Addressing social media challenges and choices of top European museums during COVID-19: realities and trends

Paper

Wednesday, April 07, 2021: 1:30pm - 3:00pm - - Paper Session

Georgios Papaioannou, Ionian University, Greece, Greece, Eleni Sfyridou, Ionian University, Greece

Published paper: Addressing social media challenges and choices of top European museums during COVID-19: realities and trends

This paper addresses the social media presence of the “top” museums in twenty-seven European countries (as per TripAdvisor 2018) during the COVID-19 pandemic. It continues and builds upon the work presented at the MW20 conference. We aim to address the change in the approaches and practices, as well as to identify new social media channels, policies, and strategies employed by museums towards supporting museums as online-only entities during the pandemic, expanding audiences, seeking new sources of income, re-approaching sustainability, maintaining and/or developing educational roles, and supporting local communities. Our comparative approach aims to offer an insight into the role of social media in museums’ new normalcy.

Bibliography:
Belenioti ZC., Tsourvakas G., Vassiliadis C.A. (2019) Do Social Media Affect Museums’ Brand Equity? An Exploratory Qualitative Study. In: Kavoura A., Kefallonitis E., Giovanis A. (eds) Strategic Innovative Marketing and Tourism. Springer Proceedings in Business and Economics. Springer, Cham.

Gerrard, D., Sykora, M., & Jackson, T. (2017). “Social media analytics in museums: extracting expressions of inspiration.” Museum Management and Curatorship 32(3), 232-250.

Giannini, T. and Bowen, J., 2019. Museums And Digital Culture. New Perspectives and Research. 1st ed. Switzerland: Springer.

ICOM (2019). ICOM Social Media Guidelines. Paris: International Council of Museums (ICOM).

Papaioannou, G. and Sfyridou, E., 2020, “Addressing social media choices of top European museums: framework, realities, and trends”, MW20 [Online], Los Angeles, 31 March – 4 April 2020, <https://mw20.museweb.net/paper/social-media-choices-of-top-european-museums-content-analysis-addressing-realities-and-trends-towards-multi-way-museum-communication-schemes/