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Five BIG Reasons Why Your Library Needs a Targeted Social Media Strategy

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The Library Marketing Show, Episode 63

In this episode, Angela answers a viewer request. “I need help justifying to my people why our organization should have a targeted strategy rather than just ‘will you post this, please?'”

She also shares Kudos with the blog, Ontarian Librarian.

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.

4

Experts Reveal the Truth About What Your Library Needs to Do Now to Build Support for the Future

Photo Courtesy Public Library of Cincinnati and Hamilton County

For three days this week, more than a thousand library employees took part in the Library Advocacy and Funding Conference, sponsored by EveryLibrary. The organization helps builds support for libraries across the United States. This is the first conference of its kind, designed exclusively to help libraries learn to advocate on the ballot, in the donor arena, and in the hearts of their community.

The conference featured presenters from outside the world of libraries, so attendees got a chance to hear from successful, experienced experts talking about what works in politics and fundraising.

By Wednesday evening, my head was full of new information. Once I finished organizing my notes, I realized that the experts at the conference shared five big ideas specific to library marketing and advocacy. Here is what I learned.

Libraries must target ALL messages

Ashlee Sang, content strategist and copywriter for Ashlee Sang Consulting, said marketing fails when we try to send the same message to all cardholders. You must create marketing that talks to one person, on a level that speaks to their truth, their needs, and their problems.

Sang encouraged libraries to create personas to help with targeting. You can use data like checkouts and holds, as well as in-person interactions at the checkout desk, in the comment section of your social media, and even email, to help you create those personas.

Then, when you create marketing messages, think about targeting those personas. This will help you avoid designing around your own personal biases. Instead, it puts the focus on the people you are trying to serve.

Key quote: “If you create a message for everyone, you are creating a message for no one.”

Your library brand is more than a logo or a color scheme

Anjelica Triola, marketing director for Wethos, wants libraries to understand that your brand is not the colors and fonts that you use. It is the feeling that people get when they think about your library but are not actually in your library or around a librarian. That feeling will lead a cardholder to be an evangelist for the library.

Kimberly Gordon, brand strategist and marketing consultant, added that people crave a library with clear values and a commitment to being good corporate citizens. If your library communicates those two points, you’ll stand out in a positive way and showcase your value.

Gordon pointed out that we are living in a heightened state of emotion (I’m writing this pieces a few hours after the death of United States Supreme Court Justice Ruth Bader Ginsburg so that note really resonates with me!). She wanted libraries to remember that your brand represents a promise to your community.

Key quote: “Marketing your brand improves likeability and sets you apart from your competitors. It makes you stand out in a positive way.”–Kimberly Gordon

Librarians connect with their community by finding common ground

Jasmine Worles, trainer for the National Democratic Training Committee, emphasized that the issues that mean the most to library staffers, both on the job and personally, are not unique to you. Other people care about the same issues!

Worles encouraged librarians to talk about why they love the library and why they are passionate about their work. Your “story of self” is the starting place of a connection. It builds genuine relationships and makes you trustworthy and credible.

As a library staffer, you may think that the library is bigger than you or that it’s not about you. But it IS about you.

Key quote: “Tell your story of self all throughout the campaign. It’s the most magical and effective piece of any campaign.” 

Diversity should be a part of your library strategy

Kim Crowder runs a consulting firm dedicated to diversity, equity, and inclusion in the workplace and in marketing. She’s been a guest on this blog before.

Crowder pointed out that diversity is looking at the ways people are different, then celebrating and acknowledging that. It’s not monolithic. And libraries must ask themselves, “How can inclusiveness be centralized in our message on a regular basis?”

She believes libraries must create a strategy about their commitment to inclusiveness and make it available to anyone to see. Crowder asked attendees to be open to feedback, to be willing to be uncomfortable, and to talk about diversity and inclusivity internally, as well as externally.

Key quote: “We all have bias, but we don’t always recognize it. If you fumble, admit your mistake, sincerely apologize, and be authentic in your efforts.”

Libraries should mix content formats for better engagement on Facebook and Instagram

Two representatives from Facebook and Instagram held a joint session with lots of tips for library social media engagement.

They encouraged libraries to share frequently and consistently, especially during important times like the pandemic. They also said the latest research shows a mix of format types (video, carousel images, static images, gifs, etc.) can help boost your page engagement. Avoid one kind of content all the time.

Finally, they encouraged libraries to livestream more often on both platforms, engage more frequently with other pages and profiles, and use Stories on both Facebook and Instagram to share content.

Key quote: “Highlight important announcements, share frequently and consistently, post more frequently during important times, and be informative and timely.”

