Social media is not just Facebook – it’s also Twitter, Instagram, Foursquare, Spotify and Tumblr. You can also count Tinder or Snapchat. Using a variety of channels museums and cultural institutions can reach out to other target groups and expand their activities. However, to do this effectively, you need to define the goals, select an appropriate tool, built a strategy, know how to create and publish content, and then analyze the results. We do it by ourselves or we train the institution staff.