Is there more to it than posting a status update?
Is there more to it than posting a status update?
Is there more to it than posting a status update?
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sized museum had, not only cus<strong>to</strong>mer service as their job description, but also guided <strong>to</strong>urs,<br />
museum shop, corporate events, taking care of their art education, taking part in the pedagogic<br />
services planning, and strategy work, plus updating the pho<strong>to</strong>graphic archives. Thus, not only<br />
are <strong>there</strong> concerns about the utilization of social media, but also a lack of resources for<br />
actually doing <strong>it</strong>. All the museums interviewed, no matter if they represent bigger or smaller<br />
organizations, referred <strong>to</strong> their lack of resources. Naturally, the resources for creating a social<br />
media presence vary amongst museums, not <strong>to</strong> mention between museums and for-prof<strong>it</strong><br />
organizations, where the organizations almost w<strong>it</strong>hout exception have PR people working for<br />
them. When asked further which resource the informants were referring <strong>to</strong>, their answers<br />
mostly dealt w<strong>it</strong>h money, time and know-how of what <strong>to</strong> do in social media; how <strong>to</strong> behave,<br />
what kind of campaigns <strong>to</strong> create, which services <strong>to</strong> use et cetera.<br />
It’s a resource question, as <strong>it</strong> would be great <strong>to</strong> deploy the entire social media palette…<br />
…We are painfully aware of <strong>it</strong> that we should (utilize <strong>more</strong> social media), but then we<br />
can’t as we need <strong>to</strong> focus… It would require a know-how that we simply do not have.<br />
(Informant 2, Museum 1, A large museum in a big <strong>to</strong>wn).<br />
-<br />
It would be great if we had a PR person <strong>to</strong> think about marketing and communications,<br />
and this social media. It’s a b<strong>it</strong> like a lack in resources. And we’re not as clever w<strong>it</strong>h <strong>it</strong><br />
(social media) as we could be… …We have very small marketing and communications<br />
resources, people and money wise. (Informant 7, Museum 5, A small museum in a<br />
medium sized <strong>to</strong>wn).<br />
-<br />
We need all of <strong>it</strong> (know-how, time, want, money). …So that only, and onely <strong>it</strong>, (social<br />
media) would be appointed <strong>to</strong> one specific employee (Informant 2, Museum 1, A large<br />
museum in a big <strong>to</strong>wn).<br />
Only one informant noted that <strong>there</strong> is a lack of resources, but <strong>it</strong> is a matter of prior<strong>it</strong>izing.<br />
They said resources are a matter or prior<strong>it</strong>izing.<br />
Oh well, <strong>it</strong> is a resource question, so <strong>it</strong> has <strong>to</strong> have been taken as a part of the daily<br />
routines. (Informant 3, Museum 2, A large museum in a big <strong>to</strong>wn 2.).<br />
Finally, some organizations had run in<strong>to</strong> problems internally about social media usage. Three<br />
informants noted that <strong>there</strong> had been some trouble in convincing their own organization about<br />
the utilization of social media. According <strong>to</strong> these informants, this had <strong>to</strong> do w<strong>it</strong>h the fact that<br />
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