Measuring Trends and Efficacy: An Analysis of the British Museum's Facebook Public Deposited

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Last Modified
  • February 28, 2019
Creator
  • Fogarty, Laura
    • Affiliation: School of Information and Library Science
Abstract
  • There is a distinct lack of current and specific guidance on the creation of content for social media in cultural heritage institutions. This study aims to remedy that lack of specificity by examining user responses to social media strategies employed by cultural heritage institutions and in so doing, identify and evaluate emerging trends in social media content generation. In order to accomplish this task, the researcher conducted an analysis of the British Museum's Facebook page. This consisted of evaluating posts according to a coding schema and recording the level of user response to each post. This method allowed the researcher to identify past, present, and emerging trends as well as the efficacy of each trend in terms of user interaction.
Date of publication
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Rights statement
  • In Copyright
Advisor
  • Anthony, Denise
Degree
  • Master of Science in Library Science
Degree granting institution
  • University of North Carolina at Chapel Hill
Extent
  • 39
Deposit record
  • 76346dfb-0f7b-47ae-be9b-f4453250e4c1
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