Connecting best practices in public relations to social media strategies for academic libraries

ABSTRACTAcademic libraries worldwide use social media to inform and connect with users. Virginia Commonwealth University (VCU) Libraries is no different and must keep up with rapidly evolving platforms and user expectations. When our presence stretched across twenty-two channels, we needed to ensure that social media efforts were managed in the most effective and efficient manner possible. To develop a research-based, unified vision for communication for new media, we scanned the literature in the library and public relations fields and then surveyed librarians to address identified gaps. Based on results, we offer recommendations focused on best management practices and strong content strategies.