Social media is changing the inner workings of our museums. Like many other organizations, our hierarchical structure has historically disseminated information from our experts to our visitors. The envisioned twenty-first century model, however, is more level. Instead of a one-way presentation, our on-line visitors are often interested in having a conversation with our curators and content providers. And many of us are joining our traditional experts in representing our institutions in these conversations. In response, we in new media have been looking for ways to engage our public by designing and using applications that encourage dialogue; however, in order to succeed all of us will need to approach our jobs and our relationships with our co-workers in different ways.
Keywords: conversation, on-line, new media, dialogue, twitter