Did you attend LAFCON? What did you learn? Share your takeaways in the comments.

You may also find these posts helpful

Six Tips to Make the Most of Your Online Experience During Virtual Conference Season

Why Libraries Lost HUGE Parts of Their Patron Base During the Pandemic and How to Fix It

Want to Make the World a Better Place? Tools and Tips for Libraries to Combat Racial Inequity in Their Communities

Latest Book Reviews

The Truths We Told by Kamala Harris

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Find more 60-second Book Reviews here.

Subscribe to this blog and you’ll receive an email every time I post. To do that, click on the “Follow” button in the bottom left-hand corner of the page. Connect with me on YouTube, Twitter, Instagram, and LinkedIn. 

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Are My Library Email Metrics Good…. or Bad?! Here Are the Latest Stats to Help You Figure It Out.

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The Library Marketing Show, Episode 62

In this episode, Angela shares the latest metrics on open and click-thru rates for library email marketing and helps you figure out what metrics are good!

She also shares Kudos with the Madison Public Library for their back-to-school teacher button project.

Check out the virtual conferences I’ll be attending. Let’s connect!

What did you think of this episode? Are you struggling with marketing and promotion right now? 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.

5

Six Tips to Make the Most of Your Online Experience During Virtual Conference Season

Man walking through the stacks. Photo courtesy The Public Library of Cincinnati and Hamilton County

In November 2019, a conference changed my life.

I attended the Library Marketing and Communications Conference in St. Louis, Missouri, where I met my future boss, Kathy Lussier of NoveList.

On the first day of the conference, we had breakfast together and started talking. And by the end of the conference, she was texting me a job opening that eventually led to my current position with NoveList.

Conferences can re-frame your professional life. You may find your next new job. You might make a new best friend. You may learn a skill that revolutionizes the way you do your job. At the very least, you’ll hear speakers who inspire, energize, and motivate you.

We’re heading into conference season and this year it’s all virtual. (The Library Advocacy and Funding Conference starts today–if you’re attending, send me a friend request!)

As I learned from attending the American Library Association conference in June, an in-person conference and a virtual conference are not the same.

But you can have a fantastic virtual conference experience with the right preparation. Here are the six things I recommend you do this year before you log on.

Get your Twitter and LinkedIn accounts ready

It’s imperative that you have a LinkedIn and Twitter profile, and that you use them to engage during a virtual conference. Networking is a big part of the conference experience. And since we can’t network in person, these two social media platforms are the easiest and safest way to interact with new friends.

There are several steps you should take to prep your profiles. Once the conference ends, you can always change your profile back!

On LinkedIn, check to make sure that your profile is set to “public.”  To do that, click on your settings and look under “privacy.” This step will make your profile easy to find, especially if you are in the market for a new job opportunity.

Customize your LinkedIn profile URL to include your first and last name. This will make your profile easier to find in search. You can also make this adjustment in settings.

On LinkedIn, ask co-workers, partners, and former colleagues for recommendations. This is especially important if you are job-hunting. You’ll want to give them some time to write their recommendation, so ask as soon as you register for a conference.

Make sure your photo on LinkedIn and Twitter looks as professional as possible and use the same photo for both platforms. LinkedIn says a professional photo will make visitors seven times more likely to visit your profile than picture-free profiles. You can take a great photo yourself! My LinkedIn profile photo is a selfie I took in the backyard at sunset on my iPhone in portrait mode.

Check your header image on both accounts. A meaningful image related to your professional experience can drive home who you are and what you do.

Edit your headlines and your personal details. Include a little about your work and what differentiates you from other people at the conference.

To boost search rankings on Google, include keywords that will appeal to your fellow attendees or the conference hashtag. I’ve also seen people temporarily change their Twitter Profile name to include the conference hashtag for the duration of a conference.

Clear your calendar

My coworkers and I agreed that we made a big mistake when we attended #ALAVirtual20. Most of us accepted meetings during the conference week, even though attending a meeting would interrupt our conference experience.

If you were attending a conference in another city, you would be unavailable for meetings. Adapt that mindset and be intentional about giving yourself the space to focus on your conference experience in a digital setting.

Now, during virtual conferences, I mark myself “out of office” on my Outlook calendar.  And I’m clearing my schedule of other busy work.

Take advantage of pre-recorded sessions

Most virtual conferences offer at least some, if not all, of their sessions on-demand. That can impact which sessions you consume.

