Museums and social media: the case of the Museum of Natural History of Florence
Museums and social media: the case of the Museum of Natural History of Florence
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博物馆和社交媒体：佛罗伦萨自然历史博物馆的案例
DOI：
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发表时间：
2015
期刊：
影响因子：
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通讯作者：
Niccolò Innocenti
中科院分区：
文献类型：
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作者：
L. Lazzeretti;A. Sartori;Niccolò Innocenti
在过去的几年里，社交媒体（SM）一直被强调为非营利组织建立和加强与各种利益相关者关系的手段，尽管实证研究发现，与利润驱动的组织相比，社交媒体的采用有很大的延迟。对文化领域的关注较少，在文化领域，SM被广泛强调为赋予游客权力的一种方式。为此，本文提出了一个中型非营利性文化机构——佛罗伦萨自然历史博物馆（MNH）的案例研究，该博物馆与SM的接触相对较早。首先，通过直接访谈分析了不同社会网络在博物馆传播活动中的作用。此外，还测量了博物馆与其利益相关者在SM上的互动强度。最后，通过对博物馆在Facebook和Twitter上的简介进行定性内容分析，确定了SM上与利益相关者互动的性质。实证分析可以将社交媒体的理论潜力与其在现实生活中的实际实施进行比较，此外还可以揭示像MNH这样的中型文化机构在参与社交媒体时所面临的组织挑战。
Over the last years, Social Media (SM) have been emphasized as a means for nonprofit organizations to build and strengthen relations with a variety of stakeholders, although empirical studies have found a substantial delay in their adoption compared to profit-driven organizations. Less attention has been devoted to the cultural sector, wherein SM have been widely emphasized as a way to empower visitors. To this purpose, the paper presents a case study of a medium-sized non-profit cultural institution, the Museum of Natural History of Florence (MNH), which has engaged relatively early with SM. First, the role of different social networks within the museum’s communication activities is analysed through direct interviews. Moreover, the intensity of the museum’s interactions with its stakeholders on SM is measured. Finally, the nature of interactions with stakeholders on SM is identified through a qualitative contents analysis of the museum’s profiles on Facebook and Twitter. The empirical analysis allows to compare the theoretical potential of Social Media with their actual implementation in a real-life context, besides shedding light on the organizational challenges that medium-sized cultural institutions such as the MNH have to face when engaging with Social Media.