The 18 accounts that took part in MuseumWeek 2026 without fitting the sector's usual boxes: local authorities, foundations, communities and initiatives that engaged with the campaign on their own terms. Each account is ranked by a logarithmic engagement score, calculated within the category to reflect reach relative to the most active participant rather than raw volume alone. Data collected by Ipsos Synthesio across X and the social web, with Meta platforms excluded due to sector-wide API restrictions.