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improving library social media

Get More Library Marketing Reach on Social Media

Every library marketer I know is fighting a battle for the attention of cardholders on social media. Platforms don’t make it easy for us, do they? The kind of organic reach we enjoyed even five years ago is a nearly unattainable now. Plus, we’re all stretched for time. Social media can feel like an endless treadmill or a giant monster that needs constant feeding.

But there one thing you can do to stretch your library marketing efforts further each day on social. It’s called re-purposing. Basically, you take original content created by you or content created by your fans. You reshape it, then share it on different platforms. It’s easy and it’s fun. It saves time. And it helps you get the most effective library marketing messages in front of more eyes.

Now, I want to say that I don’t recommend full cross posting… in other words, copy and pasting a post on one social media platform automatically onto another one. Always think about whether your audience really wants to see the same content on each platform. The answer is usually no. Different platforms have different audiences with different needs.

But you can take a post on one platform and re-craft it to work on a second or third social media platform. For instance, an Instagram story shot at a super-fun teen program probably won’t work on your library’s LinkedIn page but it could be re-purposed on Snapchat. You can also make minor changes to single posts to make them work on different platforms. Change the text or the captions of the posts, add or remove hashtags, and or use a different photo.

Here are some tips for spotting social media posts that can be re-purposed. First, make a daily habit of social listening. Essentially, that means you monitor mentions of your library on all social media platforms every day. It’s easiest to do when you use social media scheduling software. At our library, we use Sprout Social. We can see mentions of our library on Instagram, Facebook, and Twitter, which are the big three platforms where we spend most of our social media energy. For my personal blog promotion, I have a free version of Tweetdeck. I can add columns and get notices when readers mention me by name or through the hashtag #librarymarketing on Twitter, where I do my main promotion.

When you monitor and share mentions of your library, you are nurturing the relationship with people who are already fans of the library. By giving them some exposure on your social media channels, you’ll be generating exposure for them and creating more loyalty. However you decide to do social listening, set aside time every day to go through the platforms and look for mentions of your library. The complimentary ones can be turned into posts on other platforms. They can be shared directly with your followers in retweets.

Ask for testimonials from your cardholders through social media. Then share those posts in your print publications, on your website, in videos, and across other social media channels. My social media specialist likes to take mentions and turn them into testimonial graphics in Canva. Then she shares those posts on select platforms. Bonus tip: I also asked for testimonials using our email marketing list recently. I sent an email to the most active adult cardholders at all our branches and asked them to tell us why they loved their library. The email linked to a specific email address. I even populated the subject line. All the cardholder had to do was type a few sentences about why they love the library. I got back more than 400 responses… a gold mine of future content for all our platforms!

You can also turn all questions sent to you on social into re-purposed content. Cardholders will often choose social media to communicate with libraries. There’s a great book with lots of tips of social customer care. I interviewed the author earlier this year and you can read that post. You’ll learn lots of ways to make social media customer care work for your library. The trick again is to set aside time every work day to go through each platform. And to keep track of the platforms where your library is mentioned.

And now, I’m going to share a social media fail I suffered recently. I forget that Google Business existed! My boss checked our account and found dozens of questions posted on Google Business sites for our 41 library locations. Now, I go through the messages my library gets each day. With 41 locations, we get about five messages a day on that platform. Some are questions about things like branch hours or services. I try to answer all questions within 24 hours if possible. Many posts are people leaving specific reviews of branches. Those people are thanked by me with a personal message. The whole process takes maybe 10 minutes a day. But the quick interaction will leave cardholders who take the time to write to you feeling like they were really heard, and that’s extremely important. And now, I can take the best of those Google reviews and re-share them on other platforms. They work great because they often mention specific branches and staff members. They feel more personal to the people who live in those neighborhoods because they know that branch and staff.

Re-purposing content is a great way to stretch your library marketing reach. It’s relatively easy and it’s fun and it’s free. And here’s the big thing: many for-profit brands are not doing a good job of re-purposing content. That’s our advantage. Our cardholders love us, and they love to hear other fans rave about our work. So set aside a tiny block of time in every day to search for content that can be re-purposed.

