Stakeholder engagement: verso un utilizzo dei Social Media nei musei italiani?

Titolo Rivista MANAGEMENT CONTROL
Autori/Curatori Silvia Fissi, Elena Gori, Alberto Romolini, Marco Contri
Anno di pubblicazione 2019 Fascicolo 2019/1 suppl.
Lingua Italiano Numero pagine 16 P. 145-160 Dimensione file 226 KB
DOI 10.3280/MACO2019-SU1008
Il DOI è il codice a barre della proprietà intellettuale: per saperne di più clicca qui

Qui sotto puoi vedere in anteprima la prima pagina di questo articolo.

Se questo articolo ti interessa, lo puoi acquistare (e scaricare in formato pdf) seguendo le facili indicazioni per acquistare il download credit. Acquista Download Credits per scaricare questo Articolo in formato PDF

Anteprima articolo

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 Media (SM) are an important tool whereby organizations may build and strengthen relations with a variety of stakeholders. By doing so, SM (such as Facebook, Twitter, Instagram and YouTube) enable organizations to realize a two-way communication, so favoring a dialogue with their audience. Previous researches have examined the use of these instruments in private, public and non-profit organizations. However, literature has so far devoted limited attention to the use of SM in the cultural sector and especially in museums. To this purpose, the paper aims to analyze the approach of Italian State Museums towards SM and furthermore to understand if, through SM, they actively seek stakeholder engagement (SE). In addition, in case of interaction or SE between museum and its stakeholders, the research aims to establish the prevailing approach which underlies the use of SM in the museum. The results of the analysis show that, although Italian museums are turning to SM more and more often, their approach continues to be exclusively communicational as they do not attempt to involve and engage actively with users. In addition, the interactions between the museum and its social supporters are very limited and, in the majority of cases, the attitude shown by the users is mostly collaborative rather than opposing.

Parole chiave:Italian State Museums, Social Media, Communication, Stakeholder engagement

