Executive summary.

1. UNIVERSITAT DE BARCELONA. MASTER IN CULTURAL HERITAGE
MANAGEMENT.
A museum without walls
Towards a more dynamic Museu
Picasso Barcelona through the web 2.0
Jacqueline Glarner
EXECUTIVE SUMMARY
June 2010
TUTORS: NÚRIA SERRAT, UNIVERSITAT DE BARCELONA
RAFAEL PEDRAZA, UNIVERSITAT POMPEU FABRA

2. This executive summary is based on the final master project and aims to analyse the evolution
of social networks at the Museu Picasso Barcelona (MPB) between May and December 2009
and to propose activities based on the web2.0.
The work has been carried out thanks to the practices of the master I did at the MPB between
October 2009 and March 2010. I was involved in the activities of the Internet team under the
leadership of Conxa Rodà, project coordinator and promoter of the museum’s web renovation
and entrance to the web 2.0. This involvement has given me direct access to privileged
information regarding the organization and management of the web and the social networks. I
thank the museum for this generosity and trust.
1. The concept of the web2.0
We can distinguish three phases (or generations) of communication via the Internet: A first set
consists of information available to the visitor. In the case of the museum this stage
corresponds to providing a website with basic information about location, opening hours and
collections and exhibitions. A second stage that offers a website allowing visitors to interact
with the institution. A third-generation web that goes even beyond by putting content in
networks, outside the scope of the institution's own website.
We define "web2.0" a web of the third stage with applications that facilitate the exchange of
interactive content available on the web, characterized by open communication,
decentralization of authority, freedom to share and reuse.
2. Objectives of revitalization
Generation, reception and transmission of more diversified contents
The key to the web 2.0 is the content. We cannot make the MPB more dynamic if we are not
aware of the importance of generating new content that suits our visitors. Two important
points:
1. The MPB needs to generate many new contents, adapted to the interests of its
visitors and it should be willing to disseminate at the most these contents.
2. The MPB should be open not only to receive comments on these contents, but also
receive new content by its visitors.
The interaction with visitors
One goal of the revitalization of the museum through the web2.0 is to establish an interaction
with the visitor. It is not just to create a large mass of visitors. The museum has to debate,
discuss and build relationships. In doing so, the museum builds and disseminates its "brand".
And this can also retain visitors and gain them for all activities and services offered by the
museum. A visitor to the website of the MPB can become a visitor of an exhibition, a library
user, a participant of an activity or a customer of the store.
Increasing the outreach of the institution
The revitalization should also aim to increase the international impact of the institution.
Internet is a fantastic tool to reach a more diversified public. The MPB has already a pretty
good external outreach, as Picasso is a worldwide known artist. What should be done,
however, is to bring a new image of the MPB to the exterior, a new image created through the
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3. new content and interaction between the MPB and its visitors. The important thing is to first
define that image and act accordingly to the institution’s strategy.
1. Analysis of the situation
The communication channels of the museum
This project does not intend to make an exhaustive analysis of the communication of the
museum, but attempts to demonstrate the communication via web 2.0 as a whole, i.e., not as
a separate item but as part of a comprehensive communication of the institution.
The traditional tools are the ones offline. The MPB has a press and communications
department with a staff of two people. The main work carried out corresponds to the
traditional communication tasks of a museum. They are rather traditional tools, since they are
all offline, i.e., which take place outside the web. Communication with visitors is not made
through the website and indeed there is not much interaction. It is a one-way channel through
which the MPB communicates information but does not allow interaction with the visitor.
The digital channels are the website and the newsletter.
http://www.museupicasso.bcn.cat/
http://www.museupicasso.bcn.cat/es/
http://www.museupicasso.bcn.cat/en/
MPB's first website was published in 2000. It corresponded to a typical first generation
website, containing basic information about the MPB and its exhibitions. In April 2008, the
MPB launched a website completely renovated and with modern design, an important
expansion of the information with new content and new features. It is a site easy to navigate,
with a lot of information and a clearly visible content structure. In addition, all the contents are
available in three languages (Catalan, Spanish and English) and this in a very coherent way.
The website, apart from the social networks and the highlights of the collection, is little
interactive.
The newsletter is published in the same three languages as the web. The frequency (monthly)
is good and the layout of the content is very clear. At a glance you can see all the news of the
month.
