This post is part of a series on revamping and re-evaluating your library’s social media platforms. At least once a year, you should look at your library’s LinkedIn, Facebook, Twitter, and Instagram accounts and do the following:
Clarify your library’s social media goals.
Audit the current status of your library’s social media accounts.
Set new social media goals to move your library’s overall strategy forward.
Improve your library’s social media profile
There are many libraries doing a lot of things right on Pinterest! Some of my favorites are:
The Somers Library in New York.
Bellevue University Library in Nebraska.
Kansas City Public Library in Missouri.
New York Public Library, of course.
And the list goes on and on.
My library gets a tremendous benefit using Pinterest as a promotional tool. We’re very specific in our use. With a strategy to our pinning, our library’s following on Pinterest has grown by 400 percent! Each month, Pinterest drives an average between 20 and 60 percent of the traffic we get to our website. Sometimes, it’s the highest source of traffic from any social media platform we use. It’s powerful!
As you approach the next season of the social media calendar, you can tweak your current Pinterest board to improve results. Or, if your library is not on Pinterest yet, use this guide to create a profile that will drive traffic to your website, increase awareness of your library, and surprise and delight your Pinterest followers.
Audit your current boards and pins and optimize for search. Pinterest is a search engine and it works on an algorithm, like most social media platforms these days. So you’ll want to make sure all your Pins and boards are optimized for search so users can find you. Clever board names are fun, but they might also hurt you in your Pinterest search rankings. So consider changing board names to more closely match things that book lovers and readers might search for. For instance, a good name for a board full of recipes is Book Food, Food Inspired by Books, Literary Food, and Food to Eat While Reading. Next, check the description of each board to make sure there are searchable keywords. For instance, before this fall, my library used literary quotes related to the board topic as our board description. And while that’s clever, it doesn’t help our followers or potential new followers to find us. So we changed our board descriptions to be more instructive about what we were pinning.
Finally, go through each Pin on every board to make sure every link works. Delete any Pins with dead links. Next, replace the URL’s of the remaining Pins to drive traffic to your website when applicable. For example, if you have re-pinned a book from someone else’s feed, replace the URL with a link to the book in your collection, so that anyone interested in the book can place a hold right from your Pin. For each Pin, re-think the description section and make sure you are using keywords words to make sure your Pins are seen by the right users.
Eliminate Pins and boards that aren’t driving traffic. Pinterest now penalizes users who have Pins and boards that aren’t being shared. So you’ll need to do some weeding. This is time-consuming but essential. I started weeding our boards more than a month ago. I spend about two hours a week on the task and I’m still not anywhere close to being finished. But it’s already working. Traffic to our website is slowly creeping higher and our remaining Pins are getting more traffic. Do your weeding during a part of your day when you need to just do something mindless for 15 minutes or so, to give your brain a break. Before you know it, you’ll make significant progress.
Use the new Sections option on boards to make your Pins easier to find. This is an update for Pinterest and it’s pretty darn awesome. You can create genres for boards (fiction, nonfiction, memoirs, cookbooks, etc.) which will help Pins get found and users find what they want more easily.
Pin NEW books from your collection. Every. Single. Day. Pinterest users love to find out about new books using the site and libraries are perfectly positioned to give that information. Every day at my library, we go through the new arrivals feed on our website and find the books that already have a holds lists–a holds list before distribution is a sign that there is a demand for that books. We Pin those in-demand books onto our New Books board. One note: make sure the book cover you Pin is as big as possible. If you have Overdrive, you can use their website to find large covers for most books. The bigger the cover, the more successful the Pin will be.
Keep an eye on changing demographics. Pinterest says about 60 percent of women and about one-third of millennials use Pinterest. And men are the platform’s fastest-growing follower segment. So when you are pinning content, keep this research in mind.
Here are more resources:
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