Communication in museums through social media during the pandemic: unveiling new opportunities for interaction

Abstract

The evolution of New Information and Communication Technologies (NICT) has suggested changes in the museum’s communication with its visitors, promoting a multidirectional relationship between the users and museum using Social Media (RRSS) that allows avoiding the physical distance. The global pandemic has accelerated this entire process, being for museums a window to society during the months of lockdown. Through this study it is intended to know how this pandemic has influenced museums to use social media networks (Facebook, Twitter, and Instagram). The method has been based on the observation and registration of publications from the museums in the different categories designed previously. This information has been expanded and contrasted by interviews with the managers of the educational departments of these museums. The results reflect a significant increase in publications during the months of confinement, with a greater interest in the school public, and a progressive reduction in the following months, mainly due to the difficulty in trying to make these tasks compatible with face-to-face tasks, thus revealing a new opportunity for interaction.