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Created at the dawn of the social networking era, the International Museum of Women (IMOW) is an online museum that has consistently harnessed online technology in the service of its mission. Recognizing that online technology is evolving and ever changing, the museum must be flexible, adapting delivery of its content to the tools available at that moment. In this vein, IMOW's latest exhibition "Young Women Speaking the Economy" employs social media technology to reach into the far corners of the world, fulfilling its mission of social change and extending its community beyond where it has previously been.

"The way that the museum is seen in the nowadays society came to be reconsidered due to the change in its "core role" -- preservation of cultural heritage and education of the public. This is a result of the growth in the number of museums during last few years, of the pressure put on these cultural organizations to generate their own revenue and of the wide variety of leisure activities offered to all types of public. Therefore, it becomes more and more difficult for museums to establish a clear role for themselves and to create a unitary image and communicate it in a continuous, coherent way. The paper presents an analysis of cultural marketing in Romanian museums, with a focus on the communication process initiated by art museums. Adapted from the source document."