  1. Amit R., Zott C. (2001), Value creation in e-business, Strategic Management Journal, 22, 6/7, pp. 493-520.
  2. Ang L. (2011), Community relationship management and social media, Journal of Database Marketing & Customer Strategy Management, 18, 1, pp. 31-38.
  3. Auger G.A. (2013), Fostering democracy through social media: evaluating diametrically opposed non-profit advocacy organizations’ use of Facebook, Twitter, and Youtube, Public Relations Review, 39, 4, pp. 369-376.
  4. Ayuso S., Rodriguez M.A., Ricart J.A. (2006), Using stakeholder dialogue as a source for new ideas: a dynamic capability underlying sustainable innovation, Corporate Governance, 6, 4, pp. 475-490.
  5. Bakhshi H., Throsby D. (2012), New technologies in cultural institutions: theory, evidence and policy implications, International Journal of Cultural Policy, 18, 2, pp. 205-222.
  6. Badell J.I. (2015), Museums and social media: Catalonia as a case study, Museum Management and Curatorship, 30, 3, pp. 244-263. DOI: 10.1080/09647775.2015.1042512
  7. Bartoloni M. (2018), Nasce il grande ministero turismo-agricoltura per il “marketing” del made in Italy, Il Sole 24 Ore, 2 luglio.
  8. Belasen A.T. (2008), The theory and practice of corporate communication. A competing value perspective, Thousand Oaks, Sage.
  9. Bellucci M., Manetti G. (2017), Facebook as a tool for supporting dialogic accounting? Evidence from large philanthropic foundations in the United States, Accounting, Auditing & Accountability Journal, 30, 4, pp. 874-905. DOI: 10.1108/AAAJ-07-2015-2122
  10. Benkler Y. (2006), The wealth of networks: how social production transforms markets and freedom, London, Yale University Press.
  11. Bonacini E. (2012), Il museo partecipativo sul web: forme di partecipazione dell’utente alla produzione culturale e alla creazione di valore culturale, Il Capitale Culturale, 5, pp. 93-125.
  12. Boost A. (2009), Digital cultural communication: the role of social media in the communication between cultural institutions and their audience, Digital Strategies for Heritage, Rotterdam, The Netherlands, 8-10 dicembre.
  13. Brainard L., Edlins M. (2015), Top 10 U.S. municipal police departments and their social media usage, The American Review of Public Administration, 45, 6, pp. 728-745. DOI: 10.1177/0275074014524478
  14. Cameron F. (2003), Digital futures I: museum collections, digital technologies, and the cultural construction of knowledge, Curator: The Museum Journal, 46, 3, pp. 325-340.
  15. del Águila-Obra A.R., Padilla-Meléndez A., Serarols Tarrés C. (2007), Value creation and new intermediaries on internet: an exploratory analysis of the online news industry and the web content aggregators, International Journal of Information Management, 27, 3, pp. 187-199.
  16. Fletcher A., Lee M.J. (2012), Current social media uses and evaluations in American museums, Museum Management and Curatorship, 27, 5, pp. 505-521.
  17. Freeman R.E., Evan W. (1990), Corporate governance: a stakeholder interpretation, Journal of Behavioural Economics, 19, 4, pp. 337-359. DOI: 10.1016/0090-5720(90)90022-Y
  18. Gori E., Fissi S., Fiumanò M. (2018), Social Network e Stakeholder Engagement, un binomio tutto da sviluppare? Un confronto tra le università pubbliche di Italia e Cina, Management Control, 1, pp. 95-116. DOI: 10.3280/MACO2018-001005
  19. Haussmann A., Poellmann L. (2013), Using social media for arts marketing: theoretical analysis and empirical insights for performing arts organizations, International Review of Public and Nonprofit Marketing, 10, pp. 143-163.
  20. Invernizzi E. (2000), La comunicazione organizzativa. Teorie, modelli e metodi, Milano, Giuffrè.
  21. Kaplan A.M., Haenlein M. (2010), Users of the world, unite! The challenges and opportunities of Social Media, Business Horizons, 53, 1, pp. 59-68.
  22. Kidd J. (2011), Enacting engagement online: framing social media use for the museum, Information Technology and People, 16, 2, pp. 64-72.
  23. Langa A.L. (2014), Does Twitter help museums engage with visitors?, iConference 2014 Proceedings, pp. 485-493.
  24. Lazzeretti L., Sartori A., Innocenti N. (2015), Museums and social media: the case of the Museum of Natural History of Florence, International Review on Public and Nonprofit Marketing, 12, 3, pp. 267-283.
  25. Lee C.S. (2001), Modelling the business value of information technology, Information and Management, 39, 3, pp. 191-210.
  26. López X., Margapoti I., Maragliano R., Bove G. (2010), The presence of Web 2.0 tools on museums websites: a comparative analysis between England, France, Spain, Italy, and the USA, Museum Management and Curatorship, 25, 2, pp. 235-249. DOI: 10.1080/09647771003737356
  27. Lovejoy K., Waters R.D., Saxton G.D. (2012), Engaging stakeholder through Twitter: how non-profit organizations are getting more out of 140 characters or less, Public Relations Review, 38, 2, pp. 313-318.
  28. Manetti G. (2011), The quality of stakeholder engagement in sustainability reporting: empirical evidence and critical points, Corporate Social Responsibility and Environmental Management, 18, 2, pp. 110-122.
  29. Manetti G., Bellucci M. (2016), The use of social media for engaging stakeholders in sustainability reporting, Accounting, Auditing & Accountability Journal, 29, 6, pp. 985-1011. DOI: 10.1108/AAAJ-08-2014-1797
  30. Manetti G., Bellucci M., Bagnoli L. (2017), Stakeholder engagement and public information through social media: a study of Canadian and American Public Transportation Agencies, The American Review of Public Administration, 47, 8, pp. 991-1009.
  31. Marty P.F. (2008), Museum websites and museum visitors: digital museum resources and their use, Museum Management and Curatorship, 23, 1, pp. 81-99.
  32. Osterman M., Thirunarayanan M.O., Ferris E.C. Pabon L.C., Paul N. (2012), Museums and Twitter: an exploratory qualitative study of how museum use Twitter for audience development and engagement, Journal of Educational Multimedia and Hypermedia, 21, 3, pp. 241-255.
  33. Owen D.L., Swift T., Hunt K. (2001), Questioning the role of stakeholder engagement in social and ethical accounting auditing and reporting, Accounting Forum, 25, 3, pp. 264-282. DOI: 10.1111/1467-6303.00066
  34. Padilla-Meléndez A., del Águila-Obra A.R. (2013), Web and social media usage by museums: online value creation, International Journal of Information Management, 33, pp. 892-898.
  35. PriceWaterhouseCoopers (2009), Arte, turismo culturale e indotto economico, Roma, PriceWaterhouseCoopers.
  36. Romenti S. (2008), Corporate governance e reputazione: dallo stakeholder relationship management allo stakeholder engagement, ImpresaProgetto, 2, pp. 1-23.
  37. Sibilio Parri B., Manetti G. (2014), Il dialogo fra musei e stakeholders tramite Internet: il caso delle Soprintendenze Speciali per il patrimonio storico, artistico ed etnoantropologico e per i Poli museali, Il Capitale Culturale, 9, pp. 123-153.
  38. Solima L., a cura di, (2012), Il museo in ascolto. Nuove strategie di comunicazione per I musei statali, Soveria Mannelli, Rubbettino.
  39. Srinivasan R., Boast R., Furner J., Becvar K.M. (2009), Digital museums and diverse cultural knowledges: moving past the traditional catalog, The Information Society, 25, 4, pp. 265-278.
  40. Statista (2018), Number of monthly active Facebook users worldwide as of 4th quarter 2017, The Statistics Portal – Statista, -- https://www.statista.com/statistics/264810/number-of-monthly-active-facebook-users-worldwide/.
  41. Suziċ B., Karlìček M., Střìteský V. (2016), Social media engagement of Berlin and Prague Museums, The Journal of Arts Management, Law, and Society, 46, 2, pp. 73-87.
  42. Tasich T., Villaespesa E. (2013), Meeting the real user: evaluating the usability of Tate’s website, in Proctor N., Cherry R. (eds), Museums and the Web 2013, Silver Spring, Museums and the Web.
  43. Thomson K., Purcell K., Rainie L. (2013), Arts organizations and digital technologies, Washington, Pew Research Center’s Internet & American Life Project.
  44. Trottier D., Fuchs C. (2015), Social media, politics and the State: protest, revolutions, riots, crime and policing in the age of Facebook, Twitter and YouTube, New York, Routledge.
  45. van Huijstee M., Glasbergen P. (2008), The practice of stakeholder dialogue between multinationals and NGOs, Corporate Social Responsibility and Environmental Management, 15, 5, pp. 298-310.
  46. Vogelsang A., Minder B., Mohr S. (2011), Social media für museen: ein leitfaden zum einstieg in die Nutzung von blog, Luzern, Hochschule Luzern.
  47. Waterton E. (2010), The advent of digital technologies and the idea of community, Museum Management and Curatorship, 25, 1, pp. 5-11.
  48. Waters R.D., Burnette E., Lamm A., Lucas J. (2009), Engaging stakeholders through social networking: how non-profit organizations are using Facebook, Public Relations Review, 35, 2, pp. 102-106.
  49. Zarrella D. (2010), The social media marketing book, Sebastopol, O’Really Media.

