A Predictive Method to Improve the Effectiveness of Twitter Communication in a Cultural Heritage Scenario

Museums are embracing social technologies in an attempt to broaden their audience and to engage people. Although social communication seems an easy task, media managers know how hard it is to reach millions of people with a simple message. Indeed, millions of posts are competing every day to get visibility in terms of likes and shares and very little research focused on museums communication to identify best practices. In this article, we focus on Twitter and we propose a novel method that exploits interpretable machine learning techniques to: (a) predict whether a tweet will likely be appreciated by Twitter users or not; (b) present simple suggestions that will help to enhance the message and increase the probability of its success. Using a real-world dataset of around 40,000 tweets written by 23 world famous museums, we show that our proposed method allows identifying tweet features that are more likely to influence the tweet success.