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Museo Nacional de Historia Natural (Chile)
That is a frivolous and useless thing-in-the-Internet, instead of being valued for what it really is: a powerful tool of communications.
Let us put it this way: if there was a "social media marriage" Facebook and Twitter would be a match made in heaven. Inseparable.
We follow the editorial line of the museum, even when something important or urgent occurs. The rule is not to go far from the museum themes.
Basically putting in humour, or at least an amicable and accesible language, it's a key element to get the general public closer to science