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Publication
O papel das redes sociais na estratégia de comunicação dos museus. Estudo de caso: Museu Nacional Soares dos Reis
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Abstract(s)
O impacto das redes sociais nas instituições culturais continua a crescer. Desde 2010, o Museu Nacional de Soares dos Reis utiliza plataformas como o Instagram para ampliar a presença digital e alcançar novos públicos. No entanto, poucos estudos analisaram o impacto direto das redes sociais . Esta dissertação tem como objetivo explorar o papel das redes sociais nas estratégias de comunicação dos museus, com foco na utilização do Instagram entre novembro de 2023 e maio de 2024. O objetivo consiste em determinar como o conteúdo publicado pelos museus influencia a interação e o envolvimento dos seguidores. A análise quantitativa incluiu uma análise das métricas como o número de gostos e comentários para medir o impacto de cada tipo de publicação.
Os resultados indicam que os conteúdos mais interativos, como reels ou questionários, têm um impacto significativo no aumento do engagement. A utilização de vídeos curtos e publicações com temas interativos gerou picos de interações, especialmente em publicações que promoviam eventos específicos ou exibiam obras do acervo do museu.
Conclui-se que, ao adotar uma estratégia de comunicação digital consistente e interativa, o museu pode aumentar ainda mais a visibilidade online , mas também atrair um público mais diversificado e criar uma comunidade digital ativa.
Esta investigação contribui para a compreensão de como as redes sociais podem ser uma ferramenta eficaz para museus e outras instituições culturais, melhorando assim a sua capacidade de comunicação e de interação com o público.
The impact of social media on cultural institutions continues to grow. Since 2010, the Soares dos Reis National Museum has utilized platforms like Instagram to expand its digital presence and reach new audiences. However, few studies have analyzed the direct impact of social media. This dissertation aims to explore the role of social media in museums' communication strategies, focusing on the use of Instagram between November 2023 and May 2024. The objective is to determine how the content published by museums influences follower interaction and engagement. Quantitative analysis included examining metrics such as the number of likes and comments to measure the impact of each type of post. The results indicate that more interactive content, such as reels or polls, significantly boosts engagement. The use of short videos and posts with interactive themes generated spikes in interactions, particularly in posts promoting specific events or showcasing the museum's collection. It is concluded that by adopting a consistent and interactive digital communication strategy, the museum can further enhance its online visibility, attract a more diverse audience, and foster an active digital community. This research contributes to the understanding of how social media can serve as an effective tool for museums and other cultural institutions, thereby improving their ability to communicate and engage with the public.
The impact of social media on cultural institutions continues to grow. Since 2010, the Soares dos Reis National Museum has utilized platforms like Instagram to expand its digital presence and reach new audiences. However, few studies have analyzed the direct impact of social media. This dissertation aims to explore the role of social media in museums' communication strategies, focusing on the use of Instagram between November 2023 and May 2024. The objective is to determine how the content published by museums influences follower interaction and engagement. Quantitative analysis included examining metrics such as the number of likes and comments to measure the impact of each type of post. The results indicate that more interactive content, such as reels or polls, significantly boosts engagement. The use of short videos and posts with interactive themes generated spikes in interactions, particularly in posts promoting specific events or showcasing the museum's collection. It is concluded that by adopting a consistent and interactive digital communication strategy, the museum can further enhance its online visibility, attract a more diverse audience, and foster an active digital community. This research contributes to the understanding of how social media can serve as an effective tool for museums and other cultural institutions, thereby improving their ability to communicate and engage with the public.
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Keywords
Redes sociais Comunicação Museus Engagement Social media Communication Museums Engagement