Research On Social Media Marketing Of Museum

Developed in the time of Web2.0, social media is an information exchange platform characterized by user involvement. It has the advantage of high speed of information spread, high efficiency, low cost, wide courage, large user base, etc. With the popularity of the Internet and development of the social media, there have been more and more users of social media for entertainment. At the same time, a lot of companies and nonprofit organizations start to use social media as a platform for marketing which have made achievements.As a public welfare cultural institution, museum is contributing to society and its development, which should take advantage of every channel that can be taken to transmit civilization and promote self-change. Social media is suitable break points.However, research on social media marketing for museum is very inadequate.This paper attempts to expound the possibility and necessity of social media marketing for museum, by analyzing social media’s properties, features, advantages and museum’s mission, status, pressure. Based on above analysis, it puts forward the corresponding strategies to provide ideas on research of related fields.This paper contains four parts as follows:ChapterⅠ PrefaceThis part introduces the background and research methods, summarizing the status-quo of museum research in the field of social media marketing.ChapterⅡ Introduction to Social Media marketingBy analyzing socialization attribute and media attribute of social media, the concept of social media is defined. By comparing social media marketing and traditional marketing methods, the concept of social media marketing is defined. In addition, with related data, it describes the status of social media platforms and social media marketing.ChapterⅢ The Possibility and Necessity of Social Media Marketing for MuseumThis part analyzes the necessity of social media marketing campaigns for Museum from the view of social mission and external pressure. It describes the possibility for museums to carry out social media marketing campaign from the view of low cost, low entry barriers, social media marketing practices of museums at home and abroad and museum marketing concept which is gradually accepted by the public.ChapterⅣ Current Situation and Measures of Chinese Museum Social Media MarketingThis part first analyzes the current situation of Chinese museum social media marketing and pointed out problems. Next, it analyzes the successful social media marketing of the Palace Museum. Last, this part makes recommendations to cure the existing problems of Chinese museum social media marketing.ChapterⅤ ConclusionThis part summarizes the main points of the paper and stressed the importance of the museum to carry out social media marketing.