As Dr. Yael Richler-Friedman emphasized, part of the answer is that we are still deciding every day because social media is so diverse and constantly changing.
All of the institutions had doubts and engaged in internal debates concerning the necessity
of being part of social media platforms as well as how to remain relevant to their audiences while fulfilling the core missions of the institutions.
The English version of Yad Vashem’s Facebook account was established in mid-2009, while
the Hebrew version was created only in 2018. This discrepancy arose from the assumption that Israelis were receiving content from sources other than Facebook. The difference in the use
of Facebook stems from the fact that English speaking individuals seek data, information,
and facts, whereas Israelis use it for services. Before deciding to open a Facebook page,
the institution went through different stages, including grief, denial, and acceptance. The grief stemmed from the changing information landscape, the significance of knowledge,
the methods of acquiring information, and the loss of control. Initially, there had to be
the recognition and acceptance that obtaining information and maintaining control would be different from what they were accustomed to. There was then a period of adaptation to this change.
We are trying to work safely on one hand but also be relevant on the other hand, and it is not
so easy. - Dr. Yael Richler-Friedman
Throughout the process of using Facebook, then Twitter, and now TikTok, the concern was always, "But, what will the survivors say? Will they be upset with us?" However, they observed that even survivors are TikToking today.
Initially, the belief was that it was impossible to communicate the way they wanted to through these platforms. It seemed too superficial and took some time to realize that information could be conveyed in a more concise manner. There was a concern that using short content on social media might not show the necessary respect for the topic of the Holocaust.
Alison Kitchens began working at the United States Holocaust Memorial Museum in 2015
as a web producer on the new digital team within the education office. At the time, the focus was on how to use digital technology to educate their audiences. This was already a decade after the museum had started using social media platforms such as Facebook and Twitter. During this period in the US, if you weren't using these tools, it was often seen as a disservice
to your audiences, or you were missing out on opportunities to reach new audiences.
When she joined, questions arose about these assumptions and the way that some of these tools were being used. One of the first significant questions was, “Can we use these platforms to encourage critical thinking? Can we leverage these tools to achieve our goals?”
For the institution, it was less about awareness and more about inspiring complex ideas
and education.
Back in 2009, when Facebook became popular worldwide, the Auschwitz Memorial embraced the platform and attempted to showcase its potential. Despite the initial apprehension
of institutions taking the first step, the museum decided to launch a page due to the potential of the platform's social component. People had already begun discussing Auschwitz on social media, sharing about their visits and posting pictures, etc. Without the museum's presence, there was a risk that individuals could be directed towards pages promoting historical distortion or denial. Therefore, the museum felt the need to act and establish a presence
on these platforms.