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Super Library Marketing: Practical Tips and Ideas for Library Promotion

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This Viral Librarian Shares His Simple yet Effective Formula for Promoting Your Library: Donโ€™t Be Afraid To Share Stories

On a cold Sunday in February, I hopped onto a Zoom call with someone I felt I already knew.

About 8 months prior, this Solano County, California resident appeared on my โ€œFor Youโ€ page on Instagram Reels and TikTok. He shared joyful, heartfelt, hopeful stories of his work and the profound impact libraries had on his life.

So, I must admit that when Mychal Threets came into view on my laptop screen, I was a bit starstruck.

Seated in a staff work area, with a giant cutout of Bob Ross behind him, Mychal graciously squeezed an interview with me into his workday. He answered my questions about the impact his simple, yet profound stories have had on the publicโ€™s perception of libraries.

โ€œMarch of 2023 is when I shared that first story of the library kid who asked me if I’m a boy librarian or a girl librarian,โ€ recalled Mychal. โ€œAnd I thought that was great. This is the 15 minutes of fame for libraries. Maybe a few more people will get library cards. But it just kept on going, and Iโ€™ve just been sharing daily stories and affirmations ever since.โ€

One of Mychalโ€™s earliest memories is from age three when his mother took him and his siblings to the library to get books. At the age of 5, he got his first library card. But Mychal did not aspire to be a librarian.

โ€œI wanted to be an astronaut, a firefighter, or a police officer,โ€ chuckled Mychal. โ€œI never saw any men behind the library desk. I never saw any people of color behind the library desk.โ€

โ€œI was struggling, waiting for my next career path. I was at the local library trying to think of my next steps. And I was like, let me ask the person at the desk about how a person ends up working for the library. She already had the site pulled up. She was like, โ€˜I knew you’re going to ask that soon enough.โ€™โ€

In 2018, Mychal became a childrenโ€™s librarian. He loved the silly, carefree nature of the kids he worked with, and he wanted to share stories about the joy of his work with children. So, he started posting to Facebook. The response was positive.

Then, during the 2020 pandemic, Mychal downloaded TikTok and Instagram and began experimenting with videos on those sites. But it wasnโ€™t until March of 2023 that he started sharing those personal storiesโ€ฆ and getting traction.

โ€œI was just trying to remind people that the library exists. I try to remind people that the library is for everybody, that everybody belongs. The library is for them, whatever they’re going through in life. That was my whole goal.โ€

Mychal Threets

As of this writing, Mychal has more than 682,000 followers on Instagram and 680,000 followers on TikTok.  His videos have gotten millions of views, and heโ€™s been interviewed by the New York Times, Good Morning America, The Washington Post, and Huffington Post, among others. He received the โ€œI Love My Librarianโ€ award and the day before my interview with him, was the recipient of the Tri-City NAACP Unsung Shero/Hero Award.

It hasnโ€™t been an easy road. Mychal is open about his struggles with mental health. And, as is the case for any internet star, heโ€™s faced insults. But his thousands of fans were quick to come to his defense.

His reach extends beyond the normal library loyal crowds. I cannot count the number of non-library friends and family members who have sent me his videos, usually accompanied by the comment, โ€œHave you seen this guy??โ€

โ€œWhat I’ve achieved thus far, was never in my mind. I never thought it was a possibility,โ€ admitted Mychal. โ€œI didn’t think I’d go viral once, let alone several times. That has been a huge surprise.โ€

Mychalโ€™s videos highlight his work and focus on โ€œpatron as heroโ€ stories. Mychal explains how the library has impacted the community members he interacts with, in big and small ways.

He fiercely protects the privacy of his patrons, sharing his stories without using names or genders, instead calling his patrons โ€œLibrary kidsโ€ or โ€œLibrary adults.โ€ He also says that technique prevents misgendering and disrespecting his patrons.  

โ€œMost library people don’t mind their stories being shared,โ€ said Mychal. โ€œI’m aware of the platform that I’ve grown. ย I know that it’s weird to have your story shared with the amount of people who follow me.โ€

Besides sharing his stories on social media and working full-time at the library, Mychal is working with author, influencer, and illustrator Blair Imani on an event in late March that will be a celebration of natural hair.