More recently, multi-directional channels have been added: the web 2.0. The museum has
passed from being solely a transmitter of content to sharing content tailored to the interests
of its visitors and it has become a place for open debate. It is in May 2009 that the MPB
launched its web 2.0 project. What stands out is that the MPB decided to go ahead with a
strategy to implement social media tools in a broad and comprehensive way (a true social
media strategy).
As a first step, the Museum joined the following social networks: Blog, Facebook, YouTube,
Flickr, Slideshare and Delicious. In November 2009 Twitter was added and in December the
online collection was published, which is not a social network, but an important contribution
in terms of content. It will bring many opportunities for making the networks more dynamic.
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4. Analysis of the context
The presence of the MPB on web 2.0 is more extensive and consolidated as in other
museums of the same type. It is a fact that allows it to position itself as a leader.
Museums of reference that use the tools of the web 2.0
The three museums studied, the Brooklyn Museum of Art, The Powerhouse Australia and the
Victoria & Albert Museum, have a very important web 2.0 presence and, perhaps above all,
have a capacity of generating new content daily, with appropriate distribution channels. All
three are very good examples of museums' immersion in the web 2.0.
These examples will serve as inspiration for the MPB. This means not, however, to copy an
idea and apply it the same way as the museum in question. We should always be aware of the
context in which the MPB develops its activities. In addition, we have seen that there is not
only one way to implement and promote the use of web 2.0 tools. Each museum must find its
own dynamic, depending on the needs of its visitors.
Brooklyn Museum of Art, United States http://www.brooklynmuseum.org/
This art museum is one of the pioneers and innovators in implementing 2.0 tools. It has been
supporting web 2.0 as a tool of communication strategy and interaction with visitors for some
years already. This museum seems to use the maximum of 2.0 tools to foster community. The
consistency of its application and the integrated use within the website are first class and
make it an example of museums to follow.
Powerhouse Museum, Australia http://www.powerhousemuseum.com/
It is a museum that focuses on a very extensive and very well prepared resource centre, with
various educational tools for the diverse visitors. It is, however, only present in two social
networks.
Victoria & Albert Museum, UK http://www.vam.ac.uk/
This museum has an excellent web 2.0 with many resources and interactive tools available to
the visitor. Just as the Powerhouse Museum, the Victoria & Albert Museum is committed to
generating new content tailored to the interests of its visitors.
Monographic museums of other artists
The four monographic museums analysed either don’t use the web 2.0 tools at all or have
some presence, but without having a clear and well defined web 2.0 strategy. The
monographic museums are in most cases small or medium size. We cannot compare them
with the institutions analysed in the previous point. The size, however, is no criterion to get
started in social networks. It is clear that the generation of content and regular maintenance
and quality in social networks requires above all personal. However, a selected but good
presence also helps institutions not to remain unnoticed in the world of 2.0. The Munch
Museum in Oslo is an example of it.
Van Gogh Museum Amsterdam http://www.vangoghmuseum.nl/
The museum has initiated activities in the world of social networks, although in a rather timid
way. We consider that it could generate more new content that may be known to the visitor
allowing new views of the museum and its collection and of Van Gogh himself.
Magritte Museum Brussels http://www.musee-magritte-museum.be
Opened in June 2009, it is a museum dedicated exclusively to the artist René Magritte. The site
contains no information about online resources and has no reference to social networks. We
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5. have observed quite frequently this phenomenon of new websites without including social
networks.
Munch Museum Oslo http://www.munch.museum.no
The museum is present in a few social networks, but those are well updated. It seems a good
choice for a museum that might not have the resources to maintain more social networks. The
website itself might need more interactivity.
Musée Rodin Paris http://www.musee-rodin.fr
There are no references to social networking on the website of this museum. There are some
online resources, especially educational materials.
The websites of other monographic museums on Picasso
None of the monographic Picasso museums has a presence in social networks as large as the
Picasso Museum Barcelona. If we add the fact that most monographic museums do not have
presence, or very little, on the web 2.0, the MPB outstands for its activities in social networks.
