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Cultural institutions such as museums increasingly rely on social media to achieve their missions. However, little attention has been paid to museums’ strategies of communication with social media. Even if some research has focused more on visitor experience, there has been neither a particular stress on visitors’ experience with social media nor on an evaluation of museums’ strategies with these tools. Therefore, the objective of this paper is to explore how museums use social media to enhance their relationship with visitors and to determine if visitor empowerment is real. Since information systems (IS) research has paid scant attention to the role played by social media in museums’ strategies, our work inprogress can help to fill this gap. This study has practical implications as well, because we try to identify how social media can help museums to be more competitive.