Museums and social media: Catalonia as a case study

The main goal of this article is to describe the current situation of Catalan museums in social media. The study and analysis was developed following both a quantitative and a qualitative methodology, by creating parameters and indicators for scientometric purposes and by gathering and observing data from different platforms. Results showed that only 60% of Catalan museums present a social media profile of their own, and most of them are significantly lacking regarding feedback with their followers. A very heterogeneous situation was also detected in the Catalan museum system, which has a complex territorial organisation. Results also show that the introduction of state-of-the-art technologies is almost incidental. The discussion and conclusion sections also reflect on the presence and use of social media in Catalan museums, putting into question their communication strategies and plans, and how museums can communicate more effectively with their followers or visitors