This very recent analysis (19.1.2017) about the use of social media by Italian museums and their visitors states a really positive trend. The museums count on their use! In 2016, 52% have an account and 57% are on FB, 31% on Twitter. Virtual installations, the use of QR codes are instead rare and much work has still to be done regarding the international public. Many sites are in Italian only.

Really interesting new is that the rubrics and contributions most appreciated by visitors are stories about the concrete works, the personalities and historic and anecdotical contexts around them and the museum. So creative story telling could get even more spread and rethought for the different platforms!