Share of museums having a social media account 2017-2020, by platform

What is the most used social media among Italian museums? From 2017 to 2020, the share of Italian museums having a Facebook account rose steadily. As of 2020, about 76 percent of these cultural institutions claimed to have a Facebook profile. Moreover, data show that museums in Italy used more Facebook than Instagram, as less than a half of the institutions involved in the survey stated to have an Instagram account in 2020.

Average number of posts published on social media

When looking at the average number of posts published by Italian museums on social media, data reveal that Instagram was less used than both Facebook and Twitter. Overall, Italian museums published an average of 57 posts on Facebook as of April 2020.

Museums in the digital era

In 2020, although most Italian museums were online, less than a half of them had an own website. In fact, in most of the cases they relied on either singles pages or entire sites within other institutional websites. As of the same year, most Italian museums digitalized at least part of their collections.