โ€œWe’re going to get a bunch of books donated celebrating hair love, and we’re just going to give them out to people who come to come to the event,โ€ explained Mychal. โ€œWe’re going to have hopefully some very cool people present, including authors, illustrators, barbers, and hairdressers. Itโ€™s just a chance for people to celebrate their hair love, to get some free books, and celebrate literacy.โ€

โ€œMy other goal is that I just want everybody to get a library card if possible, and to fall in love with books. So, I’m trying to pursue a nonprofit LLC to celebrate literacy, celebrate our right to read, celebrate the joy of access to books, and just put books in the hands of kids and get them excited about reading.โ€

Mychal is a big fan of his own library on social media, but he also has praise for other librariesโ€™ promotional work.

โ€œMilwaukee Public Library is probably the best library on social media,โ€ declared Mychal. โ€œThey just do such a wonderful job of following trends and then putting a library spin on it.โ€

โ€œHarris County Library is in a similar vein. They also are very good at accepting being โ€˜cringe-worthyโ€™ as a library system.”

Storybook Maze is a street librarian in Baltimore, Maryland. She also has a fascinating job.โ€

โ€œBut otherwise, just BookTok and Bookstagram, in general, is just an easy way to find social media platforms doing great things for libraries, putting libraries on the map in the best way possible to remind people that everyone belongs in the library any different day.โ€

โ€œI’m constantly impressed by the different libraries that tag me and want me to see their videos. People are doing such wonderful things for libraries and for books and literacy overall.โ€

As we wrapped up our interview so Mychal could set up a library program, he shared advice for library marketers.

โ€œAlways remember, the library is a place where everybody does belong. As I repeatedly say, you don’t have to leave your anxiety, your depression outside the library doors. It’s all welcome inside the library. Every day is a library day.โ€

Mychal Threets

PS You might also find this helpful

Itโ€™s Okay To Take A Break From Social Media! Here Are the Benefits of a Pause for Your Library

Subscribe to this blog and youโ€™ll receive an email whenever I post. To do that, enter your email address and click on the โ€œFollowโ€ button in the lower left-hand corner of the page. You can also follow me on the following social media platforms:

Stop Annoying (and Potentially Dangerous) Facebook Messenger Spam in 30 Seconds Flat: Hereโ€™s How To Do It

Watch this video now

#LibraryMarketing Show, episode 226

How many spam Facebook messages have your library’s Facebook page gotten? Lately, they’ve been downright scary.

They tell you that your account is at risk of being suspended because you’re violating regulations. They make it seem like your library has done something wrong and they try to pressure you to respond. And they are a security risk.

I’ve learned a technique to stop these messages. I’ve used it on NoveList’s Facebook account and it works.

I’ll show you exactly how to do it in this episode.

Plus, kudos go to a library from a library marketer who admires their work.

Do you have a suggestion for a topic for a future episode? Want to nominate someone for kudos? Let me know here. And thanks for watching!โ€‚


Miss the last episode? No worries!

Will I see you soon?

Subscribe to this blog and youโ€™ll receive an email whenever I post. To do that, enter your email address and click on the โ€œFollowโ€ button in the lower left-hand corner of the page. You can also follow me on the following social media platforms:

Library Marketing Year in Review: The Top 10 Pieces of Advice for Library Promotion

On this holiday week, I wanted to let my loyal readers catch up on the most popular Super Library Marketing posts you may have missed.

Top Posts of 2023

#1: A Major Research Study Sheds Light on the Reading Habits of Millennials and Gen Z: What the Results Mean for Your Library Promotions

#2: 5 Surprisingly Easy Ways to Write Email Subject Lines That People Actually WANT to Read

#3: Putting ChatGPT to The Test: Will It Help Your Library With Promotions?  

