“…To frame and interpret the findings, the study draws on the strategy‐as‐practice (SaP) as conceptual frame, where strategy is seen as a socially accomplished activity (Jarzabkowski, 2005), structured around “practices,” “practitioners,” and “praxes” (Jarzabkowski, 2005; Whittington, 1996). The choice was considered appropriate to capture the heterogeneity that emerge in the “doing” of strategy, that is, how practitioners arrive at strategy formulation and implementation (Huijbregts et al., 2021; Jarzabkowski & Paul Spee, 2009). This is a relevant perspective in our context given that social media strategy in museums is mediated by the adoption of emergent structures of social media use.…”