Central European Business Review 2016, 5(2):5-16 | DOI: 10.18267/j.cebr.148

Adoption of Social Media for Public Relations by Museums

Bojana Suzić1, Miroslav Karlíček2, Václav Stříteský3
1 Ing. Bojana Suzić, Department of Marketing, Faculty of Business Administration, University of Economics, Prague, W. Churchill Sq. 4, 13067 Prague, Czech Republic, bojanasuzic@gmail.com
2 doc. Ing. Miroslav Karlíček, Ph.D., Head of Marketing Department, Department of Marketing, Faculty of Business Administration, University of Economics, Prague, W. Churchill Sq. 4, 13067 Prague, Czech Republic, miroslav.karlicek@vse.cz
3 doc. Ing. Václav Stříteský, Ph.D., Associate Professor, Department of Marketing, Faculty of Business Administration, University of Economics, Prague, W. Churchill Sq. 4, 13067 Prague, Czech Republic, vaclav.stritesky@vse.cz

Conceptual evolution of the Internet and Web, substantiated through Web 2.0 and the emergence of online social networks, reinvented the way that enterprises interact with their customers. Museums, as cultural institutions with an important mission, are not unaffected by that change, however. In order to fulfil their duties and societal purpose successfully, they have to attract visitors' attention and engage the public effectively in a highly competitive and saturated environment. The goal of this paper is to analyze and compare the social media presence of museums in two European capitals. It focuses on museums in Prague and Berlin, and considers their general Web presence and the dynamics of activities on Facebook. In order to understand the integrative social media approach of museums in both regions, we investigated additionally Twitter and Youtube presence among museums with a Facebook account. The study reveals a lower presence of Prague museums both on the Web and in the identified social media networks, in comparison to Berlin museums. Moreover, we conclude that the presence of both regional museums on social media networks is low, while the integration and simultaneous application of more networks at the same time are negligible, both for Prague and Berlin museums.

Keywords: museums; Web 2.0; social media; Berlin museums; Prague museums
JEL classification: M30

Received: March 11, 2016; Revised: June 17, 2016; Published: June 30, 2016  Show citation

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Suzić, B., Karlíček, M., & Stříteský, V. (2016). Adoption of Social Media for Public Relations by Museums. Central European Business Review, 5(2), 5-16. doi: 10.18267/j.cebr.148
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