The Analytics of Social Media in Cultural Heritage

Digital Content Matters

Apr 30, 2018 · 4 min read
Photo Collage by Dustn.Tv

The Fundamentals of Social Media

According to this 2017 statistic, the average person manages 7 different social media accounts. Why? Social media has become the primary tool for sharing information. Its success, however, is based on how we receive it.

The Shift in Cultural Heritage

Cultural heritage conserves information of the past. It’s shared in the form of long, technical pros that would only be appropriate for conferences, journals or reports. In recent years, conservation has gone digital and new outlets are needed to support these visualizations. Many cultural heritage institutions are turning to social media, but few understand this (not so) new digital landscape.


We counted social media channels of 256 U.S. or Canadian cultural heritage institution. We limited our scope to the top four social media platforms (Facebook, Twitter, Instagram, Youtube) as well as blogs.

  • State Historic Preservation Office /SHPO (15)
  • Museums (47)
  • Public Outreach Programs (31)
  • University Programs (59)
  • Archaeological Societies (58)


Popular Channels- The graph below shows the distribution of professional accounts across five platforms. Facebook leads as the preferred channel followed by Twitter, Instagram, blogs and Youtube.


Despite having access to new digital media, the cultural heritage industry is largely unaware of trends in social media. Most institutions have limited their social media presence to one platform and even fewer have adopted popular apps, including Youtube and Instagram. We consider two scenarios affecting these results.

Cultural Analytics

Digital Trends in Cultural Heritage- Moderated by Archaeological Analytics


Written by

Digital Content for North American Material Culture

Cultural Analytics

Digital Trends in Cultural Heritage- Moderated by Archaeological Analytics

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