Social Media and Engaging Young Audiences in Cultural Organisations

Abstract

This article addresses the ways in which museums and cultural organizations use social media to attract young audiences (18-39 years old). The empirical research focused on the social media used by the National Museum of American History and the Benaki Museum of Greek Culture. Based on specific criteria formulated in the literature on the management of social media and their appeal on young audiences, a content analysis was performed on the posts of the examined museums on Instagram in order to study whether the use of social media is aimed at young people. The results show that both museums have embraced the need to upgrade their digital communication, maintaining stable channels of communication with the young public. However, audience development and enhancement of the value and educational role of cultural organizations could be further supported through the empowerment of digital storytelling and the encouragement of dialogue and feedback from users.