The throughout use of online communication these days provides a challenge for many businesses. The cultural sector, being not only a business because of providing cultural heritage and knowledge, is forced to deal with the changes in communication as well. The traditional museums have developed and the so-called interactive museums complement the range of activities in the cultural sector. The interactive museums let visitors be a part of the visit by providing them experiences to discover by themselves. Mostly designed for children who can learn science by playing. This study provides a case of such an interactive museum: Innovatum Science Center is located in Trollhättan, Sweden. They face the problem that they started to work more with their online communication but did not receive any feedback from their visitors if they use it in the right way and if the visitors are reached by it. To investigate the use and reach of their online communication a qualitative study is performed. The web manager and the visitors of Innovatum Science Center were interviewed to gain an overall insight in the online communication. In addition, the webpage and the social media platforms were analysed. This results were used to make categories and themes to provide Innovatum Science Center the possibility to base their further usage on the suggestions made of it. This results can be used to improve the existing online communication of the other science centers in Sweden as well. Especially those located in the region Västra Götaland could take advantage for their online communication.

To be able to engage their visitors in the online communication, they have to first reach their prospects. The next step is attracting them in order to gain visitors and also followers of their different online platforms. In the case of Innovatum Science Center it is found out that the visitors are not connected to the Science Center and therefore, also not reached by their messages sent via their online communication. The existing messages sent through the various online platforms are updated and informative which built a solid foundation for their online communication. To overcome the problem occurred of not reaching their visitors, different suggestions are made based on the new knowledge gained. For example the first step should be to make the visitors aware of Innovatum Science Center itself by providing more information about their different online platforms. Furthermore, they could connect their online presence with the visit in Innovatum Science Center and provide riddles or different contests to interact with them.