#4: You Donโ€™t Have To Be Cool To Promote Your Library to Teens! Here Are Seven Seriously Easy Ways To Connect With Gen Z

#5: The Dreaded Library Annual Report: How to Create a Masterpiece that Showcases Your Library’s Value and Inspires Your Readers

Top Episodes of The Library Marketing Show of 2023

#1: A Former TV Star May Use Your Library as a Publicity Stunt: How To Prepare Now Through Promotions 

#2: Is This the Beginning of the End for Social Media Marketing at Your Library? 4 Ways To Prepare Now! 

#3: Controversial Opinion: Why Your Library Should Stop Using the โ€œRโ€ Word in Your Promotions (Please!) 

#4: The Best Advice From the Top 4 Library Marketing Professionals

#5:  Be More Like Walmart! How To Build Library Marketing Success Like a Giant Retailer

I hope you are looking forward to 2024 as much as I am. Weโ€™ll be tackling new library marketing and promotion subjects. I welcome your suggestions.

Special note: there will be no post on Monday, Jan. 1, 2024.โ€‚


PS Want more help?

Two Key Areas of Marketing Focus That Will Deepen Your Communityโ€™s Loyalty to Your Library and Create the Truly Engaged Library User

Subscribe to this blog and youโ€™ll receive an email whenever I post. To do that, enter your email address and click on the โ€œFollowโ€ button in the lower left-hand corner of the page. You can also follow me on the following social media platforms:

3 Library Marketing Experts Agree: Itโ€™s Time for Your Library To Abandon Twitter

Photo courtesy Cincinnati and Hamilton County Public Library

I wonโ€™t bury the lede on this post. I will no longer be promoting Super Library Marketing on Twitter/X. And I hope that you and your library will stop promotions there too.

Iโ€™ve been debating this move for a while now. I am keenly aware of the challenges libraries face when reaching their community. Libraries need every single free resource at their disposal to effectively promote their library.

But you donโ€™t need Twitter/X. Not anymore.

The number of libraries that use Twitter/X for promotion fell an astounding 17 percentage points this year, according to the 2023 Super Library Marketing Survey.

Only 38 percent of libraries are currently actively marketing on Twitter/X. I hope this post convinces them to stop.

The platformโ€™s promotional effectiveness continues to plummet. It sincerely is no longer a beneficial use of your time.

And the man who runs it has made changes that allow hate speech, trolling, and abusive behavior on the platform. He’s reinstated numerous banned accounts and freely allows posts from climate deniers, anti-vaxxers, as well as antisemitic dog whistles.

In fact, on Friday, December 15, as I was writing this piece, he published this Tweet.

I donโ€™t want to support that, and I donโ€™t think your library should either.

Statistics to support a Twitter/X exit

If you want to see numbers, here are the latest statistics from Whatโ€™s the Big Data.

  • Twitter is the 7th most popular social media platform worldwide and has far fewer users worldwide than any other social network weโ€™ve covered in the recent Social Media Guide for Libraries.
  • 10 percent of Twitter users account for about 92 percent of the Tweets shared on the platform. Most users arenโ€™t active. They visit to consume content rather than interact with it.
  • Only 33 percent of Twitter users come to the platform to follow brands and companies.
  • Elon Musk, Twitterโ€™s current owner, has imposed limits on the number of Tweets and direct messages your library can send in a day, as well as the number of accounts your library can follow.

Other library marketing experts agree: It’s time to leave Twitter/X.

Ned Potter splits his time between being Faculty Engagement Manager: Community + UX at the University of York and running freelance workshops on library marketing and social media. Heโ€™s worked in the academic library world since the mid-2000s. He was featured on this blog in 2022.

Ned recently published a piece laying out several reasons he believes libraries should leave Twitter. He echoed my concerns, including hate speech, misinformation, and Muskโ€™s behavior.

Ned has worked with libraries across the world and says he does have mixed feelings about leaving Twitter/X.

โ€œI have found the librarian community to be fantastically open, generous, and curious,โ€ said Ned. โ€œI really value my networks online too, which is why I’m so sad to have been driven to leave Twitter!โ€

Laura Solomon, MCIW, MLS is the Library Services Manager for the Ohio Public Library Information Network and a W3C-certified front-end web developer. Sheโ€™s a 2010 Library Journal Mover & Shaker. She has written several books about web design, social media, and content marketing for libraries, and speaks internationally.

