Purpose: The purpose of this paper is to demonstrate the work undertaken by Vancouver Public Library (VPL) in an effort to convert its website into a true virtual branch, both through the functionality of the website itself and by extending its web presence on to external social networking sites. Design/methodology/approach: VPL worked with its development partners to conduct a thorough community consultation to ensure that the new VPL website would be truly user-focused. Since the site's launch, VPL has made strategic management of both its internal and external web presence a key organisational priority, reflected in its creation of two new professional positions which include co-ordination of VPL's internal and external web presence as part of their job specification. Findings: VPL has demonstrated that it is possible to take a systematic, integrated, thoughtful approach to the adoption of Web 2.0 tools and technologies in order to enhance web services without sacrificing quality or control. Originality/value: As many public libraries consider their options with regard to the integration of Web 2.0 tools and technologies, VPL offers an example of good practice in strategic selection and management of these tools to optimise the delivery of web-based library services.