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Use of twitter and Facebook by top European museums

Author

Listed:
  • Zafiropoulos, Kostas
  • Vrana, Vasiliki
  • Antoniadis, Konstantinos

Abstract

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.

Suggested Citation

  • Zafiropoulos, Kostas & Vrana, Vasiliki & Antoniadis, Konstantinos, 2015. "Use of twitter and Facebook by top European museums," MPRA Paper 77408, University Library of Munich, Germany, revised 07 Nov 2015.
    • Handle: RePEc:pra:mprapa:77408
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    More about this item

    Keywords

    European museums; Facebook; Twitter; performance; activity; popularity;
    All these keywords.

    JEL classification:

    • L83 - Industrial Organization - - Industry Studies: Services - - - Sports; Gambling; Restaurants; Recreation; Tourism
    • M1 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration
    • O1 - Economic Development, Innovation, Technological Change, and Growth - - Economic Development

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