Researcher(s)
- Meghan Caughron, English, University of Delaware
Faculty Mentor(s)
- Jennifer Acord, Communications, Delaware Museum of Nature and Science
Abstract
How should educational institutions, such as museums, present themselves online to maximize their outreach and engagement? Which strategies succeed, and which ones stumble in digital spaces? As social media continues to grow in influence, museums promote their exhibits, educational resources, and events on online platforms to engage both current followers and non-followers alike. However, the effectiveness of different content strategies remains an area of uncertainty for museums seeking to expand their online presence and market their resources to potential patrons. By examining the Instagram profiles of seven natural history museums, categorizing their content, and evaluating their highest-performing posts by content type, this study determines which content type is most effective for museum institutions to integrate into their social media platforms. In particular, content will be categorized by function or purpose to determine what mode of posting performs best. For this study, I sampled and closely observed the 50 most recent posts of seven natural history museums. Ultimately, by evaluating the content these institutions publish for relevant online audiences, this study concludes which particular forms of content will elevate the online engagement rate of natural history museum institutions. In turn, this research will inform which social media marketing strategies to execute, and ultimately support the cultivation of the public’s scientific literacy by advancing museums’ reach in online environments.