Elmes, Michael B.
Shockey, Ingrid K.
NZ / New Zealand
Te Papa Tongarewa
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.
Worcester Polytechnic Institute
Interactive Qualifying Project
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