Communicating Cultural Heritage in the Social Media Era - Problems, Benefits and Business Models

Digital marketing and social media in the last few years became into a mandatory communication tool when we want to reach our audience faster and engage it better with the cultural site, we are popularizing. However, this territory remains neglected when concerns cultural heritage. The existing examples of successful online presence in social media are mostly exceptions, but even then there is missing overall communication strategy. Thе article examines this problem based on specific examples and aims to provide guidelines on how specific business models can be applied to the promotion of various cultural sites in the country.