Facebook and Twitter, social networks for culture. An investigation on museums

Titolo Rivista MERCATI & COMPETITIVITÀ
Autori/Curatori Fabrizio Mosca, Bernardo Bertoldi, Chiara Giachino, Margherita Stupino
Anno di pubblicazione 2018 Fascicolo 2018/2
Lingua Inglese Numero pagine 21 P. 39-59 Dimensione file 495 KB
DOI 10.3280/MC2018-002003
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FrancoAngeli è membro della Publishers International Linking Association, Inc (PILA)associazione indipendente e non profit per facilitare (attraverso i servizi tecnologici implementati da CrossRef.org) l’accesso degli studiosi ai contenuti digitali nelle pubblicazioni professionali e scientifiche

Social networks are used by companies in order to maintain contacts with existing customers and gain new clients. In the cultural sector these instruments have been adopted only recently. The contribution of new technologies is crucial specially in terms of the huge opportunities they offer to give and receive feedback as well as to create a direct relationship between institutions and audiences. For museums, being online is as important as knowing how to use Web 2.0 in an effective way. Over the last decade, museums have experienced a strong cultural shift from object-oriented towards audience-oriented strategic approaches. Measuring the engagement rate of museums on the main social networks (Facebook and Twitter) is a first indication of the ability of museums to engage audiences, regardless of their popularity or the number of annual visitors. However, considering the number of Likes or Tweets is not enough to evaluate the effectiveness of the social strategies of museums. Users must feel part of museums’ life and interact with it. This research analyzes the results obtained by four samples of museums (varyingly well-known) on their Facebook and Twitter page with the aim of evaluating their level of interaction with audiences.

Keywords:Digital Marketing Museums, Social Networks, Engegement Rate.

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  • Creating Value through Social Media: Fresh Evidence from Cultural Organizations Cristina Caterina Amitrano, Roberta Gargiulo, Francesco Bifulco, in Journal of Creating Value /2018 pp.243
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  • A Twitter network analysis of European museums Dimitrios Kydros, Vasiliki Vrana, in Museum Management and Curatorship /2021 pp.569
    DOI: 10.1080/09647775.2021.1894475

Fabrizio Mosca, Bernardo Bertoldi, Chiara Giachino, Margherita Stupino, Facebook and Twitter, social networks for culture. An investigation on museums in "MERCATI & COMPETITIVITÀ" 2/2018, pp 39-59, DOI: 10.3280/MC2018-002003