Is there more to it than posting a status update?

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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. 101
8 REFERENCES Alasuutari, P. Laadullinen tutkimus. Tampere: Vastapaino, 2001. Arhinmäki, Paavo. The blog of the Minister of Culture, Mr. Arhinmäki. 19.09.2011. http://www.paavoarhinmaki.fi/blogi/2011/kurittaako-budjetti-kulttuuria/ (Collected 31.10.2011). Arksey Peter & Hilary Knight. Interviewing for social scientists. London: SAGE Publications Ltd, 1999. Avner Ben-Ner & Gui Benedetto. The Nonprofit Sector in the Mixed Economy. Michigan: The University of Michigan, 1993. Balm Burcu & Dr. Ozgur Dogerlioglu. ”Usage of Web 2.0 Tool for Ubiquitous Enterprises.” The Journal of American Academy of Business, Cambridge, No. 1. Vol. 17. 2011. p. 202–208. Banks Emily. ”Facebook Is Most Popular Social Network for All Ages; LinkedIn Is Second [STUDY].” Mashable Social Media. 04.11.2011. http://mashable.com/2011/11/04/facebook-most-popular-forrester/ (Collected 13.11.2011). Bendapudi Neeli & Leonard L. Berry. ”Customers’ Motivations for Maintaining Relationships With Service Providers.” Journal of Retailing., No. 1. Vol. 73. 1997. p. 15–37. Bernoff, Josh, ja Charlene Li. ”Harnessing the Power of the Oh-So-Social Web.” MITSloan Management Review, No. 3.. Vol. 49. 2008. p. 35–42. Berry Leonard L. ”Relationship Marketing of Services - Growing Interest, Emerging Perspectives.” Journal of the Academy of Marketing Science, No. 4. Vol. 23. 1995. p. 236–245 . Bourdeaux Chris. ”How to Develop a Social Media Strategy?” In The Social Media Maanagement Handbook; Everything you need to know to get social media working in 102
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Is there more to it than posting a
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Tiivistelmä Tämä tutkimus osalli
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5 FINDINGS OF THE RESEARCH ........
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1 INTRODUCTION “Winning and keepi
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museums, are expected to outperform
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1.1 Research questions and structur
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& Levy (1969) defined it, it is jus
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profit, and governmental. Each of t
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and the consumer of a service are t
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3 THEORY: RELATIONSHIP WITH THE CUS
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3.2.1 A mindset for customer relati
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depends on the customer and industr
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to understand in service organizati
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fact that a service is created at t
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RM, however, is not a new phenomeno
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step to creating a relationship. Wi
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25). When the clientele of an organ
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all problems, for example, also in
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Traditionally customers have seen t
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entire process of co-creation of va
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messages received by the customers
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confused with the technology behind
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engage with the organization in soc
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media in an organization, and thus
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3.5.1 Social media applications Soc
Page 51 and 52: & Leighton 2011). Kozinets et al. (
Page 53 and 54: approximately 30 percent of the use
Page 55 and 56: developed for the function of filte
Page 57 and 58: important, what will it give to the
Page 59 and 60: 4 METHODOLOGY In order to find out
Page 61 and 62: interviews, instead of unstructured
Page 63 and 64: The methods used for data collectio
Page 65 and 66: with regard to the number of organi
Page 67 and 68: collections, the museums spent 2,8
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Page 71 and 72: Registered as a user in a social ne
Page 73 and 74: does what, at least almost on case
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Page 77 and 78: there is or how to behave, or what
Page 79 and 80: Even though a few museums seemed to
Page 81 and 82: …There, in the online world a mus
Page 83 and 84: sized museum had, not only customer
Page 85 and 86: We don’t know whether people from
Page 87 and 88: Yes, you could day the experience i
Page 89 and 90: inquired on whether different conte
Page 91 and 92: 6 DISCUSSION In this chapter the fi
Page 93 and 94: Another concern the museums pointed
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Page 97 and 98: 7 CONCLUSIONS In this chapter a dis
Page 99 and 100: that even when people do arrive int
Page 101: large-scale interactions with exter
Page 105 and 106: Conway Tony & Debra Leighton. ”Co
Page 107 and 108: Grönroos Christian. ”Service Qua
Page 109 and 110: McDaniel Clay. ”3 Key Metrics To
Page 111 and 112: Passebois Juliette & Philippe Aurie
Page 113 and 114: Sorav Jain. ”40 Most Popular Soci
Page 115 and 116: APPENDIX 1: List of Finnish art mus
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