Articlehybrid2022

Museum communication management in digital ecosystems. Impact of COVID-19 on digital strategy

Carlos de las Heras-Pedrosa · Patricia Pilar Iglesias-Sánchez · Carmen Jambrino-Maldonado · Pilar López‐Delgado · Emelina Galarza Fernández

29 citations0/0 files storedMuseum Management and Curatorship

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Museums and Cultural Heritage Digital Marketing and Social Media Public Relations and Crisis Communication

Abstract

The COVID-19 pandemic has seriously affected the world's cultural institutions, as well as driving digitization and a change in the relationships with their audiences. This study explores how the most visited art-museums in Spain have reacted through their social networks to the pandemic. Two key moments, the confinement and a period one-year after the declaration of the health crisis are compared. A mixed method by combining a content analysis of 2392 publications on Twitter and Instagram and two regression models evidence that COVID-19 has been a turning point in the management of museum communication in digital ecosystems. The main findings highlight the importance of active listening and the ability of these channels to create experiences beyond the physical visit. The strategic value of its implementation is underlined. Practical implications are included and it emphasized the role of entertainment and social support of the museums in crisis situations.

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References

2019Content Analysis: An Introduction to Its Methodology 2018Correlation Coefficients: Appropriate Use and Interpretation 1990Basic Content Analysis 2020Italian state museums during the COVID-19 crisis: from onsite closure to online openness 2017Exploring the experience value of museum visitors as a co-creation process 2016Digitisation, digital interaction and social media: embedded barriers to democratic heritage 2013Instagram at the museum 2012Current social media uses and evaluations in American museums

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