Facebook Data as Part of Cultural Heritage Investments Toolbox: Pilot Analysis of Users Interests and Preferences Concerning Adaptive Reuse

Magdalena Roszczyńska-Kurasińska, Anna Domaradzka, Bartosz Ślosarski and Agata Żbikowska
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Magdalena Roszczyńska-Kurasińska: Robert Zajonc Institute for Social Studies, University of Warsaw, 00-183 Warszawa, Poland
Anna Domaradzka: Robert Zajonc Institute for Social Studies, University of Warsaw, 00-183 Warszawa, Poland
Bartosz Ślosarski: Robert Zajonc Institute for Social Studies, University of Warsaw, 00-183 Warszawa, Poland
Agata Żbikowska: Robert Zajonc Institute for Social Studies, University of Warsaw, 00-183 Warszawa, Poland

Sustainability, 2021, vol. 13, issue 4, 1-15

Abstract: The growing popularity of social media data brings questions about its accuracy and usefulness for a wide array of cultural heritage projects, often lacking data sources crucial for better planning and implementation. In this paper, we are studying the opportunities offered by the freely available Facebook Ads Manager data on target group sizes in different locations. We conducted a small experiment and a pilot survey to verify if Facebook data concerning its users’ interests is accurate and could be used to facilitate the implementation of projects in the field of adaptive reuse. Despite all discovered limitations of this approach, we point out how Facebook data, along with other social media outlets, can be used to extract some strategic information and add to the socio-cultural assessment toolbox. As such, this type of data could be of use to local leaders planning activities and investments around cultural heritage sites. We also posit that such data can facilitate benefit transfer between cities through better understanding of local preferences and values-orientations.

Keywords: cultural heritage; adaptive reuse; social media analysis; benefit transfer method; transfer of knowledge (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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