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Super Library Marketing: Practical Tips and Ideas for Library Promotion

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crisis communication

Help Your Community Understand a Crisis: 3 Tips To Thoughtfully Address World Events With Library Promotions [VIDEO]

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The Library Marketingโ€‹โ€‹โ€‹โ€‹โ€‹โ€‹โ€‹โ€‹ Show, Episode 134: This episode was born out of a desire to help libraries address the war in Ukraine and other major world events.

There are 3 ways your library can provide context, resources, and support when a crisis breaks out at home or abroad. I’ll outline those tips.

Do you have a suggestion for a topic for a future episode? Want to nominate someone for kudos? Let me know in the comments. And subscribe to this series to get a new video tip for libraries each week.

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Here’s When Itโ€™s Okay for Your Library To Forget Perfection and Just Push Send!

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The Library Marketing Show, Episode 85

In this episode, I’ll talk about why it’s sometimes okay to send out marketing emails and e-newsletters that are *NOT* perfect.

Kudos in this episode go to the Clearwater Public Library System.

Do you have a suggestion for a topic for a future episode? Want to nominate someone for kudos? Let me know. And subscribe to this series to get a new video tip for libraries each week.

Thanks for watching!

COVID is Forcing My Library to Close Again! How Do I Communicate These Changes to My Patrons?

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The Library Marketing Show, Episode 72

In this episode, Angela lays out a step-by-step plan for libraries who may be forced to close their physical buildings again because of rising COVID cases.

Kudos in this episode go to the Manatee County Library system for their incredible Enjoy From Home website section.

Do you have a suggestion for a topic for a future episode? Want to nominate someone for kudos? Let me know in the comments. And subscribe to this series to get a new video tip for libraries each week!

Thanks for watching.

It’s Not Personal: How to Deal with Negative Comments and Bad Online Reviews of Your Library

How to Deal with Negative Library Reviews and Comments. Photo Courtesy Public Library of Cincinnati and Hamilton County

The lowest moment in my library career came about four years ago, when my library endured a year of bad press.

First, a local TV news station ran a story about drug overdoses at the library. Then, our administration briefly entertained the idea of selling a portion of our main library building to a developer, to raise funds for the renovation of other library branches in our system. You can imagine how the community surrounding the main library reacted.

Our marketing department handled the press coverage well. But, in the fallout, we noticed that the negative press coverage led to negative reviews of our library.

Our services hadn’t changed. Our commitment to the community hadn’t changed. But the negative news stories changed the public’s perception of us.

It played out several times a week when we would post announcements on social media. We were met with comments from people who used those posts to try and steer the conversation to the negative library coverage. I admit, it was exhausting and frustrating.

If you are lucky enough never to be the target of negative press coverage, your library will still have to deal with negative comments, one-star reviews, and NextDoor drama. Even when you are trying to make a difference in the community, you’ll be targeted by complainers.

Negativity is bad for you and bad for your library

Ignoring negative reviews and comments is not an option. They have the power to damage your library’s reputation. A study by Moz.com shows one negative review can drive as many as 30 people away from your library. The more negative reviews and comments you have, the more people you lose, according to the data.

Negative reviews can also hurt your library’s ranking in search. Search engines generally list the highest ranked organizations and businesses first.

What can you do?

It doesn’t matter if your library is giving away $10 bills with every checkout… someone is going to find something to complain about. They’ll probably do it online.

It’s hard to know how to handle the situation when an irate, antagonistic library user posts a negative review on a social media site or website. Your immediate reaction is to jump into firefighter mode, drag out the fully charged hose, and put out the flames… pronto.

But it’s important to take step back and see the opportunity in that negative review. It’s your chance to turn that angry user into an evangelist for your library.

If that sounds like an extreme possibility, I want you to read this post by Jay Baer.ย  I’ve heard Jay speak at several conferences. He has taught me everything I know about turning negative reviews into positive customer experiences.

Create a process for responding

A plan for responding to negative reviews and comments is a form of aย crisis communication plan. If you have a plan in place before you’re confronted with negativity, you can put your emotional reaction aside and respond calmly, rationally, and with empathy.

A thoughtful and measured response to a negative comment makes your library look human. When you respond to critics, you show that you value all your customers and their opinions. Your plan will have four components.

Respond as quickly as possible. ย It’s important to address the issue as soon as you can. Talk with staff and senior leaders about monitoring your social media channels and email as closely as you can. There should always be someone who can check the accounts, even at night or on the weekends. If you don’t, you’ll run the risk of other haters hijacking the thread and turning one bad review into a free-for-all.

Don’t censor. Unless the comment violates your social media or website standards of behavior, don’t hide the comment.

If the problem cannot be solved easily online, take it offline. Apologize and address the complainer with empathy, then ask them to contact you by email. You can say, “I’m sorry to hear you are having this problem. We want to make it right. Could you email me at **** and give me some more details about your experience? Then I can make sure your issue gets in front of the right person and is addressed.”

