How Can Nonprofit Museums Embrace Social Media Marketing Effectively?

Date of Award


Document Type

Capstone Project


Organiz. & Prof. Communication

Degree Name

Master of Professional Studies


Organiz & Prof Communication


Karen Morales


Social media, Nonprofit, Museum, Nonprofits, Social media, Marketing


The Internet is changing the way people communicate, influencing an increasingly connected and social environment. As such, the rise of the Internet has steadily declined the distribution of traditional media such as television, radio, newspapers and magazines (Stokes 2008). Social media platforms have become the new marketplace for disseminating information, contributing to the cultivation of consumer experiences and cultural learning (Tyson and Zemsky, 2010). Therefore, museums must transition themselves into institutions that foster human connections and engage visitors online. Primary and secondary research conducted in this capstone confirms that limited resources, staff, and time management contribute to social media ineffectiveness. Based on these results, a strategic social media communications plan for LeMay America's Car Museum has been included in this project.

Publication Statement

Copyright is held by the author. Permanently suppressed.

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