Being active both online and offline is a
requirement for commercial art galleries to
preserve and rise their attractiveness and
competitiveness on the contemporary market.
Primarily I would like to come up with an answer to the
following question: which media strategies should be
developed to create an efficient interaction between
commercial art galleries and potential art buyers on the Russian
art market? I define media strategies as successive steps
of the promotion of goods at the art market using media
resources, in particular, social networks. Just presence of art
galleries in social networks is not an equivalent to
their successful positioning in the social space. Rapid
response to emerging new opportunities, monitoring of trends in the
media environment (for example, use of video broadcasts) allows to
attract potential art galleries audience attention: consumers are
beginning to be interested in what surprises them.
This research is carried out within the
framework of competitive benchmarking. Examination of
media strategies implementation based on Facebook, Instagram
and official websites data in 28 Russian
commercial art galleries which participated in Cosmoscow fair in
2016 supports this claim.
Keywords: gallery; media; audience;
media strategy; social nets.