Abstract-Band - Fakultät für Informatik, TU Wien - Technische ...

Christina Stödtner
Poking Cultural Institutions: Social Media Analysis for Museums in Vienna
Studium: Masterstudium Business Informatics
BetreuerIn: Ao.Univ.Prof. Dr. Silvia Miksch
People share their opinions and stories with friends and strangers over various
platforms. The connections that users create while interacting with each other
influence them in their daily decisions. Moreover, information gathered on
social media platforms offers valuable clues of what people are interested in. In
my thesis, I explored 32 cultural institutions located in Vienna and how they
use social media. I observed both the institutions and users on social media
platform. I performed the following steps for my analysis: First, I studied what
kind of information is public available for analysis. I found out what platforms
are used by cultural institutions and how many people they reach with their
messages on them. Furthermore, I compared how active the selected museums
participated in social networks, how many users they attracted and if those
numbers correlate. At the other end of the spectrum, I intended to investigate
the characteristics and behaviour of users who interacted with cultural
institutions on social media platforms in general. I illustrated what kind of
content people like in order to create a successful social media strategy. After
data collection, I performed statistical tests to evaluate my research questions
and hypothesis. I explored that social media activities have a positive effect on
the popularity of cultural institutions. Therefore, I compared the activity of
museums with the activity and behaviour of people interacting with them. My
results also demonstrated that users who interact with cultural institutions on
social networks show different characteristics than the overall user population
of those networks. In conclusion, I give insights in how social media analysis
can be valuable for businesses in general and cultural institutions in particular.
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