VII. Una mirada a los medios sociales de los museos de Rio de Janeiro: un análisis exploratorio

Abstract

As a result of the constant technological evolution, the current communication strategies and plans of the museums must constantly adapt their objectives since at present they cannot only be an informative channel. Today, museum´s social media has allowed them to interact visitors and get to know their audience much better.The present aims to explore the way in which the museums of Rio de Janeiro use social networks to communicate with their audience. For this, an exploratory study was carried out that analyzed the use of these by the 12 museums of the city of Rio de Janeiro attached to the Brazilian Institute of Museums (Ibram). The results show a high presence in two social networks, with Facebook and Instagram being the most used, which demonstrates the possible waste of opportunities in other social networks. However, it was observed that there is a weak interaction between them and visitors. It also demonstrates the need for museums to innovate their technological means to communicate assertively with their audience. It is concluded that the museums of Rio de Janeiro should strengthen their strategies and communication plans to provide a better interaction-based experience that allows greater efficiency in the connection of the museum with its followers and visitors