Martin Baker suggests that when cultural organisations don’t encourage their visitors to give online reviews, they are missing out on a free form of publicity which carries enormous weight with potential visitors.
In an article published by Arts Professional he discusses why cultural organisations might be reluctant to request reviews from the public, but what they are missing out on when they don’t. Although the article talks about the arts, it is just as applicable to museums.
The article also includes a useful summary of dos and don’ts when collecting visitor opinions.
The AIM benchmarking tool, Visitor Verdict, can help collect some of the information which Baker discusses, though in the case of Visitor Verdict this is not published publicly, but does have the added advantage that your museum’s performance can be compared with other similar organisations’.
Read the full article on Arts Professional’s website here.