Exploring Archaeological Organizations’ Communication on Facebook: A Review of MOLA's Facebook Page

MOLA (Museum of London Archaeology) is one of the leading archaeological companies in the UK. It provides professional archaeological services and implements award-winning community engagement programs with a high-profile online presence. Its Facebook page is an important communication channel, serving the organization in raising public awareness, reaching the widest audiences, and engaging with the community. MOLA has developed a strategic approach to its archaeological communication on Facebook by ensuring regular updates of its research and by providing rich archaeological content aligned with media campaigns of the most notable archaeological excavations. This strategy helps the organization build a steady and engaged community of interest. The use of social networks for public engagement, the possibilities of rapid dissemination, and the challenges of ensuring sustainable online participation via social networks resonate with major concerns discussed by different researchers in the field. This review explores MOLA's Facebook page, seeking to showcase how the archaeological organization communicates through Facebook on a day-to-day basis and to reveal how Facebook users react to different kinds of archaeological content through measurable metrics.