Mirroring digital culture developments in society at large, museums are increasingly incorporating social media platforms and formats into their communication practices. More than merely providing additional channels of communication, this development is invested with an understanding of social media as integral to the ongoing democratisation of the museum. The confluences of new media affordances with New Museology objectives along with the underpinning of the aforementioned understanding is discussed in this article. The article will argue that development in this area is not only driven by solid results and public demand but also by collective assumptions and associations as well as by a political need for institutions to justify their relevance in society. In conclusion, the article suggests that, while the integration of social media communication may serve to market the museum as inclusive, it may also simply pay lip service to genuine civic engagement and democratic exchanges with the public.