Published December 10, 2015 | Version v1
Journal article Open

Use of twitter and Facebook by top European museums

Creators

  • 1. University of Macedonia, Greece
  • 2. Technological Education Institute of Central Macedonia, Greece

Description

With social media becoming so pervasive, museums strive to adopt them for their own use. Effective use of social media especially Facebook and Twitter seems to be promising. Social media offer museums the possibility to engage audiences, potential and active visitors with their collections and ideas. Facebook and Twitter are the market leaders of social media. This paper records the top European museums and their Facebook and Twitter accounts. It records the use of the two media, and by applying statistical analysis it investigates whether Twitter use is in accordance to Facebook use. Findings reveal that this is not the case. By using Principal Component Analysis and Cluster Analysis the paper finds that there is, however, a district group of top museums which manage to excel in both media mainly by adopting carefully planned strategies and paying attention to the potential and benefits that social media offer.

Notes

SUBMITTED: August 2015. REVISION SUBMITTED: November 2015. ACCEPTED: December 2015. REFEREED ANONYMOUSLY. PUBLISHED ONLINE: 10 DEC 2015

Files

1-1-3.pdf

Files (435.1 kB)

Name Size Download all
md5:8dec5f3f0b1012cec83484df47c352f9
435.1 kB Preview Download

Additional details

Related works

Is part of
2529-1947 (ISSN)

