Page 150 - AC/E Digital Culture Annual Report

150organises and shares almost daily. Its Instagram120 pro le is particularly interesting as it creates content in various multimedia formats, especially photos and footage of the place, which are published both in the image gallery and through the latest function, “Instagram Stories”, in which multimedia content is created that disappears after twenty-four hours. The ultimate aim is to encourage users to interact with visitor informa- tion and take part in competitions featuring questions about Casa Batlló.Figure 09 - Instagram pro le of Casa Batlló. Screenshot. Source: Instagram appThe Ei el Tower is one of the monuments most powerfully present on the social media – un- surprisingly so, as it is on Facebook, Google+, Twitter and Instagram, though here we will concentrate on its Facebook pro le,121which hasnearly two million “likes”. This pro le is designed to display news on the opening hours and special visiting days, activities that take place in the surrounding area or involve it, and campaigns of all kinds in which the monument is involved.We will now take a look at the Tower of London, another historic monument with a particularly active internet presence. It has several social media pro les, notably Twitter,122 and also en- joyed an active presence on the no longer extant Vine, posting six-second videos with content relating to everyday life at the monument, the employees, other people working in its grounds and visitors.To illustrate the variety of pro les found onthe social media, we will cite the case of the Alhambra of Granada, which is representedon most of the social media and even has its own YouTube channel123 where it shares various videos promoting cultural activities, novelties and research, as well as more educational videos on the plant of the month, the piece of the month, or the place of the month. The latter take viewers on a tour of a signi cant area of the monumental ensemble, such as the Tower of the Infantas or the Casas del Partal, with audio tracks on the history of their construction and interviews with visitors.FolksonomyWe should also underline the importance ofthe use of what is known as hashtags, a typeof social tagging originating from Twitter that falls into the category of folksonomy. This term refers to a collaborative system of applying tags or keywords in a space without hierarchies or predetermined family relationships. The user can thus easily nd content on a particular subject by following the links associated with each tag.They are examined in this survey because they have been used to draw together events and campaigns related to cultural heritage and to2. DISSEMINATION, ENHANCEMENT AND EDUCATIONThe use of digital technologies in the conservation, analysis and dissemination of cultural heritage