with digital elements.
Who Got It Right?
While many institutions retreated from digital, some recognized the potential of maintaining and even expanding their online presence. The New York Public Library (NYPL) is a prime example of an institution that continued to rank digital engagement post-COVID. During the pandemic, the NYPL ramped up its digital content, offering virtual storytimes, online book clubs, and expanded access to its digital collections. Rather than scaling back as physical branches reopened, the NYPL has continued to invest in its digital platforms, recognizing that they offer a unique way to reach audiences beyond the city.
Another excellent example is the Smithsonian Institution, which embraced a hybrid model by enhancing both its online and on-site offerings. The Smithsonian created the “Smithsonian Open Access” initiative, making millions of images and resources freely available online for public use.
This commitment to digital accessibility has not only expanded the Smithsonian’s reach but also reinforced its role as a leader in educational resources.
The Missed Opportunity
The retreat from digital is a missed opportunity for museums and libraries. The pandemic demonstrated that digital platforms significantly expand the reach and impact of these institutions. They connect them with global audiences and offer new ways to experience culture and knowledge. By scaling back digital efforts, many institutions have inadvertently alienated the new audiences they had attracted during the pandemic. Additionally, the hybrid model—where digital and in-person experiences coexist—offers a sustainable path. By allowing institutions to continue reaching those who can’t visit in person while enhancing the on-site experience with digital elements.
Social Media: A Missed Marketing Opportunity
One of the most puzzling aspects of the post-COVID digital retreat is the way many museums and libraries bury their social media links at the bottom of their websites. During the pandemic, social media emerged as one of the most powerful tools for engaging with audiences worldwide.
These platforms allowed institutions to share content quickly, foster community interactions, and keep visibility even when physical spaces were closed. Yet, despite this proven effectiveness, many institutions still treat social media as an afterthought.
Post-COVID, social media should be front and center on museum and library websites. They serve as the main attraction for online visitors. These channels are not just marketing tools. They are dynamic platforms for delivering content, engaging with users, and building global communities. By relegating social media links to the bottom of their websites, institutions miss out on the best opportunity to reach new audiences and keep relevance in an increasingly digital world.
Why Digital Should Stay a Priority
- Global Reach: Digital platforms break down geographical barriers, allowing institutions to reach a global audience. This expanded reach can drive engagement, increase visibility, and attract new supporters.
- Accessibility: Digital content can make museums and libraries more accessible to people with disabilities, those with limited mobility, and others who face barriers to physical attendance.
- Innovation: Maintaining a strong digital presence encourages ongoing innovation, allowing institutions to experiment with new formats, technologies, and ways of engagement.
- Resilience: A robust digital strategy can help institutions stay resilient in the face of future disruptions, whether due to pandemics, natural disasters, or other unforeseen events.
Conclusion
The COVID-19 pandemic was a turning point for museums and libraries, pushing them to embrace digital platforms in ways they had never done before. But, as these institutions move ahead, they mustn’t lose sight of the lessons learned during the pandemic. By prioritizing digital engagement, museums and libraries can stay relevant, accessible, and resilient in an ever-changing world. The future of these institutions lies not in a return to the past but in a hybrid model that fully integrates the digital with the physical, offering the best of both worlds to their audiences.
