Update: These methods work!! Forbes.com deleted the offending article on July 23. Read more about it here.
Original post begins here.
Forbes.com made me angry.
This weekend, the site posted an opinion piece by a contributor who tried to make the point that libraries are obsolete. This man claims we no longer need libraries because we have Amazon. I won’t post a link or analyze the piece here because it doesn’t need more views. It’s poorly written garbage and one of the worst anti-library arguments I’ve read in my life.
The piece is getting a lot of attention. Librarians and library supporters across the country took to Twitter, Facebook, and other platforms to eviscerate this guy. This public shaming is well deserved and an acceptable outlet for those of us who work in the industry. But it’s not enough because the public outrage over this article will die down in a few days. Library marketers have the tools to fight anti-library sentiment in ways that will last longer than a news cycle. Here are some things you can do, right now, in your role as a library marketing professional.
Write a letter to the publication that posted the anti-library sentiment. I am a supporter of free speech. But I dislike opinion pieces. Media outlets publish them without context. They are just a mechanism to stir up emotions. Publications with editorial pages would rather get clicks than be balanced. We must politely but passionately call out any publication that allows library haters to have a voice without seeking commentary about why libraries are important. Library workers can refute anti-library sentiment by sharing personal stories about their work.
Email your donors. Take advantage of the emotional response to anti-library news articles by appealing to your donor base. You don’t even have to mention the offending news article. Just say something to this effect: “There are some who think libraries are obsolete. They don’t understand the value of the public library. But you do. Let’s prove the other guys are wrong by showing them how much good the library can do in the community.” Fight ignorance with inspirational messages to give your base a productive and concrete way to vent their anger and show their opposition to anti-library sentiment.
Double down on your efforts to educate the public about the good your library is doing. Most of us are so busy marketing services and events happening right now that we leave very little room in our promotional schedules to message our supporters about the good things we do in the community. Make it a priority to share messages about the hope and help your library gives to the community. Schedule regular promotions about the work your librarians do every day. Ask your cardholders to share stories about the ways in which the library has enriched and changed their lives. Whenever your staff works an event, make it a point to ask attendees to write or record a testimony about how the library has helped them. We must do a better job of showing that the library is more than a place to read books.
Contact your legislators and ask for more funding. You might be wary of pointing out the arguments against public library funding to the very men and women who control the purse strings. I say this is the perfect time to appeal for more money. You can use anti-library articles as an argument for why your institution needs more funding. Don’t overestimate the amount of knowledge your legislators may have about the work you do or the amount of money you need. Appeal to their sense of vanity as a community leader and ask them to use their platform and their public presence to help you spread the word about the importance of your work in the community.
Subscribe to this blog and you’ll receive an email every time I post. To do that, click on “Follow” button in the bottom left-hand corner of the page. Connect with me on Twitter, Snapchat, and LinkedIn. I talk about library marketing on all those platforms!
July 24, 2018 at 7:00 am