TY - JOUR
TI - New Media in Communication Strategies of Polish Museums. From Facebook to TikTok
AU - Gaweł, Łukasz
TI - New Media in Communication Strategies of Polish Museums. From Facebook to TikTok
AB - 
	The changing world of digital media has had a huge impact on museum marketing strategies. To- day, it is virtually impossible to knowingly build the image of an institution without the use of social media. The analysis of the content posted on social media of Polish national museums will allow to define the nature of the relations built by these organizations with the social environment. However, another aspect of the presence of social media in museums is no less important: it is not only about information, marketing or image issues; social media are an important element of a consistent cre- ation of museums’ identity. A strong sense of self-identity is essential for museums not only to survive but also to thrive in an increasingly demanding world.

	JEL: M3
VL - 2022
IS - Volume 10, Issue 2
PY - 2022
C1 - 2354-0214
SP - 91
EP - 102
DO - 10.4467/23540214ZM.22.007.17164
UR - https://ejournals.eu/en/journal/zarzadzanie-mediami/article/nowe-media-w-strategiach-komunikacyjnych-polskich-muzeow-od-facebooka-do-tiktoka
KW - museum management
KW - marketing strategy
KW - social media
KW - relationship building
KW - Audience Development