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Analyze article and determine social impact





Id : 2252

Author :
Cui T.; Kumar P.; Orr S.A.

Title


Connecting characteristics of social media activities of a heritage organisation to audience engagement

Reference :


Cui T.; Kumar P.; Orr S.A. Connecting characteristics of social media activities of a heritage organisation to audience engagement,Digital Applications in Archaeology and Cultural Heritage 28

Link to article https://www.scopus.com/inward/record.uri?eid=2-s2.0-85144665834&doi=10.1016%2fj.daach.2022.e00253&partnerID=40&md5=74060bebf2ed84827aaec3cc73f1517b
Abstract Cultural organisations are increasingly leveraging social media in their activities: although often considered primarily as a marketing tool, analysing social media interactions can provide insight into the changing nature of heritage engagement. Taking an Instagram account maintained by Historic Environment Scotland as an example, this study analyses the performance of activities on the platform to explore the characteristics of exceptionally-performing activities. This study showed there is not a strong relationship with the subject or geographic focus of a post or story on Instagram. Rather, posts that performed exceptionally (as indicated by the standard metrics of Instagram performance) could be classified by a set of five types of engagement: 1) participation, 2) storytelling, 3) sharing user-generated content, 4) relating heritage to popular media or culture, and 5) providing information. An additional investigation of the way in which users interacted Stories (a series of sequential content) revealed that content within the first two slides were proportionally viewed much higher than the subsequent slides. These findings further understanding of the nature of heritage engagement in an increasingly digital world with implications for how heritage organisations engage with diverse communities within the public. © 2022



Results:


                            Impact                            

                   Certainity                   

Health and Wellbeing

0.0257
Urban and Territorial Renovation 0.0275
Peoples Engagement and Participation 0.9363
Note: Due to lack of computing power, results have been previously created and saved in database