References

  • Agichtein, Eugenie, Carlos Castillo, Debora Donato, Atistides Gionis, and Gilad Mishne. 2012. "Finding High-Quality Content in Social Media." WSDM'08, Palo Alto, California, USA, February 11–12.
  • Badell, Joan-Isidre. 2015. "Museums and social media: Catalonia as a case study." Museum Management and Curatorship 30(3): 244-263. doi: 10.1080/09647775.2015.1042512
  • Bocatius, Bianca. 2011. "Education and Learning in Museum 2.0. German Museums and the web 2.0." Kunstgeschichte. Accessed 7 April 2015. http://www.kunstgeschichte- ejournal.net/166/.
  • Brown, Allan and Rebecca Ratzkin 2011. Making Sense of Audience Engagement. San Francisco Foundation. Accessed 9 June 2016. http://galachoruses.org/sites/default/files/Barun-Making_Sense_of_Audience_Engagement.pdf .
  • British Museum. 2008. "Strategy to 2012." Accessed 7 June 2016. http://www.britishmuseum.org/pdf/Strategy%20to%202012%20web%20version.pdf.
  • British Museum. 2016. "Social Media Code of Conduct." Accessed 19 June 2016. http://www.britishmuseum.org/about_this_site/terms_of_use/social_media_code_of_conduct.aspx.
  • Chan, Jennifer Kim Lian. 2009. "The Consumption of Museum Service Experiences: Benefits and Value of Museum Experiences." Journal of Hospitality Marketing & Management, 18 (2-3): 173–196. doi:10.1080/19368620802590209
  • Caruth, Nicole and Shelley Bernstein. 2007. "Building an On-line Community at the Brooklyn Museum: A Timeline." Museum and the Web 2007, San Francisco, California, USA, April 11-14.
  • Capriotti, Paul, and Hugo Pardo Kuklinski. 2012. "Assessing dialogic communication through the Internet in Spanish museums." Public Relations Review, 38 (4): 619-626. doi:10.1016/j.pubrev.2012.05.005
  • Chung, Te-Lin, Sara Marcketti & Ann Marie Fiore. 2014. "Use of social networking services for marketing art museums." Museum Management and Curatorship, 29(2): 188-205, doi: 10.1080/09647775.2014.888822
  • Damkjær, Katrine 2010. "How to become a collective culture - The current affair between Danish art museums and Facebook." Accessed 20 May 2016. http://workingtogether.eyes2k.net/Damkjaer_CollectiveCulture.pdf
  • Dudareva, Natalia. 2014. "Museums in social media". MWF2014: Museums and the Web, Florence, Italy, February 18-21.
  • Durbin, Gall. 2016. "User-Generated Content on Museum Websites." Museum ID. Accessed 1 May 2016. http://www.museum-id.com/idea-detail.asp?id=352
  • Effing, Robin, Jos van Hillegersberg and Theo Huibers. 2011. "Social Media and Political Participation: Are Facebook, Twitter and YouTube Democratizing Our Political Systems?" In Efthimios Tambouris, Ann Macintosh, and Hans de Bruijn (Eds.): ePart 2011, LNCS 6847, 25–35. Wien: Springer.
  • Espinós, Alex 2016. "Museums on social media: Analyzing growth through case studies." MW2016: Museums and the Web 2016, Los Angeles, CA, USA, April 6-9.
  • Fletcher, Adrienne and Moon Lee. 2012. "Current social media uses and evaluations in American museums." Museum Management and Curatorship 27(5): 505-521. doi: 10.1080/09647775.2012.738136
  • Garibaldi, Roberta. 2015. "The use of Web 2.0 tools by Italian contemporary art museums." Museum Management and Curatorship 30(3): 230-243. doi: 10.1080/09647775.2015.1043329
  • Goulding, Christina. 2000. "The museum environment and the visitor experience." European Journal of Marketing, 34 (3-4) :261–278. doi: http://dx.doi.org/10.1108/ 03090560010311849
  • Gronemann, Sigurd Trolle, Erik Kristiansen and Kirsten Drotner. 2015. "Mediated co-construction of museums and audiences on Facebook." Museum Management and Curatorship, 30(3): 174-190. doi: 10.1080/09647775.2015.1042510
  • Holdgaard, Nanna and Lisbeth Klastrup. 2014. "Between control and creativity: challenging co-creation and social media use in a museum context." Digital Creativity, 25(3): 190–202. doi: 10.1080/14626268.2014.904364
  • Hung, Shin-Yuan, Charlie C. Chen, Hsin-Min Hung and Wen-Wen Ho. 2013. "Critical Factors predicting the acceptance of digital museums: user and system perspectives." Journal of Electronic Commerce Research 14(3): 231 – 243.
  • Huvila, Isto, 2013. "Engagement has its consequences: the emergence of the representations of archeology in social media", Archäologische Informationen 36: 21- 30. doi: http://dx.doi.org/10.11588/ai.2013.0.15382
  • Kidd, Jenny. 2011. "Enacting Engagement Online: Framing social media use for the museum." Information, Technology and People 24 (1): 64-77. doi: http://dx.doi.org/10.1108/09593841111109422.
  • Kurtović, Ileana, and Željka Miklošević. 2015. "Facebook as a Museum Content Sounding Board." 5th International Conference. The Future of Information Sciences (INFuture), Zagreb, November 11-13. doi: 10.17234/INFUTURE.2015.11
  • LaMagnetica. 2014. "Do Museums Worldwide form a true Community on Twitter?" Accessed 10 May 2016 http://www.lamagnetica.com/twitter-museum-study/download/museums-worldwide-community-twitter.pdf .
  • Langa, Lesley. 2014. "Does Twitter Help Museums Engage with Visitors?" iConference 2014 Proceedings 484-495.
