The National Library of Spain museum holds temporary exhibitions to engage the community beyond its permanent collection focusing on the history of books and communication. Two exhibitions in 2012-2013 focused on architecture, which traditionally does not attract wide interest. To promote these, the museum identified influential architecture blogs and accounts on social media and developed connections by sharing content. This helped attract new followers from the architecture community and promoted activities around the second exhibition, like a panel discussion that reached over 1 million Twitter accounts. Social media was crucial to build interest in specialized exhibitions from their target communities.