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In the world of Facebook, can money really buy popularity? At the Montana State University (MSU) Library, armed with a small advertising budget, we aimed to find out. After two years of using the library’s Facebook page as a free avenue to reach users, we decided to explore different paid routes available within Facebook. Our goals for implementing a Facebook advertising campaign were primarily to increase user awareness of library services and resources, and secondarily to understand the mechanisms of Facebook advertising. Our experiences allowed us to get a glimpse of life on the Facebook toll road. Most libraries with a Facebook presence will be familiar with the concept of organic growth. This type of growth represents social media interaction that does not result from the aid of paid promotions or advertising. Organic growth is driven by strong content, and it results mainly from a community engaging with social media posts in the form of likes, shares, and comments. Engagement is a key metric here. Not only does it indicate positive community reactions, but when a post receives high engagement, that post is more likely to appear in the News Feeds of friends, resulting in further engagement and the increased potential for new followers. The News Feed is the continuously updating list of status updates, likes, and other activities from people and pages that a user follows on Facebook. As the primary way users interact with content, the News Feed is an important element of the Facebook experience. In studying the News Feed and the engagement levels of different types of content, we noticed that two posting categories often result in high engagement and organic growth for the library’s Facebook page: “Library Events” (Fig. 1) and “Library Employee Highlights” (Fig. 2). We used these

The social media toll road: The promise and peril of Facebook advertising