Laura also wrote a recent post calling for libraries to leave Twitter. Her reasons include the platform’s focus on monetization and the fact that so many people have left the platform. Laura also believes librariesโ€™ public perception may be damaged if they continue to post on Twitter/X.

She admits this is going to be a difficult move for some organizations.

โ€œI have heard from some that they plan to address their libraries’ administration about it,โ€ said Laura. โ€œI suspect it will be an uphill climb.โ€

Ned says he can understand that pushback. But he has some good advice for staff members who want to make the case to their supervisors.

โ€œIโ€™d point to statistics,โ€ advises Ned. โ€œYou absolutely see the reduced numbers of likes, impressions, and link clicks happening on the platform. So we’re not achieving the things we’re on social media to achieve, like driving behavior and influencing perceptions of the library.โ€

โ€œI’d also point to the potential reputational harm of being on a platform run by someone so seemingly intent on causing harm and being so openly hostile to almost everyone.โ€

โ€œBut I’d also focus on the positive – leaving social media platforms can be incredibly liberating. If it frees up your creative energies to be spent on, for example, Instagram instead, that account is going to benefit hugely from that! You’ll see engagement levels skyrocket, and your impact increase.โ€

Laura says library staff who want to leave Twitter should share articles with their supervisors about how companies are reacting to the chaos and actions of Twitter and Elon Musk.

โ€œProvide data about how much referral traffic the library (probably isn’t) getting at this point,โ€ adds Laura. โ€œRemind admins that they really don’t want their libraries associated with an international disinformation mechanism. Twitter isn’t what it was a year ago.โ€

What to do if your library decides to leave Twitter/X

If your library decides to stop promoting on Twitter, donโ€™t delete your account. Things may change in the future, and you donโ€™t want someone else claiming your handle. Instead:

  • Pin a post to the top of your profile, letting your followers know that you no longer will be posting on the platform.
  • Give Twitter/X users an alternative way to find information about the library (ideally, a link to your email opt-in page!).
  • Remove the Twitter logo from your emails and website.

I’m curious: what are your library’s thoughts about Twitter? Let me know in the comments.โ€‚


PS Want more help?

Itโ€™s Okay To Take A Break From Social Media! Here Are the Benefits of a Pause for Your Library

Subscribe to this blog and youโ€™ll receive an email whenever I post. To do that, enter your email address and click on the โ€œFollowโ€ button in the lower left-hand corner of the page. You can also follow me on the following social media platforms:

One of the Best Minds in Marketing Says There Is a Way To Turn Your One-Off, In-Person Library Events Into Effective Marketing and Outreach

Watch this video now

#LibraryMarketing Show, episode 219

Fact: the effectiveness of social media in promoting your library’s programs, services and collection is declining.

But that is not a reason for despair. One of the best minds in marketing says there is a way to turn your one-off, in-person library events into effective marketing. The idea is brilliant and pretty easy to pull off.

Get the scoop in this episode of The Library Marketing Show. Plus, we’ll give away kudos to a library that did something spectacular and innovative using its Maker Space!

Do you have a suggestion for a topic for a future episode? Want to nominate someone for kudos? Let me know here.

Thanks for watching!


Miss the last episode? No worries!

Will I see you soon?

Subscribe to this blog to receive an email whenever I post. To do that, enter your email address and click on the โ€œFollowโ€ button in the lower left-hand corner of the page. You can also follow me on the following social media platforms:

Watch Me Set 3 Library Marketing Goals for Real-Life Libraries in 60 Seconds or Less.๐ŸŽฏ And Hey, You Can Do This Too!

Watch this video now

#LibraryMarketing Show, episode 216

Setting goals for library marketing is incredibly important. A couple of weeks ago, I issued a challenge.

You all responded and I accepted. So here’s the payoff: we’re going to set some goals in 60 seconds in this episode. And you’re going to see just how easy it is.

Plus someone will receive kudos!

Do you have a suggestion for a topic for a future episode? Want to nominate someone for kudos? Let me know here.

Thanks for watching!


Miss the last episode? No worries!

Will I see you soon?

