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How big Cultural Heritage Institutions present themselves in Social Media

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Author - Thomas

All statistics are based on the view of the pages on 23.02.2013

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Content

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Main Points

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  1. What are really big Cultural Heritage Institutions?
  2. How do big Institutions use Social Media Tools?
  3. Which Social Media Tools do big Institutions use?


Investigated Insitutions

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  • UNESCO - United Nations Educational, Scientific and Cultural Organization
  • EU - European Union
  • Smithsonian Institution - Washington DC, USA
  • Louvre - Paris, France


Institutions

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UNESCO - United Nations Educational, Scientific and Cultural Organization

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Official Homepage: http://www.unesco.org/new/en/


On the Homepage you can find links to Facebook, Twitter, Google+ and YouTube.


Facebook: https://www.facebook.com/unesco


  • Member since 16.02.2009
  • 99.354 Likes
  • 4.022 people talking about
  • Most popular city: Dhaka, Bangladesh
  • Most popular age group: 25-34 years
  • Pictures: different heritage themes, places and events
  • Events: different past international events and international days


Very active - several posts per day!


Twitter: https://twitter.com/unesco


  • 86.734 Follower
  • 4.682 Tweets


Very active - several tweets per day!


Google+: https://plus.google.com/+UNESCO/posts

  • 179.364 Likes
  • In 172.411 circles of others
  • Posts, Info, Pictures, Videos and Links to Homepage, Facebook and Twitter.


Active - several posts per week!


YouTube: http://www.youtube.com/UNESCO


UNESCO has its own channel UNESCO TV in English. There are also other channels with different languages available. UNESCO TV features different playlist with titles like “World Heritage” or “Intangible Heritage 2012”.


  • 8.819 subscribers
  • 6.222.404 views
  • 1119 videos uploaded
  • Member since 30.05.2006


Active - several video uploads per week!

EU - European Union

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Official Homepage: http://europa.eu/index_de.htm


On the homepage you can find Links to Facebook, Twitter, YouTube, Flickr and Blogs by several EU-commissioners, Partners and organizations.


Facebook: https://www.facebook.com/pages/European-Union-EU/12088416071?ref=ts&fref=ts


  • Member since 05.02.2008
  • 150.813 Likes
  • 1.095 people talking about
  • Most popular city: London, UK
  • Most popular age group: 25-34 years


Active - several posts per week!


EU-Homepage offers links to particular Facebook-pages of different sections: http://europa.eu/take-part/facebook/index_en.htm

  • Institutions and bodies
  • Agencies
  • Other
  • EU offices in member countries
  • EU offices around the world
  • Topics


Each Facebook-page has a relatively high number of Likes and Posts. Each very active - several posts per day!


Twitter:


EU-Homepage offers links to particular Twitter-pages of different sections: http://europa.eu/take-part/twitter/index_en.htm

  • Institutions and bodies
  • Agencies
  • EU offices in member countries
  • EU offices around the world
  • Topics


Each Twitter-page has a relatively high number of Followers and Tweets. Each very active - several tweets per day!


Youtube:


EU-Homepage offers links to particular YouTube-channels of different sections: http://europa.eu/take-part/youtube/index_en.htm

  • Institutions and bodies
  • Agencies
  • Other
  • EU offices in member countries
  • EU offices around the world
  • Topics


Each channel has a relatively high number of Subscribers and Views. Each active - several video uploads per week!


Flickr:


EU-Homepage offers links to particular Flickr-pages of different sections: http://europa.eu/take-part/flickr/index_en.htm

  • Institutions and bodies
  • Agencies
  • Other
  • EU offices in member countries
  • EU offices around the world
  • Topics


Each page has a relatively high number of Albums and Pictures. Each less active - several uploads per month!


Smithsonian Institution - Washington DC, USA

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Official Homepage: http://www.si.edu/


On the homepage you can find links to Facebook, Twitter, YouTube, Flickr, Pinterest, Blogs, Podcasts and several Mobile Applications and Mobile Websites.


Facebook: https://www.facebook.com/Smithsonian?ref=ts&fref=ts


  • Member since 10.12.2007
  • 190.741 Likes
  • 3.974 people talking about
  • 137.818 Pictures marked
  • Most popular city: Washington, D.C., USA
  • Most popular age group: 35-44 years


Active - several posts per week!


Smithsonian-Homepage offers links to particular Facebook-pages of different sections: http://www.si.edu/Connect/Facebook#SocialMedia

  • Different Smithsonian Museums
  • Smithsonian Archives
  • Smithsonian Libraries
  • Smithsonian Magazine
  • Many others…


Each page has a relatively high number of Likes and Posts. Each active - several posts per week!


