Author(s): Raquel MartnezSanz
In the last century the museum has undergone transformations of conceptual, functional and practical that have enhanced its communicative aspect. The technological revolution, and particularly the emergence of Internet, has demonstrated its potential to set up and globalize a set of tools, called social media, able to establish a closer and narrow the institution to do so by proposing their public link. However, the essence of Web 2.0 involves a change in attitude that eliminates any trace of directionality and allows participation. These requirements fully affect the configuration of the communication strategy of the museum that has to integrate the digital side and bear in mind the particularities that flow from it.