Abstract
Museums have identified Web 2.0 as the ideal tool for the achievement of their objectives of promoting culture and involving users; indeed, it offers the conditions to allow the exchange between the interested parties. In the literature, while the use of websites by traditional museums has been extensively studied, a gap emerges with regard to the description and the use of the websites by particular museums which are hosted in working hospitals. The paper aim is to assess the prospective of a website for further the relationship and communication between the Santa Maria Nuova museum and its digital audience. The data highlighted the achievement of excellent results in terms of audience and involvement through the website, although this reality is still very young (only three years of activity) and there are ample possibilities for its digital development.
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