Social communication in the Italian museum systems
Europe
CulturaCulture
2024 – Italian museums have long been a global destination for scholars, enthusiasts, and tourists alike. Whether standalone institutions or citywide collections, these museums welcome millions of visitors each year, eager to experience firsthand the 15th-century masterpieces studied in books and documentaries, discover hidden details in pristine 18th-century marble sculptures revered for centuries in art schools, or marvel at the timeless beauty of a thousand-year-old bronze kiss. But that’s not all.
Compared to two decades ago, our engagement with art has evolved—or perhaps expanded. People now visit museums not only for the art itself but also for a personal experience. They participate in interactive or sensory workshops, attend lectures by art experts or influencers who offer accessible interpretations of artworks or capture social media-worthy moments beside their friends’ favourite paintings.
Recognizing this shift, public museums have adapted their communication and marketing strategies to cater to diverse audiences and their evolving expectations. This approach not only boosts museum revenue but also fuels the city’s broader tourism industry, generating economic benefits for the entire community.
Our analysis delves into the current online communication strategies employed by museums, particularly those adopted by Italian museum systems, which face the unique challenge of promoting a multifaceted brand and diverse offerings to varied audiences. To succeed, they must tailor their communication to evolving visitor preferences and experiences while also striving to attract different demographics
throughout the year to manage visitor flow and prevent overcrowding. These are just a few of the complex challenges facing museums today.
Download our report with the main findings of three case studies: the Musei Civici di Venezia (Muve), the Musei Civici di Verona (Muv) and the Fondazione Brescia Musei, which we analysed between January and October 2023, in Italian and English.
