Abstract
As audience-oriented and information-driven organisations, museums are embracing the Internet and interactive technology for developing virtual museums by encouraging the participation of the users in cultural activities. Technology does not exist per se being socially shaped. Museums have the opportunity to promote social innovation by developing technology and opening up to the audience as an active participant in the definition of cultural contents emphasising the interaction and communication between museums and their users. The Internet and interactive technology help museums to drive service innovation by opening up to the participation of the audience in defining cultural heritage contents. As virtual-oriented and technology-driven organisations, museums are becoming social, developing social spaces for innovation, selecting different pathways by managing information and knowledge sharing, developing interactive and virtual technology, building a shared authority on cultural heritage, involving the user as an active participant in co-production of cultural heritage knowledge.