Abstract
The article analyzes the problems of promoting Turin museums in social networks. A number of leading museums in the Italian city of Turin were selected for analysis. Museum websites and their accounts on social networks were analyzed expertly and by using web analytics services. As a result of the marketing research, problems in organizing the websites of the selected museums, as well as their activity in the social media, were discovered. Based on the work done, the authors proposed measures to work more effectively with museum communities, attract more visitors, and retain the existing ones.
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