This article investigates the role played by Information and Communications Technology (ICT) and specifically social media in reshaping the mediation (?Kulturvermittlung') processes enacted by museums along with their digital transformation. We apply a multi-methods research design, including qualitative research conducted within a selection of museums in France, an intercept study at Le Louvre Museum (Paris, France) and finally an online survey. Our findings concurrently put forward the concept of social mediation and illustrate the changing role of museum mediation processes that imply the transformation of visitor experience from a receptive format (consuming informative and entertaining content) to an interactive and collaborative format, through the use of social media and other ICT tools deployed and used complementarily to fulfill visitors needs and gratifications and foster what we call the visitor ?omni-visit experience'. Both theoretical and managerial implications are considered.
