In the last few years, various initiatives have focused on social media metrics, including the website Museum Analytics ( ), which automatically pulls the main metrics from Facebook and Twitter (e.g., likes, followers, or retweets), creating ranking lists of hundreds of museums around the world. Despite the fact that these platforms are a great source of data, museums struggle to process and make sense of this information due to the lack of consistent or definitive tools and methodologies. However, evaluating the impact of social media is not an easy task. A large number of museums now have a profile on social media sites to post news, promote their exhibitions, or disseminate their content and also to organize participatory projects or to create initiatives aimed at interacting with the visitors and starting conversations and debates. Museums and galleries embrace social media and use it as a means to communicate and promote their activities, and also to interact and engage with their visitors (Russo, Watkins, Kelly, & Chan, 2008 Kidd, 2011 Fletcher & Lee, 2012).
Keywords: online research methods, social media monitoring, content analysis, sentiment analysis, twitter, metrics 1. This paper analyses the tweets that mentioned The Tanks during this period and covers the process of collecting, coding and analysing the data following three different lines: Twitter as a communication tool, as a conversation tool to engage with the visitors and as an audience research tool.
Twitter played a significant role during the festival ‘Art in Action’ at The Tanks, Tate Modern’s new space dedicated to live art. Analysis of the Visitor Experience in 140 Characters. Diving into the Museum’s Social Media Stream.
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