I see a new trend on social media for libraries and I’m loving it! More libraries are reducing the number of Tweets they send promoting programs and they’re doing more curating and advocating for the library industry. I think that’s great! It adds depth to the character of your library, it helps your cardholders to see that you are more than just an endless horn of promotion, bombarding them with things that don’t relate to them, and it means the promotions you do put on social media get more attention simply because there is less noise. So good job you!
Now it’s time to take the next step. My prediction: libraries will become savvier about using social media to turn their current cardholders into fans. The industry will begin to realize the importance of keeping cardholders active library users and balance that newfound realization with the ongoing campaign to sign up new cardholders. We’ll start creating super customers who will advocate on our behalf. Doesn’t that sound amazing? Here’s how we’ll do it.
Listen to your cardholders. Whoever monitors your social media needs to set aside time to listen to monitor your social media platforms for comments. Respond as soon as you can, even to positive comments. You should also create a database for logging comments, both positive and negative, so you don’t have to rely on your own memory to keep track of the complaints and compliments you receive. You can use that database to create future promotions, highlighting services your cardholders show a love for and addressing concerns with upper management and within your marketing. You’ll also stumble across great customer service stories that you can market in your print publication or on your blog. Listening is critical and I cannot stress the importance of working time into your day, every hour if you can, to do a quick check of your social channels for comments.
Show some extra love to your current cheerleaders. You likely can think of two to three people (maybe more!) who consistently post their praises of your library system on social media. If you haven’t already, reach out to those brand advocates and offer them something special–a gift bag from your Friends shop, a behind-the-scenes tour of the library, a special collector’s edition library card, etc. They’ll post about that positive exchange and do some marketing for you! Later, you can go back to those cheerleaders and ask for feedback on marketing or library initiatives, or give them a sneak peek of things you’re working on in the future to gauge the reaction of the larger audience to your efforts.
Create an editorial calendar for your social channels. Schedule content to appear on a consistent basis. Remember “Must-See TV”? You can do that with social. People love it… and they’ll eagerly await the appearance of quality content on social when you set up a reliably consistent posting schedule. Create a call to action that’s easy to fulfill and share.
Track, track, track. None of these actions are worth any effort if you don’t track the results. You’ll learn what works–so you can repeat it–and what doesn’t, so you can drop it! You’ll be amazed at how valuable the data is when you track, and I promise it only takes a few moments. My favorite tracking method is Google Analytics URL builder. Learn how to use it here.
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