Social media and academic libraries: Current trends and future challenges

Academic libraries are increasingly using social media tools to promote services and highlight resources to patrons. This longitudinal study examines the social media adoption rates and practices in academic libraries in the province of Ontario over a fourteen month period beginning in April 2010. Findings indicate that while interest in social media technologies amongst librarians has plateaued, patrons of academic libraries are using these tools in increasing numbers. Outcomes suggest libraries should attempt in the future to create more original content in areas of patron interest as well as utilize their preferred platforms with greater regularity.