4 X

Increase in time on site

30 %

Lower bounce rate


The Royal Ontario Museum is the largest museum in Ontario, hosting collections of art, natural history, and world culture. They are one of the leaders in the evolution of digital museum culture.

Key Benefits.

  • Gaining visitor insights through monitoring social media visuals
  • Discovering and getting rights to thousands of authentic visuals for offline use
  • Cultivating a sense of ownership and community with visitors

Size of Social+Digital Team.


How the ROM Shapes Their Digital Strategy Around Their Community.

With thousands of people visiting everyday, it was important for the Royal Ontario Museum (ROM) to have a platform to manage their community on social media and carry out their content marketing. CrowdRiff’s ability to gather social media content, organize it and make it easy to share was very valuable to the ROM.

Museums have a huge advantage because they house thousands of artifacts and every single of these artifacts has a story behind it. The curators of the museum have a million stories that they can tell about the collections that are on display in a visual and entertaining way with social campaigns like #FNLROM and #ROMpeii.

“One of the things that CrowdRiff has enabled us to do is really simply gather and collect, organize and share the content that is being shared through social media. And really reign in the conversations and participate in those dialogues very directly.” -- Cheryl Fraser, Web Manager, ROM

CrowdRiff has become an integral to their social media engagement, enabling the team to do hours worth of work in minutes. Through CrowdRiff’s Conversations feature, the ROM can choose multiple social photos and videos to like and comment on at once. They even have special Conversation groups in Latin, that are sent out to visitors who post with the hashtag #ROMpeii, while visitors who post pictures of T-Rex get comments with fun facts about the dinosaur.

With CrowdRiff, the ROM is able to keep a close eye on the public reaction to exhibits, and engage in conversations with the community, which ultimately leads to more visitors and engaged fans on social media channels.

The ROM loves showcasing user-generated content to show some love to their visitors. By featuring UGC, they give the community and visitors a real sense that they are involved in what the museum is doing. CrowdRiff enables the museum to harness harness all the relevant and entertaining user-generated content and display it in an engaging and an exciting way.

Set of Quotation Marks

Over the last year using CrowdRiff it’s been really easy to show the power of earned media and UGC. We no longer tell people that we are cool, people are doing it for us.

Ryan Dodge, Digital Engagement Coordinator, ROM

One way they feature UGC is on the homepage of their website, with CrowdRiff Galleries. This gallery regenerates and updates as new photos are moderated and is a great way for the museum to show visitors exactly what they are going to experience before they even get to the museum.

The images sourced with CrowdRiff are also displayed on TV screens behind the admissions desk. People can see the experience that they are going to have in our exhibits, showing visitors from the get-go that their photos are encouraged and appreciated.

"Showing that people are having fun at the museum that they enjoy their visit but also that we care and we’re listening and we’re responding to them through the engagements has been huge for us." -- Ryan Dodge, Digital Engagement Coordinator, ROM

The ROM also gains important intelligence from CrowdRiff as the visitor experience is captured so well through photos on social media. Because CrowdRiff collects all photos tagged with the ROM’s hashtags and geo-locations (i.e. any tracking term the ROM specifies) the team at the museum can easily see where people go to take pictures, and therefore which sections of their exhibits are most engaging.

According to Cheryl Fraser, Web Manager at the ROM, the insights gathered through CrowdRiff informs future strategies. It helps the ROM understand what their visitors value, and lets them shape future developments in the ROM’s collections and exhibitions.