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Whenever I talk to library marketers about social media success, the conversation usually centers on Facebook and Instagram. Most libraries worry about decreasing organic engagement on Facebook. They’re trying to master stories on Instagram and attract younger users.
I’ll be honest… these conversations frustrate me. That’s because libraries are battling a social media system that’s stacked against us. Facebook and Instagram and both focused on monetization. The truth is they don’t care if nonprofits can’t compete with brands. They only care that they’re making money and gathering data for their advertisers. And I, for one, have had enough.
That’s part of the reason behind a decision we made at our Library to focus a good portion of our efforts for organic social media reach on another platform: LinkedIn. And I want more libraries to use this platform to promote themselves.
More and more people are using LinkedIn. In a report released by the platform’s owner Microsoft, the company reported that engagement grew 24 percent in the last quarter. That’s huge.
LinkedIn is great for sharing content marketing and making personal connections with your cardholders. The audience on this social platform is smaller and more focused. Users are interested in career development, higher education, workplace issues, self-help ideas, and personal growth.
It’s also a largely positive place. There’s no toxic talk. Users comment in courteous and supportive way. There are also limited ads. It’s a happy place! I’m on LinkedIn several times a day and there are zero trolls.
LinkedIn is a great place for libraries to post content because competition for attention on the platform is small. Most libraries, educational institutions, and government agencies only post job openings on their LinkedIn page. But the platform is the number one choice for content among professionals. If you start posting today, you can grow your followers, create brand awareness, tailor targeted messages, and connect with cardholders without much competition from anyone else.
I know libraries struggle to keep up with all the social media changes but I really, really, really want you to embrace LinkedIn, even if it means you have to drop back your posting on another platform.
Here’s another reason to make the switch: LinkedIn recently improved its analytics tool. They’ll give you a ton of data about the people coming to your page. Next to Google Analytics, I think their metrics are the most in-depth. That’s a huge help to marketers. LinkedIn will tell you the kinds of people who are looking at your library’s content. You can see their industry and location. You can see their job seniority, from unpaid to training to managers and CEOs. You can even see their company size. You can use that information to program your content.
And LinkedIn is now leading the social media platforms with very specific and transparent metrics for content. They’ll tell you how many people look at your content for a specific amount of time or the number of people who click on your links.
My Library posts at least once a day during the week (Monday-Friday) on LinkedIn. We share a variety of content from our own events and collection as well as curated content from other sources. This steady stream of sharing introduces the library and its services to a new audience of people. And we’ve seen exactly the same kind of growth that the platform reports. We began our real push this past April. In that first month, our posts received 24 percent more engagement that they did the previous month, when we still weren’t posting with regularity. Our unique visitors were up an average of 16 percent a month. And the more we posted, the better it got. This month (June 2019) we saw a 44 percent increase in visitors to our page. Post impressions were up seven percent. It’s not a huge number but a little bit of growth every month is going to add up.
A study by OkDork, which analyzed more than 3,000 LinkedIn posts, found that “how-to” and list posts performed best. It also revealed that long-form content (articles between 1,900-2,000 words) performed the best, as well as content with eight images.
Of course, you should always match your content on social with your library’s overall strategy goals. But here are some other ideas for content to share on LinkedIn.
Share collection items, services, and events that focus on self-help, career advancement, personal wellness, diversity, literacy, architecture, and entrepreneurship. For more ideas about the kinds of content your particular followers will find interesting, check your page’s analytics. The visitors tab will show you which industries your followers are working in. Then you can post content that matches those industries and offer value to your specific followers.
Search trending articles about libraries and the industries your followers work in. Pick your favorite, add a few lines that talk about how the article affects your community or library, and re-share the article.
Post original articles by thought leaders at your library, like your director.
Highlight library staff and give your followers an inside look at what it’s like to work in a library. My library likes to ask the highlighted worker what their favorite Library service or collection item is and then we link to it. It gives us a chance to promote something the library offers in addition to our amazing staff!
Give your partners and the media some love. Whenever one of your partner organizations does something wonderful, you can share their news on LinkedIn just as you would on any other social media platform. Most companies and nonprofit organizations have a LinkedIn page. Likewise, when you get good press, share the stories on LinkedIn just as you would on Twitter or Facebook!
Post your video marketing on LinkedIn. Just as with Instagram and Facebook, video marketing is a big deal on LinkedIn. I recommend uploading the video straight to LinkedIn, rather than linking to your YouTube channel or your website. LinkedIn will give you more organic reach if you post straight to their platform, rather than driving people to another social media site.
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