The document discusses strategies for communicating about specialized exhibitions at the Museum of the National Library of Spain using social media. It notes the museum has a Twitter account since 2011 but visitor numbers were lower than expected for its 2012 exhibition. The museum tweets about various topics to attract "alien" audiences and shares its strategies, including activities to complement exhibitions, analog strategies, and being polite, generous, and friendly on social media. Charts show the museum's follower growth and networks. A roundtable event with architects was a success in promoting engagement.