For instance, this week’s #LAFCON is completely pre-recorded. In preparation, I went through the sessions and highlighted the ones I want to watch. Then I scheduled them, by name, into my work calendar in one-hour increments. That will help me keep track of my choices, watch sessions in an order that makes sense (I can do all the marketing track sessions back-to-back!) and help me stay focused.

Plan breaks

Of course, you know it’s exhausting to stare at the screen all day. At a real conference, you’d take a break to eat, use the restrooms, get coffee, tour the vendor booths, or maybe just chill for a bit. Try to mimic that self-care routine in a virtual world. Schedule those breaks into your calendar if you must.

Be patient with technology

If there’s one constant with the pandemic, it’s that every online event will experience technical difficulties. Many organizations are using streaming platforms for the first time. There may be bandwidth issues.

Be patient and polite. Before the conference begins, check to see where you can report technical issues or get assistance.

Follow the conference hashtag

This is a great way to get involved and tune in to conversations from your session and from sessions you couldn’t attend. It’s also a networking opportunity. Don’t hesitate to reach out to folks if you liked what they had to say by replying, liking their Tweets, or retweeting them.

Join me at a conference

The event page has returned to the blog. If you’re attending a conference with me, please let me know so we can connect.

You might also find these posts helpful

Experts Reveal the Truth About What Your Library Needs to Do Now to Build Support for the Future

Five Relevant Library Marketing Lessons Learned at the American Library Association Annual Conference (#ALAVirtual20)

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How to Be Heard: Secrets for Powerful Speaking and Listening by Julian Treasure

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Find more 60-second Book Reviews here.

Subscribe to this blog and you’ll receive an email every time I post. To do that, click on the “Follow” button in the bottom left-hand corner of the page. Connect with me on YouTube, Twitter, Instagram, and LinkedIn. 

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The ONE Place Where You Can Market Your Library That You Might Not Have Thought Of!

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The Library Marketing Show, Episode 61

In this episode, Angela reveals the tiny piece of real estate where you can market your library that you might not have thought of!

She also shares Kudos with the Tavistock Library in the UK for their reopening video which they did like an airline safety message.

What did you think of this episode? Are you struggling with marketing and promotion right now? 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.

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The BIG Debate: Should We Use the Word “Customer” to Describe Our Library Users?

Should we use the word "customer" to describe our library users?

Watch Now!

The Library Marketing Show, Episode 60.

Does it matter what we call people who use the library?

A blog post by Ned Potter that prompted this episode. Watch the video to see my response and get a link to Potter’s post.

Also this week,  find out who was nominated by another library in their state for Kudos!!

What did you think of this episode? Are you struggling with marketing and promotion right now? 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.

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Three Transformative Tips to Improve Focus and Re-Energize You When Working in the Library Doesn’t Feel Fun Anymore

Blue Ash - Sycamore Branch staff: Mrs. Sonia Bibbs (left) Library Assistant, Douglas Robinson, Corinne Hand (right) Children’s Librarian. Courtesy Public Library of Cincinnati and Hamilton County.

I don’t know about you, but I’m exhausted.

The pandemic is exhausting.

Worrying about the health and safety of family and coworkers is exhausting.

Natural disasters, a nation coming to terms with centuries of racial disparity, and a Presidential campaign here in the United States are exhausting.

And yet the library world continues to provide service during this crazy year. Your library probably still did a summer reading program. You’re providing virtual programs. You support students and teachers as they navigate distance learning. You’re promoting books and offering reading recommendations.

The world throws hurdles at you, and your library responds.

Is it any wonder if you feel like you need a nap and a hot bath nearly every day?

Library marketers are expected to be energetic and enthusiastic. More than any other library staffer, you’re expected to have exciting and innovative ideas to promote all these major developments and service changes as well as the smaller services that everyday cardholders rely on.

And you’re expected to produce results, driving people to watch virtual programs, use your curbside pickup service, and follow all the rules for social distancing.

It’s only natural to feel burned out by the speed at which everything happens at your library. And when you get stressed, work stops being fun. The quality of your work suffers.

But your library and your community depend on you. So here are some tips to help you manage your work and avoid burnout.

Prioritize, stay completely focused on your goals, and say “no” to EVERYTHING else.  Humans are all weirdly programmed to say yes, to take on more, to squeeze as much out of life as we possibly can.

Busyness feels wonderful. We’re doing something! Stuff is happening! Progress is being made!

But without space for creative thought, mistakes are going to happen. Your work won’t be what it could or should be. And that means your marketing will be less effective.

So, just like you weed your collection, you need to weed your promotions. This is especially true now, when your audience is suffering from content burnout because of the pandemic.

