Time and again we hear how useful social media is for library outreach. Use social media for advertising events in the library! Use social media to provide book recommendations! Use social media to alert patrons to library hours and services! Use social media to highlight collections! And yet for many libraries (academic, research, public, corporate, school, etc.), social media success remains elusive. We sit and grumble to our colleagues about how few followers we have on x or y platform or the lack of likes and shares our posts receive. We question whether the library is cool or hip enough with new generations of patrons. Then eventually we throw up our hands, stand on our desks, and boldly proclaim “I’m done with social media! I’m going back to papering the walls with flyers!” Dramatics aside, many of us have been in this predicament at some point. We question why we’re…