When Twitter unveiled Vine in January 2013, reviews were mixed about the free app that allows 6-second-long video loops to be created, viewed, and shared on mobile devices.
“We avoided it for awhile,” says Gail Shackleton, director of library services at Appleby College, a 7–12 grade school in Ontario. She and library technician Stefania Mulyk administer the library’s social media presence, which already includes Twitter, Tumblr, Pinterest, and YouTube. They waited to adopt Vine until four months after the app’s introduction because of its newness. Like many librarians, they were weary of adding another tool to an already full social media campaign–especially an untested one that had yet to establish a direction and audience. That soon changed.