This article explores the community reach and societal impact of institutional repositories, in particular Griffith Research Online (GRO), Griffith University’s institutional repository. To promote research on GRO, and to encourage people to click through to the repository content, a pilot social media campaign and some subsequent smaller social media activities were undertaken in 2018. After briefly touching on these campaigns, this article provides some reflections from these activities and proposes options for the future direction of social engagement and GRO in particular, and for institutional repositories in general. This undertaking necessitates a shift in focus from repositories as a resource for the scholarly community to a resource for the community at large. The campaign also highlighted the need to look beyond performance metrics to social media metrics as a measure of the social and community impact of a repository. Whilst the article is written from one Australian university’s perspective, the drivers and challenges behind researchers and universities translating their research into economic, social, environmental and cultural impacts are national and international. The primary takeaway message is for libraries to take more of a proactive stance and to kick-start conversations within their institutions and with their clients to actively partner in creating opportunities to share research.