Everyone makes mistakes. But mistake-making can impact your self-esteem and job performance.
I’ve made lots of mistakes in my career. And in this episode, I want to share the six things I do to regain the trust of those impacted by my mistakes and regain my confidence.
Plus, kudos go to a library mentioned on NPR’s Morning Edition!
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!
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Photo courtesy the Cincinnati and Hamilton County Public Library
There is nothing like the thrill of someone discovering your library for the first time.
New users are often dazzled by the notion that they can check out items from your collection and use your services, without having to pay anything (except taxes, in most cases). That joy is contagious, and it’s a big thrill for library staff.
Many of you are actively searching for ways to reach people in your community who may not have used the library before. In the most recent Super Library Marketing survey, you told me that you struggle to promote to non-cardholding community members. Several of you named specific target audiences you hope to reach, including young adults, parents and caregivers of young children, and non-English speaking communities.
Let’s first lay out an effective approach your library can take to craft a message that resonates with new cardholders. Then, we’ll talk about tactics you can use to reach them.
The Problem-Solution approach
The Problem-Solution approach is a subtle and effective shift in the way we think about promotions.
These messages show that you understand your audience’s problems and that your library offers solutions to those problems. It’s marketing with empathy. It’s best explained with an example.
An example of the Problem-Solution approach
I recently saw a real-life library’s strategic plan which included a pledge to increase access to the collection for underserved communities, immigrants, and new residents. They also want to provide support to new residents trying to learn English as a second language. This library has a robust collection of reading materials in a variety of languages and ESOL programs.
Now, normally your collection promotion might sound something like this:
“Get a library card and get access to thousands of books to read for pleasure, for work, or for study, all for free. And learn a new language by attending our programs.”
But using the problem-solution approach, with immigrants and new residents as the target audience, the message would sound like this:
“Are you struggling to find books, movies, and music in your native language? Are you hoping to learn a new language in your new home? Your library is there for you. We have an extensive collection of books in lots of languages. You can also learn and practice English in a safe and supportive environment. All you need is a free library card.”
In this example, your next step would of course be to translate that message into the language of your target audience. Then, you’ll proceed with the 6-step plan to reach this new audience.
6-step plan to reach new audiences
Step 1: Make it easy to find your card signup application.
In my day job at NoveList, I look at library websites and evaluate their customer experience and promotions. Unfortunately, I often have to hunt pretty aggressively for information about applying for a library card. Sometimes, I can’t find it at all!
The most important thing to do to get more new cardholders is to make signing up easy! Your cardholder application should be front and center on your website. A frequently asked questions section for new cardholders is also a good idea.
Step 2: Target new audiences with a little money on social media.
You don’t have to spend much money to reach your target audience. Most libraries can spend about two to three dollars a day to boost a post or an ad to see results.
It’s easy to set up your ads for maximum effectiveness. You can choose the audience based on a huge list of demographics, including geographic location, age, and interests. Facebook will help you craft the call to action, image, and headline that will work best for your ad.
You can link your Instagram page to your Facebook page to buy identical ads for both platforms. I recommend this strategy, as you’re more likely to reach non-cardholders by combining efforts on both platforms.
Step 3: Incentivize current cardholders to recruit new cardholders.
Ask current cardholders to recruit a new cardholder for a chance to win a prize. The prize could be library swag or gift cards from local businesses.
To promote your contest, email your cardholders to let them know about the giveaway. Create small flyers or bookmarks to promote your contest and slip them into holds, curbside pickup bags, or make-and-take craft bags.
Step 4: Incentivize staff to recruit new cardholders.
Get some extra gift cards and give them away to staff members. Or give away a half day of vacation, an extra-long lunch, a free parking space, or the privilege of wearing jeans to work for a day.
You can do a straight giveaway, where every staff member who manages to recruit a new cardholder is entered to win a prize. Or you can make it competitive, rewarding the staff member with the most signups.
Step 5: Pitch real stories of library cardholders to the media.
Instead of sending out a generic press release about the benefits of a library card, send your media contacts a pre-written story of a real person who got help with a real problem at the library.
