Analysing the importance of social media on European museums

Linguistics and English language Department, Lancaste University, LA1 4YW, United Kingdom

Corresponding author: j.shi9@lancaster.ac.uk

Abstract

Facebook and other social media platforms enable European museums to broaden their reach, engage visitors, promote collections and events, cooperate with industry professionals, and contribute to cultural heritage protection and promotion. This study analysed data from Facebook, Twitter, Instagram, and YouTube and found that Facebook played a significant role in increasing visitor numbers to European museums during and after the pandemic. This research explored how Facebook has positively impacted European museums by enhancing their visibility, accessibility, and engagement. During the pandemic period, museums utilized Facebook for virtual tours, online exhibitions, and interactive content to maintain connections with audiences. This digital shift enabled museums to reach wider and more diverse audiences while fostering community involvement and cultural enrichment. Furthermore, Facebook’s targeted advertising capabilities effectively promoted museum initiatives to interested individuals. In the decades since the epidemic, Facebook has continued to be an important tool for increasing outreach. This has been accomplished through live streaming events, educational programs, and user-generated material, all of which have helped to promote meaningful relationships with the general population.