  • Lazzeretti, Lucianna, Andrea Sartori and Niccolo Innocenti. 2015. "Museums and social media: the case of the Museum of Natural History of Florence." International Review on Public and Nonprofit Marketing, 12:267–283 doi: 10.1007/s12208-015-0136-5
  • Lopez, Ximena, Ilaria Margapoti, Roberto Maragliano, and Giuseppe Bove. 2010. "The presence of Web 2.0 tools on museum websites: a comparative study between England, France, Spain, Italy and the USA." Museum Management and Curatorship, 25(2): 235-249. doi: 10.1080/09647771003737356.
  • Lotina, Linda. 2014. "Reviewing museum participation in online channels in Latvia." Museum Management and Curatorship 29 (3): 280-292, doi: 10.1080/09647775.2014.919167.
  • Nierenberg, Olga. 2014. 'The Museum's Online Audience. A Public Perspective on Social Media of Dutch Art Museums'. Master Thesis. Erasmus School of History, Culture and Communication. Erasmus University Rotterdam
  • Osterman, Mark, Thirunarayanan Ferris, Elizabeth Pabon, Lizette Paul, and Natalie Berger Rhonda. 2012. "Museums and Twitter: An exploratory qualitative study of how museums use Twitter for audience development and engagement." Journal of Educational Multimedia and Hypermedia 21(3): 241-255.
  • Pett, Daniel. 2011. "A Day in the Life of a Lot of Archaeologists." Accessed 19 June 2016. https://blog.britishmuseum.org/tag/social-media/.
  • Pett, Daniel. 2012. "Uses of social media within the British Museum and museum sector." In Bonacchi, C, (ed.) Archaeology and Digital Communication: Towards Strategies of Public Engagement, 83-102.  Archetype Publications: London, UK.
  • Ringham, Jesse. 2011. 'Tate Social Media Communication Strategy 2011-12.' Tate Papers 15. Accessed 19 June 2016. http://www.tate.org.uk/research/publications/tate-papers/15/tate-social-media-communication-strategy-2011-12.
  • Russo, Angelina, Jerry Watkins, Lynda Kelly, and Sebastian Chan. 2008. "Participatory Communication with Social Media." Curator: The museum Journal 51(1): 21 - 31. doi: 10.1111/j.2151-6952.2008.tb00292.x
  • Russo, Angelina and Darren Peacock . 2009. "Great Expectations: Sustaining Participation in Social Media Spaces." Museum and the Web 2009, Indianapolis, Indiana, USA, April 15-18.
  • Schick, Lea, and Katrine Damkjær. 2010. "Can you be friends with an art museum? Rethinking the art museum through facebook." In Agnes Aljas, Raivo Kelomees, Marin Laak, Pille Pruulmann-Vengereldt, Tiina Randviir, Pille Runnel, Maarja Savan, Jaak Tomberg, Piret Viire (Eds.), Transforming culture in the digital age: Proceedings of the international conference in Tartu. 36–42. Tartu: University of Tartu.
  • Shore, Andrew. 2014. "World Cup Match of the Day." Accessed 19 June 2016. https://blog.britishmuseum.org/tag/social-media/.
  • Smith, Craig. 2016. "By the numbers. 170+ amazing Twitter statistics." Accessed 4 June 2016. http://expandedramblings.com/index.php/march-2013-by-the-numbers-a-few-amazing-twitter-stats/ .
  • Spiliopoulou, Anastasia-Yvoni, Simmon Mahony, Vassilis Routsis, & Christina Kamposiori. 2014. "Cultural institutions in the digital age: British Museum's use of Facebook Insights." Participations: Journal of Audience and Reception Studies 11(1): 286-303.
  • Srinivasan, Ramesh, Robin Boast, Jonathan Furner, and Katherine Becvar. 2009. "Perspective: Digital Museums and Diverse Cultural Knowledge: Moving Past the Traditional Catalog." The Information Society 25(4):265-278. doi: 10.1080/01972240903028714.
  • Statista. 2016. "Leading social networks worldwide as of April 2016, ranked by number of active users (in millions)". Accessed 3 June 2016. http://www.statista.com/statistics/ 272014/global-social-networks-ranked-by-number-of-users/
  • Trant, Jennifer, and Bruce Wyman. 2006. "Investigating social tagging and folksonomy in art museums with steve.museum." WWW 2006, Collaborative Web Tagging Workshop, Edimburg, Scotland, May 22-23.
  • Tripadvisor. 2013. 'Louvre's Community Manager: Social media is the "cherry on the cake"'. Accessed 19 June 2016. https://www.tripadvisor.com/TripAdvisorInsights/n1883/louvres-community-manager-social-media-cherry-cake.
  • Tuğbay, Sirin. 2012. "Museums and Visitors on the Web. A comparative study of visitor engagement on social media in Dutch and Turkish museums." M.A. Thesis in Cultural Economics and Cultural Entrepreneurship – Erasmus University Rotterdam.
  • Van Gogh Museum. 2014. 'Van Gogh is highly popular in the social media'. Accessed 19 June 2016. http://www.vangoghmuseum.nl/en/about-the-museum/press/press-releases/van-gogh-is-highly-popular-in-the-social-media.
  • Villaespesa, Elena. 2013. "Diving into the Museum's Social Media Stream. Analysis of the Visitor Experience in 140 Characters." MW2013: Museums and the Web 2013, Portland, OR, USA, April 17-20.
  • Whelan, Rebecca. 2011. "The Use of Social Media in Museums". Report for Peterborough Museum and Archives, Project ID: 4157.
  • Zephoria. 2016. "The Top 20 Valuable Facebook Statistics – Updated May 2016." Accessed 3 June 2016. https://zephoria.com/top-15-valuable-facebook-statistics/.