Exploring tensions in Holocaust museums' modes of commemoration and interaction on social media

Digital technologies and social media platforms have been used in museum communication for over a decade now, and Holocaust museums have increasingly adopted them in their modes of commemoration and provision of educational content. Nevertheless, very limited research has been conducted into the potential of social media as new memory ecologies. In this exploratory study, we conceive social media platforms as socio-technical-ecological systems whereby users develop and engage with memory practices of the Holocaust. We adopt a networked socio-ecological approach to analyse how a sample of Holocaust museums (N = 69) develop practices of digital Holocaust memory in social media. The institutions are analysed in terms of "size" (small, medium, or large), how they differ in their attitudes towards these practices, and to what extent they circulate Holocaust memory on social media. The study adopts multiple quantitative approaches and combines the results of a survey with a set of social media metrics analysing how museums engage on Facebook, Twitter, Instagram, and YouTube in terms of generated content, interactivity, popularity, and type of content. Results show that museums have an overall positive attitude towards social media although some concerns were expressed, mostly by smaller institutions; they tend to use mostly Facebook, Instagram and YouTube, and to share educational content and information about the museum's activities. However, despite a tendency to aggregate a large number of fans and followers, especially in the case of larger institutions, interaction with users remains limited. Prospects for more interactive participation and its implications are also discussed.