And now, I have a favor to ask. If you didn’t see last week’s post, can you take three minutes to fill out my tiny little survey? It’ll help make this blog better in 2019. Thank you!

Subscribe to this blog and you’ll receive an email every time I post. To do that, click on “Follow” button in the bottom left-hand corner of the page. Connect with me on Twitter, Snapchat, and LinkedIn. I talk about library marketing on all those platforms!

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The One Mistake Your Library Can Never Make On Social Media

I was riding furiously on my parent’s elliptical machine, trying to distract myself from the fact that I absolutely HATE exercise by scrolling through Facebook, when I came across a post that nearly made me fall off the machine.

It was on a politically charged page dedicated to libraries. And it advocated the use of clickbait for driving engagement. I won’t post the example this person used here. It was a provocative post but it wasn’t well-constructed. There was no image and no link for action. It was also posted by a librarian, not a library. I suspect he was just trying out the line on the fly to gauge the reaction. It doesn’t really matter what his motivation was or how it played with his audience. And to be fair, the post technically was not clickbait. Clickbait is the act of writing a headline or a post that over-promises, oversensationalizes or misrepresents whatever content you are linking to. The easiest clickbait headlines to spot are the ones that contain the words “You’ll never believe” or “What happened next will shock/embarrass/outrage you.”

What matters to me is the assertion that libraries need to resort to clickbait to get followers to like, comment, and share their posts. You absolutely do not. And in fact, you should avoid clickbait at all costs.

Listen, we’ve all fallen for clickbait headlines before. I am a sucker for those slideshow galleries of photographs that promise to show me something shocking or new about historical events.  But once you’ve scrolled through a gallery of 45 shots and realized you haven’t seen anything new or shocking, you leave mad and vow never to visit that particular website again. We do not want to cause anger, disappointment, and distrust in our users. Using clickbait in posts could do serious damage to your library’s reputation. As an arbiter and protector of truth in an era of attacks on facts, we need to hold ourselves and our social media accounts to a higher standard. Clickbait headlines might get you more initial clicks, but they won’t deepen the relationship your cardholders have with your library.

We’re all fighting to get noticed in each of social media platforms. Algorithm changes mean we have to craft every post to match the demands of that particular platform. It’s exhausting. The temptation to use a clickbait headline to get more engagement is real, and I understand why it might seem like a good option. But it is not. We are better than that.

Your cardholders are smart. Treat them as such. Speak conversationally and openly, but don’t be sensational. You’ll be rewarded by your fans in trust, loyalty, and respect. And those three things are way more valuable than any engagement numbers you might garner in the short-term thanks to clickbait.

Instead, follow these guidelines for creating headlines with examples from my library’s social media platforms. Kudos to my library’s social media team for their amazing work: Danielle, Lisa, Veronica, and Andrea!

  • Be inspirational

  • Use keywords

  • Answer questions

  • Promote facts and figures

Incorporate numbers when possible

Subscribe to this blog and you’ll receive an email every time I post. To do that, click on “Follow” button in the bottom left-hand corner of the page. Connect with me on Twitter, Snapchat, and LinkedIn. I talk about library marketing on all those platforms! 

 

Six Shrewd Ways to Spot Trends For Your Library Marketing

Contrary to popular belief, librarians are trendy! I’m not just talking about the physical sporting of tattoos, body piercings, and colored hair. I’m talking about the more important stuff. Most librarians know how to work all kinds of advanced technological equipment like 3D printers. They are well-versed in the latest studies about public space, childhood literacy, mental illness, and poverty. Because they interact with all ages of the public all the time, they often see issues like the opioid epidemic, emerging before anyone else. They have inside knowledge about how trends affect the lives of their cardholders.

It’s important to library marketing pros to spot trends too. We have to make decisions about whether to react. So how do you keep an eye on the things that matter to your cardholders? Here are six easy tools for keeping up-to-date on trends of all sorts.

