What Works in Facebook Content Versus Relational Communication: A Study of their Effectiveness in the Context of Museums

Camarero, Carmen; Garrido, María-José; José, Rebeca San

doi:10.1080/10447318.2017.1418475

Cited by 42 publications

(41 citation statements)

References 60 publications

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“…Indeed, research indicates that commenting may be more heavily influenced by personality traits than social media content per se (Kabadayi & Price, 2014). Prior research also indicates that users’ active participation in social media, including commenting, requires practitioners to engage with users’ conversations at both the individual post and long-term levels (Camarero, Garrido & San Jose, 2018). The posts in this study were strongly visual, which may not have provided sufficient initial conversational stimulus for many users.…”

Section: Discussionmentioning

confidence: 99%

Likes, comments, and shares of marine organism imagery on Facebook

McClain

2019

PeerJ

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Several calls to action urge scientists and science communicators to engage more with online communities. While these calls have been answered by a high percentage of scientists and science communicators online, it often remains unclear what are the best models for effective communication. Best practices and methods for online science communication can benefit from experimental and quantitative research addressing how and when users engage with online content. This study addresses with quantitative and predictive models a key question for the popular, but often-ignored in science communication, social media platform Facebook. Specifically, this study examines the impact of imagery through quantification of likes, comments, and shares on Facebook posts. Here, I show that a basic quantitative model can be useful in predicting response to marine organism imagery on Facebook. The results of this online experiment suggest image type, novelty, and aesthetics impact the number of likes, shares, and comments on a post. In addition, the likes, shares, and comments on images did not follow traditional definitions of “charismatic megafauna”, with cephalopods and bony fishes receiving more interactions than cartilaginous fishes and marine mammals. Length and quality of caption did not significantly impact likes, comments, or shares. This study provides one of the first quantitative analysis of virality of scientific images via social media. The results challenge previously held conceptions of social media scientific outreach including increasing emphasis on imagery selection and curation, notions of which taxa the public connect with, and role of captions for imagery.

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Section: Discussionmentioning

confidence: 99%

Likes, comments, and shares of marine organism imagery on Facebook

McClain

2019

PeerJ

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“…Again, the National Museum in Krakow, which exhibited the most professional, cohesive approach to social media communication, provided most examples of conversational humor. Hence, it recalls the basic premise of contemporary museum communication -if the museum aims to engage audiences, it should firstly engage itself (Camarero, Garrido & San Jose, 2018).…”

Section: Discussionmentioning

confidence: 99%

Cultural Authority with a Light Touch – Museums Using Humor in Social Media Communication

Najda-Janoszka

Sawczuk

2020

Ro. J. Comm. & PR

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The distinctively informal and participatory environment of social media can help museums improve comprehension by providing new ways of seeing, interpreting and experiencing. Aparticular potential in that digital context may relate to a humorous discourse. Given that museum research has yet to explore the use of humor in social media communication, the aim of this article is to fill the gap by investigating how museums incorporate humor to communicate over the net with wide and fragmented audiences. The empirical study was based on a content analysis of messages posted on the social media profiles of museums from the Mal opolska Region in Poland. The analysis involved material gathered from 71 institutions running proprietary social media sites (of a total 119 museums in the region), whose activity was observed during a two-and-a-half-month period. The final sample developed through a consensus coding procedure consisted of 47 humorous messages posted on profiles of 15 institutions. The findings identify certain common trends as well as differences in the use of humor in the social media communication of museums. Observed discrepancies relate to distinct framings and cohesiveness of practiced humorous communication. Along with a variety of humorous utterances different reactions of the audience were identified.

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“…This process is always dynamic and evolves through established esteem practices and resonance that change over time. Participants may attempt to retain the emotional resonance of a community and their esteem and beliefs within this familiar environment to support and encourage the perpetual online community ( Siglioccolo et al, 2016 ; Camarero et al, 2018 ). Technological tools and community climates that make individuals feel esteemed make it easier to construct emotional resonance within the community.…”

Section: Theoretical Foundationsmentioning

confidence: 99%

“…Although much attention has been paid to face-to-face interactions with visitors and physical exhibitions within museum settings, little research has focused specifically on online audiences’ museum experiences and management. Because of a lack of benchmark practical cases related to the management of complex museum online communities within digital contexts, additional research is required to better understand how museum online communities can attract online audiences’ interest ( Camarero et al, 2018 ). Museum administrators must weigh the benefits and risks of implementing advanced website and interaction technologies as few museums possess true expertise in the design, development, and maintenance of online communities.…”

Section: Introductionmentioning

confidence: 99%

Participating in Online Museum Communities: An Empirical Study of Taiwan’s Undergraduate Students

Chen

Lai

2021

Front. Psychol.

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With the worldwide spread of the Internet, human activity has become permeated by digital media, which shapes communication and interaction and speeds up the improvement of the experience and diffusion of museum exhibitions. Contemporary museums must understand their audiences, especially with respect to online preferences and surfing involvement experiences. Museums are changing in an effort to attract young netizens to access and use museum resources. Virtual museums are increasingly using digital exhibitions to preserve and apply their collections and establishing online community platforms to interact with young people. This study investigates the underlying mechanism of online community characteristics that enhance audiences’ emotional resonance and involvement. Results from a questionnaire survey (N = 1168) of Taiwan undergraduate students show that perceived relevance and esteem improve their emotional resonance, which can attract new people and maintain existing relationships within their communities. Following flow theory, maintaining community relationship characteristics increases emotional resonance, which, in turn, enhances user involvement, but we found only small significant effects of emotional resonance on involvement. These findings illuminate the mechanism of the attitudinal relationship building and maintenance for online museum communities and advance the practical contributions of online museum community use and effects.

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What Works in Facebook Content Versus Relational Communication: A Study of their Effectiveness in the Context of Museums

Cited by 42 publications

References 60 publications

Likes, comments, and shares of marine organism imagery on Facebook

Likes, comments, and shares of marine organism imagery on Facebook

Cultural Authority with a Light Touch – Museums Using Humor in Social Media Communication

Participating in Online Museum Communities: An Empirical Study of Taiwan’s Undergraduate Students

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