In my first year at a library, I said “yes” to everything. And nothing I did was any good.

When I realized I was doing too much, I set some ground rules for the goals I wanted my staff to focus on. I aligned these goals with my library’s strategic goals. They were:

  • A promotional tactic (like emails) had to produce a ten percent bump in circulation, program attendance, or usage. If it didn’t, we stopped doing it.
  • A service had to be easy for the cardholder to use to get promotion. Databases are a good example. If a cardholder was required to sign into the library website with their card to get to the database landing page, and then had to create a separate account tied to their email to use the database, we didn’t promote that database.
  • We only did full marketing campaigns for paid presenters. Free presentations got a poster or flyer and a social media mention.
  • All promotional requests had to tie directly to the library’s overall strategy. If the branch or library staffer requesting promotion couldn’t demonstrate how the program or service moved the library’s overall goals forward, we didn’t promote it.

I know that sounds harsh. And some of those rules might not work for a smaller library or a different set of library leaders. That’s okay. Set your boundaries to work within your own system.

Weeding your marketing content will allow you to do a better job and be more creative with the promotions you have left. Evaluate your promotions twice a year to keep your marketing lean and reduce the stress on yourself and your co-workers.

The word “no”, while it may be very small, is liberating. It’s good for you and for your marketing strategy.

Define your workflow and make it the law of your marketing landscape. A defined workflow sounds like the opposite of a creative endeavor. But it ensures that a quality product is created in a timely and efficient manner. It creates space for you to think. And that’s incredibly important for anyone working in a library, especially right now.

There are two options: outward-facing workflow and team workflow. Choose the one that works best for you and your library.

Outward facing workflow means that you approach each job given to you by a senior leader or another library department or partner in the same way.

  • All marketing requests go through one person on your team, who acts as project manager.
  • That person is responsible for looking at the request and determining if it fits into the library’s overall strategic goals.
  • That person sets clear expectations and goals for each project and communicates a plan of action based on realistic timelines and due dates.

This is not to say that your team has no say in the work you do. But the ultimate decision rests with the project manager.

Team workflow is more collaborative.

  • All marketing requests are considered by the team.
  • The team looks at each request and decides what tactics will work, and whether they have the time to complete those tactics.
  • The team sets the goals and determines who will communicate due dates and expectations.

It may take some time to get a smooth workflow in place. Be patient with yourself and with others. Keep reinforcing your expectations. Eventually, your coworkers and supervisors will understand and appreciate your workflow, especially when they start to see results.

Be generous with positive reinforcement. Positive reinforcement is one of the easiest and quickest ways to improve happiness and effectiveness on the job. It bolsters self-confidence and inspires people to do their best work.

If you see a co-worker doing something well, say so, even if the job is small. A kind word can go a long way to boosting morale and creating energy. Don’t just say, “Well done.” Write out a note or an email praising specific actions or portions of work.

And, if you have a staff, give your employees unexpected breaks. When I was a library manager, I took my staff to lunch off-site. We had field trips to libraries outside of our system. Sometimes we had “reading time” where I would read them one chapter a day from a book we all chose together.

It might sound silly, but these little activities are energizing. They create bonds between co-workers. Staff return to work after these little breaks with enthusiasm for their work. And enthusiastic people do a better job… on the job.

You might also want to read these

Four Important Project Management Lessons You’ll Need to Survive the Next Year of Library Work

COVID-19 is STRESSFUL for Library Workers. Here Are Tips to Help You Feel Better.

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Find more 60-second Book Reviews here.

Subscribe to this blog and you’ll receive an email every time I post. To do that, click on the “Follow” button in the bottom left-hand corner of the page. Connect with me on YouTube, Twitter, Instagram, and LinkedIn. 

 

3

Why Your Library Should Have One Social Media Account to RULE THEM ALL!

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The  Library Marketing Show, Episode 59

Angela answers a question from a viewer, who wishes to remain anonymous, about whether their library should have one social media account per platform for the entire library system.

It’s a good question, and one that Angela gets all the time. Watch the video to find out what she advises.

Kudos this week to the Public Library of Cincinnati and Hamilton County for unveiling a new website and branding in the midst of a pandemic!  

What did you think of this episode? Are you struggling with marketing and promotion right now? 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.

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Give Your Digital Library Marketing an Accessibility Overhaul and Make Access to Your Library TRULY Open and Equal for All. Here’s Your Starter Kit.

Women working in library on computers. Photo courtesy Public Library of Cincinnati and Hamilton County.

Libraries all over the world have one thing in common (besides books).

