New Approaches to Museum Social Media Communication

The discussion around social media communication in museums is still relevant as this is related, e.g., to the changes observed in museum management. The research area consists of communication forms (one-way or two-way, interactive), modes of shaping relations, and tendencies toward using specific social media platforms. Museum-oriented studies are closely connected to the broader environmental situation, like new social media platforms or audience characterization. This article explores the forms of activity and communication patterns made by the Polish museums on TikTok. The study is based on qualitative and quantitative content analysis of social media posts. Results revealed that although TikTok is still a novelty, institutions use this platform for various purposes. This platform is used not only by artistic museums but also by historical and military ones. Informal, humoristic communication tends to be dominant, yet TikTok is also used to educate the users.