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museums also conduct research, documentation and create exhibitions in their own fields. Additionally they coordinate museum co-operation in their fields. Examples of specialized museums are Design Museum in Helsinki, Forum Marinum in Turku, and Finnish Aviation Museum in Vantaa. Also art museums conduct research, and documenting and create exhibitions while promoting and guiding the art museum activities in the cities or towns they are located in. The Finnish Museum of Natural History is an independent research institution connected to the University of Helsinki. Their collections include botanical, zoological, geological and paleontological specimens that serve biological and geological research and education. 5.1.2 The utilization of internet and social media in Finland As can be seen from Table 4, social media and different online communities are well known and utilized in Finland. In 2010, 42 percent out of 16–74-year old people used in Finland utilized some online community, such as Facebook or Twitter. Two out of three young or young adults follow these services daily. Also the older age groups are active in using the internet; in the 65– 74-year old group an increase of 10 percent happened in the utilization of the internet in only one year, resulting in 43 percent of this group utilizing the internet in 2010. Not only are more people Table 4: The utilization of internet and social media in Finland (Modified from Official Statistics of Finland (OSF), 2010) Has used the internet during past 3 months Uses the internet multiple times per day Has searched for information on services or products during past 3 months Has registered as a user in a social network service 16-24v 99 76 80 83 67 25-34v 100 78 94 76 60 35-44v 96 65 84 44 25 45-54v 92 53 80 29 12 55-64v 75 43 60 15 5 65-74v 43 19 32 5 2 Men 87 59 76 40 25 Women 85 54 70 43 30 Total 86 56 73 42 28 Follows a social network service daily 67
using the internet, but also they are using it more often. 72 percent out of all Finnish people utilize the internet daily or almost daily. The growth in the usage is most rapid in the older age groups, as in the younger age groups almost everyone already actively uses the internet. (Official Statistics of Finland (OSF), 2010). Following different mass mediums is one of the most common activities for internet users, together with email services and participating in social media. Traditional news services, such as TV and newspapers have started using internet as one of their communications medium. Often there is a small group of people gathering and producing the news professionally for online purposes. The news often include chat possibilities, commenting, links to different conversations, blogs, sites, columns et cetera. All of this information is then shared in social media platforms. As shown in Table 5, there are no remarkable differences in how men and women behave in the internet when it comes to following mediums, but in general men seem to be more active than women in daily following of blogs and online magazines. (Official Statistics of Finland (OSF) 2., 2010). Men past 3 months Women past 3 months Total past 3 months Everyone at least weekly Everyone daily or almost daily Read online newspapers 76 73 74 62 44 Read blogs 41 39 40 21 9 Table 5: Reading content online in Finland in 2010, percentage of 16-74-year olds. (Modified from Official Statistics of Finland (OSF) 2., 2010) Table 6, lookes at participating in social media content creation by writing, commenting or downloading content. The activity rates of creating content are naturally smaller than of those who follow content posted by others. Yet, more than four out of ten Finnish people write content online (email not included). Most of the content creation occurs in social networking sites, such as Facebook or Twitter, or discussion forums. Writing to blogs, or mediums published in a professional matter, is less common. Out of the 16–74-year old Finnish people already a third follows a social networking site at least weekly. Out of these people 37 percent characterizes themselves as “followers”, 46 percent as “occasional commentators” and 16 percent as “active agents”. 68
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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
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 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: collections, the museums spent 2,8
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
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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 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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