San Antonio's McNay Art Museum enters its "unhinged" era on Threads

• The museum's first thread? A reference to a popular TikTok trope: "it's wackadoodle time."
• And the wackiness definitely ensued, starting with proposing a fight against another museum for no reason.
• The Briscoe and Witte museums, the San Antonio Zoo and Hyatt Regency were up for the challenge. A T-Rex, buffalo and lobby space were involved. Other local groups quipped about providing the snacks and drinks.

Between the lines: The goofy, meme-savvy persona of the new Threads account might be a success because it contrasts the stately manner of the art museum.

• One follower said she renewed her museum membership because of the "unhinged" nature of the account.
• "Give your social media goblin a raise," Threads user Erin Jones posted.

What they're saying: Claudia Gomez, the museum's social media manager, created the profile.

• "We love our community, and this is an opportunity to shift our tone a little to connect in a different way and have a bit of fun," Gomez told Axios in a statement.

The intrigue: The messaging on the McNay's other social media profiles are different. Facebook fans are not going to be deep in the throes of a squabble between San Antonio's museums.

• Gomez tells Axios the launch of Threads provided the opportunity to say "well, what if…" and try a new approach.

By the numbers: After a week on the app, the museum has more than 5,000 followers, or "besties" or "comadres," as the McNay calls them.