The audience of social media is very perceptive of the modern technologies that cultural institutions widely use. That's why more and more new formats of online activities emerge for cultural institutions to turn when promoting events on social media.
How can a cultural institution choose promotion tools correctly? How can the efficiency of the online activity be measured? How to attract subscribers? How to work with negative responses in social media? Does everyone need TikTok as soon as it's launched, and what should be posted there? What trends will appear in social media in the nearest future?