| Summary: | This paper aims to give an account of the online activities and strategies developed and carried out by the Côa Valley Museum and Archaeological Park with the goal of reaching different audiences. Emphasis will be given to more recent efforts on social media networks, namely Facebook, Twitter, YouTube, and TripAdvisor. How can these be used to reach educational objectives within an evolving online environment? How can virtual audiences be engaged in significant learning experiences using time-limited windows of opportunity? How can dynamic and versatile synergies be created in online environments to create sustainable museums (marketing, education, entertainment, revenues) and audiences? Potential answers to these questions have to be considered within wider institutional communication strategies using the opportunities social media offers as fully as possible in order to reach and engage with ever-expanding, diverse audiences.
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