Now, that might not seem like a big deal in the scheme of things. But if you've been following Shelley and the Brooklyn Museum for as long as I have - and with the same level of admiration for her/their smarts, insight, bravery and sheer ambition - then it's a bit like being told ... oh, I dunno, that Bruce Willis has been dead all along or something.
Shelley explains the switches in this way:
As part of a social media strategic plan, we are changing gears a bit to deploy an engagement strategy which focuses on our in-building audience, closely examines which channels are working for us, and aligns our energies in places where we feel our voice is needed, but allows for us to pull away where things are happening on their own.
In the rest of the post, she details what this really means right now - from leaving Flickr and the Commons to deleting their FourSquare page. As Shelley said at the time in a tweet: 'we owe it to the active when the community is. we owe it to them to leave when we can't be.'
Where this links inside my head to that DMA stuff is that phrase 'focuses on our in-building audience'. The amount of time we spend online having fun with people who might never (or only very irregularly) visit us is something I think about frequently these days. Those thinks are still cloudy, but they're coming together in something that I hope will make a rational appearance soon.
*The announcement wasn't made at the conference, but I daresay the timing is not coincidental.