Educommunication Web 2.0 for heritage: a view from spanish museums

Museums have now been using social networks for nearly twenty years. While they began by engaging in activities characteristic of web 1.0, they have come to learn how to adapt to the new digital landscape. They are now fluent in the language and conventions of each social media platform and post content on a daily basis. The 2005 Faro Convention is partially responsible for urging museums to develop these new online strategies. The present chapter examines how large institutions are capable of generating daily content that is both multiform and attractive, but which barely encourages the exchange of experiences and opinions between users. Interestingly, it is in the local heritage-based cyber communities that we find the creation of authentic educommunicative spaces that are even capable of moving action from the digital realm of social media into the physical world.