In this digital age, museums have developed new public relations strategies that utilize a variety of new media, aiming to strengthen communication with the public and foster their active participation rather than simple, passive visit. In particular, social media has been widely adopted to arouse visitors’ interest in museum, encourage their participation and enrich the museum experience without the limit of time and space. As there is an increasing tendency of collaboration – either between the museum and their visitors or between specialists and the public, fundamentals of their relationship have changed while the role of the public has expanded. The public, who was simply a spectator in the past, now plays the role of “prosumer,” “mediator,” and “marketer.” Digital age brought a number of dilemmas to university museums in Korea, both internally and externally. Rapid development of digital technology as well as an increase in the number of visitors adept at social network services can be considered as a challenge which could threaten small-scale, low-budget university museums. Nevertheless, most of them are located in university campus, where prospective visitors include not only young students but also all age groups ranging from five- or six-year-old children to senior citizens over 60. This could also be a great opportunity for the oncampus research institutes and professionals from diverse fields to conduct various experiments in collaboration with the university museums. Furthermore, as a part of lifelong learning institution, the role of university museum has been expanded under the paradigm of visitor-centered museum. Ewha Womans University Museum, too, has organised exhibitions and events that lead to visitor engagement and participation by reinforcing its academic aspects and customizing advertising strategy to each specific target visitor group. This article has examined the visitor relations cases of the Ewha Womans University Museum, focusing particularly on 1) the use of social media and the virtual museum, and 2) the visitors’ participation. Based on the case study, the article proposes converting weakness and threat of university museums into strength and opportunity, and provides some differentiated marketing strategies and methods for visitors’ participation. Firstly, university museums should analyse and subdivide target visitor groups, and devise a method that brings them into the museum in multidirectional ways. Secondly, in order to attract multidisciplinary students and experts to the museum, specific participation method by which the museum uses online contributions to cumulate ideas and ultimately result in an academic achievement is also necessary. This method can be called “crowdsourcing.” Lastly, the museums need to collaborate with the universities’ research institutes and highly qualified specialists, and experiment for communication with visitors. The article expects that if university museums design easily accessible and enjoyable programmes, using highly advanced and systematic social media and the wisdom of crowds, they will be able to maximize their opportunities or advantages of having university faculties and students in the digital age. These opportunities will become the core of key strategies in terms of promoting a university museum as the “post-museum,” a museum that places the public at the center and links culture, history and collection.