The purpose of this study was to explore what types of digital content cultural institutions implemented during COVID-19 temporary closures and their effects on social media engagement. Existing research identified the role of digital content and social media in cultural institutions, but only in times of normal operations. This study adds to the existing literature by exploring the types of digital content implemented, impacts on social media engagement, measures of social media engagement, and future implications in regard to COVID-19 temporary closures. This study recruited 66 cultural institutions from across the United States to take part in in-depth semi-structured phone interviews to fulfill the research goals. Museums, zoos, aquariums, performing arts organizations, heritage foundations, and historical societies were represented. A qualitative approach was adopted, and content analysis on the interview transcripts indicated that cultural institutions implemented digital content to build communities through live and serialized content, partnerships, fundraising, increased transparency, and increased accessibility during temporary closures. Using primarily Instagram and Facebook with their digital content, cultural institutions increased social media engagement during this time. Although there was no consensus on best practices in measuring social media engagement, many institutions highlighted tracking active engagement such as likes, comments, and shares. As a result of the success of the digital content, cultural institutions planned continued digital content campaigns such as videos, blogs, partnerships, and paid educational content in times of normal operations.

中文翻译：

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社交媒体“魔术”：在COVID-19临时关闭期间实际上吸引了访问者

这项研究的目的是探讨在COVID-19暂时关闭期间实施了哪些类型的数字内容文化机构，以及它们对社交媒体参与的影响。现有研究确定了数字内容和社交媒体在文化机构中的作用，但仅在正常运行时才起作用。这项研究通过探索实施的数字内容的类型，对社交媒体参与的影响，社交媒体参与的度量以及对COVID-19临时关闭的未来影响，为现有文献增色。这项研究从美国各地招募了66家文化机构来参加深入的半结构化电话采访，以实现研究目标。博物馆，动物园，水族馆，表演艺术组织，遗产基金会和历史学会都有代表。采用了定性方法，对访谈笔录的内容分析表明，文化机构通过现场直播和序列化内容，伙伴关系，筹款，提高透明度和在临时关闭期间增加可访问性，实施了数字内容来建立社区。在这段时间里，文化机构主要使用Instagram和Facebook的数字内容，从而增加了社交媒体的参与度。尽管在衡量社交媒体参与度方面的最佳实践上尚无共识，但许多机构都强调跟踪喜欢，评论和分享等积极参与度。由于数字内容的成功，文化机构计划在正常运营期间继续进行数字内容运动，例如视频，博客，合作伙伴关系和有偿教育内容。