Write your cardholder story with emotion, some conflict, and a resolution. Add some pictures or videos, and then hit send.
Reporters and newsrooms are more likely to pick up a story about a real person than a press release. And the coverage will get your library exposure in front of an entirely new audience.
Step 6: Ask your partners for help.
Ask partner organizations to distribute a bookmark or some other kind of small print promotional piece to their visitors.
Local realtors and rental agencies could give your promotional piece to prospective homeowners or new renters. Send some of your library card sign-up print pieces to daycare providers, teachers, summer camps, and recreational centers. You can even ask restaurants to include a library card signup flyer or bookmark in their takeout bags!
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Not long ago, I got back in the social media game posting for the company I work for, NoveList. Very quickly, I remembered how difficult it is to get organic reach on regular Facebook feed posts!
But then I learned two little tricks that take me about 30 seconds a day. They work! So I’m going to share them with you in this episode
Plus, kudos go to a library that got national press coverage for an initiative to get people back into their physical branches.
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!
Subscribe to this blog and you’ll receive an email whenever I post. To do that, enter your email address and click on the “Follow” button in the lower left-hand corner of the page. You can also follow me on the following social media platforms:
Photo courtesy Cincinnati and Hamilton County Public Library
Becky Denes grew up on the shores of Lake Erie and spent her formative years in the main branch of the Lorain Public Library System. She recalls hunting for new books, playing Oregon Trail and Where in the World is Carmen Sandiego on the PCs, researching local legends, and scrolling through microfilm for fun.
“As a twelve-year-old, I was even lucky enough to attend the dedication of the Toni Morrison Room at the branch,” remembers Becky. “I met Ms. Morrison, and she signed my mom’s copy of Beloved. For those who don’t know, she was born and raised in Lorain.”
Becky is now a reference specialist at the Amherst Public Library in Northern Ohio. And like many of you, her job includes library promotion.
“I am a one-person PR department,” explains Becky. “I oversee our community engagement, social media, most publications, and other marketing and public relations duties.”
“I post to Facebook and Instagram, typically 5 – 10 posts per week just depending on what we have going on, usually no more than 1 or 2 posts per day. I look at our social media accounts as an avenue for advertising, so most of our posts are program and event promotion and photos, and promotion of our eMedia and materials.”
I met Becky at the Library Marketing and Communications Conference in 2023. She went to the microphone at the end of a session and revealed the secret way she ensures her social media posts are seen by more people in her community.
She uses email.🤯
Becky got the idea to share Amherst Public Library’s social media post by email during the pandemic.
“When we closed at the beginning of the COVID pandemic in mid-March of 2020, like many other library marketers, our social media accounts became my main focus and were our primary form of communication with the public,” recalls Becky. “I did send out email updates as well, but day-to-day, I was posting multiple things on social media on a morning/afternoon/evening schedule.”
“Within the first week or two of this, one of our staff members reached out to me and asked how people who don’t have social media accounts would be able to follow along. This gave me the idea for the Weekly Roundup.”
I’ll be honest: I was flabbergasted by this idea. It never occurred to me to send an email of social media posts to library community members. But it turned out to be a highly effective marketing method for Becky.
“I sent out the first issue of the Weekly Roundup on April 4, 2020,” explains Becky. “It’s going on for almost four years now. It’s scheduled to send every Saturday morning at 8 am, with a two-week hiatus during the winter holidays.”
“The email includes anything that was posted on our social accounts for the week ahead that isn’t time-sensitive like program reminders the day before or the day of a program, for example.”
Becky says the emails are an effective way to reach people in her community of 33,000 residents.
“One of our former board members mentioned to me that several people have told her that they look forward to receiving them,” shares Becky. “Recently, one of my regular patrons asked me if I was the one who sent the emails and told me how much she likes the Weekly Roundup because she doesn’t use Facebook and it’s an easy way to keep up with what we’re doing.”
In addition to the ongoing social media email, this year Becky is considering a rebrand, including a style guide for her small library. She draws on other library marketers for inspiration.
