Share 'Reasons to use apply Web 2.0 communication principles to museums'

Hi, Does anybody know about a research or data about why museums engage in Web 2.0 and social media communication? Until now I could only find a paper written by Lynne Teather and Kelly Wilhelm mentioning a research done in 1997 by Stephanie James on why museums were going to the Web. The results were: Promotion/Marketing 30% WWW Presence 19% Education 10.8% Corporate/Regional Initia…