Making social media work: finding a library voice

The social media team at the University of Liverpool Library runs a popular verified Twitter account with over 9,000 followers and is enthusiastically involved in a variety of social media platforms. Since starting a period of sustained improvement, our use of social media has progressed from being a passive channel used to broadcast news and service changes to being an active method of communication in a digital space our users already inhabit. Working collaboratively, the social media team has established a cohesive and clear library voice with a consistent style and tone. This article looks at the development of the library voice with a particular focus on the use of creative, interactive and fun methods to cultivate the library personality. It also covers some of the challenges associated with this type of relaxed and experimental approach to social media and gives examples of special events used to engage and interact with students