Mahony, S;
Spiliopoulou, A;
Routsis, V;
Kamposiori, C;
(2017)
Cultural institutions in the digital age: British Museum’s use of Facebook Insights.
Participations: Journal of Audience & Reception Studies
, 11
(1)
pp. 286-303.
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Abstract
Over the last decade, museums have experienced a strong cultural shift from objectoriented towards audience-oriented strategic approaches. This paper reviews the relevant literature on this transition and provides supportive evidence of the impact that social media have upon the relationship between cultural organisations and their audiences. Data deriving from the use of the British Museum’s Facebook page provides a comprehensive evaluation of the museum’s general social media strategy. Given the dominance and widespread use of Facebook and other social media, the degree of engagement of cultural organisations with them, seem to have become an inseparable factor on the scale of effectiveness of the relation with their audiences and the levels of visitor attendance. This research aims, by using one of the most prestigious museums in Britain as a case study, to provide an initial comprehensive set of insights into the use of social media by cultural organisations. The findings of this study are based on research conducted for the first author’s postgraduate studies at the Centre for Digital Humanities, Department of Information studies, University College London.
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