“One of my favorite ideas came from Instagram, where a library that was closed for construction used the phrase, ‘Pardon our progress’”, says Becky. “I used the tagline for our expansion and renovation project that started a few months later in the summer of 2021. I really liked it because, as I told staff and colleagues, our expansion and renovation were something to celebrate, not something to apologize for.”
“While there are some best practices for library marketing, there’s no one-size-fits-all solution! What works for my community might not work for another, and vice versa. The best advice that I can give to anyone is to just try things to see what works.”
Subscribe to this blog and you’ll receive an email whenever I post. To do that, enter your email address and click on the “Follow” button in the lower left-hand corner of the page. You can also follow me on the following social media platforms:
Subscribe to this blog and you’ll receive an email whenever I post. To do that, enter your email address and click on the “Follow” button in the lower left-hand corner of the page. You can also follow me on the following social media platforms:
A new study about books and publishing reveals two concrete action steps you can take to prove the value of your library and increase circulation! Those steps are revealed in this episode.
Plus, kudos go to a library that received coverage for an event on Yahoo News!
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!
Subscribe to this blog and you’ll receive an email whenever I post. To do that, enter your email address and click on the “Follow” button in the lower left-hand corner of the page. You can also follow me on the following social media platforms:
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 “For You” 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 public’s perception of libraries.
“March 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,” recalled Mychal. “And 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 I’ve just been sharing daily stories and affirmations ever since.”
One of Mychal’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.
“I wanted to be an astronaut, a firefighter, or a police officer,” chuckled Mychal. “I never saw any men behind the library desk. I never saw any people of color behind the library desk.”
“I 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, ‘I knew you’re going to ask that soon enough.’”
In 2018, Mychal became a children’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 wasn’t until March of 2023 that he started sharing those personal stories… and getting traction.
“I 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.”
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 he’s been interviewed by the New York Times, Good Morning America, The Washington Post, and Huffington Post, among others. He received the “I Love My Librarian” award and the day before my interview with him, was the recipient of the Tri-City NAACP Unsung Shero/Hero Award.
It hasn’t been an easy road. Mychal is open about his struggles with mental health. And, as is the case for any internet star, he’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, “Have you seen this guy??”
“What I’ve achieved thus far, was never in my mind. I never thought it was a possibility,” admitted Mychal. “I didn’t think I’d go viral once, let alone several times. That has been a huge surprise.”
Mychal’s videos highlight his work and focus on “patron as hero” 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 “Library kids” or “Library adults.” He also says that technique prevents misgendering and disrespecting his patrons.
“Most library people don’t mind their stories being shared,” said Mychal. “I’m aware of the platform that I’ve grown. I know that it’s weird to have your story shared with the amount of people who follow me.”
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.
“We’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,” explained Mychal. “We’re going to have hopefully some very cool people present, including authors, illustrators, barbers, and hairdressers. It’s just a chance for people to celebrate their hair love, to get some free books, and celebrate literacy.”
“My 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.”
Mychal is a big fan of his own library on social media, but he also has praise for other libraries’ promotional work.
“Milwaukee Public Library is probably the best library on social media,” declared Mychal. “They just do such a wonderful job of following trends and then putting a library spin on it.”
“Harris County Library is in a similar vein. They also are very good at accepting being ‘cringe-worthy’ as a library system.”
“Storybook Maze is a street librarian in Baltimore, Maryland. She also has a fascinating job.”
“But 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.”
“I’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.”
As we wrapped up our interview so Mychal could set up a library program, he shared advice for library marketers.
“Always 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.”
Subscribe to this blog and you’ll receive an email whenever I post. To do that, enter your email address and click on the “Follow” button in the lower left-hand corner of the page. You can also follow me on the following social media platforms:
TikTok or Reels. Which one is better for library marketing?
I came across some new research that will help you determine where to spend your precious energy and time on library marketing. The answer is revealed in this episode.
Plus, kudos go to a library that showed authenticity when it made a mistake on New Year’s Day!
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!
Subscribe to this blog and you’ll receive an email whenever I post. To do that, enter your email address and click on the “Follow” button in the lower left-hand corner of the page. You can also follow me on the following social media platforms:
Photo courtesy Cincinnati and HamiltonCounty Public Library
Do you feel like you’re playing a rigged game of hide and seek as you try to figure out how to reach target audiences?
