Italian mega-exhibitions fail to leverage social media for art engagement

The article examines the strategic shortcomings of major exhibitions in Italy, particularly in their use of social media. While large-scale shows are crucial for attracting visitors and promoting culture, Italy predominantly focuses on historical art brands, neglecting contemporary art. Internationally, major exhibitions also spotlight living artists, fostering a vibrant art market, but Italy lags in this regard. The author argues that Italian institutions should use blockbuster shows as gateways to deeper art appreciation, akin to how supermarkets use loss leaders to drive overall sales. However, current social media strategies are inadequate—limited to basic Facebook posts and event scheduling—failing to leverage user-generated content or prosumer engagement. This reflects a lack of strategic vision at both the ministerial and museum levels. The piece calls for a shift from treating exhibitions as standalone events to integrating them into a broader cultural strategy that transforms visitors into art enthusiasts. The article is part of a series on major exhibitions and was published on Artribune, with the author Stefano Monti of Monti&Taft, a management and advisory firm.