Towards new forms of using social media : museums activity on LinkedIn

The social media landscape changes very fast. It regards, among others, the accessible platforms and the features of social media tools. It also concerns the broad spectrum of institutions that start their virtual activity in different ways, and museums' participation in social media can be indicated here. Their activity mainly focuses on communication with the audience or other museums, but some new approaches can also be observed. One of them is activity on LinkedIn, which is closely connected to the professional perspective and employee-related issues. Hence, the article aims to explore the main paths and forms of the Polish museum's activity on LinkedIn. The study was conducted using social media content analysis with the support of observations and interviews. Results revealed four main categories of museums' activity on LinkedIn, with only a small part of them focused on "truly" profession-related issues. Still, even if LinkedIn is rather not a popular platform, some good practices in using this social media platform were observed.