Museums and the Web

An annual conference exploring the social, cultural, design, technological, economic, and organizational issues of culture, science and heritage on-line.

You are hereTate Online Strategy 2010–12

Tate Online Strategy 2010–12

TitleTate Online Strategy 2010–12
Publication TypeWeb Article
Year of Publication2010
AuthorsStack, J.
Secondary TitleTate Papers
VolumeSpring 2010
Access Date21/11/2010
ISSN Number1753-9854
Keywordsmuseum policy, online policy, policy, strategy, Tate, web policy

"1. Introduction

Tate Online aims to help fulfil Tate’s mission to increase public understanding and enjoyment of British and modern international art. Given the rapidly developing scope and potential of digital communications, Tate Online is uniquely placed to reach new audiences and engage them in new ways.

New technologies and online services, together with the proliferation of high-speed internet connections and mobile internet connectivity, have changed the web radically in the past few years. However, cultural and heritage organisations have been slow, by and large, to respond to these changes.

Tate Online is widely recognised as among the best museum websites in the world. This reputation is largely built upon the extensive and deep content that has been produced and published online over the past eight to ten years. However, we should no longer view the website solely as a channel for publishing Tate content; we should see it as an interactive platform for engaging with audiences.

With the exception of a number of recent audience participation projects on Tate Online that have made use of social media (in particular, partnerships with Flickr, Blurb, Threadless and MySpace), some excellent interactive exhibition websites (notably Francis Bacon and Miroslaw Balka, and a handful of key strategic developments (notably Tate Kids, Tate Papers, Tate Channel and TateShots), much of Tate Online is a relatively flat, even monolithic and impervious, website.

It is thus clear that a complete overhaul of the website is required for Tate to realise its ambitions for a website that can deliver the Tate 2015 vision, refreshed brand values, the new audience strategy and the emerging learning strategy. At the heart of this overhaul are Tate’s online audiences and a rethinking of how we engage with them.

Our ambition is to make Tate Online the most engaging and most social arts website, to match this with the richest, deepest arts content found anywhere on the web, and to pair this with an increased presence for Tate beyond our own website, so that we engage with Tate audiences wherever they are active online. To achieve this ambition we should move on from considering Tate Online as ‘Tate’s fifth gallery’ to making online, quite simply, a dimension of practically everything Tate does, from research and conservation to fundraising and public programmes. "