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Social Media and Museums: Reframing Audience Engagement in the Digital Communication Age

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Social Media and Museums: Reframing Audience Engagement in the Digital Communication Age SOCIAL MEDIA AND MUSEUMS: REFRAMING AUDIENCE ENGAGEMENT IN THE DIGITAL COMMUNICATION AGE A Thesis submitted to the faculty of San Francisco State University In partial fulfillment of the requirements for the Degree Ow M U SST Master of Arts In Museum Studies by Shae Toshiko Iwasaki San Francisco, California May 2017 Copyright by Shae Toshiko Iwasaki 2017 CERTIFICATION OF APPROVAL I certify that I have read Social Media and Museums: Reframing Audience Engagement in the Digital Communication Age by Shae Toshiko Iwasaki, and that in my opinion this work meets the criteria for approving a thesis submitted in partial fulfillment of the requirement for the degree Master of Arts: Museum Studies at San Francisco State University. Edward Luby, Ph.D. Prc- — - ■ Ch Adjunct Professor of Museum Studies SOCIAL MEDIA AND MUSEUMS: REFRAMING AUDIENCE ENGAGEMENT IN THE DIGITAL COMMUNICATION AGE Shae Toshiko Iwasaki San Francisco, California 2017 Social media has become more than just a way to connect with people online, but a platform for constant communication used to disseminate news and updates, share ideas, follow brands, and build one’s identity. As the number of social media users continues to grow, museums must consider their role in this online space. In this thesis, the social media activities of museums in the context of audience engagement are examined. A survey of more than 200 museums is conducted in addition to a review of important literature on museums, technology, and audience engagement. Results indicate that marketing is the most important framework for posting content to social media platforms for a significant number of museums. However, it is concluded that social media has the potential to support museums in their communication and educational objectives. Several recommendations are made to advance museums progress in building relationships with audiences, through social media. I certify that the Abstract is a correct representation of the content of this thesis. -1 Chair, Thesis Committee / Date ACKNOWLEDGEMENTS To my thesis committee, Dr. Edward Luby, Dr. Victoria Lyall, and Chris Alexander, M.F.A., thank you for sharing your expertise, providing direction, and supporting me throughout this process. Your enthusiasm for and dedication to the field of museums are both inspiring and contagious. To my colleagues, friends, and family, who offered constant words of encouragement, a big, heartfelt thank you. TABLE OF CONTENTS List of Tables..............................................................................................................................viii List of Figures............................................................................................................................... ix List of Appendices.........................................................................................................................x Chapter 1: Introduction..................................................................................................................1 Organization of This Thesis.............................................................................................4 The Bigger Picture............................................................................................................5 Chapter 2: The Origins of Technology and Social Media in Museums......................... 6 Defining the Term “Digital” ........................................................................................... 6 Historical Overview of Museums Relationships with Emerging Technologies.... 10 The World Wide Web and the Internet........................................................................ 15 New Technology, New Behaviors, New Museology.................................................21 Computer-Mediated Communication & Social Media............................................. 23 Chapter 3: Museum Education and Audience Engagement..................................................31 Early Museums in Europe and America and their Public......................................... 32 Museum Education Origins and Theories................................................................... 36 The Values of Audience Engagement..........................................................................41 Social Media in the Frame of Museum Education, Audience Engagement, and Marketing.........................................................................................................................46 Chapter 4: Methodology.............................................................................................................51 Literature Review............................................................................................................51 Identifying Potential Survey Recipients......................................................................53 Selecting a Survey Method and Sending the Survey.................................................54 The Survey Questions.................................................................................................... 55 Chapter 5: Results........................................................................................................................66 Results by Question....................................................................................................... 67 Chapter 6: Discussion................................................................................................................. 93 Audience Development and Demographics................................................................ 94 Internal vs. External Communication and Collaboration......................................... 97 Metrics & Strategy..........................................................................................................99 Platforms........................................................................................................................ 101 Chapter 7: Conclusions and Recommendations....................................................................104 Conclusions....................................................................................................................105 Recommendations.........................................................................................................111 Concluding Thoughts................................................................................................... 116 Works Cited................................................................................................................................118 Appendices.................................................................................................................................. 126 LIST OF TABLES Table Page 1. Table 5.1: Responsibilities of the Social Media Manager(s).............................73 2. Table 5.2: Determining Social Media Impact at Museums...................... 84 3. Table 5.3: Frameworks Considered Most Important in Developing Social Media Content.......................................................................................................................86 4. Table 5.4: Processes Involved in Developing Content for Social Media.........87 5. Table 5.5: Methods Used to Learn About Social Media Audiences.................88 6. Table 5.6: Measuring the Success of Social Media Activities...........................90 7. Table 5.7: Selected Examples of Free-Response Answers................................92 LIST OF FIGURES Figures Page 1. Figure 2.1: Timeline launch dates of many major Social Network Sites...........24 2. Figure 3.1: The Interactive Experience Model...................................................... 40 3. Figure 5.1: Institution Types Represented in the Survey............................67 4. Figure 5.2: Geographic Regions Represented in the Survey............................... 68 5. Figure 5.3: Annual Budget Categories of Museums.............................................69 6. Figure 5.4: Number of Full-Time Staff at Museums............................................ 70 7. Figure 5.5: Museums with Social Media Managers......................................71 8. Figure 5.6: Number of Social Media Manager Staff at Museums...................... 72 9. Figure 5.7: Other Museum Departments that Oversee Social Media.................74 10. Figure 5.8: Number of Staff that Contribute to Social Media.............................75 11. Figure 5.9: Museum Social Media Platforms........................................................ 76 12. Figure 5.10: Social Media Platforms with the Most Followers........................... 77 13. Figure 5.11: Social M edia Accounts with the User Most A ctivity...........78 14. Figure 5.12: Frequency That Museums Post New Content.........................79 15. Figure 5.13: Museum Goals, Objectives, or Outcomes for Social Media.......... 80 16. Figure 5.14: Museums Meeting their Social Media Goals..........................81 17. Figure 5.15: Metrics Used to Measure Efficacy of Social Media Engagement................................................................................................................. 82 18. Figure 5.16: Museums with a Protocol for Determining Social Media Impact........................................................................................................................... 83 19. Figure 5.17: Topics Museums Post about on Social Media................................. 85 20. Figure 5.18: Museums with Plans to Develop Audiences Through Social Media...........................................................................................................................
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