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Chapter 1
work Sites (SNS)
and Digital Culture:
Developing the Online Strategy
of the Panama Viejo Museum
Ana Luisa Sánchez Laws
University of Bergen, Norway
ABSTRACT
This chapter aims at building an analytical framework that expands the current scholarship on Social
Network Sites (SNS) to the domain of museums. SNS are web-based services that allow their users to
create public or semi-public profiles and use these to create lists of other users with whom they share
a connection, with the possibility to make works visible to themselves and also to make these
networks visible at various degrees of public access (boyd & Ellison 2008, 211). These technologies
also allow munication between members of work within various degrees of control and
privacy. The emergence and growing popularity of SNS, with examples of general public services such
as Twitter, Facebook and MySpace, niche versions such as those allowed by the Ning platform, and
the current trend of including SNS capabilities in media sharing services such as YouTube and Flickr,
has brought to museums new opportunities and challenges to engage in dialogue and connect with a
variety of publics. The chapter discusses ongoing research into the role online activities play in the
communications and branding strategies of museums, and how theory and technology might be applied
to develop an analytical framework for a specific case, the Panama Viejo Museum. The main question
that the chapter addresses is how to measure the degree the use of work Sites and their impact
in the online practices of museums, and proposes as response a framework for museum SNS analytics.
INTRODUCTION has been a major concern for museums in the last
few decades, as these institutions move away from
The development munication channels a focus on the conservation of material culture
between museums and their various stakeholders towards a focus on their role as forums for the
disseminati