But try to remember that you cannot please everyone. Occasionally, someone will complain about something and you will not be able to fix the problem. ย Apologize, explain your library’s side of the situation as best you can, and move on.

Encourage library fans to give positive reviews to outweigh negative reviews and increase your overall search engine rankings. Find ways to solicit reviews from the people who love your library. Amplify those good reviews by sharing them on social media, in emails, and in your print promotional material.

You Might Find These Articles Helpful

Four Daring Ways to Fight Library Haters

Worries in the Library World: Here are Answers to Your Four Biggest Library Marketing Concerns Right Now!

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Find more 60-second Book Reviews here.

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Tips for Dealing With Angry Patrons When Your Library Reopens

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The Library Marketing Show, Episode 49

Angela addresses a serious subject. As libraries reopen their physical buildings, library staff members are worried about dealing with patrons who are upset. Angela offers some tips for dealing with patrons who are having trouble accepting the new rules and regulations. She also has a special message for library managers-PLEASE WATCH!

Do you have more tips to share with your fellow library staffers? Please add your suggestions in the comments.

Also Kudos to Poudre River Public Library District. They have a fun and innovated curbside service for kids called Bag ‘O Books.ย 

What did you think of this episode? Are you struggling with marketing and promotion right now? Do you have a nominee for the Kudos segment? Drop a comment below!

And subscribe to this series to get a new video tip for libraries each week! Thanks for watching.

Your Library is Reopening: How to Communicate New Rules to Your Staff and the Public During a Pandemic

Photo courtesy Public Library of Cincinnati and Hamilton County

What is your #1 library marketing worry or concern right now?

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Thank you for your response. โœจ

In many parts of the United States, library boards and senior staff have decided to reopen in the next few weeks. My social media feeds are filled with posts from library staff airing concerns over a return to “normal” library duties.

The plans vary. But it appears that most institutions are slowly phasing in services. Some libraries are doing curbside only. Some are opening drive-thrus. And some are fully allowing patrons back inside their physical buildings.ย 

When your library settles on what to do, it will be your job to let your staff and community know what’s happening. This week, I spent a lot of time compiling the best advice I could offer to help you communicate a library reopening during a pandemic.

As you know, communicating is SO important. Your staff, your regular customers, and your community need to know what you are doing and what changes you are making to keep them safe. They will need you to say it more than once. And they will need time to digest all this information.ย ย 

A guide to communicating your library’s new policies

It starts with the staff. So many libraries think about customer communications first and forget that staff need to know what is happening. If your library is contemplating reopening, be open and honest with your staff about all aspects of what that will entail. Ask for feedback and listen respectfully to staff concerns and ideas. Adjust your plan where you can.

And expect pushback. It’s uncomfortable. People are scared. And there are members of your staff who will be vocal about their disapproval. If you are a library leader, find ways to address the concerns of staff. The Library Management Group on Facebook is a helpful resource for advice from other managers.

When sharing news with your community, use all your tactics. Create a page on your website where you put all your re-opening information. Link to it from your homepage and, for the time being, in the bio of all your social media accounts.

Make a video, or several videos, to explain the changes. If your library has accounts on multiple social media platforms, use all of them to tell people about your plans. And make your re-opening plans the exclusive focus of a social media live event. You can really build excitement and interest by publicizing the livestream where you’ll unveil the plans and take direct questions from the audience in the comments or chat.

Send emails to your community and patrons. Ask community partners to help share information about your reopening. Finally, pitch your reopening as a story to your local media.ย 

Create one core message and repeat it. You are going to have to say the same things and repeat the same information before the changes sink in.

Remember the Marketing Rule of 7? People need to hear a message seven times before they are compelled to take an action. It applies in this instance. And, with the vast amount of information coming at them from various sources, your community may need MORE than seven messages to fully grasp your library’s new service requirements.ย 

For maximum effect, settle on a few sentences as your core message or talking points. Repeat those on all your channels.

For social media, post your message at varying times of the day to make sure that it’s seen by as many followers as possible. Add your message to all your email marketing campaigns. Ask staff to practice your message as talking points so they can deliver a consistent answer when they receive questions from people at the desk, at the door, or by phone. Add the message to your holds slips and receipts. Add your message to videos. If you do live virtual events, ask staff to repeat the message before they go into their main program.ย 

It’s going to seem redundant to you. But a consistently repeated messaging campaign works.

But don’t overwhelm people. I received a reopening email from a library this past week with no less than 18 calls to action! It was overwhelming. And I didn’t click on any of them.

Don’t make that mistake. The services you provide are going to be different for different people. If you can break your messages up by audience, do so. And instead of sending one message with EVERYTHING in it, send two or three messages containing your core talking points, plus two to three details that pertain to a targeted audience. Your readers will be better able to digest and retain the information.

