SocialWin has created the first report of social networks in the museums sector that has been done in analyzing Spain's presence in social media and conducted by the Museums greater engagement results. In the "Social Networks 2013 Report: Industry Museums" have been selected the 12 museums more engagement and are more engaged with social networks today .
The museum sector has been one of those who has joined the social networking revolution of recent form, therefore we found very interesting to perform the first quantitative analytical report to understand what role social networks are having on museums, while developing a strategic map to find out which museums are leveraging social platforms , and what greater engagement , audience or create interaction . Furthermore, this report also provides interesting data at the total audience of industry average audience of users and social platform.
The 12 have been selected museums: Prado Museum, Reina Sofia Museum, Thyssen Museum (Madrid ), Picasso Museum (Barcelona), MNAC, MACBA, Guggenheim Museum, MuVIM , MUSAC, Museo Patio Herreriano, Gala -Salvador Dalí Foundation and Museum Romanticism.
We analyzed the quantitative results of the museums on Facebook and Twitter for 3 months. Although the full audit report includes other networks and analysis indicators, these have been selected as the most influential at this time.
Museum of Romanticism, and MNAC Foundation Gala - Salvador Dalí gain in Engagement on Facebook
A level of engagement (loyalty) on Facebook, see how the Museum of Romanticism obtained 1st position with 31% , even with a relatively small community their fans are very active. This shows that the strategies they are using to retain their fans are still very effective, and they are generating more than other museums engagement with many more followers . MNAC is in 2nd place with 26% becoming the best of Barcelona in this category, followed by Gala- Salvador Dalí Foundation 25%.
Prado Museum, Reina Sofia Museum and Guggenheim Museum : the best in Facebook Audience
As for Audience in Facebook we can see that the Prado is positioned in 1st place with a total of 278.964 fans followed the Reina Sofia Museum with 176.601 fans, and 3rd place is Guggenheim Museum with 135.731 fans.
On Twitter we see that museums that generate greater engagement while having prime coincide, although they vary in position . Museo del Prado is positioned in 1st position in terms of audience, with 190.872 fans, followed by the Reina Sofia Museum with 70.724 fans and in 3rd place is the Thyssen Museum with 56.575 fans.
A level of engagement on Twitter, Museo Reina Sofía is in 1st place with 91% , followed by Thyssen to 76 % , and 3rd place Museo del Prado is 38% . Interestingly, these three museums are positioning themselves well , both in terms of audiences and engagement and in this sense have distanced from other museums.
What is the full Audience Museum in social networks ?
From a macro view of the industry, we can see that the total audience share in% of Facebook is far superior to that of Twitter, a total of 63% versus 37% . Still, we can see how Twitter has increased engagement, a total of 31% compared with 16% that shows Facebook. We can therefore conclude by saying that although Facebook is the one with highest% of hearing, almost twice that of Twitter , is not engaging with his fans as does the microblogging platform . The total audience in social networks of museums is 1,249,891 fans/ followers.
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