Can Social Media Pave the Way for the Preservation and Promotion of Heritage Sites?

In the digital age, social media platforms like Facebook, Instagram, and YouTube have emerged as powerful allies in promoting and preserving heritage sites. Focusing on the unique heritage of Bishnupur, West Bengal, India, this manuscript investigates the intricate interplay between social media and these cultural treasures. Through a comprehensive analysis of engagement metrics such as likes, shares, and comments, the study uncovers the nuanced dynamics of how online audiences connect with heritage sites. Platform-specific strategies are identified as essential for tailoring content to the strengths and preferences of each social media platform’s user base. The study also reveals the organic emergence of vibrant communities of heritage enthusiasts who unite to share their passion, experiences, and advocacy. The research emphasizes social media’s key role in promoting heritage sites and provides practical insights for optimizing platform-specific strategies, contributing to the discourse on preserving cultural heritage in the digital age.