POST: No Holds Barred Advice from Tom Scheinfeldt 1

Tom Scheinfeldt shares some thoughts about how he evaluated a “venerable cultural heritage institution’s” digital program. Scheinfeldt’s appraisal offers cultural heritage institutions a useful roadmap for considering what digital programs need to be successful and relevant, such as an integrated social strategy and mobile strategies. Above all, Scheinfeldt reminds us that “Digital is not a revenue center, it’s an operating cost like the reading room, or the permanent galleries, or the education department. You shouldn’t expect increased revenues from a website redesign any more than you should from a new coat of paint for the front door.”