TY - JOUR
TI - Frekwencja online – jak ją monitorować? Dotychczasowe praktyki publicznych muzeów w Polsce
AU - Pluszyńska, Anna
TI - Frekwencja online – jak ją monitorować? Dotychczasowe praktyki publicznych muzeów w Polsce
AB - 
	Monitoring of Online Audience. Previous Practices of Public Museums in Poland

	A crisis situation – which the COVID-19 pandemic undoubtedly is – becomes an opportunity to shift the perspective and propose or even enforce new management solutions. The intensification of museum activities in the virtual world forces the need to ask again questions about audience segmentation, motivation and interaction (Noehrer et al. 2021). Although public cultural institutions (including museums) see the need for conducting audience research, in practice, they focus on counting attendance (Ćwikła et al. 2020). In addition, they are focusing on recipients visiting the buildings of the institution. Therefore, this article aims to answer the question of whether public museums in Poland monitor attendance during online events, on social media and on the website, and if so, what data are taken into account? Based on the interviews and questionnaires, I also tried to find out what are the difficulties in counting audience online. Finally, I make recommendations, including the need to create a measurement system in which different weights will be assigned to different types of audience engagement, including “active” indicators.

	JEL: M0, M4, Z1
VL - 2022
IS - Tom 10, Numer 2
PY - 2022
C1 - 2354-0214
SP - 119
EP - 133
DO - 10.4467/23540214ZM.22.009.17166
UR - https://ejournals.eu/czasopismo/zarzadzanie-mediami/artykul/frekwencja-online-jak-ja-monitorowac-dotychczasowe-praktyki-publicznych-muzeow-w-polsce
KW - counting online audience
KW - museum