Contemporary SMM Strategies as Science Museums’ Branding Tool: Extension of Museum of Cosmonautics’ Social Networks System

Nowadays social networks not only change the way we communicate and interact with each other, but also affect the corporate culture of different organizations. Various companies are interested in creating and promoting their own brand with the most effective modern methods. One of such techniques is social media marketing (SMM). Marketing became a part of museum environment. Different modern cultural institutions are interested in creating and developing their own brands because of current competition for visitors attention with other ways of entertaining. The aim of the study is to formulate the features of communication of modern science museums in social networks. This investigation presents the key trends in social media marketing pointed by SMM specialists, experts, and researchers, identifies the main metrics of effective SMM strategy and characteristics of popular Russian social networks. The important part of the research is representation of museum brands in the media space and various promotion methods based on the example of large foreign museums and scientific organizations including the space industry. As a result, there are highlighted key tools of modern SMM, recommendations for the successful representation of museum brand in social media based on the latest foreign and Russian studies. Case study of Moscow Museum of Cosmonautics as one of the largest museums of science in Russia with its own brand represents the advantages and disadvantages of their SMM strategy. As an extension of the museum’s brand presence in social networks for its further development there was created the concept of channel in Telegram.