Use your signage wisely. I know many libraries are putting a good deal of information on their signage to keep interactions with the public to a minimum. But remember that too much signage will look crowded, cluttered, and overwhelming to your patrons. Take some time to plan where you’re place signage, and what they will say, for maximum effect.

Don’t forget to keep stakeholders and legislators in the loop. It’s important to send regular updates about what your library has been doing during the shutdown and what it is doing now as it plans to resume physical service. Highlight the many ways your collection was used even when your building was closed.

Legislators love numbers… so check your library statistics for use of digital resources. Point out trends. Show how your library helped the community cope with the stresses of the shutdown.ย 

Why is this so important? Right now, we must send the message that the library is always valuable. A time is coming when the economic crisis caused by this pandemic will lead to budget cuts. We need to do everything we can on the front side of this crisis to save as much of our funding as possible. And that starts now, with communication.ย 

Resources to help you deal with reopening

Self-Care for Library Social Media Staff in the Midst of a Crisis like #COVID-19

Donโ€™t Stop Communicating! Tips for Handling Library Promotion Overload During a Crisis

Libraries and Social Media Facebook Group

Libraries Step Up in a Time of Crisis Facebook Group

Subscribe to this blog and youโ€™ll receive an email every time I post. To do that, click on the โ€œFollowโ€ button in the bottom left-hand corner of the page. Connect with me on YouTube, Twitter,ย Instagram, and LinkedIn.ย ย 

Don’t Stop Communicating! Tips for Handling Library Promotion Overload During a Crisis

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The #LibraryMarketing Show, Episode 44

When you’re trying to figure out how to get all the work you have to get done during this pandemic and you’re feeling overloaded, the one thing you SHOULD NOT sacrifice is communication with your community. In this episode, Angela shares tips to make room in your day for promotion and for celebrating what you can get done instead of being hard on yourself for what gets left on your “to-do” list.

Also Kudos to The Richland Library in South Carolina. Their marketing team recently won the 2020 American Advertising District three (North Carolina, South Carolina & Virginia) Award WIN for their Access Magazine.ย 

What did you think of this episode? Are you struggling with marketing and promotion right now? Do you have tips for handling this crisis that you can share with other libraries? Do you have a nominee for the Kudos segment? Drop a comment below! And subscribe to this series on YouTube to get a new video tip for libraries each week!ย ย 

Want more Library Marketing Show? Watch previous episodes!

This blog consistsย of my own personal opinions and may not represent those of my employer. Subscribe to this blog and youโ€™ll receive an email every time I post. To do that, click on โ€œFollowโ€ button in the bottom left-hand corner of the page. Connect with me on Twitter,ย Instagram, andย LinkedIn.ย  ย 

Self-Care for Library Social Media Staff in the Midst of a Crisis like #COVID-19

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In this episode, Angela shares tips for self-care for anyone who is trying to manage a library social media account in the midst of a crisis, like a global pandemic.

More Help

Library Marketing During a Pandemic: Tips for Working from Home or the Office and Dealing with the Stress of a Crisis

How Libraries Are Responding to the Coronavirus Threat and How Your Library Can Prep for Any Crisis

Plus kudos go out this week to the Lake Macquarie Library system in Australia. They have a new app and it’s pretty darn amazing.

Subscribe to this series to get a new video tip for libraries each week!

If you have a topic for the show, kudos to share, or want to talk to me about library marketing, contact me using this short form.

โ† Back

Thank you for your response. โœจ

Want more Library Marketing Show? Watch previous episodes!

Check the Upcoming Events page to see where I’ll be soon. Let’s connect!

This blog consistsย of my own personal opinions and may not represent those of my employer. Subscribe to this blog and youโ€™ll receive an email every time I post. To do that, click on โ€œFollowโ€ button in the bottom left-hand corner of the page. Connect with me on Twitter,ย Instagram, andย LinkedIn.ย  ย 

Library Marketing During a Pandemic: Tips for Working from Home or the Office and Dealing with the Stress of a Crisis

This week has been super crazy.

Many libraries have closed their doors to help quell the spread of COVID-19. Some have chosen to remain open.

I’m not here to judge one way or another. I’m here to help you work efficiently during this crisis, whether you’ve been allowed to work from home or whether you are compelled to report to the office.

Even before the pandemic struck, remote work was growing in popularity in the library world. At the Public Library of Cincinnati and Hamilton County, administrative staff could work from home up to two days a week.

That’s a trend in workplaces across the nation. The amount of people working from home has tripled in the past 15 years, according to the Federal Reserve.

But if you’ve never worked from home, the transition can be a little tricky. And there are things you can do to set yourself up for success and weather this strange time in library land.

