Rachel Robertazzi- From Bookmobiles to TikTok: How Libraries Can Use Social Media Without Losing Their Core Values

Let’s be real, social media is a mixed bag. It’s fun, fast, and lets us reach tons of people we’d never otherwise connect with. But it also comes with a lot of baggage, especially for libraries. Libraries have always gone where the people are. Decades ago, that meant loading up a bookmobile or holding storytime in schools. Nowadays, it involves creating TikToks, posting Instagram Reels, and sharing program updates on Facebook. By 2012, almost all of the largest U.S. public libraries (93%) and more than four in five mid-sized libraries (83%) had at least one social media account. Even the smallest libraries increased their presence on Facebook from 18% to 54% between 2010 and 2012, according to the Library Research Service’s biennial U.S. Public Libraries and the Use of Web Technologies study (2012). Social media has become one of the most effective ways for libraries to connect with patrons, particularly younger individuals who are less likely to see a paper flyer or email newsletter. It’s instant, interactive, and way more wide-reaching than traditional marketing. At my library, the programs scheduled for that week are posted on Sundays and are organized by department. It is a quick and easy way for patrons to save the image for future reference.

But with great power comes great responsibility. Libraries aren’t just another brand trying to sell something; they’re public institutions people trust. We’re supposed to protect privacy, support intellectual freedom, and ensure everyone has fair access. Those same values that guide how we handle patron records, select materials, and run programs should also guide how we present ourselves on social media. That ties into the most significant drawbacks, which is the issue of privacy. When someone likes a library’s Facebook page or comments on an Instagram post, they’re not talking to the library directly; they’re using a platform that’s busy collecting and selling their data. That data can reveal their reading habits, politics, and even their location. Inside the library, staff would never dream of selling or sharing patron records. However, by using social media, we sometimes inadvertently help big tech track our patrons. We can’t completely stop it; companies track everything these days, but we can be honest about it. Posting a quick privacy notice or offering sign-ups through a library-hosted form, rather than a Facebook event page, is a good start. The American Library Association actually has a comprehensive set of social media guidelines for this. Their 2018 recommendations state that anyone posting on behalf of a library should be trained not just in best practices, but in the library’s mission and values. Posts should sound like the library, not like an individual staff member freelancing on their lunch break.

Another tricky area is moderating comments. A library’s Facebook page is technically a public forum, but staff still curate it. Do you delete offensive comments? Hide misinformation? Where’s the line between making your page a welcoming space and respecting free speech? These aren’t just thought experiments. Public institutions have been sued for blocking or banning users on social media, with courts sometimes ruling that an official page functions as a public forum. The ALA points out that libraries aren’t legally required to use social media or host public discussions at all. You could use your accounts for announcements only and not respond to comments. But if you do open the door to conversation, you’re basically creating a designated public forum. That’s why libraries need clear, written policies for social media just like they do for display cases or meeting rooms. My library has not received many comments on our Facebook page, but a former library where I used to work received comments weekly on their page. Therefore, they needed to have a firm social media policy and follow the ALA’s guidelines.

Another negative aspect of social media, which I had never considered until I took a class on inclusivity, is its divisiveness. Social media can lift voices, but it can also leave people out. Posting only on Instagram or TikTok might unintentionally exclude patrons without smartphones or stable internet, or simply those who prefer not to use social media. Even the images and language you use send subtle signals about who you think your audience is. An ethical approach involves considering representation and accessibility. Are you adding alt text to images? Translating key posts into other languages spoken in your community? Highlighting a diverse mix of programs and patrons? Little things like that matter and are noticeable. 

Being thoughtful about privacy, moderation, and representation enables libraries to harness the power of social media without compromising their core values.

Library Research Service. (2012). U.S. Public Libraries and the Use of Web Technologies.

https://www.lrs.org/data-tools/public-libraries/webtech/

"Social Media Guidelines for Public and Academic Libraries", American Library Association, July 2, 2018

https://www.ala.org/advocacy/intfreedom/socialmediaguidelines (Accessed October 6, 2025)