5 steps to make art museums tweet influentially

A growing number of museums has started using social networks as different forms of engagement that can act outside museum architectural bounds. Specifically, museum leaders are praising Twitter as a necessary tool to any online programming or presence in museums today. Nevertheless, using Twitter in a satisfactory way so to increase museums' influence is not an easy task and there has been a gap between its usage and the possibilities it represents. In this paper, we propose an easily understandable framework to analyze the key content factors in museum conversations, including novel formulas for the evaluation of tweets and Twitter accounts influence. We apply the framework to a dataset of 100,000 messages related to 26 museum accounts to understand which museum is more influential in writing tweets, and which features have more impact on the influence of a tweet. Finally, we propose 5 key steps that museums can perform in order to write more influential tweets.