Is there more to it than posting a status update?

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essential concern, as the most active social media users do check their social media applications multiple times per day (see e.g. Official Statistics of Finland (OSF) 2., 2010) and it would be good to be able to offer them fresh content, as the most active social media followers also create the most active viral effect, in other words, they spread the links, texts, posts, et cetera very effectively. Also, the quality of the content seemed to awake some concern with the interviewees. They felt they might not be able to produce content that would interest people enough. I have to admit that it would look rather patethic that there is a new information every other month… (Informant 8, Museum 6, A small museum in a small town) - So we have thought a lot whether it (a blog) would be sensible, required, interesting… …And you need to commit to it, it cannot just be started and written a few posts, it really requires interactivity and answering to the comments, and then we ended up with that it’s not necessarily what our customers expect from us… Nor the most effective or reasonable way to develop our brand and image… (Informant 1, Museum 1, A large museum in a big town). The final concern found had to do with copyright issues. Two informants noted that an art museum has rather fixed possibilities of sharing content, as copyright restricts them from, for example, taking photographs of their exhibitions and posting those online. Naturally there are, however, different conventions and ways around these issues, such as agreements with the artists or their representatives mentioning the right for publishing press material on the artworks. Yet, not all artists will permit this kind of advertising. One may think that in Facebook we have a lot of material posted, and it’s all owned by Facebook. (Informant 5, Museum 4, A medium sized museum in a small town) - We don’t have the type of rights (to the material) that we could forward to someone else. (Informant 6, Museum 4, A medium sized museum in a small town) - It (distributing material) demands special lisences. (Informant 8, Museum 6, A small museum in a small town) Museum employees usually have extensive job descriptions; as there are only a handful of employees, they need to take care of multiple things. For example, one informant in a medium 81
sized museum had, not only customer service as their job description, but also guided tours, museum shop, corporate events, taking care of their art education, taking part in the pedagogic services planning, and strategy work, plus updating the photographic archives. Thus, not only are there concerns about the utilization of social media, but also a lack of resources for actually doing it. All the museums interviewed, no matter if they represent bigger or smaller organizations, referred to their lack of resources. Naturally, the resources for creating a social media presence vary amongst museums, not to mention between museums and for-profit organizations, where the organizations almost without exception have PR people working for them. When asked further which resource the informants were referring to, their answers mostly dealt with money, time and know-how of what to do in social media; how to behave, what kind of campaigns to create, which services to use et cetera. It’s a resource question, as it would be great to deploy the entire social media palette… …We are painfully aware of it that we should (utilize more social media), but then we can’t as we need to focus… It would require a know-how that we simply do not have. (Informant 2, Museum 1, A large museum in a big town). - It would be great if we had a PR person to think about marketing and communications, and this social media. It’s a bit like a lack in resources. And we’re not as clever with it (social media) as we could be… …We have very small marketing and communications resources, people and money wise. (Informant 7, Museum 5, A small museum in a medium sized town). - We need all of it (know-how, time, want, money). …So that only, and onely it, (social media) would be appointed to one specific employee (Informant 2, Museum 1, A large museum in a big town). Only one informant noted that there is a lack of resources, but it is a matter of prioritizing. They said resources are a matter or prioritizing. Oh well, it is a resource question, so it has to have been taken as a part of the daily routines. (Informant 3, Museum 2, A large museum in a big town 2.). Finally, some organizations had run into problems internally about social media usage. Three informants noted that there had been some trouble in convincing their own organization about the utilization of social media. According to these informants, this had to do with the fact that 82
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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
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 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: …There, in the online world a mus
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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