Digital communication strategy in the museum
DOI:
https://doi.org/10.3145/epi.2012.jul.10Keywords:
Corporate communication, Strategy, Social media, Museum, Website, ICT, Web 2.0.Abstract
In the last century museums have undergone a number of transformations from the conceptual, functional and practical side that have enhanced their communications. The technological revolution, and more specifically the emergence of the Internet, has demonstrated its potential to set up and globalize a set of tools, called social media, able to establish a closer link between the institution and its audience. However, the essence of web 2.0 requires a change in attitude that will eliminate any trace of unidirectionality and allow participation. These requirements affect the configuration of the museum´s communication strategy, which should integrate the digital side and keep in mind the particularities derived from it.
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