MiBACT report on museum social media performance during pandemic questioned
A paper published by MiBACT and written by Politecnico di Milano claims museums doubled their social media activity during the pandemic lockdown. However, analysis of the report's data reveals a more nuanced picture: while tweet volume increased during Museum Week (May 11–17, 2020), average interactions per post remained stagnant on Twitter, and actually decreased on Facebook and Instagram. The report shows that in May 2020, a museum tweet averaged 31 interactions, a Facebook post 116, and an Instagram post 520. The author argues the Ministry's triumphalist tone misrepresents the data, which indicates that increased posting did not lead to higher engagement. The piece criticizes the Ministry for potentially cherry-picking data and using rhetorical techniques associated with fake news.
Key facts
- MiBACT published a paper by Politecnico di Milano on museum social media performance.
- The paper claims museums doubled social media activity during the pandemic lockdown.
- Data shows average interactions per post decreased on Facebook and Instagram in May 2020.
- Twitter interactions per post increased slightly during Museum Week (May 11–17, 2020).
- Average interactions per post in May 2020: Twitter 31, Facebook 116, Instagram 520.
- Despite increased tweet volume, average interactions per tweet remained unchanged.
- The author accuses MiBACT of misrepresenting data with an overly optimistic tone.
- The article suggests the Ministry's approach resembles techniques used in fake news.
- The report was published in July 2020 on Artribune.
- Stefano Monti of Monti&Taft is mentioned as a contributor to the discussion.
Entities
Institutions
- MiBACT
- Politecnico di Milano
- Artribune
- Monti&Taft
Locations
- Italy