Facebook Topics and Trends ReportThis annual report is worth your time. It’s a yearly summary of the most popular conversations happening on the platform. This report covers everything from culture to technology to food. It’s useful for planning your marketing calendar. You can take any of these topics and apply it to items and services available at the library, then work those into your marketing plan. Use keywords and suggestions in this report to boost the engagement of your posts on Facebook, Instagram, and beyond.

Google Trends. This tool is a lot of fun! Type in a keyword and get a picture of what people are talking about related to that word. It will even drill down on data, showing you specific searches, timelines, and places where that term is searched. I often use this tool to search book titles or authors, seasonal keywords, or pop culture references to get a more accurate feel for how many people are talking about them.

What is trending on social media platforms? Most of the major social platforms now have an area where you can check keywords or trending topics. Do so regularly. Then use those trending topics to curate posts from reliable sources. Pick content that is appealing and relevant to your audience. Even if you don’t immediately find a way to use the ideas you find on these social channels, checking them keeps you connected to the things that matter to your users. Twitter is a great place to discover the topics used in social conversation specific to your geographic area. The Pinterest trending section is a feast for the eyes but can also show you the kinds of Pins that are getting engagement so you can mimic that success or share them with your followers. There is ALWAYS a booklist in the Pinterest trending feed that you can repin, as well as tons of fun craft and program ideas for your librarians! Snapchat’s Discover section will help you keep up to date on pop culture so you can market your items and services, like streaming music and downloads, and appeal to that coveted younger audience. Ditto with Instagram’s trending section.

What is trending in the podcast world? Every month or so, I open my podcast player and check the trending podcast list. Why? Podcasts are a commitment. If the public is taking the time to listen to 20 minutes of talk about a particular topic, then it might be something we want to pay attention to!

Ted Talks. The nonprofit is dedicated to spreading ideas that are worth talking about. New talks appear several times a week. If you don’t have time to actually listen to all the talks, a quick check of the topics will give you a sense of the kinds of technology, humanitarian, and educational ideas flowing into mainstream thought.

What questions are your librarians getting? Every once in a while, I’ll email the manager of our Virtual Information Center. That’s the department in my library that takes all the calls and chats from the public. I ask for the top ten questions they’re getting from people and then I use that list to create content to answer those questions. It’s easy and it directly impacts your users (and your staff!).

Subscribe to this blog and you’ll receive an email every time I post. To do that, click on “Follow” button in the bottom left-hand corner of the page. Connect with me on Twitter, Snapchat, and LinkedIn. I talk about library marketing on all those platforms! 

The Danger In Doing Library Social Media By Committee and What To Do Instead

This post is in response to a specific topic request made by Jane Cowell, who is the Executive Director of Information and Engagement at the State Library of Queensland in Brisbane, Australia. Though I have never met her in person, Jane and I “talk” often on Twitter, where she shares my passion for promoting the good work of libraries around the world. Actually, Jane is way more tireless than I am. Also, isn’t she freaking gorgeous?

Recently Jane asked me to talk about social media and libraries; in particular, she wanted to know whether I thought libraries should do social media by committee or take a centralized approach.

My answer: Both. Kind of.

The committee approach to social media is a favorite in the non-profit world. There are countless articles online about forming and maintaining a social media committee on nonprofit websites. Reading those articles, and talking to people who work in my library, I realize that this committee-based mentality has two origins. One is workload. The social media landscape is crowded and the work to keep content flowing in all channels is an all-consuming business. There’s just too much work for most libraries to get it all done, and done well, with one person. But the committee approach is also an effort to ensure fairness and equality… to give all the stakeholders a voice. That’s a valid reason to do social media by committee.

But there are some clear disadvantages to this approach. And if you’re already shaking your head in disagreement, and feel tempted to click away, please read to the end because, at my library, we have managed to find a good way to make a centralized approach work while building team buy-in and I’ll share it with you!

First, let me lay out the problems with the committee approach. My three concerns are:

Your brand voice gets lost. When multiple people are posting on social media for the same library, each post will be infused with a different vocabulary, tone, and feel. Your library needs a standard focus on strategy and vocabulary. When the social media accounts are handled by a centralized person or department, particularly if that department is marketing, the library’s voice is consistent. You use the same words, you have the same conversational tone with your readers, and each post is connected to the library’s mission, vision, and values. The centralized department can make sure each post supports the overall strategy of the library.

