Tate Digital Strategy: Digital as a dimension of everythingProfessional Forum
John Stack, UK
The environment in which Tate works is substantially different from the period when the Tate Online Strategy 2010–12 was developed. Whereas the previous strategy was a response to the critical need to comprehensively overhaul the Tate website, the Tate Digital Strategy 2013–15 addresses how we use our web platform and digital media more widely and embed digital skills across the organisation.
The three concerns in the Tate Online Strategy 2010–12 – content, community and revenue – remain valid as do the ten guiding principles. However, the next phase is significant and challenging because it will involve practically every department at Tate and an associated cultural shift.
Digital has moved from being the concern of a handful of digital specialists in one department to an aspect of practically everything Tate does. Over the summer and autumn of 2012, stakeholders across Tate were interviewed about their ambitions for the use of digital media. From marketing to publishing, from fundraising to learning, from research to human resources, all departments are now looking to realise more of their strategic goals in the digital space.
Tate's new digital strategy identifies areas for transformation across numerous departments and activities. These are spread across the underlying themes of content, community, revenue and critically, organisational change and organisation-wide engagement, which is the enabler for this transformation.