A Comparative Analysis of Cultural Heritage Institution Social Media Strategy

This observational case study analyzes social media strategies of two historic homes in the District of Columbia, Maryland, and Virginia (DMV) area: Mount Vernon and Dumbarton House. Volume and content of tweets and Facebook posts are compared and measured against follower gain to determine the successfulness of the respective methods. Additionally, the social media strategies are considered in relation to institutional mission and intended audience. The exemplar strategies are highlighted and are applicable to other cultural heritage institutions in the Commonwealth of Virginia.