Whether you love social media or have a more complicated relationship with it, it can be a powerful tool to connect with your community and tell the library’s story. It can even be fun! This article offers practical tips for using social media to promote your library, engage your community, stay creative—and maybe even find some joy along the way.

Know your community and find your voice

Start with your audience. What are their interests? What sparks their engagement with other organizations? Spend time on the platforms they use. Follow those organizations, join conversations, track mentions of the library, and review feedback on your current social media presence.

Next, define your social media voice. Make sure it aligns with your library’s mission and values. Choose content that’s accessible, approachable, and authentic to help you connect with your community. Set a realistic posting schedule—quality matters more than quantity.

Authentic posts often outperform highly polished ones, according to Keith Kesler and Krystal Ruiz of Los Angeles Public Library (LAPL).

Choose content that reflects your community’s needs and interests. In a WebJunction webinar Kelser and Ruiz shared how a simple comment turned into a powerful partnership. Their collaboration with Los Angeles Times’ 404 started with an encouraging comment on one of the library’s posts. That led to a conversation, then a visit, and eventually a video about saving money with a library card.

During their visit, Kesler and Ruiz also highlighted Octavia Lab, LAPL’s DIY Makerspace. The result? 800 new sign-ups. The takeaway? Think about partnerships that benefit both sides. Who can help introduce your library to a new audience? 

Creating content

Variety works. A mix of educational, promotional, and entertaining content keeps things fresh. Behind-the-scenes storytelling posts often drive strong engagement.

Some staff members may already follow social media trends closely. These folks can be great sounding boards for ideas. If you decide to jump on a trend, timing matters. Too early or too late can miss the mark. Also, research the trend’s origin to ensure it aligns with your library’s values.

LAPL created a staff group chat with social media savvy employees to brainstorm and test ideas quickly.

You may also find that staff or even users are eager to be on camera. Featuring different faces adds personality and authenticity. Patron stories can be especially powerful, and many users welcome the chance to give back to the library by sharing their experiences.

Let your posts build trust over time. For example, staff picks often spark conversation. When users comment, responding quickly keeps engagement active and meaningful.

Kesler and Ruiz recommend using AI thoughtfully, not as a replacement for authentic content. Use AI for inspiration instead. For example, if you plan three posts for library card sign-up month, you could prompt AI for 10 post ideas, then adapt them using your community’s voice and engagement trends.

Communicating during a crisis

In times of crisis, tone matters. Think about how your library can provide relevant, helpful information. During the Palisades and Eaton fires, LAPL posted about the importance of paper maps when cell towers were impacted. They showcased the library’s impressive map collection and encouraged users to visit, learn, and consider purchasing a map as part of disaster preparedness. It was timely, practical, and aligned with community needs.