What Works in Facebook Content Versus Relational Communication: A Study of their Effectiveness in the Context of Museums

This study aims to evaluate the effectiveness of museums' communication strategy in Facebook. This research conducts two empirical studies: in the first, we analyze the communication strategies of 240 museum Facebook pages and their effect on engagement at a fan page level; in the second, we explore the communication strategy in each post in greater depth in order to gauge how the different content and relational elements contribute to increasing the number of likes, comments, and shares. The findings highlight that achieving user engagement entails developing a strategy based on content as well as the museum's relationship and dialog with its audience, to the point where it becomes involved in conversations. This study proposes that if a museum is seeking an audience's active participation in its communications, then the organization itself should also get involved in users' conversations. Put differently, engagement should be reciprocal if more effective communication is to be achieved.