The security of your accounts is at risk. The more people who have access to your social media accounts, the more you risk that one of those accounts will be compromised. I know we all trust our coworkers (or at least I hope you do!). But when multiple people are accessing multiple accounts (and saving multiple passwords on multiple computers), the chances that a compromise will happen increases. Keeping your social media centralized reduces this risk.

You risk more mistakes. The more people who post, the more chances that a word will be misspelled, that a date will be wrong, that the information in the post will be incorrect, or that redundant posts will happen. Assigning one central person to handle all social media accounts means that person can act as an editor, reading each post in the scheduler before it goes out, checking to make sure links work and images aren’t broken, and keeping track of promotions so the same event or service isn’t mentioned three times in one day.

There is a way to mix a centralized and committee approach to social media and this is how we handle social media at my library. Create a social media team of contributors who submit post ideas to a centralized social media coordinator. The coordinator is empowered to change or reject the posts submitted by the contributor team and is responsible for taking the contributions and putting them into the scheduler. The coordinator should also be in constant communications with the contributors to foster an open working relationship with them and to share everything he or she knows about the current social media landscape.

My library recruits staff member at each of our 40 branch locations to contribute ideas to us. These contributors are not social media specialists–most are trained librarians who have only ever used social media for personal reasons. My social media specialist visits one branch every week. She goes there to recruit new contributors and talk to the current members about trends in social media. She helps them craft better posts and gives them tips on taking photos of branch displays, events, and more. And she shares the marketing department’s social media strategy with the contributors so they can create posts that support our mission. The contributors know we might not use every post they suggest but the more we work with them to share best practices and improve their social media savvy, the better the posts have become.

I feel strongly that this hybrid approach is the best way to meld both mindsets, safeguard the security of your accounts, get varied and interesting content to post to your social media accounts, and stay connected with your staff and readers.

More help with library social media

Safeguarding the security of your social media accounts

How libraries are using social media–a study by Techsoup

Ten tips to master social media at your library by Ebsco

Subscribe to this blog and you’ll receive an email every time I post. To do that, click on “Follow” button on the bottom left-hand corner of the page. Connect with me on Twitter and Snapchat–it’s where I talk about library marketing! I’m @Webmastergirl. I’m also on LinkedInInstagram and Pinterest. Views in this post are my own and do not represent those of my employer.

Snapchat Is Not Dead and You Need It For Superior Library Marketing

As social media platforms often do, Snapchat recently did a major update and basically changed everything, from the user experience to the layout to the way you find and follow people and brands.

Sigh.

I am a heavy Snapchat user in my personal life. In my role as a library marketer, I am in charge of posting and data analysis on the platform. So I’m on it many times a day. I’ve also taken part in #ChatSnap on Twitter (it’s a weekly chat about Snapchat!) and I’ve read Chelsea Pietz’s book, Talking in Pictures: How Snapchat Changed Cameras, Communication, and Communities. I’m familiar and comfortable with the platform.

My first impression of the change was this–Snapchat is moving back to its original mission of promoting personal connections and conversations between individuals. Which is not good news for most brands. Most companies are preparing for a pay-to-play move by Snapchat. I expect that, at some point in the near future, Snapchat will offer marketers the chance to buy their way into the main feed of their followers and those who don’t pay will get little or no organic reach (think Facebook).

But for now, we should all be moving our libraries in a new direction to work better in the updated Snapchat. With the change, getting personally connected to your followers is now even more important. That’s because the new Snapchat algorithm sorts a users’ feed based on the people they interact with most often, putting the most frequent connections at the top of the feed. So, if you are talking and having conversations with your followers, they’re more likely to see your stories posts. If you don’t take the time to engage personally with users, you’ll be pushed to the bottom of the feed.

