1. Building Community & Creating Participatory Experiences(engaging "influencers" as partners, tweetups & live events, climbing ladder of participation)
    • Myth: communities take too much time to nurture and ROI is not high enough.
    • Myth: communities will grow quickly and be relatively self-sustaining.
    • Myth: communities will be built around what content experts feel is important for them to know or learn, not visitor interests.
    • Myth: my organization will never trust audiences to do good work for our mission.
    • Myth: participatory experiences are a bonus, not really part of the museum's mission.
    • Myth: if we invite too much participation, visitors will expect input on everything & we are just setting them up for disappointment.
    • Myth: people don't learn over social media.
    • Myth: social media cannot have the same impact as on-site programming.
    • Myth: there is no such thing as too many social media accounts.

  2. Creating a Social Culture in the Organization(building staff skills, org change, social culture)
    • Myth: there is no need to train staff or actively encourage asocial culture because it will occur naturally.
    • Myth: many voices speaking on behalf of the Museum will damage our image and weaken our "voice."
    • Myth: only certain staff should participate in social engagement.
    • Myth: all curators believe social media is "extra" work and feel it should be optional for staff who want to participate.
    • Myth: engaging in social media will not help curators, researchers or other non-web staff do their jobs.
    • Myth: Museums should be on as many social networking platform as possible.
    • Myth: social media provides limited value for their organization and does not deserve more resources.

  1. Measuring Social Media Success(measuring engagement, epiphany)
    • Myth: social media should be held to a higher standard of measuring success than traditional public programs.
    • Myth: the most successful content has the most shares, likes and links.
    • Myth: comments and feedback are not valid measures of success.
    • Myth: you can't establish learning outcomes for museum social media. If you do, you can't measure them or prove that you achieved them.

  1. What Social Media Audiences Really Want(audience eval, focus groups, surveys)
    • Myth: audiences have the same expectations of our social media that they do of our websites, publications, and exhibitions.
    • Myth: audiences don't know what they want, they want us to tell them.
    • Myth: audiences primarily want to know what's going on at the Museum.
    • Myth: audiences aren't looking to learn via social media, they just want useful snippets of information.
    • Myth: audiences don't want or expect us to react to current events.
    • Myth: audiences are very unforgiving if we make mistakes.
    • Myth: audiences want to start the conversation, we should just listen and respond.
    • Myth: social media is banned in classrooms so there's no point using it for education.
    • Myth: very few members of our audiences are interested in contributing their time & effort to the Museum.

  1. Websites VS. Social Media
    • Myth: Websites are dead. Social media is the answer.
    • Myth: the purpose of Museum websites and social media channels is to get more visitors to the physical Museum.
    • Myth: a major goal of social media is to direct traffic back to your website.
    • Myth: visitors have to leave our websites to be social.
    • Myth: content on our social channels receives less scrutiny from audiences than content on our websites.
    • Myth: user-generated content displayed on our websites diminishes authoritative museum content.