This document summarizes a master's thesis project about developing a more dynamic online presence for the Museu Picasso Barcelona (MPB) using Web 2.0 technologies. It discusses analyzing the MPB's current online communication and social media strategies, proposing ways to enhance engagement through new initiatives like social tagging and virtual classrooms, and selecting evaluation metrics to measure the impact on attention, participation, and influence. The goal is to create a "museum without walls" by accepting visitors as equal partners through strategic and transparent 2.0 planning that generates open content and fosters ongoing dialogue.