The term ‘social media’ has come a long way since its introduction to scholarly literature in the early 2000s, and has been a major topic of interest within research (Gruzd et al., 2017. p. 647). The impact of social media on libraries has created both opportunities and challenges, with the integration of a range of technologies and networks that have extended the reach of the digital revolution to both patrons and professionals (Nisar et al., 2019. p. 264).  According to Van Dijck (2018), social media has become so ingrained in our communities that terms such as “platform society” have been coined to demonstrate the inextricable link between online platforms and societal structures (p. 2). Platform societies produce the structures we live in, due to online networks that offer personalised services, and contribute to innovation and economic growth (Van Dijck, 2018. p. 2).

Another term created to define the current online landscape is ‘Web 2.0’ and ‘library 2.0’, which reflect the sites and services that rely on user-generated content to function (Newman et al., 2016. p. 591). Web 2.0 facilitates two-way communication, and the impact of social media has transformed the nature of marketing within libraries – allowing them to adapt and capitalise on the effects of online reach (Newman et al., 2016. p. 592). The benefits of using social media in marketing and taking advantage of various functions to share messages easily to a wider range of online users has enabled libraries to adapt to the Web 2.0 environment (Joo et al., 2018. p. 941). Social media accounts have been widely adopted by libraries, with over 70% reported as actively engaging in an online presence within a 2014 report (Sparks et al., 2020. p. 2908).

According to research, social media use in libraries facilitate four types of interactions: knowledge sharing, information dissemination, communication and knowledge gathering (Joo et al., 2018. p. 941). Interactions with the public occur through a variety of social media platforms including Facebook, Instagram, Twitter, YouTube, and blogs. The medium of choice for libraries is predominantly Facebook, as it is one of the most popular social networks available and can be used in educational contexts in multiple different ways (Akcaoglu & Bowman, 2016. p. 582). Research performed by Akcaoglu and Bowen (2016) described the benefits of using Facebook as a formal learning space within organisations, where information is “pushed” to users, or learners can “pull” knowledge and share with others (p. 582). Other tools such as blog platforms have flexible formats, and libraries (as well as professionals) use blogs to advertise the organisation and communicate with patrons (O’Connell et al., 2018a). It is attributes like these that make social media platforms dynamic tools for connecting communities, and place libraries at an advantage to promote their services.

A challenge for professionals in the information world is being ready for the newest technologies and determining when the right time may be to implement these in libraries. An article by Adner and Kapoor (2016) highlighted the transformative innovations that could potentially proceed Web 2.0, including the internet of things (IoT), 3D printing, cloud computing, and virtual reality (p. 62). The biggest threat to libraries will be missing the revolution by being ready too late or preparing too far in advance and then exhausting all resources before the technology has gained traction (Adner & Kapoor, 2016. p. 62). For many of the Web 2.0 services to continue to thrive throughout technology advancements, cycles of human activity and real-world events will need to be monitored as these will have an impact on demand (Newman et al., 2016. p. 592). Librarians themselves will need to be embedded in social media to understand the environment and upcoming trends – for example, the dominance of Instagram stories and video content in recent years (Barnhart, 2020, para. 5).

The principles of Web 2.0 for libraries include what is known as the ‘4Cs’: collaboration, conversation, community, and content creation (or co-creation) (O’Connell et al., 2018b). Web 2.0 represents a changed model in library services, as organisations have adapted to going places online where their users can be found (Williams, 2020. p. 137). Social media has created a new environment for connectivity with users, and in turn has transformed the workplace for professionals. Dodd (2019) states that the success of libraries is determined by the actions of the individuals that work in them, hence the competencies required for these roles are continuously impacted by technological demands (p. 685). Professional development will be ever-present within the age of Web 2.0 and beyond, as librarians will be expected to add to their existing skillset. A survey performed in 2019 showed that the most important skills for information professionals in the digital age are people management, academic liaison, and information literacy education/training (Burton, 2019. p. 44). Traditional skills such as cataloguing are still important, although technology is changing how this is performed through automation and outsourcing (Burton, 2019. p. 45).

The uprise of social media has led to the adaption of policies and strategic plans that reflect the organisation’s main goals. Any communication through social platforms needs to be aligned with the library’s broader values, mission, and vision (Rossman, 2019. p. 1). Communicating through social media networks can present unique challenges such as privacy concerns or the risk of reputational damage. A clear and consistent social media policy will assist in keeping the organisation’s voice authentic to users, as well as guide librarians in how to appropriately behave and navigate online platforms (Rossman, 2019. p. 2). Business plans for organisations have changed dramatically since the introduction of social media, as it presents a low-cost opportunity to create exposure and reach a wide audience.

Social media use does not come without its downsides. As regulation of content and reducing the spread of misinformation has become a major issue in recent years, social media organisations have begun to take more responsibility (Iosifidis & Nicoli, 2019. p. 60).  Most recently, President Donald Trump has been effectively banned from Twitter amongst concerns of further incitement of violence following the storming of the US Capitol (McElroy, 2021). Because of its influence, social media can be weaponised in spreading inappropriate (and potentially harmful) information rapidly and globally (Iosifidis & Nicoli, 2019. p. 66). As a result, policy reform for social media platforms is being drafted or amended to reflect their stance on the spread of fake news (Iosifidis & Nicoli, 2019. p. 61).

The introduction of social media into organisations such as libraries has enabled professionals to extend their role to managing content and interactions with the community instantaneously. Information can be presented in a fun and innovative way to engage patrons and fosters connectivity using Web 2.0 technologies. Social media presents both opportunities and challenges in the professional environment, but it is meaningful to remember that progress never comes without risk in today’s digital world.

Photo by Martin Shreder on Unsplash

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