The potential of social media as a communication tool for museums with their audiences through the digital

Abstract

Social media allow individuals to interact collaboratively, changing the way they relate and, as this article argues, the museum institutions are not indifferent to this change in the communication paradigm. The transformations of modern society, closely linked to information and communication technology, have raised issues for museums, making them face these new challenges of transforming their social role, enhancing their eminently through digital communication. Social media allow an evolving role of the museum, from an information provider to an enabler of knowledge, giving visitors the opportunity to explore, in a active way, creating the basis for the design of new perspectives about the museum. Social media can help the museum to fulfill its social role, bringing it closer to the public, more diverse and heterogeneous, making the digital as an essential form of communication museum.