Rachel Robertazzi-#3 Why Your Library Is on Facebook, Instagram, and TikTok

                                                                

Remember when libraries had to rely on a newsletter or a flyer taped to the bulletin board to share news? I don't either, but it doesn't matter because those days are long gone. Now, libraries connect with people where they already spend their time: online. Facebook, Instagram, TikTok, you name it, libraries are on it. Social media isn’t just for fun anymore; it’s how we stay connected, even when no one is in the building. We can post a last-minute storytime cancellation, share when new museum passes are available, or get the word out about a snow day right away. We can reach hundreds, if not thousands, of people in minutes and bring people into the library who may not have otherwise visited. It’s easy for us librarians to assume everyone knows what we know, but they often don’t.

Canva has honestly been a lifesaver for this. When I worked as a library clerk years ago, we had to make everything in Publisher, and I remember how frustrating it was just to get the borders right or find decent images. I used to dread it when a librarian would ask me to create a flyer, but Canva makes it incredibly easy to design posts, flyers, and posters that look great in just a few minutes. Everything is customizable, with templates available for virtually any need. There is even a social media category, where everything is formatted for Facebook posts, Instagram posts, YouTube thumbnails, or TikTok videos. I cannot sing its praises enough; it is an excellent tool for libraries to have.

One of the best aspects of social media is how it motivates people to visit the library. At my library, we regularly share photos from past programs, and people love it. It makes them want to attend the next event. Seeing familiar faces or engaging in fun activities encourages patrons to check out the next event, fostering a sense of community. Plus, everyone loves spotting themselves or their friends in the pictures; it’s a little thrill and makes the library feel more personal. There have been times when I posted for new discounted tickets or a new LoT item, and the next day, patrons would come in asking for them. I always think that's so cool.

Speaking of personal, libraries are also using TikTok to change how people think about us completely. We create funny, relatable videos that give you a glimpse into what life at the library is really like, highlighting all the cool things we do. Whether that's program prepping, grappling with the carts, or showing what we do all day, this makes people feel more connected to the library even before they walk through the doors. Librarians use TikTok to share book reviews, spotlight new or popular materials, and show off fun behind-the-scenes moments that patrons might never get to see otherwise. By giving a peek into daily life, staff personalities, and the little joys of library work, these videos make the library feel welcoming, approachable, and a little fun. It's a way to reach new audiences, especially younger people who might not visit in person, and remind everyone that the library is more than just books, but it's also a third place for creativity, community, and learning.

Of course, social media also presents challenges. One example is comments left by the public. The American Library Association says that when a public library opens up comments, it can turn the page into a “designated public forum,” which means the First Amendment applies. That means we cannot simply delete comments we dislike or block someone for holding an unpopular opinion. This is why most libraries have a social media policy, so everyone is aware of the rules and staff have a plan in place for dealing with challenging situations. The social media policy at the library where I work states that Sayville Library handles social media in the same manner as any other form of public communication. Our pages are open for conversation, but posts must remain library-related, respectful, and free from spam, personal information, and offensive language. Comments are moderated, and any content that is unlawful or against the rules may be removed. Staff posts reflect the Library, so they must be accurate, positive, and protect privacy. Only authorized staff can post or edit on Library accounts, and even when using personal accounts for programs, the same standards apply. I condensed the policy for time and space reasons. Still, I feel like the actual policy is pretty comprehensive, and all libraries should have a policy similar to it. Libraries require social media policies to maintain their online spaces as friendly, safe, and focused on library-related conversations. They also help staff learn how to handle challenging situations and ensure the library’s reputation remains positive.

At the library where I worked previously, we often saw comments on our posts complaining about things mostly out of our control, like high taxes, whether people even use libraries anymore, the condition of the parking lot (which we didn’t own, so there wasn’t much we could do), or even staff salaries. While some of these comments can be disheartening, and I still read them and get frustrated, they also remind us why clear social media guidelines are so important. A good policy helps staff respond appropriately, stay professional, and maintain a productive conversation, even when people are upset or venting about unrelated issues. It also protects the library’s reputation and ensures our online spaces remain welcoming and respectful for everyone. Ultimately, social media empowers libraries to engage in the broader community conversation. Still, a solid policy keeps it positive, fair, and focused on what really matters: connecting with patrons and sharing the library’s resources and programs.

Staying consistent and unique with social media posting can also be a challenge. At the library where I currently work, each department creates its own flyers for upcoming programs. The full-time clerk in the teen department then schedules the posts using the social media manager. Each department will upload program pictures to our shared folder, and she will create posts for Facebook and Instagram. I've always wanted to recreate those funny videos some libraries make on TikTok. Still, it's challenging to find a time when multiple people can come together to film without patrons in the background, especially when we have other tasks to attend to.

Overall, social media has significantly transformed how libraries engage with their communities. It allows us to share news quickly, highlight programs and collections, and give patrons a genuine sense of what happens behind the scenes. While managing comments, staying consistent, and following policies can be challenging, social media helps libraries reach people who might not visit in person and keeps the library visible and approachable. At its core, it’s about making the library a space people feel connected to, informed by, and comfortable engaging with both online and in person.