MTL 2.0: A Report on the Social Media Usage and User Engagement of the “Big Four” Academic Libraries in Montréal

Although academic libraries continue to use social media to encourage student use of libraries and promote library resources and services, there has not yet been a study of social media use by the academic libraries in Montréal. This paper examines the social media accounts of the four university libraries in Montréal and, based on data gathered over the course of an 8-month period, seeks to determine the influence of each libraries' social media activity. Success was defined by measurable growth in the number of followers during the period studied. For the three universities with Facebook and Twitter accounts, the account considered most successful was the one with the highest engagement rate. The results indicate that all of the libraries were successful on the first measure, and the libraries with the fewest number of posts had higher levels of user engagement.