Sometimes, luck shines on the hardworking marketer and all the stars align to hand you an unexpected victory.

This happened to my library recently.  One of our branches held a stuffed animal sleepover. I’m guessing someone in your library system has done this before–it’s a pretty popular program.  Kids drop off their stuffed animals at the library branch for an overnight stay and branch staff stage activities for the stuffed animals and take photos so the kid can see their little friends having fun at the library. This particular branch passed all the photos on to our Marketing Department and we put them up in a Flickr album for easy distribution. We posted a link to that album on our Facebook page.

And then the public went nuts. We had a ton of engagement, turning this into one of the most successful social media posts of the year so far, with more than 17,000 in organic reach, more than 1,000 post clicks and 431 likes and shares!

I asked out library’s social media specialist, Adam Baker, to help me dissect the post in hopes that we all can learn something from it.

Tell me about why you decided to go with the format you used–Flickr album link on Facebook? Did you put it on other social media sites?

I’ve found, in general, Flickr links work well for a large amount of photos. Uploading the photos and creating a Flickr album allows me to generate a link I can share across all social platforms. Plus, a Flickr link has built-in metadata that produces an attractive preview on the page. That automatic preview gives the user an experience native to the platform it’s shared on. Users can easily click directly into the Flickr slide show from the preview. It’s just a nice way to keep photos organized, and the fact it’s so user-friendly on the sharing side, makes it a double win.

What kind of response did you predict you would get?

This stuffed animal sleepover event is an annual event at one of our branches. I’ve shared the photos via social media for three years in a row now. They’ve always been relatively successful because it’s something different and interesting. But I never expected the response we got from the Facebook post this year.

Why do you think the post was so popular with our followers?

I come from a TV news background. I remember in journalism school our professors teaching us what makes something newsworthy. I use many of those factors when picking good social media content. One of the reasons something is newsworthy is if it is a novelty. The stuffed animal sleepover definitely falls into that category. It’s original, even a bit unusual. I think that’s the reason these photos always perform well. I think the reason it was such a hit for us this year was due to the fact we had an extra unusual photo featured as the album cover. The stuffed animals are sitting around in a circle. One Facebook fan commented it looked like they were conducting a séance. The user meant it in jest — but it goes to show you it made people do a double take. Anytime you have content that makes people stop mindlessly scrolling through all the noise online and actually click, you’ve got a winner.

How surprised were you at the response?

I was very surprised it did so well. It was our most successful post that month and one of our best posts ever. I am pleasantly surprised that a post we’ve done very similarly for three years paid off in a big way this time around.

Did the response lead you to think about changing the way you format or program future social media posts?

I think it reinforced what I already knew. You have to be a little outside the box to get noticed. It’s a good reminder to experiment and have fun. You never know when that one silly post is going to be a game changer.

The lesson here? You never know what kind of social media post is going to resonate with your audience!

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