Paweł Sawicki stated that everything the museum does online is always self-evident because the authentic site of the Auschwitz Memorial exists to commemorate the story
of the victims and educate about the complexity of this history. These platforms are mainly used to engage with followers and react to online debates. Relating to the previous panel, we are not able to produce better video games or movies than multibillionaire companies with a big budget, but we can be part of the conversation through social media with
the people, with the interaction, Paweł Sawicki explained.
Sometimes they work with the algorithm, and other times they work against it. There has
to be care in everything published online because every word matters. The three panelists emphasized that tools change, but ideas and values do not. That is why they sometimes find themselves at odds with the tools they are using.
Another question that arises from the use of social media concerns strategy. Activities
on the Internet and in social media usually fall within the scope of the advertising
and marketing departments of institutions, companies, or enterprises. To what extent is this the case here? How much of it is related to education and remembrance? What tools
being used? How is the message constructed? How do they interact with their audience? Finally, what are the risks of these activities?
Dr. Yael Richler-Friedman began answering these questions by asking another one: Can we really separate the commercial aspect from the educational?
Social media has this incredible capacity to reach anyone simultaneously across the world, and that way, people feel a connection. Yael quoted her daughter: Eva’s story is
so interesting because I know that children all over the world are looking at the same thing that I do.
At Yad Vashem, efforts are being made to utilize social media as a means to draw people
to their website, where visitors can access additional content and navigate the platform. Substantial changes have occurred in the past year, leading to the decision that the entire social media section will no longer be under the purview of the commercial unit. Instead,
it has been relocated to the content development area. It is no longer perceived
as a marketing tool but rather as a source of educational material.
In recent years, Alison's education team has made the decision to discontinue their use
of Facebook, Twitter, and Instagram. These are now primarily managed by the marketing and communication department, as they remain essential tools for community interaction. To foster critical thinking, they have transitioned to YouTube and produced more video content aimed at addressing questions from their audience, which may still be perplexing to them. For example, the team created a video entitled "What is antisemitism?"
and in October 2022, due to a widely covered incident involving a prominent celebrity
who made anti-Semitic remarks, the video received 40,000 views in a month. Focus has been redirected to online platforms where they can engage on a deeper level.
The fundamental strategy of the Auschwitz-Birkenau Museum is to commemorate
the victims and educate about the history of the site. This overarching strategy is divided into sub-strategies that are tailored to each social media platform, as each one requires
a different approach. The strategy must remain adaptable to changes that occur
in the realm of social media.