Social media are participatory environment adopted by museums in order to develop Audience Development strategies. Previously research describes how museums use social media, with little attention to reception practices. An empirical study about Turin’s museums on social media will be presented in the paper, along with an analysis of the textual production made by their audiences (fans and anti-fans). The authors have analyzed the Facebook fanpages of the five museums in Turin with the largest fanbase. Five different ways of communicating and two innovative strategies have been identified. The most engaging one are the Museo Egizio’s media franchise, and the Fondazione Sandretto Re Rebaudengo’s metanarrative digital storytelling.
Keywords: Audience development, audience engagement, participatory cultures, museum, network publics, social media.