국내 뮤지엄의 페이스북 PR 활동 현황 및 전략 분석

초록

Social Network Services(SNS) are exerting great influences on PR communication environments. In this study, we try to examine how Korean museums are adjusting themselves to the new environment, and what strategic approaches they take to communicate with their visitors using SNS. Results indicate that most status messages on museums’ Facebook contain official information and the tone of messages is neutral. Action codes in the status messages are largely in the form of notifications, small talks, affirmations, and recommendations. Also, it was found that Facebook messages deliver mostly rational information of the museums’ exhibitions, education programs, and their events to fans. It seems that most Facebook pages of Korean museums are mainly used for delivering information about their new exhibitions or other notices. It is suggested that for museums to benefit more from two-way communication that SNS offers, the museums should realize the importance of message strategies and make efforts to utilize the interactivity of SNS communications.

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