Alexandra - - here are some thoughts re: your question about examples of museum social media. (Posted here for easier sharing/linking and in case someone else was interested.)
Not a comprehensive list and not exclusively 2016, but perhaps useful/provocative. Note that I’m mostly interested in (and focusing on) examples that come from outside museums themselves.
1. Re: participation at scale, across the whole sector - - #askacurator, @museumselfieday, #ilovemuseums - - via @mardixon (and see museumselfie info/paper here by Alli Burness http://museumselfies.tumblr.com/)
2. Re: giving control of the brand/trust relationship to users. @sweden - - http://www.newyorker.com/culture/culture-desk/the-pleasing-irreverence-of-sweden
3. Re: Civics/Governance in public institutions (demonstrating what is possible), “The Spanish Town That Runs On Twitter” http://www.nytimes.com/2016/06/09/technology/the-spanish-town-that-runs-on-twitter.html
4. Re: opening up to public interest in science, process, inquiry - - How to Tweet Like a Robot on Mars - - http://www.theatlantic.com/technology/archive/2014/10/how-to-tweet-like-a-robot-on-mars/381114/
5. Re: the relationship between global/local and not taking oneself too seriously, Orkney Library - - https://www.buzzfeed.com/alanwhite/real-talk-who-doesnt-dress-as-whitesnake-once-a-week [Note: Tumblr thinks the link is spam or evil, but it’s not, and it’s a good article. Copy/paste the URL into your browser.]
6. Re: cross-sector movement by museum staff - - #museumsRespondToFerguson. https://twitter.com/hashtag/museumsrespondtoFerguson?src=hash
7. Re: unusual and engaging telling of history - - @ReliveApollo11, real-time tweeting of ground/mission communication transcripts from original Apollo moon mission, from National Air and Space Museum (and in particular the numerous and poignant replies from the public)
8. Re: beautiful and surprising concepts, though not *exactly* social media, “Birdwatching” at the Rijksmuseum - - a meetup of birdwatching enthusiasts to tag/catalog images of birds in the Rijks collections. https://www.rijksmuseum.nl/en/vogelen and http://www.wis.ewi.tudelft.nl/research/wude/digital-birdwatching-at-the-rijksmuseum/
9. Re: working with communities - - the beautiful way that Dr Meghan Ferriter supports and encourages the Smithsonian Transcription Center community.
10. Re: museum collections speaking for themselves: Museum Bots - - https://twitter.com/backspace/lists/museum-bots/members
11. Re: initiatives supported by users/fans on their own - - #bookstagram on Instagram. https://www.instagram.com/explore/tags/bookstagram/?hl=en and http://bookriot.com/2013/06/07/a-brief-guide-to-bookstagram/
12. And Instagram in general…
13. And YouTube in general…
14: Re: Collecting/curating *outside* of official channels. Pinterest - - https://www.pinterest.com/search/?q=museum&referrer=sitelinks_searchbox
15. Re: soliciting stories/content from the public, The Museum of Broken Relationships. https://brokenships.com/
16. Re: artists speaking for themselves - - @aiww - - the artist on Twitter. “Twitter is the people’s tool, the tool of the ordinary people, people who have no other resources.” (A little more on http://usingdata.tumblr.com/post/88281521008/twitter-is-the-peoples-tool-the-tool-of-the)
17. …And an enormous shoutout/kudos to all the museums out there who are just being good - - good to their audiences and communities - - on social media. It’s not a sexy story, but it’s a great one, and maybe the one that matters the most.