Η χρήση των μέσων κοινωνικής δικτύωσης (Facebook, Instagram και Twitter) από πολιτιστικούς οργανισμούς και η ανταπόκριση του κοινού

Abstract

This thesis studies communication issues in cultural organizations, giving an emphasis on the relationship of museums and their visitors on social media. First, a brief overview of the changing relationship of museums with their audiences and the impact of using Web 2.0 tools is presented. Then, there is a brief presentation of how the three social media (Facebook, Twitter, Instagram) work. Some useful statistics are also given for a better understanding of the penetration of the specific media in human communication. The second part of the thesis presents the example of the Benaki Museum. The Museum’s communication actions on the three social media are recorded, and a classification of the posts it uses is suggested. The most popular posts of the museum are analysed as well as the comments made by the users. From the analysis of the posts and the comments, some basic conclusions are drawn regarding the use of the three social media by the Benaki Museum.