Often museums preference onsite visitors to offsite ones. But, both types of visitors engage with ideas; and both groups overlap. The numbers can be astonishing. Art Institute of Chicago has about 1.5 million onsite visitors and 706000 on social media. LACMA 1.2 Million onsite and 2 million on social media platforms. Museum technology, particularly social media, might reach those who otherwise would never even thinking about your museum. Sometimes social media might draw visitors to the site, but that isn’t the point of social. Thinking holistically about content, and consider BOTH onsite and offsite visitors allows interpretation to implement better differentiation by format for the audience.
For more about digital interpretation, read When Content is Global: Digital Interpretation