Today I´m going to analyse the website of The Benaki Museum, one of the most importants about Greek culture in Greece. In this analysis I will explore, above all, the way in which this institution communicates with its clients through social networks.
The Benaki Museum of Greek Culture is housed in one of the most beautiful neoclassical-style buildings in Athens, near the National Garden and the Hellenic Parliament. It was converted into a museum in order to shelter the collections of Antonis Benakis and was donated to the Greek nation by himself and his three sisters. Following its most recent refurbishment (1989–2000), the building houses a unique exhibition on Greek culture arranged diachronically from prehistory to the 20th century. Here is the homepage of the museum´s website.
At the bottom of the homepage of the website there´s some icons which take the user directly to the social media channels of the museum (facebook, twitter, youtube, flickr, instagram and pinterest)
I will talk specially about Instagram which is the one, in my opinion, that have the most important social impact.
Instagram´s account of the museum seems to be very updated. It has all the photos and videos of the exhibitions and events of the museum documented and organized in the Highlights Stories of Instagram. Also, announcements about new exhibitions, activities, conferences, special days organized by the museum, coffees, colloquiums, etc; they are all posted here. Every day there is an average of 1 post uploaded, and three or four stories shared, always related to updated information every week. Almost all its publications reach 1000 likes, others stay around the 500 likes, I guess because of their content (not photographs of works of art, just announcements, etc)
Anyway, the likes or comments that may have the posts of an Instagram account are not very significant when analyzing the impact it has on users; since few (and I speak from experience) stop to look at the posts that are uploaded daily; few people do what we would call "going up and down in the house icon". What users really frequent now are the Instastories, where you could really say that you see the day to day of different people, shops, institutions, organizations, etc. In terms of marketing the Instastories provide greater reliability to companies, which can show the insides of their business and their daily work, which conveys a sense of transparency in the user as for the company. As for this last account of the museum is also very up-to-date, and uploads every day information of interest and videos and photos of life in the museum: how the exhibitions are organized, mini interviews with some donors of the exhibited pieces, brief explanations about the works by museum experts, etc. These Instastories have at least 3000 views, far exceeding the likes that may have the posts.
So, if you have time to do it, go through the Instagram account of the museum and you will see a good example of how to manage social networks to advertise your business, institution, personal profile, etc.
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