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Aligning the Virtual with the Physical: Social Media, Strategy, and Arts and Gardens
Abstract
Social media need to be understood as more than engagement tools as they also impact an organization's internal systems. This chapter analyzes how the Cummer Museum of Art and Gardens (The Cummer), a medium-sized museum in Jacksonville, Florida, continues to adapt to both environmental and technical changes to successfully utilize social media, how it has overcome some obstacles, and the challenges it still faces. Using sociotechnical theory as a framework, the intersection of the museum's technical, social, and behavioral systems are brought to the fore to better understand the strategic changes the museum had to undergo to better utilize social media tools to align with its mission. A key component of effective social media use for The Cummer has been its ability to adapt its policies and procedures for online engagement through integration of its online and offline systems, so that online media align with off-line messaging and the dynamic changes in the technological platforms.
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