Adoption of Social Media for Public Relations by Museums
Adoption of Social Media for Public Relations by Museums

Summary/Abstract: Conceptual evolution of the Internet and Web, substantiated through Web 2.0 and the emergence of online social networks, reinvented the way that enterprises interact with their customers. Museums, as cultural institutions with an important mission, are not unaffected by that change, however. In order to fulfil their duties and societal purpose successfully, they have to attract visitors' attention and engage the public effectively in a highly competitive and saturated environment. The goal of this paper is to analyze and compare the social media presence of museums in two European capitals. It focuses on museums in Prague and Berlin, and considers their general Web presence and the dynamics of activities on Facebook. In order to understand the integrative social media approach of museums in both regions, we investigated additionally Twitter and Youtube presence among museums with a Facebook account. The study reveals a lower presence of Prague museums both on the Web and in the identified social media networks, in comparison to Berlin museums. Moreover, we conclude that the presence of both regional museums on social media networks is low, while the integration and simultaneous application of more networks at the same time are negligible, both for Prague and Berlin museums.

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