The analysed museums are:
Museo Picasso Malaga http://www2.museopicassomalaga.org
Fundación Picasso – Museo Casa Natal Malaga http://fundacionpicasso.malaga.eu
Musée National Picasso Paris http://www.musee-picasso.fr/
Musée Picasso d’Antibes http://www.antibes-
juanlespins.com/fr/culture/musees/picasso/
Graphikmuseum Pablo Picasso Münster http://www.graphikmuseum-picasso-
muenster.de
Museo Picasso - Colección Eugenio Arias, Buitrago del Lozoya (Madrid)
http://www.madrid.org/museo_picasso
Musée national Picasso La Guerre et la paix, Vallauris
http://www.musees-nationaux-alpesmaritimes.fr/homes/home_id20672_u1l2.htm
Analysis of the social networks at the Museu Picasso Barcelona
We distinguish the networks that serve rather as resource centres generated directly by the
museum, such as the blog, Flickr, YouTube, Slideshare and Delicious, and networks that
mainly serve as channels for the dissemination of content, such as Facebook and Twitter.
We also note that some networks invite to more debate than others. The one that generates
the highest number and the most spontaneous reactions is Facebook. Twitter allows
immediate distribution of content. The blog generates some debate, which should be
encouraged. With the exception of the blog, the other networks that are content repositories
do not generate much debate. The blog is, thus, the only network that combines the
introduction of content and forum for debate in a dynamic way.
The interactions have been increasing, but not in the same way as the increase of fans.
Despite the importance of the networks, we should not forget that the web itself is the main
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6. repository of contents generated by the museum and that it is important to create permanent
links and synergies between all the communication tools.
Throughout the analysis of the situation, what stands out is the will of the MPB to have a good
presence on several social networks, all of them well selected. The approach is very
consistent and the museum's presence is good. Since the beginning, it has maintained a high
level of contributions and interactions that have been growing since, in any case regarding
the most visited networks such as Facebook and the blog.
There are few art museums in Catalonia and in Europe that have a communication strategy
through the web 2.0 and, if they have, are implementing it with organization and rigour.
The MPB is on the right way, but much remains to be done. In this regard we highlight, for
example, the rather modest debate and few subscriptions of the blog; the increase of fans
and above all their interactions at Facebook; the need to upload more photos and videos
and of good quality at Flickr and YouTube and the lack of interaction of networks such as
Slideshare and Delicious.
Blog
http://www.blogmuseupicassobcn.org/ for the Catalan version
http://www.blogmuseupicassobcn.org/es for Spanish
http://www.blogmuseupicassobcn.org/en for English
Since its beginning, the blog has already made the first firm steps to be the main
communication tool of new content of the museum and become the nexus of the museum’s
social networks. The blog of the MPB is the main tool for the dissemination of new content. It
is not only the tool, but also the engine. This means that you publish a blog because you want
to communicate more content, which on the other hand generates more content. Because of
the blog, the staff of the museum has a platform to communicate aspects of their work. The
MPB, in the few months of life of its blog, has generated a dynamic within the museum to
encourage people to write and describe aspects of their activities. There is a strong intention
to involve all staff of the museum and the first results of this determination are positive.
Older articles continue to receive visits. It seems a very interesting fact that speaks strongly in
favour of the blog. The blog is not just a ephemeral communication tool to announce some
museum activity, it becomes a true resource centre of the museum and the visitor uses it as
such. Improving the blog of MPB has several aspects: developing the content, the diversity of
authors, the size and style of writing articles, the interaction, the frequency of publications and
improving dissemination.
Facebook http://www.facebook.com/MuseuPicassoBarcelona
The trend of increasing fans is satisfactory. There is a certain "snowball effect ": the more fans
the museum has the easier it will be to gain more of them. From the beginning, the MPB has
had a good rate of publications and this rate has not decreased since. With this it avoids the
feeling of a "firework", which has a sudden onset, but then lowers its presence immediately.
As for the content of these posts, there is a pretty good variety, although the museum also has
a tendency to fall into the trap of using Facebook as an activities board only. The museum
tries to manage the issue of the three languages as good as possible. A guide could be the
language of the content to which the museum is making reference. So for instance, the blog
that is in three languages should be referenced in up to three languages, etc. The interactions
are more important in Facebook than in many other social networks. The ephemeral nature of
the news and the rapid reaction of the fans make this aspect an important one. Some
proposals to promote this network are: to publish the "photo of the month" or "painting of the
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7. week", a quiz about Picasso or a call to send in interesting links and share them with the
published links on the MPB website and on Delicious.
