Digital Communication Strategies for Heritage Conservation: Analysis of Management in the Office of the Cienfuegos Conservator

Abstract

This article investigates the communication strategies employed by the Office of the Conservator of Cienfuegos (OCCC) to promote heritage values and cultural identity through social media and digital platforms. As digital transformation reshapes communication in heritage management, there is an increasing emphasis on understanding how these tools can support the preservation, dissemination, and educational promotion of heritage sites. The study employs a mixed-methods approach, combining qualitative interviews with experts and OCCC communication managers, and a quantitative content analysis of the OCCC’s social media activity, primarily focused on Facebook. Through this dual approach, the research offers insights into the effectiveness of current digital strategies, identifies challenges, and provides recommendations for strengthening the OCCC’s impact on its audience.

The study begins by establishing the essential role of communication in heritage management. In Cienfuegos, a city recognized for its historic and cultural significance, the OCCC plays a central role in safeguarding and promoting heritage sites. Communication in this context is not only about sharing information but about building a narrative that reinforces local and national identity. Interviewees expressed a shared understanding of the importance of cohesive communication strategies across all Cuban heritage cities, stressing that a unified approach can enhance national and international visibility. Despite the progress made, interviewees noted persistent gaps, especially in ensuring equal representation across all heritage sites, as some cities receive greater attention due to their historical prominence.

A significant part of the research focuses on the use of social media by the OCCC. The study examines the Facebook profile of the OCCC, assessing both follower engagement and content variety. While the OCCC’s profile has a steady following and generates interactions, the study found that content lacks consistency and depth, suggesting that a more structured social media strategy could improve public engagement. Increasing posting frequency and introducing interactive content that encourages user participation are recommended to foster a more dynamic online presence. Interviewees agree that a digital strategy focused on more interactive and valuable content would contribute to developing a community of engaged followers who can act as cultural ambassadors. Furthermore, the inclusion of analytics tools to track content performance and audience engagement is suggested to guide future strategies more effectively.

The research also underscores the fundamental role of the digital environment in heritage communication. Both experts and OCCC staff agree that digital platforms are essential for engaging local and international audiences with heritage values. The study notes that adapting to these platforms requires a dual focus: on the one hand, promoting cultural tourism to stimulate local economies, and on the other, educating audiences about the intrinsic value of heritage beyond tourism. Experts emphasize that social media should not merely function as a promotional tool but as an educational medium that fosters appreciation for cultural identity. They recommend a balanced approach that avoids the risk of over-commercializing heritage while emphasizing the preservation of authentic cultural and historical narratives.

To further enhance the OCCC’s communication impact, the study suggests diversifying digital communication channels beyond Facebook. Experts propose the inclusion of visual and interactive content on platforms, as well as the use of digital repositories or forums for scholarly discussions and multimedia exhibitions. This diversification would expand the OCCC’s reach and create a more enriching experience for audiences, aligned with the evolving expectations of digital communication. Additionally, interviewees highlight the importance of collaborative networks among heritage institutions, advocating for joint initiatives to enhance the professionalization of heritage communication and share best practices. Such collaboration could optimize resource use and reinforce a unified message that promotes Cuba’s cultural heritage on both regional and national levels.