Dr Fiona Cameron is a Senior Research Fellow at the Centre for Cultural Research, University of Western Sydney, Australia. Fiona theorises, researches and writes about museums in contemporary societies; the agency of the museum sector in public culture, citizen engagement with controversial topics, digital media and heritage collections in global flows. Dr Lynda Kelly is the Head of Audience Research at the Australian Museum, Sydney. She has published widely in museum evaluation and the impact of social media/Web 2.0 on contemporary museum practice. She administers Museum 3.0, a social networking group for museum professionals and in 2007 completed her PhD researching museum visitors’ learning identities.