Social media provides an opportunity for libraries to engage with people outside of the four walls of the library. Libraries have been using social media since its inception, but we have typically relied on it for promotion, not engagement. In this webinar, we’ll discuss how to shift from promotion, which is a one-way conversation, to engagement, which is a two-way conversation. We will discuss strategies such as active listening, trending topics, analytics, social media as a customer service point, and much more. We will also discuss the pros and cons for centralized and decentralized management of social media, and how governance and policy can be balanced with creativity and flexibility.