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Abstract
The purpose of this study was to explore the use of social networking services (SNS) by art museums and the effectiveness of SNS as marketing tools. Staff members responsible for SNS from 12 art museums in the Midwestern United States were interviewed to gain an in-depth understanding of SNS usage and their perceptions of SNS effectiveness. We identified three distinct marketing applications for which SNS were being used: building awareness, engaging with the community, and networking. Based on analysis of the data, three marketing strategies using SNS were proposed for cultivating relationships with visitors. Other recommendations included incorporating SNS into formal strategic marketing plans aimed at improving museum–visitor relationships and establishing protocols to maximize the efficient use of available resources.
Acknowledgments
The study was funded by an Untenured Faculty Seed Grant provided by the College of Human Sciences at Iowa State University. We are grateful for the participation and assistance from the 12 art museum staff members, whom we cannot identify individually due to participant confidentiality.
Notes on contributors
Te-Lin Chung, Ph.D. is an Assistant Professor in the Apparel, Events, and Hospitality Management (AESHM) Department at Iowa State University. Her research interests include mobile marketing, consumer acceptance of technology, and online social interactions.
Sara B. Marcketti, Ph.D. is an Associate Professor in the AESHM Department and Associate Director, Center for Excellence in Learning and Teaching, Iowa State University. Her research interests include twentieth-century dress history, museum practices, and the scholarship of teaching.
Ann Marie Fiore, Ph.D. is a Professor and Director of Graduate Education in the College of Human Sciences at Iowa State University, and publishes in the area of online experiential marketing strategies.