You’re absolutely right, Nina – and in many ways the approaches which I’m encouraging are about embracing these ways of working outside the more “traditional” (ha!) lines of “just the web”. One of the things I’ve worked on for the past few years at the Science Museum for example is the integration of a Content Managament System. Yes, it’s tech, but the concept – reuse of content around the organisation for *everything* from exhibition design to web to kiosk to finance department to designed flyers to – well, you name it…. is very much about a holistic approach to this content. Web 2 is a part of the whole mix – more Museum 2.0 than Web 2.0.

The frustration of being “just those geeks” is felt on the tech side of the fence too. Developers are having biiiiig ideas which often aren’t about the web on its own, but they often struggle for representation outside of their own teams. If I were to take a rather more defensive standpoint on this (it’s been known..), I’d say that actually it’s high time that museums recognised that the web – and the approach which the web encourages – is not just a sidelined bolt-on to what they do. Instead it should be a *core* part of what they do. The days of “this is at the museum, better put it on the website” should be long gone, replaced instead by curated online experiences where content authors use and understand the medium as effectively as our “real” exhibition spaces.