Working to Create Value: Spanish Museums and the Challenge of Connecting with Generation Z

The Covid-19 pandemic has temporarily emptied museums and drawn attention to an aspect of these cultural institutions that is often seen as secondary and subordinate to their physical presence: the digital dimension. Having been forced to close their doors, museums have sought to boost their online activity through a range of different initiatives. The most notable actions undertaken in terms of frequency are related to social networks. This situation obliges us to ask the question: have museums succeeded in achieving a meaningful online presence in their communities via social media?In terms of marketing and digital communication, content is understood as meaningful when it provides value to the audience. This value arises from the alignment of the objectives of the institution with those of the target audience; this makes it essential to understand the profile of users who comprise the communities of different digital channels.Drawing on a comparative analysis of the profiles of museum visitors and those of social media users, this paper addresses the challenges of connecting on social media with the generation known as Generation Z (a population currently between 14 and 24 years of age). To do so, it attempts to define this generation and determine how it uses social media, taking advantage of the work already carried out by Spanish museums on their social media profiles during lockdown to establish how museum institutions can make themselves more relevant to this demographic segment in Spain and beyond.