Behind the words: a quantitative analysis of museums’ tweets

The rise of Web 2.0 technologies has revolutionized communication, pushing museums to amplify their presence on social media platforms. Scholars have taken a keen interest in exploring the intricate connection between museum activities and social media, especially heightened during the pandemic when museum closures compelled them to adopt social media as a primary mode of interaction. This study employs text mining technologies to delve into the dynamics of words used in tweets by the most active international museums. Analyzing 334,505 tweets from 89 museums spanning 2006–2022, this study goes beyond the pandemic's impact, emphasizing either ‘relationship enforcement’ or ‘digital technologies’ aspects.