Las estrategias de comunicación digital de los museos en las redes sociales. Análisis de presencia y rendimiento de los museos de arte catalanes

Identifier:  TDX:2713

Handle: https://hdl.handle.net/20.500.11797/TDX2713

Authors:  Satta, Federica

Abstract:
This doctoral thesis aims to understand how Catalan art museums can take advantage of social networks to promote, capture and retain new public, exponentially amplifying their working range. Exploring how the new digital media and social networks have profoundly influenced contemporary society, the first part of this research focused on the use of social platforms by international and Spanish museums, representing a wide range of actual examples of communication strategies. In addition, the present work made an attempt to overcome the scarcity of studies and analysis on the subject, promoting insights on social networks and museums, providing an up-to-date analysis of the strategies, the presence and performance of Catalan art museums in social networks. Finally, in order to provide a roadmap institutions can refer to when it comes to launching their own action in social media, this study highlight the most prominent communication strategies built on social networks.