Working from Home

Treat your morning routine the same as you would if you were heading into an office. Have breakfast, shower, and get dressed, even if it’s not in fancy clothing.

Keeping a consistent schedule will help you get in the right head space for work. It will also make the transition back to the office easier (once this is all over).

Make yourself a designated workspace. It is super tempting to set up shop on your couch or bed. Resist the urge. In fact, never do work in your bed. Your sleeping space is sacred. If you are working in your bed, you mind will start to associate that space with work and its stresses. It can mess with your sanity.

Set up at your desk, kitchen table, the kitchen counter, or some other non-sleeping space. Have all the supplies you normally have at hand. Set up your photos, your plants, and your trinkets. Make it feel as much like your normal workspace as possible.

Be careful what you download. Ask your library’s IT team which platform they prefer you use to work remotely. Google, Slack, Facetime, and Teams are the most popular tools. If you do need to download a new tool or app, stick to well-known companies or ones that have been vetted and approved by your library.

Ask your library about a VPN. A virtual private network can give you access to shared drives at your home library and protect your privacy.

Watch out for scammers. Already, there are reports of coronavirus scammers calling employees. They claim theyโ€™re with the help desk, They try to get you to download software or go to a certain webpage. Don’t fall for it.

If you get an email or a phone call from someone claiming to be from IT, especially if the email contains links or documents, send a new email to your IT deparmtnet (so youโ€™re not using the address the possible scam came from). Or call your IT department to make sure itโ€™s legitimate.

Scammers also sometimes claim you library has set up special new call centers and the regular corporate IT phone numbers wonโ€™t work. Donโ€™t buy it. Hang up and call your IT department.

Leave healthy food within easy reach. It’s hard to avoid the chips when you can just open the cupboard door. To help combat the constant urge to munch on junk food, I usually wash fruit and veggies in the morning and place them in bowls on my kitchen counter. That way they’re within easy reach when I get hungry.

Donโ€™t fall into a Netflix/YouTube/Twitter/whatever hole. It’s hard for some work-at-home employees to avoid distractions. The best way to keep from binge-watching shows when you should be working is not to start.

I try to have the same mindset in my home office that I had at the library: if my boss walked in right now and saw what I was doing, would she approve?

Over-communicate. The distance created by working from home sometimes can hamper communications. Ask co-workers to tell you the best way to reach them… by text, or chat, or email, or video. Then try your best to respect their preferences.

Ask for clarity on projects from your boss. Get instructions and deadlines in writing.

And don’t be afraid to ask questions. Clarity will help get the work done faster and without mistakes.

Mute yourself if youโ€™re on a conference call. As many of us move to virtual meetings and working from home during this strange time, we need to remember to respect meeting time as we would in the office. That means protecting your fellow workers from the sound of your dishwasher/barking dog/loud neighbor during a conference call.

Create a wrap-up routine for the end of your day. This will signal to your brain that your work has ended.

It sounds silly, but it works. Put away your laptop, pack up your pens, straighten your desk, and maybe talk a walk or lite a scented candle to signal to yourself that it’s time to relax and readjust to non-work life in your home.

If You Must Still Report to the Library

Talk to your boss about what to do if you get sick. Make sure you know who to call if you fall ill and what your rights are in terms of medical leave. Having a plan in place will help ease some of the anxiety of working in a public building.

Clean your workspace before you touch anything. This is particularly true for workers sharing desks. Clean the phone, the desk, the keyboard and the monitor buttons, the copy machine keypad, and any other shared surface with an antibacterial wipe.

Wash your hands or sanitize frequently. No need to be specific here. You’ve seen the recommendations from experts. Sing your 20-second song of choice and do it frequently.

Advice for Everyone

Remember it’s a global crisis. If you feel less productive, it’s natural and you’re not alone.

Managers: please remember that your staff are dealing with issues. They may not be sharing everything with you. Concerns about the health of loved ones, daycare situations, and generalized anxiety may lead to less productivity. Please be patient and generous with your employees.

Our cardholders and community may also be working through anxieties and taking out their stresses on staff. Please support your employees. Make sure they know it’s okay to talk about the additional stresses this situation creates for them.

And if you are feeling anxious, seek professional help. There is no shame in talking with a licensed medical professional about these extraordinary circumstances and the fears they may cause.

Try to get enough sleep. Exercise. Limit your exposure to the news. Talk with friends and family about how you feel. Read a good book.

We will all get through this. Let’s be kind and patient with ourselves and others as we navigate these uncharted waters.

Read More: How Libraries Are Responding to the Coronavirus Threat and How Your Library Can Prep for Any Crisis

Subscribe to this blog and youโ€™ll receive an email every time I post. To do that, click on the โ€œFollowโ€ button in the bottom left-hand corner of the page. Connect with me on YouTube, Twitter,ย Instagram, and LinkedIn. ย 

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