If you look at the mission statement of most any library, you will likely find a sentence about equal access to information for all.

I believe most libraries truly want to provide equal access. Libraries work hard to make sure information is available to people living in disenfranchised communities. They translate brochures into native languages. They provide resources to combat economic disparity. They play a role in distributing information on mental health, addiction, and housing inequity.

But to truly live up to that mission, we need to use the same amount of energy and focus to make the library accessible to people living with disabilities.

One in five people around the globe live with a disability. Libraries will never be truly inclusive until they design services, programs, and marketing with this group in mind.

Angie Brunk changed my life, and the way I think about marketing and inclusivity. Her popular presentation at the 2019 Library Marketing and Communication Conference made me re-evaluate everything I do. I follow many of her suggestions now as I blog and post on social media.

She made me realize that many people live with hidden disabilities, and that libraries have a long way to go to be truly inclusive. For your library to be accessible, you’ll need to do more than add ramps and elevators in a building. You’ll need to make sure your digital offerings, your website, and your social media are all accessible to your patrons with disabilities.

Here are some suggestions on where to start.

Accessibility on your library website

Everything you create on the web must comply with Web Content Accessibility Guidelines. Bookmark that site because it’s your guidebook for all your online projects.

Web Content Accessibility Guidelines (WCAG) are developed with individuals and organizations around the world. The goal is to provide a single shared standard for text, images, sound, codes, and more… basically, everything that appears on the internet.  Here is the quick reference guide for the latest version of the guidelines.

Consider how easy or difficult it is for patrons with disabilities to find information about your library’s accessibility on your website. You’ll also want to create an accessibility statement, which should be as easy for people to find as your circulation policy or standards of library behavior policy.

Your statement should include information on the accessibility of your physical buildings, the accessibility of your vendor-provided services like eBooks and databases, and your library’s stance on service animals, support personnel, and assistive technology. Include contact information so community members can report a concern or ask a question about accessibility.

Some great examples of library accessibility statements include the policy of the University of Birmingham and this policy from the Toronto Public Library.

Accessibility in design and marketing

Create personas with disabilities, just as you would for other demographic groups. This will help you to imagine how those users will interact with your events, services, and promotions.

As you consider this, ask yourself these questions:

  • What does the persona have to do to find the information about your library?
  • What senses or physical tasks are involved in using your library services and how does that impact patrons with disabilities?
  • What barriers will disabled community members encounter?

Next, seek out patrons with disabilities and ask them to provide feedback on your website and social media marketing. Incorporate what you learn about accessibility from your patrons into your library marketing style guide.

Accessibility in written library marketing content

As you create content, you should check four main components to ensure accessibility.

  • Cognitive: How much time must a user spend with my content to truly interpret and understand it?
  • Dexterity: What kind of physical movement must a user perform to interact with my library’s website or with the content I’m creating on other digital platforms, like email and social media?
  • Hearing: What sound does my content produce that are required for a user to consume my content?
  • Vision: What shapes, colors, text, and graphics must a user understand to consume my content?

Once you’ve tackled those four questions, there are a few other small accommodations you can make to ensure everyone can have access to your library marketing content.

First, descriptive text is a must for all images on your website, social media, and in email. Make that text meaningful. Really describe what is happening in the image. I confess I often skipped this step before Brunk’s session. Now, I add descriptive text on all social media posts and on my blog images.

Next, check to see if your graphics are screen reader compatible. Avoid using anything that can’t be shared with the vision impaired through a screen reader. This article does a really good job of explaining screen readers and how they work.

The best way to check your graphics is to install a screen reader for yourself. Run your visual promotions through the screen reader before you release them and adjust when you find incompatibility issues.

Finally, make sure all videos on social media, YouTube, and your website are captioned. And just like with the descriptive image text, really take the time to explain what is happening in the video.

If you are posting a video on Facebook or Instagram, describe what will happen in the video in your post! This will help patrons with visual disabilities to fully understand your video content.

Additional resources for libraries

The latest version of Microsoft Office includes an accessibility checker!  Here’s the guide for how to use it.

Usability.gov has a wealth of information, templates, tools, and advice.

The American Library Association has a special section of their website dedicated to accessibility with a host of helpful tools and tips.

The Library Marketing Show: Make Your Library Website Accessible!

Latest Book Reviews

Hollow Kingdom by Kira Jane Buxton

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Find more 60-second Book Reviews here.

Subscribe to this blog and you’ll receive an email every time I post. To do that, click on the “Follow” button in the bottom left-hand corner of the page. Connect with me on YouTube, Twitter, Instagram, and LinkedIn. 

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