Is there more to it than posting a status update?

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others in that organization represent an older age group, and are not social media users themselves. Naturally, when one does not utilize any social media applications, it is more difficult to see why an organization should either. I feel like some of the employees, if they don’t use Facebook privately, perhaps they had some worries in the beginning… (Informant 4, Museum 3, A medium sized museum in a medium sized town). - Yes, it’s an age question, perhaps. …I do understand, in a way, that if you don’t go to Facebook yourself or receive invitations to events, then it doesn’t feel so natural. Also, at the moment it might have to do with that there are people, who don’t have Facebook running un their veins… (Informant 7, Museum 5, A small museum in a medium sized town). 5.2.5 Benefits of social media The policies and ways of acting and communicating in social media vary amongst the interviewed museums, but as a common factor they all seem to agree on the fact that social media can really help a cultural organization to create and sustain a relationship with their customers, and to lower the bar to come and visit the actual museum as well. They also agree on the amount of effort real social media presence demands; it is not enough to create a page in Facebook, for example, but true communication would require real thought and planning. All informants had a positive attitude towards social media in general, even if some had more doubts about it than others. The reasons behind why museums in Finland join social media vary; some feel it is a good way to contact a new target group, some think it is good for communicating with the existing customers. It is, however, difficult to know whether the customers would first find the museum online, and then perhaps visit the actual location, or whether they start following the museums online only after a visit to the actual museum, or whether the liking of a museum online ever concretizes into a visit to the museum. The informants felts that the customers do look for information on them online, also in social media, already before the first visit. However, according to the informants, most of the fans seem to be people who already like the actual museum and have been to the physical site. 83
We don’t know whether people from Facebook come to our museum, but according to their posts they do. (Informant 4, Museum 3, A medium sized museum in a medium sized town) - Measuring it is really challenging, and perhaps the online world is for getting a first feeling of us, it doesn’t necessarily lead to direct action, but creates a feeling of us to those who haven’t heard of us… (Informant 3, Museum 2, A large museum in a big town 2.) - I have a feeling that they have first visited an exhibition and then (like us on Facebook). (Informant 7, Museum 5, A small museum in a medium sized town) The museums interviewed listed the ease of reaching such vast number of people at such low cost as the main reasons for why they are on social media. Social media was also seen as easy to use. The informants noted how social media adds to their visibility and accessibility. Anyone can access the social media application, any time of the day, from anywhere around the world, unlike the actual museum building. The point (of social media) is to reach customers. …New kinds of ways for communicating with the visitors. (Informant 3, Museum 2, A large museum in a big town 2.). - It’s a handy and affordable way for marketing our functions, especially the events ja (pedagogical) programme we offer. (Informant 7, Museum 5, A small museum in a medium sized town). - The visibility and accessibility would in a way be widened (in social media). That one can, without arriving at the physical museum, familiarize with it (the museum) and create new contacts… (Informant 8, Museum 6, A small museum in a small town). The informants noted that they, indeed, are able to reach a different audience through social media than they already have as customers. This has to do with the fact that their regular customers, as mentioned earlier, are highly educated elderly women, who then again are the smallest group in utilizing social media applications (see Official Statistics of Finland (OSF) 2., 2010). 84
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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
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step to creating a relationship. Wi
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Page 37 and 38: Traditionally customers have seen t
Page 39 and 40: entire process of co-creation of va
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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
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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
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Page 71 and 72: Registered as a user in a social ne
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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: sized museum had, not only customer
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
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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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