Use of social networking services for marketing art museums

Abstract

The purpose of this study was to explore the use of social networking services (SNS) by art museums and the effectiveness of SNS as marketing tools. Staff members responsible for SNS from 12 art museums in the Midwestern United States were interviewed to gain an in-depth understanding of SNS usage and their perceptions of SNS effectiveness. We identified three distinct marketing applications for which SNS were being used: building awareness, engaging with the community, and networking. Based on analysis of the data, three marketing strategies using SNS were proposed for cultivating relationships with visitors. Other recommendations included incorporating SNS into formal strategic marketing plans aimed at improving museum–visitor relationships and establishing protocols to maximize the efficient use of available resources.