Integrating social media into library programs, both academic and public, has taken a central
focus in recent years, resulting in the development of new career tracks for specialists in
emerging technologies and social media librarians. Early efforts in outreach and promotion
morphed into branding and marketing strategies, and social media was quickly adopted as cost
effective and a great tool to target millennials. The charge was led to be on the cutting edge with
an organizational presence in social media, particularly Facebook and Twitter. The rapid
experimentation and implementation of social media in libraries at times has displaced the
formative discussions for carefully considered institutional policy. Educational institutions are
wise to consider a balance with respect to issues of free expression and common sense use of
university resources. How does online behavior and speech affect the future employment of
millennials, if consequences are considered after serious mistakes have already been made?
What is the role of libraries to outline and model appropriate online conduct as it assists
communities of users in developing employment skills for the job market? Can policy balance
with free speech concerns? Many questions associated with sustainable social media
implementations in library organizations have not been adequately addressed. The purpose of
this research is to provide analysis of issues within the environment of learning and social media,
the sustainability of such programs, and to examine policy for marketing libraries through social
media.