“Should I say “we” instead of “I”? Am I pretending the museum is actually speaking? What would it say? How would it say it? Can I make jokes? How funny is my museum? Is Wellcome Collection sarcastic, staid, sombre, sassy? Some of the answers to these questions are found in the history, themes and approach of the institution (also expressed through branding). But social media has a range of functions and a certain tone; it offers museums a chance to sidestep outdated perceptions or subvert expectations.”