The development of information and communication technologies has been recognized as an important factor that contributes to culture communication. Moreover, social media, like Facebook and Instagram, provide new means for easier communication of digitized images, and videos with no cost and in real-time. The appearance of social media can be considered as one milestone in the digital age. This work focuses on digital marketing and social media practices adopted by art and cultural organizations to exhibit and communicate their resources to various target community populations. The purpose of this dissertation is to research and present digital marketing practices as well as social strategies into art-related and cultural organizations. Thus, the digital marketing approaches used by cultural institutions and relevant European digital platforms are presented by including also for discussion the experience of individual cases from Greece-based art events, museums and galleries. To this end, the creation of a suitably-organized questionnaire has been developed and two cases are implemented in the discussion through the interview of experts from 3D art and cultural institutions, the MOMus museum and the Nitra gallery. Moreover, by including expert’s opinions on how the expected future environment for the museums and cultural institutions will be, an attempt has been made to enrich discussion by taking into consideration the tremendous development of digitality, methodologies and approaches so rapidly entering human beings’ daily life. Nowadays, the notion that social media influences the cultural institutions’ organization and presentation of art works is well-accepted. Besides, social media provide the environmental space where knowledge is distributed and individuals learn from the experience of other people. Overall, such transforming capacity permits social media to empower the concept of ‘cultural convergence’, referring to an apparent decline in differences between cultures, by helping toward the better understanding of the cultural heritage environment and art globally.
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