| Abstract: | Library literature about engagement has drawn from business marketing practices for years which has unsurprisingly influenced our approach towards social media communication. This article will evaluate how continuing this practice without a critical evaluation of the ethics behind marketing practices is contradictory to our institutional values. The principles discussed in this article may be useful for current library workers and administrators looking to engage in reflective practice in their outreach efforts. In response to the pervasiveness of marketing culture in library outreach our field has an obligation to support and encourage authentic interactions with our patrons without jeopardizing what makes us different from businesses. I will explain why a marketing perspective limits our efforts, initiate a discussion about this issue, and highlight some examples of effective engagement. |
