For Whom to Post To? Maintaining a Social Media Presence, at What Optimal Cost and Context. - Matty McPherson

 For Whom to Post To? Maintaining a Social Media Presence, at What Optimal Cost and Context.

The handful of posts I have done for this blog have circled around the logistics of social media. I've looked at digital public spaces beyond just simple social media; the way school systems have adapted and turned social media into a tool that begets greater circulation and admiration; even the begrudging status of San Diego library Twitters from across the county! That last post was a fun one to research and put together, as I had moments to consider really small systems and whether or not they even might benefit from such an account.

I suppose that is what led me over to this account from Suzanne Macaulay. In the summer of 2021, Macaulay presented a program entitled “Social Media for Small and Rural Libraries” for the American Library Association’s 2021 Annual Conference and Exhibition Virtual. What stood out about this program was that it was really aimed at libraries that do not have full-time staff or capacity to run a social media account the way a large urban system might. Macaulay noted how while “96% of libraries have a Facebook account only 21% have external social media policies”. Her presentation for small and rural libraries is a significant boon, considering how resources for these types of branches may not be as advent or available as they seem. More often than not, scrolling around various websites for advice often time provides more sweeping generalizations or prompts to consider; situated advice of this nature isn't just a preference, but a luxury.

Macaulay instinctively grounded itself in the realities of how these types of libraries could utilize social media. Her emphasis on just a critical three—Facebook, Instagram, and Twitter—are indicative of how each platform offers significantly changed experiences for its users. Instead of posting for the sake of posting, each platform could present different types of information for the library population. Having seen the status of some SDCL accounts for small/rural San Diego communities, I couldn't help but think of how Macalauy's advice could be of service, especially for younger staff members looking to create engagement or community support. It's what made her mention of utilizing Snapchat or TikTok stand out to me! She understand though that some library systems just may not have a person able to dedicate the time needed, or should really only focus on just a single site if nothing else can be made applicable.

It's advice like this for these systems that help kickstart librarians to engage with the opportunity costs of running these types of platforms. Not every library may have staff as tech-savvy or TikTok oriented. If a simple Facebook page is garnering traction and attention, then perhaps coalesce resources just around that! If the library is slow, but things are steady, post something lighthearted about how the library is handling the day! What matters at this small level is making sure patrons who are visiting or searching the library online find a digital space that indicates they are a real entity.