Faculty Advisor

Elmes, Michael B.

Faculty Advisor

Shockey, Ingrid K.

Center

New Zealand

Abstract

The National Museum of New Zealand Te Papa Tongarewa uses social media to connect with its audience off-the-floor. While there are currently tools to measure online engagement, Te Papa has no way to measure if the engagement is meaningful. We researched current online analytic tools and existing definitions for meaningful engagement, which we found to be inconsistent. Using this research, we developed a definition for meaningful engagement and tested characteristics of Facebook posts created by Te Papa using this definition. Using our definition as a basis, we provided Te Papa with a set of recommendations on how to create Facebook posts that enhance meaningful engagement.

Publisher

Worcester Polytechnic Institute

Date Accepted

February 2013

Project Type

Interactive Qualifying Project

Accessibility

Unrestricted

Advisor Department

Business

Advisor Department

Interdisciplinary Programs

Project Center

New Zealand

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