At this point in the process of marketing for engagement you now have an overall strategic plan for your engagement and a level of ambition to achieve. Ongoing reflection has allowed this to be informed by a deep understanding of users, potential users and other stakeholders, a clear understanding of the value they seek and how libraries can deliver it to them. A practical segmentation and stakeholder management platform has been considered and a set of engaging messages to each of the segments and stakeholder groups has been devised. A range of channels to convey messages has been identified. What should the contribution of digital marketing, and especially social media, be to your channel strategy?

Creativity can be spurred by unusual events. In 2020, librarians in all sectors across the world rose to meet the issues arising from the COVID-19 pandemic by offering a range of expanded digital services while physical buildings were inevitably closed. Home schooling resources, story times, online conversation groups, online craft sessions and book chats were common public library responses online. Some libraries used Facebook Live and YouTube to present craft videos, using materials that are very common in most homes. Others offered a behind-the-scenes video of the library operations. All types of library found ways to keep contact with their users.

Digital channels offer an opportunity to stay close to users and potential users and to respond swiftly and economically to changing needs and emerging new opportunities. Library websites, social media, video, e-mails, SMS, blogs, podcasts, RSS feeds and chatbots all offer opportunities for libraries to engage with diverse user and potential user groups.

When choosing digital channels library and information professionals should be clear exactly how each one contributes towards an overall engagement strategy. Having an authentic presence on a digital channel needs commitment and it is unlikely that you can offer high levels of commitment across all available channels. In addition, consider that while social media offers the potential for deep engagement with specific groups it is divisive for other groups. Responses to social media are not always neutral and where they are neutral they may not deliver the potential benefits of using the media.