The Impact of Social Media with Museums

How long after you wake up, do you check your social platform? For me, I open it up right as I make myself a cup of coffee. The process can be similar to getting the newspaper in the morning from the street. It has become part of my daily routine as I start the day. I can see what I missed while I was sleeping and any breaking news that has heavy importance to my life. Staying engage, keeping connected, and providing content are essential characteristics offered from social media (Amanatidis et al., 2020). That sense of connection is what relieves any tension of missing out on anything. Fear of missing out (FOMO) is real and it can have a lasting impact. 

Social Media 

Social media alleviates the FOMO sensation. YouTube, TikTok, and Snachat are online platforms that utilize short-form or long-form videos. Seeing a clip or video can give a user a comfort feeling from experiencing the content and connecting them in that moment. Pew Research Center released statistics of social media use by US teens between the ages of 13-17. While YouTube has 93% of US teens utilizing the platform, TikTok was at 63% with Snapchat at 60% (Pew Research Center, 2024). It is safe to say that due to this most recent pandemic, social media has been known to provide an alternate outlet to consuming information and keeping entertained. 

How can museums utilized social media to provide information and keep users engaged?

Museums are places where once can immerse themselves in a particular topic ranging from art, history, politics, agriculture, fashion, and the list goes on. The success of a museum and their exhibits relies on the perceptive appeal of a visitor. Social media can boost that journey to success for a museum. The use of social media platforms can enhance the campaign of exhibits and provide updated information that is easily accessible to visitors. However, it is essential for organizations to understand their target audience and the tools each platform offers. TikTok is a great example of a social media platform that museums can use to reach and connect with an audience. Short-form clips can be created and posted on a user's account where the algorithm starts its job. The sole responsibility of an algorithm is to take the published content and produce it to all users that have aligning interests. Museums can use social media platforms like YouTube, TikTok, and Snapchat, to reach a target audience and to connect them with different cultural institutions. 

Amanatidis, D., Mylona, I., Mamalis, S., & Kamenidou, I. (Eirini). (2020). Social media for cultural communication: A critical investigation of museums' Instagram practices. Journal of Tourism, Heritage & Services Marketing, 6(2), 38-44. https://doi.org/10.5281/zenodo.3836638 

Pew Research Center. (2024). Teens and social media fact sheet. Pew Research Center. https://www.pewresearch.org/internet/fact-sheet/teens-and-social-media-fact-sheet/