Twitter http://twitter.com/museupicasso
The Museum began its participation in Twitter in November 2009. We have, thus, little data to
analyse the participation of the MPB and to detect some early trends. The published messages,
tweets, include news from the MPB and other museums, initiatives related to the Web 2.0 and
some quotations from Picasso. On two occasions there was a live tweeting of an activity of the
museum via Twitter. Some proposals to enhance Twitter are: inviting visitors to make tweets,
via their mobile phone, during or after visiting the museum and publish them live to the
website of the museum and on a screen placed in the museum; and make a series of tweets
on behalf of one of the characters represented in a work exhibited at the museum, for
example Sabartés.
Flickr. The museum has three pages:
1. A page with own photos http://www.flickr.com/photos/museupicassobarcelona/
It is another content repository, a resource centre, in this case photographic, which does not
lose validity, or at least not as fast as other content.
2. A group Museu Picasso Barcelona:
http://www.flickr.com/groups/museupicassobarcelona/
Through this group, the MPB gives visitors the opportunity to directly upload their photos and
share them with the community. We consider a problem that it is forbidden to take pictures
inside the rooms of the MPB. This is not a policy of the museum, but some requirements of
Picasso Administration in Paris, which owns and manages the copyright of Picasso's work. This
very much limits the possible contributions visitors could make.
3. A group for the contest “Become Fauvist”: http://www.flickr.com/groups/fes-
te_fauvista/
This group was created specifically for the contest "Become Fauvist" organized by the MPB in
summer / autumn 2009. Considering that between April 2009 and early February 2010 there
were a total of 98 photos uploaded to the group of the museum, to receive 300 photos in just
3 months during the competition is a great success.
YouTube http://www.youtube.com/user/museupicassobcn
We distinguish between reproductions of the channel and the reproductions of the videos in
particular. There is a positive trend in visits over the first months of existence of the channel.
The Facebook page is the most important gateway for the MPB channel, but it is also
noteworthy that the following entry is a direct search on YouTube. To gain visitors to the social
networks of MPB from the YouTube channel, the museum should verify if there is information
about the museum and correct and clear links to the web and social networks. The videos of
the MPB channel are not of very good technological quality, which does not correspond to
the quality image that the MPB wants to give and that that it is actually giving with the other
communication tools. The situation on YouTube is similar to the one on Flickr: the museum
must first produce and then publish more videos and of better quality.
Slideshare http://www.slideshare.net/museupicassobarcelona
Slideshare is rather a content repository than a very popular discussion forum. It contributes,
if the material published is an internal matter of the museum, to the museum’s effort to be
more transparent. Improving Slideshare means to increase the number of presentations
made by museum staff. In some cases, one should consider creating PowerPoints specifically
for Slideshare, for example, on a press conference presenting the annual report, etc.
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8. Delicious http://delicious.com/museupicassobarcelona
There is few new content uploaded and there are very few followers, so it is the least dynamic
network of the MPB. Links should be published and shared in a more coherent way.
LinkedIn
Although not published on the website of MPB, the museum has an institutional profile
http://www.linkedin.com/companies/museu-picasso-de-barcelona. It seems to be the least
elaborated and updated network of MPB. It is a professional network and differs, therefore,
from the other networks that have a much wider and general target audience. The MPB could
invite its staff members to join LinkedIn and explore the possibility of creating a group of
professionals working or on Picasso or in the field of museology and museography.
A dissemination tool: RSS
The MPB offers subscription via RSS of its blog, which seems a good option, since the blog
serves as a unifier of all social networks. The MPB could create and publish a "Netvibes
Universe" (http://www.netvibes.com) consisting of a selection of RSS feeds of pages of
interesting blogs and museums. Different categories could be created, such as "Web 2.0",
"Exhibitions," “Museums", etc. Netvibes allows an overview of the subscription updates.
The interaction and coherence among all communication channels
The promotion goes beyond 2.0: there should be consistency between all communication
channels. In the case of MPB, the digital communication channels are well-referenced and
linked among each other. Most social networks include the web addresses of the MPB, the
home and the one of the blog. There is a good coherence regarding the preference given to
the blog’s address before the address of the home page. Social networks should make
reference to each other. Currently there is only on Facebook a list of links to other social
networks of MPB. The MPB blog serves as a reference for the other networks. The main weak
point is the connection between the offline and online.
