The goal of this paper is to display the significance of social networks and its impact on cultural institutions, in order to achieve successful branding. By opening new communication channels which by building bridges between institutions and users, tear down physical borders of cultural consumption. Development of cultural institutions is led by social networks and thus it is imperative to approach them in a right way. The most common problem which institutions are faced with is lack of strategic insight and clear understanding of what their goals should be. Unlike commercial companies whose focuses lie in acquiring profit, institutions must clearly define what message should they convey through social networks. So, before they tackle the rapids of digital media, organizations must have goals and clear picture of success. As all online activities contribute towards brand construction, it is important to follow success frames and guidelines for successful branding- from visual to establishing a voice of the institution. British museum and Sydney opera are examples of successful integration of social networks in accordance with institutional values while using these new models of interaction to create long term relationships based on trust. In order to successfully brand with the help of social networks, institutions must redirect all contents and activities towards the generation which “grew” alongside them- Millennials. The paper explains reasons why Millennials spearhead our cultural scene and why institutions which lack that generation among their audiences are already behind. Even if they are the most loyal visitors of cultural institutions, a large number of this generation remains unreached. As the only constant in the dynamic digital marketing world, it is no surprise that they have already migrated from Facebook onto other social networks such as Instagram and Snapchat, who successfully satisfy their needs, which can be derived from results of two successful campaigns done in The Metropolitan Museum of Art and Los Angeles County Museum of Art. These campaigns are proof that increasing number of cultural institutions are becoming aware of the importance of social networks and engagement of young audiences in their branding activities.