This is not to say that you need to engage with every single user every single day. My personal way to approach this is to send Snapchat messages or chats once or twice a week to a group of users. I do it alphabetically so it’s easier to keep track of who I’ve messaged. I might just ask a question like, “What are you reading this weekend?” or “Did you know you can get a passport at the library?” and then send it to 20 or so followers. Even if they don’t respond, the very act of reaching out from my end is enough to bump my stories up in their general feed. It literally takes five minutes of my time.

My Library is still appearing in the main feed for our users. This is also true for the long list of libraries which I follow on Snapchat. I’m not exactly sure why libraries are distinguished as friends instead of brands, which are now in the Discover tab, but I’m not going to complain or bring attention to it!! I haven’t seen any drop in the number of views on my posts to the Library account.

And for all the talk that the change will drive users away from the platform, data shows us usage hasn’t dropped. Stifel’s social media usage tracker shows Snapchat’s audience reach dropped by only about 0.1 percent in February. In an article posted in US News and World Report,  Analyst John Egbert says Snap seems to have lost only about 90,000 of its 187 million global daily active users in February. 18 percent of U.S. social media users are on Snapchat and users spend an average of 30 minutes a day on the platform. That number is higher for millennials. You can get updated Snapchat user stats here. It’s pretty fascinating and when I feel like I might be wasting my time on the platform, I just read these.

The bottom line is libraries should still be active on Snapchat. But it shouldn’t be your top priority. There are other platforms–namely Facebook and Instagram–where your time is better served. Use Snapchat to share videos of special occasions, news about new books, profile a Book of the Day, and practice your video and storytelling skills. Don’t devote major resources to it.

A post I wrote about Snapchat last year still applies and you can use it to help you brainstorm ways to connect with followers on the platform. It is important to have a presence of some sort on Snapchat. If you haven’t yet claimed your account, you should. You should be posting at least once a week. And you should offer to answer questions or provide help to your followers on the platform. We have to go where our cardholders are in order to best serve them.

Subscribe to this blog and you’ll receive an email every time I post. To do that, click on “Follow” button on the bottom left-hand corner of the page. Connect with me on Twitter and Snapchat–it’s where I talk about library marketing! I’m @Webmastergirl. I’m also on LinkedInInstagram and Pinterest. Views in this post are my own and do not represent those of my employer.

Get Your Pinterest in Shape for the New Year!

This post is part of a series on revamping and re-evaluating your library’s social media platforms. At least once a year, you should look at your library’s LinkedInFacebookTwitter, and Instagram accounts and do the following:

Clarify your library’s social media goals.

Audit the current status of your library’s social media accounts.

Set new social media goals to move your library’s overall strategy forward.

Improve your library’s social media profile

There are many libraries doing a lot of things right on Pinterest! Some of my favorites are:

The Somers Library in New York.

Bellevue University Library in Nebraska.

Kansas City Public Library in Missouri.

New York Public Library, of course.

And the list goes on and on.

My library gets a tremendous benefit using Pinterest as a promotional tool. We’re very specific in our use. With a strategy to our pinning, our library’s following on Pinterest has grown by 400 percent! Each month, Pinterest drives an average between 20 and 60 percent of the traffic we get to our website. Sometimes, it’s the highest source of traffic from any social media platform we use. It’s powerful!

As you approach the next season of the social media calendar, you can tweak your current Pinterest board to improve results. Or, if your library is not on Pinterest yet, use this guide to create a profile that will drive traffic to your website, increase awareness of your library, and surprise and delight your Pinterest followers.

Audit your current boards and pins and optimize for search. Pinterest is a search engine and it works on an algorithm, like most social media platforms these days. So you’ll want to make sure all your Pins and boards are optimized for search so users can find you. Clever board names are fun, but they might also hurt you in your Pinterest search rankings. So consider changing board names to more closely match things that book lovers and readers might search for. For instance, a good name for a board full of recipes is Book Food, Food Inspired by Books, Literary Food, and Food to Eat While Reading.  Next, check the description of each board to make sure there are searchable keywords. For instance, before this fall, my library used literary quotes related to the board topic as our board description. And while that’s clever, it doesn’t help our followers or potential new followers to find us. So we changed our board descriptions to be more instructive about what we were pinning.

