| This Thesis/Capstone examines the current trends in social media as well as museum-specific trends in social media in relation to the University of Pennsylvania Museum of Archaeology and Anthropology's current social media practices. A practicum was completed by researching the Penn Museum's current social media practices as well as creating deliverables that will allow for the increased efficiency of social media planning and implementation of best practices. The goals for this project were to increase the efficiency of social media planning, implementing of social media practices across the Museum's social media platforms, expanding the reach of the Museum's social media, and the integration of social media into communications and public relations. An Instagram takeover was executed to test a new social media technique at the Penn Museum by utilizing Instagram Live video. |
