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The role of a further education college in England and Wales differs considerably from colleges in the USA and Europe in the students/learners for whom they aim to cater and the courses they offer in order to do so. The range of needs for which FE colleges cater is vast. Many institutions aim to provide a comprehensive range of training and learning opportunities for post‐16 education.

Purpose – This research examines the nexus of two important phenomena: established information practices and the uptake of social media tools to facilitate or extend these practices. It aims to provide a conceptual account of how social media is embedded in the practices of the information sector.

Methodology – The research design is based on qualitative multiple case studies and grounded theory following Eisenhardt (1989). It uses an information practice as a unit of analysis and collects data as written and spoken descriptions of practice.

Findings – Existing knowledge and expertise in the use of social media is nascent and disparate and often available only as anecdote. As a result of this research, it is captured and conceptualized and a theoretical frame for social media use in information work emerges – a deeper understanding ensues.

Originality/value – This research uses a practice perspective to focus on the activity involved in social media adoption to support information work. In theorising across multiple descriptions of information practices, this research provides a steadying influence in information environments that may feel obligation to embrace the global phenomena of social media. Clarifying guidance for purposeful information work will benefit the information profession and advance its various practices.