Subscribe to this blog to receive an email whenever I post. To do that, enter your email address and click on the โ€œFollowโ€ button in the lower left-hand corner of the page. You can also follow me on the following social media platforms:

Award-Winning Library Marketing Team’s Advice for Promotional Success: โ€œTry New Things. Fail. Try More Things.โ€

Photo courtesy Cincinnati and Hamilton County Public Library

A few months ago while at a conference, Meghan McCorkell,  got the email of a lifetime. The chief of Marketing, Communications, and Strategy for the Enoch Pratt Free Library, she called back to Baltimore and put her team on speaker phone.

Meghan was delivering great news: her team won the coveted Library Marketer of the Year award from Library Journal.

โ€œWe all jumped around excited (them in the office and me in a hotel lobby),โ€ recalled Meghan. โ€œMore than anything I am so proud that we won as a team. We had to keep it a secret for about two months. So that was challenging.โ€

Meghanโ€™s road to award-winning library marketer began in the 7th grade when she volunteered to shelve books for her hometown library, the Brielle Public Library on the Jersey Shore. Little did she know that years later, after a successful career as an Emmy-award-winning television journalist, she would assemble a team and lead the marketing for the vibrant Enoch Pratt Free Library.

โ€œI love being surrounded by creative people, who all think differently than me,โ€ explained Meghan. โ€œIโ€™m constantly blown away by the ideas that bubble up from our team. Six years ago, the Pratt didnโ€™t have a marketing department. With support from the CEO, we built it.โ€

โ€œThe Print & Design studio was originally part of the Programming department, with four talented designers, Katherine Marmion, Eric Archibald, Jamillah Abdul-Saboor, and Jack Young. The studio was reorganized into a new marketing department.”

“We hired Andrew Klein to oversee the robust work that department does, as well as to lead the revamp of our Compass magazine. Our social media manager, Vianey Becerra, was made full-time, and translation duties were added because Vianey is bilingual.โ€

โ€œA few years in, as we built out our email marketing strategy we brought on Ashley Barnes, a digital marketing strategist. And finally, I advocated for a photographer/videographer position. John Cassini was a former news photographer, so given our skill sets together the Pratt now has its own full-service production studio.โ€

Like many libraries, Enoch Pratt really had a challenging time communicating with patrons during the Covid lockdown because of the digital divide. Nearly 40 percent of Baltimore residents had no access to a computer or Wi-Fi at the time lockdown began.

โ€œWhen we knew weโ€™d have to close library doors, we started working nonstop to figure out how weโ€™d serve the customers who rely on us,โ€ remembered Meghan. โ€œWe started trying new things to see what worked.โ€

โ€œWe used census data to send targeted postcards with QR codes and unique URLs in communities where internet in households was unreliable. We let them know about device lending and our free outdoor Wi-Fi. We geofenced those communities and pushed targeted ads that looked like those postcards.โ€

โ€œWe sent targeted emails based on location and library usage trends to customers. We were specific in how we reached people, who we were trying to reach, and measuring what was successful.โ€

โ€œThat all may sound pretty complicated and expensive, but targeting that way actually really cuts down on the cost. If you can mine the data and figure out who needs to hear your message, you can send 5,000 postcards instead of 50,000.โ€

Once the doors of Enoch Pratt reopened, the team faced a huge challenge: rebuilding cardholder usage.

โ€œIt was a daunting task,โ€ admitted Meghan. โ€œWe define active cardholders as customers that used the library in the past year. During COVID we lost more than half of those cardholders. But we learned a lot of lessons along the way too, and we doubled down on what worked.โ€

โ€œPre-pandemic we sent around 5-6 emails a month. That expanded massively as we launched more regular campaigns and saw success.”

“Today, we send anywhere between 35-40 targeted emails a month to different audiences, have an unsubscribe rate of less than 1 percent, and regular open rates close to the 50 percent mark.โ€

โ€œOur print publication, the Compass used to be a 16-page list of programs. Over the past 4 years, weโ€™ve expanded to a 24-page magazine that tells the libraryโ€™s story. Staff across the library also stepped up with dynamic programs and services responding to community needs. Last week, we hit 3,000 more active cardholders than our pre-pandemic high. So, weโ€™ve climbed the mountain.โ€

Reflecting on the work, and her team, Meghan clearly gives credit for their LJ win to her team, whom she says make it a joy to come to work. They even came up with a creative approach to their award photo shoot.

