Journal of Librarianship and Information Science 1–11 © The Author(s) 2014 Reprints and permissions: sagepub.co.uk/journalsPermissions.nav DOI: 10.1177/0961000613520027 lis.sagepub.com Introduction Online activities including engaging in blogs, social net- working sites, photo- and video-sharing sites and location- based services are a growing part of many people’s private and professional lives. Social media is the unifying term for these ‘new digital media phenomena […] in which ordinary users (i.e. not only media professionals) can com- municate with each other and create and share content with others online through their personal networked computers and digital mobile devices’ (Bechmann and Lomborg, 2013: 767). Even though many studies elaborate on the potential of social media, it is difficult to locate an ade- quate definition. According to Bechmann and Lomborg (2013), social media can be demarcated using three main characteristics. First, social media communication is de-institutionalized, which means that media companies alone do not control the flow and distribution of information. Second, social media users are also information and content producers. We refer here to the collapse of production and consump- tion roles, labelled ‘prosumer’ (Jenkins, 2006) or ‘produs- age’ (Bruns, 2008). Third, social media communication is interactive and networked in nature. Users interact with each other (rather than via institutions) and connect in a The librarian 2.0: Identifying a typology of librarians’ social media literacy Hadewijch Vanwynsberghe iMinds-MICT-UGent, Belgium Ruben Vanderlinde Ghent University, Belgium Annabel Georges iMinds-MICT-UGent, Belgium Pieter Verdegem Ghent University, Belgium Abstract This article reports on the identification of librarians’ social media literacy profiles. These profiles were developed through the construction of scales measuring social media competencies. An online questionnaire was developed and administered to a sample of 184 librarians working in Flemish public libraries. Cluster analysis revealed four social media literacy profiles: (1) social media workers; (2) social media laggards; (3) social media literates; and (4) social media spare-time users. This typology of social media literacy profiles is necessary information when developing a successful social media literacy strategy in libraries. Our research results further indicate that librarians who fit the social media literate or social media worker profiles are expected to play a central and facilitating role in the adoption and implementation of social media within public libraries. Keywords Library, library 2.0, profiles, social media literacy, social media use Corresponding author: Hadewijch Vanwynsberghe, iMinds-MICT-UGent, Korte Meer 7-9-11, Gent, 9000, Belgium. Email: Hadewijch.Vanwynsberghe@ugent.be 520027LIS 0 0 10.1177/0961000613520027Journal of Librarianship and Information ScienceVanwynsberghe et al. research-article 2014 Article