Both social media and informal learning spaces have the potential to foment knowledge-building. This article aims to bridge theory and practice with an analysis of the social media practices across informal science learning centers through the lens of the Contextual Model of Learning. We evaluate strategies through directed content analysis of phone interviews, online surveys, and researcher field notes. Our findings reveal that informal science learning centers create marketing-related social media strategies as opposed to ones which align with contemporary learning in informal settings. Implications for researchers who seek to use social media in an educative manner are discussed.