Cultural and Historical Heritage: Preservation, Presentation, Digitalization (ISSN: 2367-8038)
Volume 8, Issue 2, 2022
Communicating Cultural Heritage in the Social Media Era – Problems, Benefits and Business Models
pp. 81 - 94
Authors: Roumena Kalcheva
Abstract: Digital marketing and social media in the last few years became into a mandatory communication tool when we want to reach our audience faster and engage it better with the cultural site, we are popularizing. However, this territory remains neglected when concerns cultural heritage. The existing examples of successful online presence in social media are mostly exceptions, but even then there is missing overall communication strategy. Thе article examines this problem based on specific examples and aims to provide guidelines on how specific business models can be applied to the promotion of various cultural sites in the country.
Keywords: Digital Marketing, Social Media, Cultural Heritage, Engaging the Community, Communication.
Received: 04-04-2022 Accepted: 23-12-2022 Published: 26-12-2022
Citation: Kalcheva, R. (2022). Communicating Cultural Heritage in the Social Media Era – Problems, Benefits and Business Models. Cultural and Historical Heritage: Preservation, Presentation, Digitalization (KIN Journal), 8(2), ISSN 2367-8038, Institute of Mathematics and Informatics – Bulgarian Academy of Sciences, 81–94. DOI: https://doi.org/10.55630/KINJ.2022.080206