The Social Media “Magic”: Virtually Engaging Visitors during COVID-19 Temporary Closures
The Social Media “Magic”: Virtually Engaging Visitors during COVID-19 Temporary Closures
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社交媒体的“魔力”：在 COVID-19 暂时关闭期间虚拟地吸引游客
作者：
Brittany Ryder;T. Zhang;Nan Hua
本研究旨在探讨在COVID-19临时关闭期间，文化机构实施了哪些类型的数字内容及其对社交媒体参与的影响。现有的研究确定了数字内容和社交媒体在文化机构中的作用，但仅限于正常运营时期。这项研究通过探索所实施的数字内容的类型、对社交媒体参与的影响、社交媒体参与的衡量标准以及COVID-19临时关闭的未来影响，对现有文献进行了补充。本研究招募了来自美国各地的66家文化机构参加深入的半结构化电话访谈，以实现研究目标。博物馆、动物园、水族馆、表演艺术组织、遗产基金会和历史学会的代表出席了会议。采用了定性方法，对访谈记录的内容分析表明，文化机构通过现场和系列化内容、伙伴关系、筹款、增加透明度以及在临时关闭期间增加可访问性来实施数字内容，以建立社区。在此期间，文化机构主要使用Instagram和Facebook的数字内容，增加了社交媒体的参与度。虽然在衡量社交媒体参与度的最佳实践方面没有达成共识，但许多机构强调跟踪积极参与度，如喜欢，评论和分享。由于数字内容的成功，文化机构计划在正常运营期间继续开展数字内容活动，如视频、博客、合作伙伴关系和付费教育内容。
The purpose of this study was to explore what types of digital content cultural institutions implemented during COVID-19 temporary closures and their effects on social media engagement. Existing research identified the role of digital content and social media in cultural institutions, but only in times of normal operations. This study adds to the existing literature by exploring the types of digital content implemented, impacts on social media engagement, measures of social media engagement, and future implications in regard to COVID-19 temporary closures. This study recruited 66 cultural institutions from across the United States to take part in in-depth semi-structured phone interviews to fulfill the research goals. Museums, zoos, aquariums, performing arts organizations, heritage foundations, and historical societies were represented. A qualitative approach was adopted, and content analysis on the interview transcripts indicated that cultural institutions implemented digital content to build communities through live and serialized content, partnerships, fundraising, increased transparency, and increased accessibility during temporary closures. Using primarily Instagram and Facebook with their digital content, cultural institutions increased social media engagement during this time. Although there was no consensus on best practices in measuring social media engagement, many institutions highlighted tracking active engagement such as likes, comments, and shares. As a result of the success of the digital content, cultural institutions planned continued digital content campaigns such as videos, blogs, partnerships, and paid educational content in times of normal operations.