Assignment on Social Media (pdf)

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Added on 2021-06-17

Assignment on Social Media (pdf)

Added on 2021-06-17

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Running head: SOCIAL MEDIASocial Media:Melbourne MuseumName of the student:Name of the university:Author note

1SOCIAL MEDIAAnswer 2:Due to the recent trend of the interactive and digital marketing strategies, the expectationsof the consumers from different organizations have changed. Therefore, the important museumsin Australia are thinking of following the fad of digitization to align with the commercialenvironment. They are moving slowly to transform into the form of digital communicationstrategies, but rapidly coping up with the commercial sectors. According to Brown (2016), mostof the significant museums in Australia have adopted the social media strategies such as smartphone applications, audio and video podcast to communicate with the consumers. The SocialImpact Theory can be used in this respect as it considers the three significant factors of strength,immediacy and number. Social media has provided strength among the museum and the visitors;target audience can be immediately connected through mobile device; provides large opportunityto the museum to target visitors. All the museums, either local or national, have successfullymade their presence stronger in the online media. From studying Melbourne museum’s website, the management of the museum hasselected the three social media platforms of Facebook, Instagram and Twitter to communicatewith their various customer strengths (“Melbourne Museum” 2018).Facebook is considered asthe biggest social media network among the marketers therefore customers will be easilyattracted to the museum by checking the updates in their Facebook account. Moreover, Facebookhas the largest number of monthly active users, which is around 2 billion. It is among the firstsocial media platforms to cross 1 billion users. Therefore, it is the most appropriate platform toreach out to the wider range of visitors on a global network. (Tuten and Solomon 2015)Twitter is another popular platform, which was used by Melbourne museum to reach outto the target audience. It helped the museum authority to conduct business by creating easycommunication plans with the target visitors by word of mouth, developing brand awareness oracting as brand ambassadors. They have used the keyword system of Twitter to provide thevisitors with the accessibility to their collections, guiding them and giving reference information(Dijkmans, Kerhof and Beukeboom 2015).Instagram was used by the museum authority to reach the target market by creatingInstagram advertisement. It helped them in enhancing their unreached customer base. Melbournemuseum has followed similar strategies of Victoria museum. They did not use other socialmedia platforms such as G+, Youtube, Pinterest, Snapchat or LinkedIn as those were noteffective in reaching the public who will be interested to know about Australian museums.Therefore, they made the correct selection of social media platforms and did not miss outanything (Lehman and Roach 2011). Coleman and Nankervis(2015) have stated that the prominent museums of Australia arePowerhouse Museum, Australian museum, Museum of Contemporary Art and the Art Gallery ofNSW. It is an important fact that the museums have their own role to play for the betterment ofsociety. Apart from preserving the valuable artifacts, they are responsible for conductingresearch and learning process in terms of entertainment and leisure facilities. This has resulted inthe development of different target markets for the museums with different needs and demands.Their response to communication messages also vary. Therefore, there is an emerging issue of

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Assignment on Social Media (pdf)