Analiza upravljanja društvenim mrežama muzeja za umjetnost i obrt tijekom COVID-19 pandemije

Kanali promocije kroz društvene mreže te odabir sadržaja i načina na koji se on predstavlja svojoj publici, već su skoro dva desetljeća veliki izazov za stručnjake odnosa s javnošću i upravo time se bavi ovaj rad. Odabirom Muzeja za umjetnost i obrt kao i predstavljanjem njegovih promotivnih aktivnosti i sadržaja na društvenim mrežama (Facebooku i Instagramu), u vrijeme Covid-19 pandemije, željelo se naglasiti kako obim posla, angažman i nadasve inovativnost i kreativnost kreiraju ključnu ulogu prilagođavanja pandemijskim neprilikama. Društvene mreže tijekom pandemije Covid-19 pokazale su se kao neoborivi i jedini kanal komunikacije muzeja sa svojom javnošću. U tom smislu potrebna je i odabrana tema ovoga rada o analizi upravljanja društvenim mrežama jer su upravo ti kanali u posljednjih nekoliko godina krilatica dosega ciljane javnosti kulturnih ustanova i to ne samo u muzejskom ogranku kulture. Istraživalo se je li komunikacija Muzeja za umjetnost i obrt na društvenim mrežama Facebook i Instagram tijekom Covid-19 pandemije bila adekvatna i uspješna te je li uspjela zadobiti pozitivan dojam o komunikaciji. Istraživanjem analize sadržaja službenih profila Facebooka i Instagrama MUO-a, potvrđuju se istraživačka pitanja i naglašava kreativnost, inovativnost i interaktivno komuniciranje muzeja tijekom pandemije. Saznanja do kojih se došlo provođenjem anketnog upitnika, također potvrđuju istraživačka pitanja te ostaju kao primjer izuzetno uspješno provedene komunikacije muzeja prema svojim interesentima, potencijalnim ili redovitim posjetiteljima, s izuzetno pozitivnim dojmom o komunikaciji tijekom Covid-19 pandemije. Preporuke za daljnja istraživanja tiču se izbora kanala komuniciranja i dosega primljenih informacija kao i uključenosti u interaktivni angažman pratitelja Muzeja.The channels of promotion through social networks and the choice of content and the way in which it presents itself to its audience, have already been for almost two decades of great challenge for public relations experts and this is exactly what this paper is dealing with. By choosing the Museum of Arts and Crafts as well as presenting its promotional activities and content on social networks (Facebook and Instagram), during the Covid-19 pandemic, it was intended to emphasize how the scope of work, engagement and above all innovation and creativity create a key role of adapting to pandemic distress. Social media during the Covid-19 pandemic has proven to be irrefutable and the only channel for the museum's communication with its public. In this sense, the chosen topic of this paper on the analysis of social media management is also needed, because it is these channels that have been the motto of the reach of the targeted public of cultural institutions in recent years, and not only in the museum branch of culture. It was investigated whether the communication of the Museum of Arts and Crafts on social networks Facebook and Instagram during the Covid-19 pandemic was adequate and successful and whether it managed to gain a positive impression of communication by researching the content analysis of the official Facebook and Instagram profiles of the Museum of Arts and Crafts. The research issues are confirmed and the creativity, innovation and interactive communication of museums during the pandemic are highlighted. The findings obtained by conducting the survey also confirm research questions and remain as an example of the extremely successful communication of the museum towards its interests, potential or regular visitors with an extremely positive impression of communication during the Covid-19 pandemic. The recommendation for further research concerns the choice of channels of communication and the scope of the information received as well as involvement in the interactive engagement of the Museum's followers