Where’s the engagement, Cheekwood?

Let me preface this post by saying that I am a great fan of Cheekwood Botanical Gardens and Museum of Art; however, after auditing the organization’s social media “buzz” and online presence for a few weeks, I am somewhat shocked!

For an organization that relies on donations and community support, Cheekwood’s engagement with the online public leaves much to be desired.

Although Cheekwood keeps up a Twitter account and Facebook page, they tend to broadcast rather than interact.

Regardless of the positive or negative feedback, there was not much of a response from the organization. As far as monitoring goes, I question Cheekwood’s attention to its online audience.

As of November 20, 2011, Cheekwood’s Klout score is 36, which I realize isn’t the most reliable analysis (Cheekwood has yet to actually sign up with Klout); regardless, this score seems insufficient for an organization that relies on the public.

Cheekwood’s website doesn’t even allow for public comments; the “Critic’s Corner” there is simply a collection of “favorite” comments. This lack of engagement and interaction cuts off feedback lines.

Within this time period that I monitored, news releases and twitter chatter discussed Cheekwood’s monetary problems and price increases. The organization itself has yet to actually release anything about it on its website, nor are there updated public financial records, the last update being from 2008.

Cheekwood is a beautiful, local organization that deserves public support and positive publicity, but without proper online interaction, the only engagement Cheekwood has is the engagement photography opportunities in the gardens.

Full Report: Social Media Audit Cheekwood

Cheekwood Audit Appendix


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