Details

Autor(en) / Beteiligte

• Suzić, Bojana
• Karlíček, Miroslav
• Stříteský, Václav

Titel

Social Media Engagement of Berlin and Prague Museums

Ist Teil von

• The Journal of arts management, law, and society, 2016-03, Vol.46 (2), p.73-87

Ort / Verlag

Washington: Routledge

Erscheinungsjahr

2016

Quelle

Taylor & Francis Journals Auto-Holdings Collection

Beschreibungen/Notizen

• Attracting visitors and engaging them effectively in the highly competitive and saturated environment shaped by Web 2.0 and online social networking forces museums to creatively and purposefully examine channels for extended interaction with audiences. This exploratory and comparative research aims to compare the state of social media strategies across museums of two regions and to identify the influence of applied strategies on users' reactions. The surveyed sample considers 296 museums from two European capitals-Berlin and Prague-whose activity has been observed during a three-month period. The findings identify the differences in the approaches of museums and suggest that the frequency and characteristics of published messages correlate to the level of fan reactions, facilitating targeted relationship-building possibilities with online audiences. They further imply that the museums can influence the engagement of visitors by focusing on the particular properties of their posts, both in the sense of post structure, media application, and underlying semantic features.