This paper reports on the exploration of potential design opportunities for social media and technology to identify issues and challenges in involving people in generating content within a cultural heritage context. The work is divided into two parts. In the first part, arguments are informed by findings from 22 in-depth semi-structured interviews with representatives of cultural institutions and with people from a general audience who recently participated in a cultural activity. The key findings show that social media could be used more extensively to achieve a deeper understanding of cultural diversity, with opportunities in redefining the expert, extending the experience space, and decentralising collaboration. To further support these findings, a case study was set up evaluating the experience of a mini audio tour with user-generated (i.e., personal stories from a local audience) vs. non user-generated (i.e., professional stories including facts) narratives. These were delivered using text and 3D sound on a mobile device. The narratives were related to a built environment in central London near world-renown museums, cultural buildings, and a royal park. Observations, a standardised spatial presence questionnaire, and a short open interview at the end of the tour were used to gain insights about participants preferences and overall experience. Thematic analysis and triangulation were used as a means for understanding and articulating opportunities for social media to better involve and engage people using user-generated narratives presented through 3D sound.