Nowe media w strategiach komunikacyjnych polskich muzeów. Od Facebooka do TikToka
New Media in Communication Strategies of Polish Museums. From Facebook to TikTok

Summary/Abstract: The changing world of digital media has had a huge impact on museum marketing strategies. To- day, it is virtually impossible to knowingly build the image of an institution without the use of social media. The analysis of the content posted on social media of Polish national museums will allow to define the nature of the relations built by these organizations with the social environment. However, another aspect of the presence of social media in museums is no less important: it is not only about information, marketing or image issues; social media are an important element of a consistent cre- ation of museums’ identity. A strong sense of self-identity is essential for museums not only to survive but also to thrive in an increasingly demanding world.

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