Communication is the sum of many individual channels and tools. A museum is likely to treat
each channel as a world apart and forgets that each forms part of a larger picture. With the
proliferation of tools through the web 2.0, this danger has only increased. The image the
museum disseminates, however, must be the same. The museum must ensure that the
information is updated in each dissemination channel, that the languages used are
appropriate for each tool, that photos, videos and other materials are properly uploaded
according to each network or tool. The museum always has to assess the ideal tool for a
particular content.
4. Proposals for promotion, with special emphasis on the web 2.0
The consolidation of existing networks and tools
As a first step we propose to consolidate the actions already under way. This consolidation
entails taking into account several elements, such as content development, the rate of
publications, attracting new subscribers or fans, interacting with visitors, the dissemination
of the network and the organization of specific actions, among others. We have seen some
proposals in the previous point.
To propose actions to consolidate, it is important to know the dynamics of each social
network. The way we interact within each network can result in a big difference in the success
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9. of the project 2.0. Each type of social network is different, the understanding the culture of a
particular network and the functioning can make a difference in the effectiveness of their
approach.
What we can say in general is that what matters most is the content generated by the
museum. The MPB should continue to generate new content. One single content can be
publish in different social networks, although the museum has to adapt the way to
communicate to each social network and has to been careful not to be too repetitive.
The incorporation of new networks and tools
In a world of constant and also very fast evolution, as is the web 2.0, we cannot remain at the
stage of good functioning of social networks or other tools offered by web 2.0. The MPB has to
adapt its offer to the - always changing – needs of its visitors. A brief review of the proposals:
Social tagging Social tagging is to give visitors the chance to put one or more labels to an
artwork from the collection of a museum. Visitors use their language and their own vision of a
work of art to describe it.
Podcasting Podcasting is basically creating audio files available on the web and which people
can download and listen to any MP3 player. Visitors can subscribe to podcasts via RSS.
Mobile Devices Gone are the days when the Internet was only available through a computer
screen. Today, screens are ubiquitous and can receive any content in digital format. It is very
important to follow the technological evolution of mobile devices and learn from the
experiences of other museums. What today may seem innovative, it might not be once the
service is implemented. The advantage is that these are changes in the way of transmitting
content. Once made, the contents themselves remain valid for longer.
Aula virtual The MPB provides the public, in this case a specific audience who are teachers,
some guides prior to the visit with the students. These scripts can be used either for
workshops or visits accompanied by staff of MPB or for individual visits. We propose to expand
the training offer via the Web and create a virtual classroom for all audiences.
Open content: from Copyright to Creative Commons The use of the Internet, with the facilities
offered to publish and share content, has generated a trend toward giving up the rights of
authors of a work. Within this trend, we recommend, if possible, that the MPB makes
available to the public many of the texts it produces. Given the difficulty in
publishing pictures of the collection or a particular exposition, the publication of texts can be a
good way to disseminate interesting content.
Page "My Picasso" We have seen several times that the web 2.0 encourages the participation
of visitors and their personal management of the contents of the museum. MPB's website
does not offer the possibility that visitors keep the items they most like inside the museum's
website. We propose, thus, to create a page "My Picasso" where visitors can open a profile
and keep pictures, games and other items they most like.
Page “PicassoKids” Having a website is not enough. One must make a choice of content and
communicate them so that it becomes interesting for the youngest public.
Guided visits in 3D They are no longer as innovative, but still attractive to visitors. The MPB
should try to convert the existing tour that includes a selection of outstanding works in a 3D
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10. tour. A visit from the exteriors of the museum with explanations of the five buildings that
make up the museum could be added.
Additional multimedia resources Besides the existing multimedia resources offered by the
museum, such as videos, photos and audios which would be added, we propose that the MPB
offers a selection of more playful multimedia resources, such as sending virtual postcards,
screensavers or desktop images.
Live comments The museum should seek to foster the link between the virtual and the real.
You can invite visitors to submit comments via the web, their mobile devices or through a
computer installed in the museum. Reviews will be posted live on the Web and one or more
screens in the museum.
Specific activities
One idea is to create an exhibition through a participatory process. This type of exposition,
called people or crowd curated, is a major shift in the perception of the creation and the
intellectual ownership of an exhibition. If until now the knowledge and expertise was
exclusively in the hands of specialist curators and conservators, the fact of opening up the
selection of works to the general public means admitting that the public has enough criteria to
select works and put them into context.
