Social media som kommunikativt verktyg

Sammanfattning: There is a growing interest in the usage of social media in European museums. Research in the area is scares though. The problem is a lack of an overview on how the usage of social media is spread around Europe and on how museums use social media. Through the observation of 70 European museums and how they use different social media tools, we hope to clarify these questions. We used a three way approach where we ask the museums about there attitude towards social media. We then made observations regarding numbers such as how many Facebook likes a museum received or how many twitter followers they had. Finally we made three case studies to grasp a better understanding on how they use social media. Our results tell about regional differences in Europe. Great Britain is a forerunner when it comes to social media. Beyond Great Britain the results are less unequivocal. The size of the museum matters when counting number of visitors to the different social media tools. The correlation between regular visitors and digital visitors isn't as apparent in the medium sized museums around Europe though. 84% of the studied museums had a presence on at least one social media tool. The attitude towards social media was mostly positive. Finally we could see a clear difference in how museums used the different social media tools available.