Facebook as a Museum Content Sounding Board

This paper gives an analysis of the ways in which three US museums with longstanding presence on social media and high online audience engagement use Facebook as a platform for distributing information about their programmes and topics relevant for their collections. Information technology influences the work environment in heritage institutions, changes their organization and calls for new responsibilities in the process of shaping online content in order to meet the needs of online users. The primary goal of the paper is therefore to reveal these activities and detect professional trends that can be of use in further research and help define online strategies for museums in general