The presence in other blogs, webs and museum portals
It is important to disseminate the content generated by the MPB in all available digital
channels. For example, the MPB should participate and leave comments on other blogs
relevant to the museum. We would add the presence on other websites, such as Euromuse, a
European portal of museums and exhibitions, where the MPB figures, but not its exhibitions.
The most important presence, however, is on Wikipedia, where one must check the
correctness of the content and update it if necessary.
Actions using offline communication tools
In the context of promoting interaction between the communication tools we can use offline
tools to promote and revitalize all types of social networks and other web 2.0 tools.
The traditional tools of communications The museum must ensure that its web address is
very present in all forms of printed communication tools: posters, invitations, leaflets, bags,
bookmarks, folders, etc. One could even add a phrase that encourages a visit to the website
and networks, such as "Connect with the museum at www.blogmuseupicasso.bcn.org”.
The participation in seminars, conferences and congresses is a very specific activity, but that
usually generates a lot of new contacts and outreach to the institution through the
transmission of content. The MPB is involved in the most important events organized in the
area of museums and Web 2.0. The project coordinator, Conxa Rodà, is member of the
programme committee of the Museums & the Web Conference which is held every year in the
United States and which is the leading conference in the world dealing with museums and
web. Her involvement not only allows the projection of the MPB as a leading museum on Web
2.0 issues, but also the building of relationships with other key experts in the field.
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11. The collaboration with universities Training is a key activity in the museum, either through
exhibitions, publications, activities, educational workshops, or through direct participation in
university education. With regard to web 2.0, it is important to generate a change of culture
of communication professionals and teach the new way of communication for future museum
professionals. The best way is direct involvement in the training of these people. What is
important is to transmit the philosophy of the communication via web 2.0.
5. Organisation of the promotion
In most museums, the creation of the website and even more the participation in social
networks, is growing more or less spontaneously and without any strategic planning. As a
consequence, there is no organization of an adequate promotion and museums are soon
overwhelmed by the work necessary for the maintenance of a web 2.0. We propose to
organize a 2.0 team with the following profiles: a webmaster to maintain the museum's main
site and for technical support for the web 2.0, a community manager who coordinates all
social networks, makes the editorial calendar, ensures the regular production of new content
and regular assessments of the impact of the networks, and an officer for preparation of
audiovisual content: photos, videos, audios. In parallel, the museum has to foster internal
promotion to encourage participation of the whole team. It is a slow process because it is a
major change of culture within the institution. Every professional should include in his or her
tasks the communication of news, exclusive information or anecdotes related to his or her
work.
6. Evaluation tools
As with any project, we need to know if the museum's involvement in the web 2.0 "is
successful", "worthwhile", "useful for something" or if the institution loses time and money.
In the case of a museum, the final purpose is not economic. We can consider that a museum
meets its goals if it preserves its cultural heritage, if it exhibits it, shows it to the visitor and if it
does research on the pieces of his collection. The value is mainly an unquantifiable one that is
more difficult to measure. To evaluate its 2.0, the museum should know what to evaluate and
how to do it, i.e. make a list of indicators and then search for assessment tools, which may be
different for each network. Many networks, such as Facebook and Twitter, provide quite
detailed statistics. What is important is the regularity of the evaluations to detect trends. The
project proposes a template with indicators and assessment tools.
7. Economic recourses
In order to estimate the economic cost of energizing the MPB through the web 2.0, we have to
make three categories: staff costs, the cost of technology and content production costs. The
revitalization of the activities of a museum is an ongoing process and not a project with an
opening and ending date. It is for this reason that most of the funds used in this context
should be calculated as an ongoing expense of the museum, an operation no a project cost.
Specific activities or projects, such as the creation of a 3D tour or a virtual classroom, are
unique occasional expenses. The costs of these activities always depend on the details of the
project and the selected provider.
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12. Conclusions
The Museu Picasso Barcelona has already made some first well planned and firm steps in the
world of the web 2.0. We highlight the development of a true social media strategy, the
regularity of generation of new content in three languages, the increase of fans and visits in all
networks. The blog is certainly the most important tool, since it is an engine of creation and,
simultaneously, a tool for the dissemination of new content. The challenge is to consolidate
existing networks, improving the presentation of content (videos, photos, presentations) and
continue to innovate with new actions that allow the increasing interaction with the audience
the museum, in person or online. We have no doubt that the 2.0 project of the MPB will be
consolidated and that the museum will be a leader in continental Europe regarding the use of
the web 2.0 in the museum.
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