Keywords:
Digital museum; Online service; User engagement
Abstract:
The outbreak of COVID-19 has had an unprecedented impact on the GLAM (galleries, libraries, archives, and museums) sector around the world (ICOM, 2020; UNESCO, 2020; ICOM, 2021). Institutions have been experimenting with new ways to engage with the public remotely. As museums and galleries continue to navigate the widespread impact of the pandemic lockdown, as well as envision the future of the cultural industry, it is clear that digital considerations remain crucial (Agostino et al., 2021; Raghavan et al., 2021).
Within this context, this paper investigates the digital initiatives that museums have developed on Facebook for online service delivery in response to the COVID-19 pandemic lockdown. Empirically, with basic statistical analysis and content analysis as the main research methods, three London-based art museums were chosen for this study, which are National Gallery, Tate, and the Victoria and Albert Museum (V&A).
This paper reflects on the challenges faced by museum professionals in supporting their audiences offsite. Additionally, by analysing and comparing how these three institutions used Facebook and the user engagement behaviours generated, it provides insights into how museums could utilise their resources more efficiently when developing digital initiatives, not just in coping with public emergencies. Our findings demonstrate that museums need not only to be responsive, but also to develop for empathetic, supportive, and consistent strategies in online service delivery.
Reference:
Agostino, D., Arnaboldi, M. and Lema, M.D., 2021. New development: COVID-19 as an accelerator of digital transformation in public service delivery. Public Money & Management, 41(1), pp.69-72.
International Council of Museums (ICOM)., 2020. Museums, museum professionals and Covid-19 https://icom.museum/wp-content/uploads/2020/05/Report-Museums-and-COVID-19.pdf
International Council of Museums (ICOM)., 2021. Museums, museum professionals and Covid-19: third survey https://icom.museum/wp-content/uploads/2021/07/Museums-and-Covid-19_third-ICOM-report.pdf
Raghavan, A., Demircioglu, M.A. and Orazgaliyev, S., 2021. COVID-19 and the new normal of organizations and employees: an overview. Sustainability, 13(21), p.11942.
United Nations Educational, Scientific and Cultural Organization (UNESCO)., 2020. Museums around the world in the face of COVID-19. https://unesdoc.unesco.org/ark:/48223/pf000037353