Social Media Optimization: Principles for Building and Engaging Community, by Doralyn Rossmann and Scott W. H. Young

Social media optimization (SMO) is programmatic strategy for building and engaging community through social networks. This issue of Library Technology Reports (vol. 52, no. 8), “Social Media Optimization: Principles for Building and Engaging Community,” by Doralyn Rossmann and Scott W. H. Young, offers practical guidelines for implementing this flexible and comprehensive community-building model, structured around five interrelated principles:

• Create shareable content.
• Make sharing easy.
• Reward engagement.
• Proactively share.
• Measure use and encourage reuse.

SMO ultimately benefits both the library and library users by introducing a model for connecting users with relevant content, listening to the community, and building sustainable relationships.