Research in libraries has long brought a critical analysis to the value, purpose, and practical usage of social media. Glazer asked of library Facebook usage, “Clever outreach or costly diversion?”1 Three years later, Glazer presented a more developed perspective on Facebook metrics and the nature of online engagement, but social media was still described as “puzzling and poorly defined.”2 Vucovich et al. furthermore notes that “the usefulness of [social networking tools] has often proven elusive, and evaluating their impact is even harder to grasp in library settings