How (and Why) to Develop a Social Media Handbook

Museum 2.0: "What is the ideal role of your marketing or PR team in the creation and distribution of content on the social Web? I'd aruge that it doesn’t make sense for marketing to create and control all of the content produced in Web 2.0-land. After all, they control very little of the content produced in exhibitions, shared via programs, and expressed by public-facing staff and volunteers. If your museum has many voices in the real world, you will most powerfully and honestly convey yourself virtually if you can reflect the diversity of your institution. The trick is figuring out how to organize and track it all."