Graduation Year

2024

Document Type

Thesis

Degree

M.A.

Degree Name

Master of Arts (M.A.)

Degree Granting Department

Mass Communications

Major Professor

Kelli Burns, Ph.D.

Committee Member

Kelly Werder, Ph.D.

Committee Member

Monica Ancu, Ph.D.

Keywords

Digital engagement, Generation Z, Museum education, Social media strategies, Strategic Communication, Trend driven content

Abstract

This study explores the evolving landscape of museum communication and marketing strategies on social media, particularly focusing on engaging younger audiences in the post-COVID-19 era. Through qualitative interviews with marketing managers and social media coordinators from ten American museums, this research identifies strategic communication goals, changes in social media strategies post-pandemic, and specific tactics for engaging younger audiences, especially on TikTok. The study revealed that museums have key strategic communication goals for their use of social media: increasing visibility and awareness, fostering community engagement, and providing educational outreach. Post-pandemic, museums significantly enhanced their digital presence by increasing digital programming, utilizing video content more effectively, and investing in targeted social media advertising. Engaging younger audiences through TikTok emerged as a crucial strategy, with museums creating trend-driven, interactive content and collaborating with influencers to expand their reach. The research highlights the transformative impact of the pandemic on museum communication strategies, emphasizing the critical role of social media, particularly TikTok, in engaging younger audiences. Museums that actively maintain TikTok accounts and participate in trends significantly increase their visibility among younger demographics. Conversely, those not on TikTok recognize its potential but face barriers to adoption such as resource constraints and institutional policies. These findings contribute to the understanding of how museums can effectively use social media to engage younger audiences, highlighting the importance of adaptability and digital innovation in museum communication strategies. The study offers practical insights for museums to enhance their social media presence and engagement efforts, ensuring their relevance and sustainability in the digital era.

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