Frekwencja online – jak ją monitorować? Dotychczasowe praktyki publicznych muzeów w Polsce
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RIS BIB ENDNOTEData publikacji: 2022
Zarządzanie Mediami, 2022, Tom 10, Numer 2, s. 119 - 133
https://doi.org/10.4467/23540214ZM.22.009.17166Autorzy
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.
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Informacje: Zarządzanie Mediami, 2022, Tom 10, Numer 2, s. 119 - 133
Typ artykułu: Oryginalny artykuł naukowy
Tytuły:
Monitoring of Online Audience. Previous Practices of Public Museums in Poland
Instytut Kultury Uniwersytetu Jagiellońskiego
ul. prof. Stanisława Łojasiewicza 4, 30-348 Kraków, Polska
Publikacja: 2022
Status artykułu: Otwarte
Licencja: CC BY
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