Finally, go through each Pin on every board to make sure every link works. Delete any Pins with dead links. Next, replace the URL’s of the remaining Pins to drive traffic to your website when applicable. For example, if you have re-pinned a book from someone else’s feed, replace the URL with a link to the book in your collection, so that anyone interested in the book can place a hold right from your Pin. For each Pin, re-think the description section and make sure you are using keywords words to make sure your Pins are seen by the right users.

Eliminate Pins and boards that aren’t driving traffic. Pinterest now penalizes users who have Pins and boards that aren’t being shared. So you’ll need to do some weeding. This is time-consuming but essential. I started weeding our boards more than a month ago. I spend about two hours a week on the task and I’m still not anywhere close to being finished. But it’s already working. Traffic to our website is slowly creeping higher and our remaining Pins are getting more traffic. Do your weeding during a part of your day when you need to just do something mindless for 15 minutes or so, to give your brain a break. Before you know it, you’ll make significant progress.

Use the new Sections option on boards to make your Pins easier to find. This is an update for Pinterest and it’s pretty darn awesome. You can create genres for boards (fiction, nonfiction, memoirs, cookbooks, etc.) which will help Pins get found and users find what they want more easily.

Pin NEW books from your collection. Every. Single. Day. Pinterest users love to find out about new books using the site and libraries are perfectly positioned to give that information. Every day at my library, we go through the new arrivals feed on our website and find the books that already have a holds lists–a holds list before distribution is a sign that there is a demand for that books. We Pin those in-demand books onto our New Books board. One note: make sure the book cover you Pin is as big as possible. If you have Overdrive, you can use their website to find large covers for most books. The bigger the cover, the more successful the Pin will be.

Keep an eye on changing demographics. Pinterest says about 60 percent of women and about one-third of millennials use Pinterest. And men are the platform’s fastest-growing follower segment. So when you are pinning content, keep this research in mind.

Here are more resources:

Best Pin sizes for Pinterest

Pinterest predicts top 100 Pin trends for 2018

Subscribe to this blog and you’ll receive an email every time I post. To do that, click on “Follow” button on the bottom left-hand corner of the page. Connect with me on Twitter and Snapchat–it’s where I talk about library marketing! I’m @Webmastergirl. I’m also on LinkedInInstagram and Pinterest. Views in this post are my own and do not represent those of my employer.

 

Get Your Instagram in Shape for the New Year!

This post is part of a series on revamping and re-evaluating your library’s social media platforms. At least once a year, you should look at your library’s LinkedInFacebook and Twitter accounts and do the following:

Clarify your library’s social media goals.

Audit the current status of your library’s social media accounts.

Set new social media goals to move your library’s overall strategy forward.

Improve your library’s social media profile

Let’s talk about Instagram. The platform has 800 million users worldwide, likely including thousands of your cardholders. Time spent on the platform is up 80 percent this year! And most of the users are under the age of 30. That’s the demographic most libraries are desperately trying to reach.

So if your library is not on Instagram, it should be. And if your library is on the platform, it’s time to plan for how you’ll put it to better use next year. My library recently laid out our plans for Instagram for 2018. Here are some of the ideas we’ll be implementing next year, based on expert advice and current trends.

Start using stories. START USING STORIES. This is the most important point I’m going to make in this post and I really cannot emphasize this enough. Stories are the key to making your Instagram account successful and if you merely post photos and don’t do stories, you might as well not post on Instagram at all. Plus stories are now available on the desktop version of Instagram so your followers can watch literally from any device. What are you waiting for?

Make a commitment to post once a day. Consistency is the key to making it work. The more consistently you post, the more your posts will show up in the feed of your followers, and the more your followers will engage. It’s that simple.

