Is there more to it than posting a status update?

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online environment, which makes them look more approachable to other customers. These online fans are also offline customers that might visit the actual museum. 57
4 METHODOLOGY In order to find out what Finnish art museums do in social media, with respect to their customer relationships, in-depth interviews with the museum staff are required. The aim is to find out also the underling thoughts behind the actions of the museums, which requires qualitative methods. Qualitative methods allow a more thorough investigation of the topic, separately with each informant. (see e.g. Rasmussen, Östergaard & Beckmann, 2006, 94). Previous literature creates the frame of reference for the present research, offering a context for the findings. Primary data, then again, is compiled from in-depth interviews. The unit of analysis for the present research is an art museum in Finland. The aim of the research is to find out the current state of affairs in utilizing social media in the Finnish art museums, thus the context of the research is Finnish art museums. The present research does not strive for comparisons of the different units of analysis, as the comparison of different quantitative data can be tricky (see e.g. Pöntinen, 2004, 42). Rather, the aim is at forming a general idea on how social media is utilized in the museum field. The study design of the present research is deductive, instead of inductive. In an inductive research general conclusions are drawn from empirical observations. Then again in deduction, a research already has a setting; a frame of theoretical reference. (Ghauri, Grönhaug & Kristianslund, 1995, 9). 4.1 Units of analysis According to the museot.fi service (Museoliitto, 2011) there are 68 museums, listed as art museums, in Finland (see Appendix 1). In the election of the museums to be studied, the 68 organizations were divided according to two factors: their geographical location, and their size. The first factor, the geographical location of the museum, was included into the criteria of which museums to include into the research, in order to get as wide range of different units of analysis as possible. Only one museum per town in Finland was included into the research. The second factor, the size of the museum, in this research is based on the number of visitors within the year 2009, the most visited museums being the largest ones. The ones chosen to the research, however, are not only the largest museums, but all sizes; large, medium and small museums. The different sized museums were elected to the sample in order to get a more comprehensive take on the subject, and not to distort the results only from the perspective of larger museums. 58
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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 ........
Page 7 and 8: 1 INTRODUCTION “Winning and keepi
Page 9 and 10: museums, are expected to outperform
Page 11 and 12: 1.1 Research questions and structur
Page 13 and 14: & Levy (1969) defined it, it is jus
Page 15 and 16: profit, and governmental. Each of t
Page 17 and 18: and the consumer of a service are t
Page 19 and 20: 3 THEORY: RELATIONSHIP WITH THE CUS
Page 21 and 22: 3.2.1 A mindset for customer relati
Page 23 and 24: depends on the customer and industr
Page 25 and 26: to understand in service organizati
Page 27 and 28: fact that a service is created at t
Page 29 and 30: RM, however, is not a new phenomeno
Page 31 and 32: step to creating a relationship. Wi
Page 33 and 34: 25). When the clientele of an organ
Page 35 and 36: all problems, for example, also in
Page 37 and 38: Traditionally customers have seen t
Page 39 and 40: entire process of co-creation of va
Page 41 and 42: messages received by the customers
Page 43 and 44: confused with the technology behind
Page 45 and 46: engage with the organization in soc
Page 47 and 48: media in an organization, and thus
Page 49 and 50: 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: important, what will it give to the
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
Page 69 and 70: using the internet, but also they a
Page 71 and 72: Registered as a user in a social ne
Page 73 and 74: does what, at least almost on case
Page 75 and 76: wise to consider the style of writi
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
Page 95 and 96: utilization, would be clear to them
Page 97 and 98: 7 CONCLUSIONS In this chapter a dis
Page 99 and 100: that even when people do arrive int
Page 101 and 102: large-scale interactions with exter
Page 103 and 104: 8 REFERENCES Alasuutari, P. Laadull
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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