Twitter: https://twitter.com/smithsonian


  • 850.656 Follower
  • 7.347 Tweets


Very active - several tweets per day!


Smithsonian-Homepage offers links to particular Twitter-pages of different sections: http://www.si.edu/Connect/Twitter#SocialMedia

  • Different Smithsonian Museums
  • Smithsonian Archives
  • Smithsonian Libraries
  • Smithsonian Magazine
  • Many others…


Each page has a relatively high number of Followers and Tweets. Each active to very active - several posts per week respectively day!


Youtube: http://www.youtube.com/user/SmithsonianVideos


Smithsonian Institution has its own channel Smithsonian Videos. Smithsonian Videos features different playlist from different sub-institutions with themes like “History & Culture” or “Lectures & Webcasts”.


  • Member since 17.10.2007
  • 8.130 Subscribers
  • 2.127.469 Views
  • 1119 videos uploaded


Active - several video uploads per week!


Smithsonian-Homepage offers links to particular YouTube-channels of different sections: http://www.si.edu/Connect/YouTube#SocialMedia

  • Different Smithsonian Museums
  • Smithsonian Archives
  • Smithsonian Libraries
  • Smithsonian Magazine
  • Many others…


Each channel has a relatively high number of Subscribers and Views. Each active - several video uploads per week!


Flickr: http://www.flickr.com/photos/smithsonian


Smithsonian-Homepage offers links to particular Flickr-pages of different sections: http://www.si.edu/Connect/Flickr#SocialMedia

  • Different Smithsonian Museums
  • Smithsonian Archives
  • Smithsonian Libraries
  • Smithsonian Magazine
  • Many others…


Each page has a relatively high number of Albums and Pictures. Each less active - several uploads per month!


Pinterest: http://pinterest.com/smithsonian/


  • 15.289 Follower
  • 28 Boards
  • 533 Pins


Smithsonian-Homepage offers links to particular Pinterest-pages of different sections: http://www.si.edu/Connect/Pinterest#SocialMedia

  • Different Smithsonian Museums
  • Smithsonian Archives
  • Smithsonian Libraries
  • Smithsonian Magazine
  • Many others…


Each page has a different number of Boards and Pins. Each less active - several pins per month!


Louvre - Paris, France

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Official Homepage: http://www.louvre.fr/en/homepage


On the homepage you can find links to Facebook and Twitter.


Facebook: https://www.facebook.com/museedulouvre


  • Member since 07.08.2008
  • 861.354 Likes
  • 49.973 people talking about
  • 2.646.782 Pictures marked
  • Most popular city: Paris, France
  • Most popular age group: 25-34 years


  • Pictures: different pictures of paintings, sculptures and performances
  • Events: different upcoming and past events in the museum
  • YouTube: various YouTube Videos implemented on Facebook
  • Notes: different notes of Louvre Museum and about Louvre Museum
  • Map: map of the location, opening times and links
  • Videos: other Videos
  • News: RSS News-Feed


Very active - several posts per day!


Twitter: https://twitter.com/museelouvre


  • 37.189 Follower
  • 1.139 Tweets


Very active - several tweets per day!


YouTube: http://www.youtube.com/user/louvre


  • Member since 03.03.2006
  • 1.578 Subscribers
  • 274.067 Views


Less active - several video uploads per month!


Conclusion

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All of the four investigated institutions (UNESCO, EU, Smithsonian and Louvre) are using the most common Social Media tools Facebook, Twitter and YouTube. The institutions use them very frequently and post or tweet even a few times a day. Most of the messages in Facebook and Twitter deal with the promotion of upcoming events and general news about the institution. Many pictures and videos are posted and archived too. YouTube is used less frequently but uploads occur nearly every week.

It's conspicuous that in Social Media the EU and the Smothsonian Institution (also UNESCO a little bit) split up into their subsidiary organizations to attract their particular groups of interest. Also to promote special events in this particular organizations.

There are also different main foci apparent concerning the use and the reception of Social Media depending on the home country of the Organization. Smithsonian for example is the only of the investigated institutions using Pinterest. They are also the only institution that has more Followers on Twitter (850.000) than Likes on Facebook (190.000). The European or global orginazations tend to have more Likes on Facebook. Louvre takes the lead in the statistics with more than 860.000 Likes.

Beside the common Social Media Tools institutions also use tools like Google+, Flickr, Pinterest and different Blogs or Mobile Applications.


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