For nearly a decade, museums have been using social media to communicate and connect with the public. As social media become more ubiquitous in museums and ingrained in our visitors’ everyday lives, old questions reemerge: How can a cultural institution best connect with a variety of audiences online? What is the core purpose of social media in a museum? How can museums go beyond mere promotion to foster personal connections, deepen learning, and create meaningful engagement with their audiences? We will explore the rich intersections of marketing and education to unpack the benefits and challenges of participatory social media experiences in museums. Museum educators Margaret Collerd and Meagan Estep share their experiences collaborating and experimenting with inquiry-based learning via social media at The Phillips Collection. Dana Allen-Greil shared perspectives on the rich possibilities of this hybrid field.