Özet:

Today, where online social media platforms are constantly developing and diversifying, these platforms are ready to become the most important strategic communication tools of all institutions and organizations. Social media accounts are an important communication channel where both profit-oriented and non-profit institutions and organizations can reach their current and potential target audiences in the shortest way. Especially for non-profit institutions and organizations, social media platforms are one of the important communication tools for them due to the possibility of opening and managing these accounts free of charge. Among non-profit institutions, the use of social media platforms is becoming widespread in order to reach their current and / or potential target audiences. The aim of this research is to contribute to the widespread use of Instagram by museums by drawing attention to how museums can use Instagram, one of the social media platforms, as an effective communication tool, with the example of the Museum of Troy. There is limited research on the use of Instagram by museums. In this respect, it is thought that this research will contribute to filling the gap in the literature regarding the use of Instagram as a communication tool in museums. Within the scope of the study, first of all, the Instagram account of the Troy Museum was examined by content analysis method, and the top ten most viewed posts between 22 November 2018 - 08 March 2022 were analyzed in detail. Then, after the museum's instagram account was added to a free social media measurement site, the data obtained were used in comparison calculations with domestic and foreign benchmark museums. In addition, interview questions about the management of the museum's instagram account were sent to the museum director and the study was enriched with the answers received. According to the analyzes, comparisons and interviews made for this study, it was concluded that the Museum of Troy effectively uses Instagram as a communication tool to reach its current and potential target audience.

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