Cultural institutions have taken up web-based social networking to engage with audiences since its increased popularity during the 1990s. Most recently, the use of platforms such as Facebook©, Twitter©, Instagram© and blogs have been used to promote galleries, museums, libraries and archives. This form of contemporary campaigning for advocacy is important in the current climate of economic pressure to ensure that the conservation of cultural material is preserved and institutions are supported. The Queen Victoria Museum and Art Gallery (QVMAG), Australia’s largest regional museum and art gallery, has ramped up its use of social media websites and applications since 2011. These powerful tools have provided a chance to enhance relationships with the local community and visitors. They have become a significant aspect of the institution’s marketing strategy.

2015 AICCM National Conference; Illuminating the New
Paper author:
Amy Bartlett