Hide and seek is fun for kids. For adults working in library marketing… not so much.
Loyal library users and fans are likely subscribed to your library’s emails. They follow you on social media. They visit your library either in person or virtually.
But (and I know I’m stating the obvious here) finding community members who have no regular interaction with your library is incredibly difficult and costly.
This is where robots can be helpful. You can use ChatGPT to figure out the channels your target audience uses.
Here’s how this works
Let’s say your library has partnered with a health and wellness center to create a new, monthly program for community members with memory loss. The program will include activities for caregivers as well.
Your job is to make sure the right people know the program is available for free at your library. Specifically, your marketing goal is to ensure at least 10 people attend the program each month.
Who do you target?
Your first step is to figure out who your target audience is.
For this example, you could go to the Alzheimer’s Association website and search for statistics on patients with memory loss and their caregivers.
From this, you can create two focused target audiences.
Memory loss patients: Specifically, women of color over the age of 65, who are most likely to suffer from memory loss.
Caregivers: Women between the ages of 30 and 50 with a household income of $50,000 or less are most likely to be caring for someone with memory loss.
Double-checking your work
ChatGPT can help you check your work. Did you miss anyone who might be interested in the memory loss program?
In the ChatGPT search, you can type “Pretend you work at a library. The library has partnered with a health and wellness center to create a new, monthly program for community members with memory loss. The program will include activities for caregivers of those with memory loss as well. Can you give me the target audience for promotions of this program?”
ChatGPT will weigh in on whether you’re on the right track with your two target audiences. But it will also show you audiences you would have missed. In this instance, ChatGPT says:
With this information, you are ready to move to your next research step.
How do you reach these three audiences?
Of course, you would start by sending an eblast to the members of your subscriber list who match this target. You would also promote the program on your library’s website, through in-library digital signs, and bookmarks.
But outside of your library resources, what other channels can you use to reach these three audiences? ChatGPT can be a starting point for answering that question.
In ChatGPT, you can type, “What online blogs or publications are most popular for women in *your area*?” (For this example, I used Cincinnati because that’s where I work, which allows me to check ChatGPT’s accuracy.)
Now you have a list of publications to start your research. You can go to those websites, see what kinds of articles they publish, and determine if they would be a good place to pitch a story about your new memory loss program.
Radio stations are still popular with people over the age of 50. And your might be wondering if it would make sense to advertise your memory loss program on the radio.
There are 30+ radio stations in Cincinnati! I suspect there are a similar number in the city or town where you live. You’ll want to whittle your list down before you research. You can use ChatGPT for that too.
In the search you can type, “Which radio stations are most popular for people over the age of 65 in *your area*?”
ChatGPT identified four target stations in Cincinnati. That’s so much easier than going through the list of 30 radio stations!
Help from ChatGPT with another idea
There may be neighborhoods in your city or town that consist mainly of people over the age of 65. You can use ChatGPT to help you identify those neighborhoods.
In the search, you can type, “Which neighborhoods in *your area* have a population that is mainly over 65?” Here are the results for Cincinnati.
With that information, you can do some geo-targeting with your message.
For example, you can pull a list of cardholders who have named the branches in those neighborhoods as their home branch. Then, you can send them an email about the memory program.
You might also consider boosting a Facebook post and targeting users living in your target neighborhoods.
Finally, you can ask ChatGPT, “How do I reach an audience of doctors, nurses, and healthcare professionals who work with patients with memory loss in *my area*?” ChatGPT will give you a list to use as a starting point.
While you will still need to do some research, ChatGPT is a helpful and free tool to help you get started as you identify ways to reach your target audiences. The results it generates for this task tend to be more focused and helpful than a Google search.
Subscribe to this blog and you’ll receive an email whenever I post. To do that, enter your email address and click on the “Follow” button in the lower left-hand corner of the page. You can also follow me on the following social media platforms:
Super Library Marketing: Practical Tips and Ideas for Library Promotion 