Museums and social media: Catalonia as a case study

Abstract

The main goal of this article is to describe the current situation of Catalonian museums in social media. The study and analysis was developed following both a quantitative and a qualitative methodology, by creating quantitative parameters and indicators and by gathering and observing data from different platforms. Results showed that only 60% of Catalan museums present a social media profile of their own, and most of them are significantly lacking regarding feedback from their followers. A very heterogeneous situation was also detected in the Catalan museum system, which has a complex territorial organization. Results also show that the introduction of state-of-the-art technologies is almost incidental. The discussion and conclusion also reflect on the presence and use of social media in Catalan museums, calling into question their communication strategies and plans, and suggesting how museums can communicate more effectively with their followers or visitors.

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