Abstract

The digital realm increasingly recognizes the relevance of “opinion leaders” or influential users: those who, through their online activity (publishing tweets and blog posts, updating social networks status, recommending readings, etc.) create or filter content to people over whom they exert personal influence. Hence the proliferation of tools that assess the influence of a person or brand by monitoring use of social media. The article discusses the two most important tools: Klout and PeerIndex, explaining the parameters that form the basis of their measurement algorithms as well as the deficiencies of these models of analysis. Understanding how digital influence is exercised and how to measure it is one of the most interesting questions of the “2.0” phenomenon.

Abstract

The results of a study on the development of a museum-2.0 or social museums and the communication between these organizations and their virtual visitors are presented. We based it on an analysis of the social media profiles of major museums and art centers in San Francisco, London and Madrid. Tracking and monitoring of these profiles was performed from December 2012 to December 2013. In this study, not only is it important how many followers or how many profiles are used in online media communication, but also the communication and curatorial strategies that these institutions apply. We explore the possible development of dialogue spaces, interaction, participation and creation that move toward the idea of a complete virtual and social museum.