Photos are still king on Instagram. Social Media Today says photos get 36 percent more engagement than videos on Instagram. That’s not to say that you should never post videos. Videos are great if your subject is a moving object or visually engaging. My recommendation is to try a ratio of three photos to one video in Instagram posts. Video adds variety and keeps your followers interested in what you are posting on the platform. But if you haven’t ventured onto Instagram yet because you’re worried you can’t shoot quality videos, don’t be. Do photos. There are plenty of beautiful pics happening in your workplace every day and your cardholders will like and comment on them on Instagram. And on that note…

Imagery is key. We work in a building full of beautiful images-shelving, stacks of books, interesting works of art, and more. I’m not a visual artist but I can still see there is tons of imagery in the library and social media experts say posts with striking visual imagery will be popular on Instagram in 2018. Libraries are ripe with fantastic images… a person reading a book against a sunlit window, a messy stack of books in the book drop waiting to be checked in each morning, a shot from the drive-thru window looking out on a busy street. Take a moment to admire the beauty of your building, your co-workers, and your job… and then capture it on your smart phone and share it with your fans!

Try branded hashtags. They’ll help you keep track of your post engagement and they’re a way to give your post some visibility in the feed. Plus, working your library’s name into a hashtag and using that on every post drives home your brand image in the mind of your followers over time.

Post with a location tag. Using the location tag is easy and the latest statistics from Social Media Today show a location tag increases user engagement by 71 percent.

Further reading:

Instagram statistics to keep in mind for 2018

Three secrets to delight your Instagram followers

Subscribe to this blog and you’ll receive an email every time I post. To do that, click on “Follow” button on the bottom left-hand corner of the page. Connect with me on Twitter and Snapchat–it’s where I talk about library marketing! I’m @Webmastergirl. I’m also on LinkedIn, Instagram and Pinterest. Views in this post are my own and do not represent those of my employer.

 

 

 

Get Your Library’s LinkedIn in Shape for the New Year!

This post is part of a series on revamping and re-evaluating your library’s social media platforms. At least once a year, you should look at your library’s Facebook and Twitter accounts and do the following:

Clarify your library’s social media goals.

Audit the current status of your library’s social media accounts.

Set new social media goals to move your library’s overall strategy forward.

Improve your library’s social media profiles.

There are not enough libraries-particularly in the public and academic sectors-using LinkedIn to reach cardholders. This particular social media platform has a lot of potential for great content marketing. It’s also a great place for personal connections with your cardholders because the audience is smaller and more focused on specific wants and needs like job improvement, workplace issues, self-help ideas, and personal growth. So here are some easy ways to improve your library’s presence on LinkedIn. And if your library is not yet using LinkedIn, try these easy ideas to develop a presence there.

Think about the kind of cardholders who will connect with you on LinkedIn and make your profile all about serving them. Don’t use your library’s LinkedIn to brag about your library. Your LinkedIn followers will want to see ways that your library can help them to better their careers. So give them information about books, classes, and events geared toward improving their professional lives.

Use relevant keywords in your profile summary and your posts to make your page easier to find in search. Words like library, career help, career classes, career books, self-help books, job hunt, shared workspace, and the like will help people find and follow your page. LinkedIn has a robust search engine–put it to work for you!

Post several days a week. That’s right, your library doesn’t have to post every day. But having a strategy to post two to three times a week is important. LinkedIn works on an algorithm and keeping up regular posts ensures that what you say will show up regularly in the feed of your connections.

Share news that is job and career-related that doesn’t come from your library. Like other social media platforms, curated content is important on LinkedIn. It’s perfectly acceptable for one or two of your posts each week to be non-promotional. In fact, your cardholders will begin to see your library as a true source of career and job information if you curate and share content.

Profile your workers. This tactic has been successful for our library. Once a week, we do a Worker Wednesday profile where we highlight someone working in the library–from the janitors all the way up to senior leadership. We get the most engagement from these posts and they’re easy to do. All you need is a photo and two lines–we usually ask staff to tell us why they like working at the library and what they’re reading now.

Post library jobs on LinkedIn. That’s right, you can use the platform to help drive qualified candidates to your Human Resources department! Users of LinkedIn are engaged in their careers, so what better audience?

More resources to help!