  • Corporate accountability and stakeholder connectivity. A case study Eleonora Masiero, Daria Arkhipova, Maurizio Massaro, Carlo Bagnoli, in Meditari Accountancy Research /2020 pp.803
    DOI: 10.1108/MEDAR-03-2019-0463
  • Museum anchors and social media: possible nexus and future development Pasquale Ruggiero, Rosa Lombardi, Sarah Russo, in Current Issues in Tourism /2022 pp.3009
    DOI: 10.1080/13683500.2021.1932768
  • How do museums foster loyalty in tech-savvy visitors? The role of social media and digital experience Lamberto Zollo, Riccardo Rialti, Anna Marrucci, Cristiano Ciappei, in Current Issues in Tourism /2022 pp.2991
    DOI: 10.1080/13683500.2021.1896487
  • Social Media Analytics and Metrics for Improving Users Engagement Ioannis C. Drivas, Dimitrios Kouis, Daphne Kyriaki-Manessi, Fani Giannakopoulou, in Knowledge /2022 pp.225
    DOI: 10.3390/knowledge2020014
  • To adopt or not to adopt? A co-evolutionary framework and paradox of technology adoption by small museums Luna Leoni, Matteo Cristofaro, in Current Issues in Tourism /2022 pp.2969
    DOI: 10.1080/13683500.2020.1870941

Silvia Fissi, Elena Gori, Alberto Romolini, Marco Contri, Stakeholder engagement: verso un utilizzo dei Social Media nei musei italiani? in "MANAGEMENT CONTROL" 1 suppl./2019, pp 145-160, DOI: 10.3280/MACO2019-SU1008