Our Exhibition Embraced Selfies, Snapchat, and Shopping Malls—and Went Viral

In the Overheated Art World, Social Media Give Millennials New Tools For Engagement

Even a few years ago, galleries and museums that showcased their collections via Instagram were a minority. Now Instagram is ubiquitous. Cellphone cameras have officially replaced sketching among museum-goers. Social media mediates everything. And many art institutions have acknowledged the role of social media as a key aspect of audience engagement. To shape that role, art engagement, branding, and promotion all deserve a thorough reconsideration.

I learned more about how to do that a few months ago, through a show I curated called One World Exposition #like4like. The exhibition, which …