Why LinkedIn is a Hot Social Network

Important Stats about LinkedIn Use

How to Create a Company Page and Best Practices

Subscribe to this blog and you’ll receive an email every time I post. To do that, click on “Follow” button on the bottom left-hand corner of the page. Connect with me on Twitter and Snapchat–it’s where I talk about library marketing! I’m @Webmastergirl. I’m also on LinkedIn, Instagram and Pinterest. Views in this post are my own and do not represent those of my employer.

 

Get Your Facebook Page in Shape for the New Year!

This post is part of a series on revamping and re-evaluating your library’s social media platforms. At least once a year, you should look at your library’s Facebook and Twitter accounts and do the following:

Clarify your library’s social media goals.

Audit the current status of your library’s social media accounts.

Set new social media goals to move your library’s overall strategy forward.

Improve your library’s social media profiles.

Let’s focus on Facebook. The social media platform is likely the flagship of your library’s strategy. Most of us have a large following and spend most of our social media promotional energy on Facebook, so we want it to be as effective as possible. As you look forward to the next 12 months, consider these ideas for increasing your Facebook effectiveness.

Schedule regular page audits to make sure every feature on your Facebook page is in your brand voice AND is working to move your library’s overall strategy forward. Remember, everything you do in library marketing should be part of a commitment to work toward the overall goals of your library. So every part of your page needs to be within your library’s character and voice as much as possible. You want people to recognize your library as your library, even when they are not in your building or on your website. The wording, visuals, and terminology are important. Check to make sure everything matches your overall tone and character.

When Facebook gives you the option to customize, take it! Update your “about” section. Check the call to action button on your page to see if it’s working for you or if there’s another option that will be better for your library. My library uses “Contact Us.” New York Public Library uses “Donate.” Columbus Public Library says “Sign Up.” Boone County, KY public library says “Learn More.” Choose whichever works best for your library’s strategy.

Change your cover photo or create a cover video to add extra visual flair to your page. I create a schedule to change the cover photo to match major system-wide library initiatives. You can use Canva or other graphics editing software to help you create beautiful and inviting cover photos. Or you can shoot a video and post that as your cover photo to increase engagement.

Edit your sidebar options so that the most important calls to action are toward the top.

Check your photo arrangement to make sure you are showcasing photos that really help your library. Facebook’s default position is “most recent content” but even when that option is checked, it may still show some older post photos (this was the case for my library–silly algorithm!) I prefer to select “featured content” and then “change featured photos” so I can select which photos show on the page. Pick shots which are timeless and interesting.

You can make a similar choice to show certain videos on your page. There’s no “featured content” option on videos so choose “most recent.”

Set up auto responses so any cardholder who sends you a message gets an immediate response. If your library gets a lot of Facebook messages during off-hours, this can be very helpful. There’s nothing more frustrating to a cardholder than sending a help message and getting no response for hours or days. Our library’s auto message says, “Hi! Our Facebook page is staffed Monday-Friday, 8:30 a.m.-5 p.m. We’ll respond ASAP during this time. If you’ve contacted us outside these hours, try our 24/7 online chat! It’s available on our website at CincinnatiLibrary.org. Thank you!” Create a similar message to direct people to places where they might find an immediate answer to their question and will help improve your responsiveness without committing more staff and time.

Post 360 photos and videos to boost engagement. Instead of using two-dimensional photos or standard videos of things you wish to promote,  use 360-degree photos and videos to create an in-person experience. This feature is a lot of fun if you have an architectural space that is visually appealing, like an atrium, an auditorium, or even the stacks. It doesn’t take much effort or fancy equipment. Just use your smart phone, a 360-degree camera or 360-degree photo app to take your photo. Follow the same conventional process for posting a two-dimensional photo. Facebook will convert your photo, making it a 360-degree experience for cardholders. Cool, right?

Subscribe to this blog and you’ll receive an email every time I post. To do that, click on “Follow” button on the bottom left-hand corner of the page. Connect with me on Twitter and Snapchat–it’s where I talk about library marketing! I’m @Webmastergirl. I’m also on LinkedIn, Instagram and Pinterest. Views in this post are my own and do not represent those of my employer.

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