Is there more to it than posting a status update?

esearch, the utilization of social media applications in museum marketing, could benefit from
a customer perspective research. Social media is often presented as a possibility for
organizations to indeed change their image, or create something new. Whether organizations
have truly managed to reinvent themselves, or their customer orientation strategies online,
also remains to be studied later on.
The present research dived into exploring the reasons behind cultural organizations, such as
museums, to engage in social media. Some interesting findings were found, as mostly the
museums have a positive attitude towards social media, but the delivery of their ideals is still
in progress. However, as the internet in total is changing into a socially emphasized
information environment, it is more important than ever for organizations to be found through
the social mechanisms of people’s private networks (Simon, 2009). Social media presents
countless possibilities for museums to widen their customer base, and to ensure a cohesive
experience for their customers.
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