โ€œLibrary Journal let us take our own picture for the feature, and of course, we couldnโ€™t give them something normal,โ€ exclaimed Meghan. โ€œThe Brady Bunch style photo perfectly captures the spirit of everyone on the team. We shared a behind-the-scenes video on the Prattโ€™s Instagram page of our photo shoot.โ€

Though Meghan has a wealth of riches in her large and talented team, she still faces struggles in terms of budget. Many of the tactics her team uses to reach cardholders can be replicated by smaller libraries.

โ€œMy advice would be to look at low to no-cost tactics,โ€ explained Meghan. โ€œI think targeted emails can really change the game.โ€

โ€œStart a sign-up list at your library for people interested in kidsโ€™ events. Create a really specific monthly email for that audience and keep an eye on how it performs and if itโ€™s achieving your goals of getting more people through the doors. Thatโ€™s how we started our email strategy. Then we were able to leverage the success of those lists to convince our Board that we could be more successful with fancy software.โ€

โ€œI also think you should try things, and if they donโ€™t work, let them go. Just because things have always been done a certain way doesnโ€™t mean you should keep doing it. Try new things. Fail. Try more things.โ€

Meghanโ€™s team is now focusing on cardholder retention and data collection.

โ€œI donโ€™t like throwing spaghetti at a wall and seeing if it sticks,โ€ said Meghan. โ€œI want to run measurable marketing campaigns the whole way through.โ€

โ€œWeโ€™ve got some fun upcoming projects like our Macyโ€™s-style winter windows that have become a Baltimore tradition thanks to our amazing graphic design team. Weโ€™ve got some challenges too including messaging out a Master Facilities plan and a series of upcoming renovation projects. Our designer Eric is probably already stressing the design of next yearโ€™s Summer Break Baltimore shirt! His design this year has been directly cited by customers for a 36 percent increase in program participation. (no pressure, Eric!)โ€

When she needs inspiration, Meghan looks at the work of other library marketers.

โ€œIโ€™ve made amazing friends in library marketing. I send them emails and say โ€˜What do you think about thisโ€™ all the time. The environment is so collaborative.โ€

โ€œFor inspiration, Iโ€™m often looking at other industries and seeing how we could adapt ideas from there. Right now, Iโ€™m in love with our Library Card Sign-up Month video campaign. That was born out of a brainstorming session with our whole team. Our graphic designer Katherine said, โ€˜What about those annoying lawyer commercials?โ€™ That idea led to a 3-video campaign that is becoming wildly popular on social media. We even have it running on a TV station and in a movie theater now.โ€ (Here are the videos: Lawyer Commercial, Car Commercial, Pharma Commercial.)

Meghan wants my readers to know that, although sheโ€™s had a lot of success in her current role, there was a time not too long ago when she was uncertain. For support, she turned to youโ€ฆ the community of library marketing professionals!

โ€œSix years ago, I felt like I was just figuring out what the heck I was doing in a new career,โ€ remembered Meghan. โ€œOne of the things that helped was finding the community of people in this field.โ€

โ€œLibrary marketers are really collaborative and weโ€™re all facing the same challenges. I love hearing from colleagues who want more info on going fine-free, or major renovations. I reach out to friends in the field to talk about ideas. From this blog to social media groups, and conferences, there is a sea of people out there all rooting for each other to succeed. Go find them!โ€


P.S. Want more advice?

Plan for Library Marketing Success! How To Create an Effective Marketing Plan No Matter the Size of Your Library (Plus a Free Downloadable Template!)

Subscribe to this blog and youโ€™ll receive an email whenever I post. To do that, enter your email address and click on the โ€œFollowโ€ button in the lower left-hand corner of the page. You can also follow me on the following social media platforms:

A 13-Year-Old Kid Gives Library Marketing Advice About YouTube. Is He Right??

