Museums and social networks, beyond the promotion
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Abstract
The popularity of Web 2.0, and specifically of social networks, has driven museums to be present in websites such as Facebook and Twitter, which are foreign to the museum field. The communication model used by these types of websites, based on opinions, comments and terse conversations, differs substantially
from the type of communication used by museums in their institutional websites. Adjusting the museum’s discourse to the format imposed by social media doesn’t mean to simply adjust the written message but to rethink its function. A follow-up of the activity in Facebook of the 15 most visited museums in the world during August, September, and October 2011, shows that social media do not seem to take advantage of a closer relationship between museums and their audiences. As a result, the social media’s potential is generally downgraded to a self-promotional tool. However, there are some examples of museums which, having gone beyond promotional objectives, show how the proximity with the public encourages the co-creation of museographic projects.
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