In line with the rapidly growing role of social media in shaping public perceptions of and attitudes towards heritage sites, this study is timely to scrutinize the influence of social media on how people perceive historical heritage with a special emphasis on Bagnoregio, Italy. Through investigating the interaction between modern values and traditions with the help of archival research and digital ethnography, it shows the expansive gap between community perspectives and institutional norms. The study intends to conduct a media analysis, which comprises of various cultural contexts and cross-checks with UNESCO criteria, in order to suggest an understanding of the current issues in heritage preservation and provide possible ways of bridging the gaps between institutional frameworks and social realities.