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.

• This report represents the work of one or more WPI undergraduate students submitted to the faculty as evidence of completion of a degree requirement. WPI routinely publishes these reports on its website without editorial or peer review.

Creator

• Wood, Angela Marie
• Monahan, Paul Michael
• Hollinger, Robert Lee
• Ganser, Holly Christine

Subject

• Culture
• Community
• Sustainability
• Computing

Publisher

• Worcester Polytechnic Institute

Identifier

• E-project-022813-203203

Keyword

• Museums
• Marketing

Advisor

• Shockey, Ingrid K.
• Elmes, Michael B.

Year

• 2013

Center

• Wellington, New Zealand Project Center - IQP

Sponsor

• Te Papa Tongarewa

Date created

• 2013-02-28

Location

• Wellington

Resource type

• Interactive Qualifying Project

Rights statement

• In Copyright