Museums and social networks: a strategy of diversion
Art & Business | Social media are an omnipresent element of digital branding strategies and are increasingly integrated into the museum experience from a marketing angle. New behaviors emerge and modify the relationship between the visitor and the museum.
The development of the « social network » ecosystem as integral part of the museum experience is becoming essential for reputable international museums (Louvre, MoMA...) as much as for more modest institutions. A digital strategy emerges that consists not only in creating a virtual showcase for museum offerings, but also a 2.0 communication vector. LACMA’s use of Snapchat to associate pop-cultural references with photographs of works in the collection is one example. A generational discrepancy comes out of this carefully considered action, with 71% of application users under 25, according to a […]
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