Next Thursday, October 22, from 3:00 p.m. to 7:00 p.m., the Master’s Degree Program in Social Media and Corporate Communication (MUSMCC) at the Polytechnic University of Valencia will welcome Javier Sainz de los Terreros, a professional involved in the digital strategy of the Prado Museum, to lead the session “Art, Culture, and the Internet: The Prado Museum’s Social Media Strategy.”
The activity, which is part of the course Social Media Strategy, will offer a unique opportunity to gain an inside look at how one of the world’s most important cultural institutions has become an international leader in digital communication and social media.
During the session, Javier Sainz de los Terreros will address the main challenges and opportunities of communicating art and culture in the digital environment, explain the evolution of the Prado Museum’s social media strategy from Twitter to TikTok, detail how the social media team operates, and share recommendations for those who wish to pursue a career in cultural communication.
In addition to analyzing real-life cases and professional experiences, the talk will provide an opportunity to reflect on how cultural institutions can connect with increasingly diverse audiences through digital platforms, fostering communities, conversation, and social value. This perspective is particularly relevant for students and professionals interested in corporate communications, cultural management, digital marketing, and content strategies.
About the Speaker
Javier Sainz de los Terreros works in the field of digital communication and social media management related to the cultural sector. His experience at the Museo Nacional del Prado has allowed him to participate in innovation and digital outreach projects that have helped position the institution as an international leader in the strategic use of social media for the promotion of artistic heritage.
Open to the entire university community
The event is open not only to MUSMCC students, but also to undergraduate, master’s, and doctoral students at the UPV who are interested in digital communication, culture, social media, or the management of outreach and online engagement projects.
An exceptional opportunity to learn firsthand how the digital strategy of a leading international cultural institution is designed and implemented.
The session will be held in Module 1 of the School of Business Administration, from 3:00 p.m. to 7:00 p.m.