Since the second decade of the 2000s, the museum experience has expanded into the virtual space of social networks and digital platforms, which became the proper space for new visiting practices and even a museum space itself. In the last four years, strategies have increased, proposing a physical-virtual visit mediatized through social networks and mediated in the museum through mobile applications (hashtags and QR codes are the most common access modes). Contemporary museum visits imply multimedia and multispatial experiences, and their study must consider the behavior of people who visit the institutions' buildings and those who have contact with them through (or only through) social networks. This intervention presents some results from a) fieldwork carried out between 2021 and 2023, in which visitors' behaviors, especially the use of their mobile phones, were studied from a semio-ethnographic approach; 2) the analysis of the contents posted on institutional Instagram profiles as well as the contents posted by users who reuse hashtags proposed by museums or who mention (tag) the official profiles. The relationship between these two instances of analysis aims to understand how the incorporation of the mobile phone as a mediating and mediatizing device of the museum visit allows the emergence of new practices that are born as possible agreements with the institution, end up stabilizing and becoming part of the contracts provided by the organization of the physical space, and then promoted in the virtual space (social networks).