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Cultural marketing and social media: The communication policy of museums and cultural organizations

Fasarakis Georgios

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Summary

Cultural marketing is a strategy which, through systematic public information, aims to achieve the goals set by institutions and organizations for the promotion and advertising of their services, actions and products. In the modern digital era, cultural marketing uses the Social Media, which are a powerful tool for the direct connection of cultural organizations with future visitors, and at the same time the extroversion and communication with them. Opening up to diverse audience groups is pursued through strategic marketing planning, in some cases to a greater and in some cases to a lesser extent. In this diploma thesis, an analysis will be carried out, through the research and evaluation of the case of the National Archaeological Museum and the Archaeological Museum of Chania in relation to the utilization of Social Media for the promotion and advertising of their services and actions, as well as a qualitative research, through interviews, in Social Media managers of the organizations. In order to form a global picture concerning the promotion and advertising of the cultural heritage of Chania, a survey will be carried out to evaluate the degree of Social Media utilization in the relevant institutions and organizations operating in the Prefecture.

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