Social Media Communication in Spanish Art Museums: Insights From a Survey

This study analyzes how art museums in Spain use social media and who manages their digital communication, using the survey as its methodology. In the wake of the pandemic and the technological boom, museums have gone from being static spaces to active means of communication and interaction, where the public acts as both users and creators of knowledge. A survey that collected responses from 69 Spanish museums found that most have functional websites and mainly use Instagram, Facebook, and YouTube, although few use TikTok. Social media is considered an essential tool for generating dialogue and attracting young audiences, although the opinions gathered reveal limitations due to a lack of specialized personnel and resources. All these questions aim to identify the professional profile of social media managers in Spanish art museums, determining their age, academic background, and field of specialization.