Diving into the museum’s social media stream. Analysis of the visitor experience in 140 characters.

Elena Villaespesa, UK

Published paper: Diving into the Museum’s Social Media Stream. Analysis of the Visitor Experience in 140 Characters.

Twitter played a significant role during the festival ‘Art in Action’ at The Tanks, Tate Modern’s new space dedicated to live art. This paper analyses the tweets that mentioned The Tanks during this period and covers the process of collecting, coding and analysing the data following three different lines: Twitter as a communication tool, as a conversation tool to engage with the visitors and as an audience research tool.