Is there more to it than posting a status update?

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…We could more elaborate on what goes on in the building, be the experts… (Informant 1, Museum 1, A large museum in a big town). Also campaigns had been created to spur the conversation on the Facebook pages of the museums. Perhaps the most advanced museum, social media utilization wise, had had a Christmas calendar on their Facebook page related to the exhibition of the time, and some participatory campaigns asking people to take pictures of things related to their exhibitions or other marketing and posting it to their Facebook page. The most active fans were rewarded with small gifts from the museum gift shop. …We have had some campaigns like “spot a Miró” from anywhere in the world and post it to our Facebook page… Also “spot the (name of the museum) bus” and post that to our Facebook page. (Informant 3, Museum 2, A large museum in a big town 2.). 5.2.4 Concerns about social media The creation of customer relationships in an organization demands a long-term commitment to the interactive communication with the clientele. In this research we have suggested that communication for building the relationships could be conducted entirely, or partially, online in social media. However, there are many obstacles and issues to clarify, before going online, as was noted in the interviews. When asked about the concerns the museums might have about social media and conducting in it, some interesting answers were received. As described in chapter 3, in the literature on social media, the loss of control is usually put forward as the main concern or risk for an organization. The present findings, however, suggest that it is not as common as thought, as only two informants mentioned this when asked about possible risks. Even when asked is the loss of control a risk from the other four organizations that did not mention it self-imposedly, they did not see it as a problem. The ones who mentioned this risk were one small museum that is not in social media, and one medium sized museum that is active in social media. For them, the loss of control means not being able to control who writes and what about the organization, on sites that the museum is not even familiar with, and that people post irrelevant things to the museum’s profile and they cannot be controlled in what they comment or how they react. One informant even described the entire situation in social media at the moment as “the wild west” with no boundaries. 79
…There, in the online world a museum gets profiled through information that is out of our hands… …You find information about your museum that you have not written yourself… …As I’ve understood the information gets stuck in some ”bit sky” and it can be taken advantage of… (Informant No. 8, Museum 6, A small museum in a small town). - …so it is a real ”wild west” and so very underdeveloped. …We must be very critical towards this. (Informant 6, Museum 4, A medium sized museum in a small town). Another concern that was found was the one about an organization creating the relationship with an individual in social media. There is no problem in relationships with customers when the relationship is formed via personal contacts et cetera in an actual museum surrounding, but when the contact is made online, one interviewee saw this as problematic. The organizations in social media act “facelessly” and the individual consumers or customers through their own personal profiles. This was seen as an unbalanced situation, where the organization is entering a somewhat private area, for example Facebook, but not really giving anything out of themselves, unlike the individual users. It is natural for it (social media) that we act as people, personalities, and individuals, and then an organization tries to act as an individual. …You have your kinds of friends, but we (an organization) should have different kinds of friends. ... Thus it is an unbalanced situation to begin with… (Informant 6, Museum 4, A medium sized museum in a small town). It is important to think how the relationship is formed in a new surrounding; everything cannot be the same as in offline surrounding. Nevertheless, the other informants did not see it as a problem that an organization builds relationships with individuals. When asked about this subject, they further contemplated on how the museum employees themselves make a difference between their private person utilization of social media and utilization of social media at work. Only two informants said that their private person profiles and their working selves can get mixed up as they post work-related issues on their private person profiles, and get work-related friend requests to their own private profiles. …The staff’s, and my own, working life and free time does really get mixed up efficiently in the world of Facebook. (Informant 3, Museum 2, A large museum in a big town 2.). Another concern had to do with content in social media. Some were concerned they would not be able to create enough content to keep their social media presence vital enough. This is an 80
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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
Page 29 and 30: RM, however, is not a new phenomeno
Page 31 and 32: step to creating a relationship. Wi
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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 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: Even though a few museums seemed to
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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