Сadiz Museum and its Communication Strategy

During lockdown 2020, museums reacted by attempting to digitally offer everything that had previously been done in the museum space. The testing of tools and resources, as well new forms communication participatory techniques, leads us a hybrid where virtuality is combined with physical presence. reality has intensified current discussions about socio-cultural institution, definition concept museum, relationship between entertainment educational interpretation heritage. Along an overview key research trends methodological approaches field heritage, article presents results analysis social networks Museum Cadiz, based on approach planning evaluating integrated communications - PESO model, which separates channels information dissemination into paid, earned, owned. Cadiz was not chosen object chance, since even before pandemic, its digital stood out strongly against background other Spanish different levels. It possible they managed achieve this due fact made their pages Instagram, Facebook Twitter only showcase but also very entrance museum. Social for are channel he can independently work. official during were analyzed period from March 12 (the announcement closure museums) August 31, using Russian automated service analytics brand communities networks, JagaJam. data compared same 2019 (except Twitter, there no data).