Abstract
Digital public archaeology is increasingly exploring social networks as platforms for online outreach initiatives. Despite a growing body of literature concerning archaeological engagement on social media there are few examinations of such applications in practice. This research critically assesses the current discussions surrounding archaeological social media use before exploring commercial digital outreach at Must Farm, Cambridgeshire. Quantitative examinations of the project's Facebook metrics and qualitative comment analyses are employed to assess whether audiences were meaningfully engaged by these online strategies. The research concludes there is substantial value in using social networks to communicate archaeology and provides recommendations for future applications.
Highlights
Social networks have been identified as powerful tools for empowering users and offering enhanced communication between archaeological projects and audiences (Bonacchi 2012; Bonacchi and Moshenska 2015; Richardson 2013; Walker 2014a; 2014b)
This article focuses on the online outreach work of the Must Farm project, an archaeological excavation on the outskirts of Whittlesey, Cambridgeshire, between 2015 and 2016
Must Farm's digital outreach has demonstrated that social media can be used to engage audiences
Summary
Social networks have been identified as powerful tools for empowering users and offering enhanced communication between archaeological projects and audiences (Bonacchi 2012; Bonacchi and Moshenska 2015; Richardson 2013; Walker 2014a; 2014b). The use of social networking sites for communication and dissemination by archaeologists is far from a new phenomenon, with examples dating back over a decade (Hunt et al 2008; Richardson 2007). Few case studies have been published evaluating the application and impact of digital outreach strategies from development-led projects. The excavation was selected as it is a rare example of a development-led project embracing digital technologies to disseminate information and communicate with audiences
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