Spanish Museum Policies Through Social Media to Enhance Communication With the Stakeholders

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Author(s): Juana Alonso-Cañadas (University of Almería, Spain), Federico Galán-Valdivieso (University of Almeria, Spain), Laura Saraite-Sariene (University of Almeria, Spain)and Maria del Carmen Caba-Pérez (University of Almeria, Spain)
Copyright: 2021
Pages: 24
Source title: Research Anthology on Strategies for Using Social Media as a Service and Tool in Business
Source Author(s)/Editor(s): Information Resources Management Association (USA)
DOI: 10.4018/978-1-7998-9020-1.ch076

Keywords: Business Science Reference / E-Business / Media & Communications / Social Networking

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Abstract

The main aim of this chapter is to describe the current status of participation and commitment of stakeholders in museums and cultural institutions through social networks. The study and analysis were developed following a quantitative methodology to calculate an index of online engagement through direct observation of data from the social network Facebook. Results show low levels of engagement, being most of interactions carried out through “like” and “share” actions, with few comments. It has been also detected that science museums lead in popularity, thematic museums are more prone to comments, and virality stands out in monuments. Likewise, the publication of posts containing audio-visual content are more frequent, and its publication is usually carried out during the week and in the morning.

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Spanish Museum Policies Through Social Media to Enhance Communication With the Stakeholders

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