WorldCat.org aims to create a global online presence for libraries with three key objectives: raising awareness of libraries worldwide, increasing libraries' relevance by providing more access and value to users, and connecting users both physically and online to libraries and their services. The strategy is to drive traffic to WorldCat.org which will then connect users to libraries and help provide value in order to generate more usage of libraries. Social networking is now mainstream and libraries are expanding their online presences on platforms like Flickr, iTunes, YouTube to have conversations with users.