Analysis of Museum Social Media Posts for Effective Social Media Management

Understanding visitors’ needs is important for museum management. For this purpose, many museums run social media platforms, such as Facebook and Instagram. Numerous studies have discussed whether museums currently manage social media efficiently through only the communication elements within social media, such as the number of comments and likes. However, to communicate with potential visitors, it is necessary to analyze the preferences of actual users on social media posts and the types the museum uploads. In addition to investigating the efficiency of museum Instagram using data envelopment analysis (DEA), this study analyzed users’ preferences regarding types of museum Instagram posts. We determined what posts are effective for communicating with potential visitors when museums upload posts on Instagram. Effective communication for museum Instagram was discussed from various perspectives. This study also derived effective museum Instagram management strategies.