Watch this video now

#LibraryMarketing Show, episode 212

The 13-year-old son of one of my viewers has been giving some library marketing advice to his mom and to others. He says libraries should be posting on YouTube Shorts.

Is he right? I’ll let you know whether this kid is a future library marketer in this episode.

Plus someone will receive kudos!

Do you have a suggestion for a topic for a future episode? Want to nominate someone for kudos? Let me know here.

Thanks for watching!


Miss last week’s episode? No worries!

Will I see you soon?

Subscribe to this blog and youโ€™ll receive an email whenever I post. To do that, enter your email address and click on the โ€œFollowโ€ button in the lower left-hand corner of the page. You can also follow me on the following social media platforms:

Your Library Promotions Are Probably Missing One Essential Step for Success. No Sweat! ๐Ÿ˜… Hereโ€™s How To Fix It.

Photo courtesy Cincinnati and Hamilton County Public Library

This week I want you, my dear reader, to make me a promise.

Please, for the love of all that is wonderful and majestic about libraries, add one critical step to your library marketing and promotions.

I want you to start setting goals.

Now, I know this may make you sigh/scream/cry/get angry at me. I know you are incredibly busy. I know you are trying your best every day to create effective library promotions. And I want you to have ALL the success possible.

Which is why I am asking this tiny but incredibly important thing of you.

Goals are an absolute necessity for library marketing success. Full stop.

And they will make your work EASIER for you. I promise.

Why you should set goals for your library promotions

Goals will help you:

  • Focus your efforts, allowing you to measure your progress and determine whether your promotions are successful.
  • Establish priorities so you can show your supervisors, your co-workers, your community, your donors, and yourself where your energy is best spent.
  • Stay motivated. Goals will help you identify your successful promotions so you can repeat them and create more success!
  • Reach your libraryโ€™s overall strategic goals more quickly.

Where to start with goal setting for library promotions

Your marketing goals should align with and support your libraryโ€™s overall strategic goals.

For example, let’s say your libraryโ€™s strategic plan includes an objective to improve the kindergarten readiness of children in your service area. A goal you could set for your library marketing is:

To increase the circulation of our library’s picture book collection.

But that goal isn’t quite good enough. To turn this from an okay goal to an effective, meaningful marketing goal, you have to add two things:

  • A number to reach for
  • A time frame for reaching your goal.

Here’s your new, more meaningful goal:

To increase circulation of our library’s picture book collection by at least 10 percent before June 30, 2024.

Hereโ€™s another example from a real library. The Buda Public Libraryโ€™s strategic plan includes this objective: โ€œCreate and circulate Maker Kits, for wider accessibility of the libraryโ€™s technological resources.โ€

Their library will likely do all sorts of things to promote the Maker Kits: emails, social media posts, bookmarks, and more.

A meaningful goal they can (and should!) set is:

To get 100 checkouts of our library’s Maker Kits in a 12-month period.

See how easy that is?

The most important thing to remember about goal setting for library marketing is to define what you want to do specifically.  

Do you want to increase circulation? By how much? And in what time frame?

Are you looking to boost the use of a certain part of your collection, like your digital materials?  By how much? And by when?

Are you trying to get more people to participate in your event? What percentage increase in attendance do you wish to achieve in what amount of time?

You can set both long-term and short-term goals for library marketing success. A long-term goal might be to get 500 downloads of your libraryโ€™s new app by December 31st. A short-term goal might be to increase Kanopy streams by 25 percent before the end of the month.

One important question to ask yourself

A key element of library marketing goal setting is to make sure your goal is realistic. If your goal is too far-fetched, you and your coworkers may end up feeling demoralized when you fail to achieve it.

For example, if you try to double traffic to your library website in a month, you are likely setting yourself up for failure. Instead, ask yourself this question when you are setting goals: Is this goal ambitious AND achievable?

The final step

Once youโ€™ve set a goal, write it down. ย Why? Studies show the most successful people write their goals down on paper!ย ย 


More advice

Paid Partnership for the Win! How a Library System Turned a Holiday Tradition Into an Opportunity To Reach New Library Marketing Goals

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