Webinar: Museums and Social Media: Power, Politics, and Purpose in the Digital Age

How can museums stay authentic, ethical, and connected in an increasingly digital world?

That question guided “Navigating Current Challenges in Museum Social Media: Power, Politics & Social Media Posts,” a webinar jointly organized by ICOM COMMS and ICOM AVICOM. The session brought together museum professionals from around the globe to reflect on how digital communication is reshaping cultural engagement.

Lara Corona, PhD, member of AVICOM, had organized the program.

Dr. Michael Faber (Chair of ICOM AVICOM) and Dr Debora Ziska (Chair of ICOM COMMS) opened the event by framing the discussion around collaboration and transparency in the museum sector. They highlighted that social media has become a crucial arena for museums, not only for visibility, but for trust, dialogue, and accountability. Their introduction set the tone for a lively exchange about responsibility and innovation in the digital age.

With regards to speakers, Diego Vaz Bevilaqua (PhD, Deputy Director of Cultural Heritage and Science Communication, Chair of ICOM Brazil) reflected on the lasting impact of COVID-19, explaining how the pandemic transformed museums into digital lifelines and emphasizing empathy and accessibility as ongoing priorities.

Ech-Cherki Dahmali (Chair, ICOM Arab; Director, Telecom Museum, Morocco) explored activism and ethics in online communication, describing how Arab museums navigate cultural sensitivities while using digital tools to expand access and representation.

Mayki Gorosito (Immediate Past Director of ESMA Memory Site Museum, Former Clandestine Centre for Detention, Torture and Extermination, Argentina) highlighted how museums of memory use social media to keep human-rights histories visible and emotionally resonant.

Daniel Pett (Director of Digital Strategy and Operations, Westminster School, UK) addressed the practical realities of digital governance and institutional alignment, while Saskia Randle (Senior Design and Curatorial Associate, Climate Museum NYC) showcased creative storytelling as a pathway to climate awareness and collective action.

Together, the speakers underscored that social media is more than a communication tool. It is a shared space of learning, empathy, and responsibility that connects museums and communities across the world.

Watch the full discussion here: https://youtu.be/50IN-D54q-k?si=sv6sPIqMi_AjKl00