A Comparative Analysis of Cultural Heritage Institution Social Media Strategy

Patricia R. Mars Maddatu


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.


Social Media Strategy, Cultural Heritage Institutions, Museums, Libraries

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The Dumbarton House [DumbartonHouse]. (2016, March 16). [Dames at lecture on the history St Mary's Colony] [Photo]. Retrieved from https://twitter.com/colonialdames/status/710125648052883457

The Dumbarton House [DumbartonHouse]. (2016, March 16). Our DC Dames are having a lunchtime lecture on the history St Mary's Colony @DumbartonHouse #nacda [Tweet]. Retrieved from https://twitter.com/colonialdames/status/710125648052883457

Dumbarton House, NSCDA Museum & Headquarters (2016, February 25). Don't miss our upcoming lecture & book signing with Canden Schwantes next week! [Facebook status update]. Retrieved from https://www.facebook.com/DumbartonHouseMuseum/.

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Mount Vernon [MountVernon]. (2016, March 15). April is #NationalPoetryMonth. Celebrate with the #Poet Laureate of Virginia! http://bit.ly/1pqwR1S [Tweet]. Retrieved from https://twitter.com/MountVernon/status/709867525031374848.

Mount Vernon [MountVernon]. (2016, March 16). [Mount Vernon baby lamb] [Photo]. Retrieved from https://twitter.com/MountVernon/status/710085007654703104

Mount Vernon [MountVernon]. (2016, March 16). Watch Mount Vernon’s baby #lambs be bottle fed at 12:30 p.m. ET on #MountVernon’s Facebook! http://bit.ly/GWMVFB [Tweet]. Retrieved from https://twitter.com/MountVernon/status/710085007654703104

Mount Vernon [MountVernon]. (2016, March 17). Happy #StPatricksDay! In 1780, Washington issued a St. Patrick’s Day proclamation giving his soldiers the day off [Tweet]. Retrieved from https://twitter.com/MountVernon/status/710450637041840128

DOI: http://dx.doi.org/10.21061/valib.v63i1.1584


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Copyright (c) 2018 Patricia R. Mars. This article is distributed under the terms of the Creative Commons Attribution-Sharealike 4.0 International License.

License URL: https://creativecommons.org/licenses/by-sa/4.0/