Like life, art can sometimes be ugly. Unfortunately, these works — as inspiring as they may be — don’t usually translate to impact on Instagram. So, as an online editor for a modern art museum in Amsterdam I was wondering; Should a museum just post the pretty stuff? Post everything blindly? Or put the focus on the museum experience instead of the artworks?

For many museums, Instagram is the social media platform: visual, positive, fresh and full of cool young people hanging out. The most influential of these people can give a huge boost to a museum’s online reach by…

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