Museum awareness through social media has been developing gradually. Athe previous studies related to the topic found that museum social media was not well managed.It was related to the human resources competence in social media management even now itis defeated by the better solution to have consultant or outsourcing. Good museum managementwill certainly have a positive impact on the number of visits. However, not all museums haveenough human resources and also have clear procedures for the

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... of relatedsocial media to increase the number of visits. The general objective of this study is todescribe the maximum use of social media in order to increase the number of museum visitsin Yogyakarta that specifically focusing on the types of social media and the strategies usedto build awareness and interest in visiting the museum. The research method is a mixedqualitative-quantitative approach in Sonobudoyo and Sandi museums in Yogyakarta,Indonesia as both museums have active social media. The respondents were thirty-nineInstagram followers of Sonobudoyo and thirty-eight followers of Sandi's Instagram. Thisstudy concludes that the two museums have a good implementation of Social MediaMarketing through Instagram and there is an increase in the number of visits after the socialmedia users and entertainment content are well managed as the best strategy. It is suggestedthat the result of this study can provide solutions and input for other museums in Indonesiato become the preferred tourism destination to develop social media through the rightSocial Media Marketing (SMM) strategy to attract the attention and interest of visitors,especially young people as the targets set by the government.