| In general, modern museums are not just places of collection, exhibition,research and service, they are also organizations of public culture and education forindividuals development. Museum audiences are recipients of informationpropagation, and objects of museum services. In some degree, they’re also museumparticipants and creators. Audience research is an important channel for the museumsto understand the audience, then the museums can better provide various exhibitions,activities and services appropriate to the audience, and better practice the "peopleoriented" concept of development.With the rise of social media (such as facebook, twitter, weibo, wechat orcomments), people are increasingly keen to share their personal feelings through thesechannels; And, according to the survey, more and more people are using social mediainformation as part of their various decisions reference. For the museums, the socialmedia is not only an important communication bridge between the audience and themuseums, but also an accumulated wealth of audience research data for the museums.Some foreign museums have already begun to take advantage of use socialmedia, mining and analyzing the audience data. The museum audience study hasopened up new ideas and methods. But information obtained from the currentdomestic museums investigation is still on-site audience surveys or field observations.Social media network-based museum audience research has not yet emerged in theliterature. This article attempts to investigate the domestic well-known social mediasite–www.dianping.com, select audience comment data of National Palace Museumfor the study, conducted audience satisfaction surveys. Through this research,discovered some existing problems in museum work and made some suggestions.Through empirical case studies confirmed the social media is an effective channel forthe museum audience research, hope that more and more people can be involved inthis new channel and method for the museum audience research. |
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