Facebook as a promotional tool for spanish museums 2016–2020 and COVID influence

Abstract

As Waller and Waller stated, Social Media produces an intense effect on culture-based institutions' practice. Social networks promote the concept of "digital social museum", as one that takes advantage of digital technologies' opportunities to deepen the achievement of a genuinely close museum and expand the exhibition's target audience. However, do museums use Facebook to educate and transmit culture to users, or as a mere promotional tool? Are there differences between its use in museums? Were their Facebook Promotion Strategies directly affected by the coronavirus COVID-19 pandemic?