Content Creation vs. Curation Strategies for Theological Library Social Media Coordinators

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Anne McLean


In 2017, the position “Social Media Manager” ranked no. 42 in CNNMoney/PayScale’s “Top 100 Careers with Big Growth,” the increased evidence of which we see today as organizations introduce a digital presence in response to the COVID-19 pandemic. The title “Social Media Manager” might not be explicit in the job descriptions of theological librarians; however, this critical “other duty as assigned” if improperly managed can constitute an overwhelming amount of time and work. This paper will discuss drivers behind social media fatigue and burnout, distinguish between a content creator versus curator, and suggest strategies to establish the latter as an equitable and efficient model for social media coordinators in theological libraries.

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