Current social media uses and evaluations in American museums

Adrienne Fletcher, Moon J. Lee

Research output: Contribution to journalArticlepeer-review

113 Scopus citations


The purpose of this study was to investigate how American museums are currently using social media. We assessed which social media sites are being used, to what purpose, and how this use is being evaluated. To determine which museums are using social media to increase participant engagement toward relationship maintenance, we collected 315 online surveys among American museums, and conducted nine in-depth interviews with professionals currently working with social media. Results indicate that American museum professionals believe becoming involved with social media is important. Museums are still mostly involved with one-way communication strategies using Facebook and Twitter to focus on event listing, reminders, and reaching larger or newer audiences by increasing the number of fans and promotional messaging. There is some evidence to suggest museums are trying to increase their use of social media for multi-way communication strategies.

Original languageEnglish (US)
Pages (from-to)505-521
Number of pages17
JournalMuseum Management and Curatorship
Issue number5
StatePublished - Dec 2012
Externally publishedYes


  • American museums
  • multi-way communication strategies
  • social media management
  • social media uses and evaluations in museums

ASJC Scopus subject areas

  • Business and International Management
  • Visual Arts and Performing Arts
  • Tourism, Leisure and Hospitality Management


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