Journal article Open Access

Use of twitter and Facebook by top European museums

Kostas Zafiropoulos; Vasiliki Vrana; Konstantinos Antoniadis


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  <identifier identifierType="DOI">10.5281/zenodo.376326</identifier>
  <creators>
    <creator>
      <creatorName>Kostas Zafiropoulos</creatorName>
      <affiliation>University of Macedonia, Greece</affiliation>
    </creator>
    <creator>
      <creatorName>Vasiliki Vrana</creatorName>
      <affiliation>Technological Education Institute of Central Macedonia, Greece</affiliation>
    </creator>
    <creator>
      <creatorName>Konstantinos Antoniadis</creatorName>
      <affiliation>University of Macedonia, Greece</affiliation>
    </creator>
  </creators>
  <titles>
    <title>Use of twitter and Facebook by top European museums</title>
  </titles>
  <publisher>Zenodo</publisher>
  <publicationYear>2015</publicationYear>
  <subjects>
    <subject>European museums, Facebook, Twitter, performance, activity, popularity, marketing, social media</subject>
  </subjects>
  <dates>
    <date dateType="Issued">2015-12-10</date>
  </dates>
  <resourceType resourceTypeGeneral="Text">Journal article</resourceType>
  <alternateIdentifiers>
    <alternateIdentifier alternateIdentifierType="url">https://zenodo.org/record/376326</alternateIdentifier>
  </alternateIdentifiers>
  <relatedIdentifiers>
    <relatedIdentifier relatedIdentifierType="ISSN" relationType="IsPartOf">2529-1947</relatedIdentifier>
    <relatedIdentifier relatedIdentifierType="DOI" relationType="IsVersionOf">10.5281/zenodo.788394</relatedIdentifier>
  </relatedIdentifiers>
  <rightsList>
    <rights rightsURI="https://creativecommons.org/licenses/by/4.0/legalcode">Creative Commons Attribution 4.0 International</rights>
    <rights rightsURI="info:eu-repo/semantics/openAccess">Open Access</rights>
  </rightsList>
  <descriptions>
    <description descriptionType="Abstract">&lt;p&gt;&lt;em&gt;With social media becoming so pervasive, museums strive to adopt them for their own use. Effective use of social media especially Facebook and Twitter seems to be promising. Social media offer museums the possibility to engage audiences, potential and active visitors with their collections and ideas. Facebook and Twitter are the market leaders of social media. This paper records the top European museums and their Facebook and Twitter accounts. It records the use of the two media, and by applying statistical analysis it investigates whether Twitter use is in accordance to Facebook use. Findings reveal that this is not the case. By using Principal Component Analysis and Cluster Analysis the paper finds that there is, however, a district group of top museums which manage to excel in both media mainly by adopting carefully planned strategies and paying attention to the potential and benefits that social media offer.&lt;/em&gt;&lt;/p&gt;</description>
    <description descriptionType="Other">SUBMITTED: August 2015. REVISION SUBMITTED: November 2015. ACCEPTED: December 2015. REFEREED ANONYMOUSLY. PUBLISHED ONLINE: 10 DEC 2015</description>
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