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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 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.

Three Secrets to Delight People with Your Library’s Instagram

So, Instagram is a thing. A REALLY BIG THING.

700 million active users each month.

400 million active users each day.

250 million active users of Instagram stories each day.

4.5 billion photo likes each day.

59% of internet users between the ages of 18 and 29 and 33% of internet users between the ages of 30 and 49 use Instagram.*

In the crowd of millions who use and love Instagram, there are tons of library lovers, particularly in the younger demographic. There is huge potential for libraries on this platform. I’m not saying you should ignore other social media platforms and switch all your focus to Instagram. But libraries aren’t using it enough, and that’s a missed opportunity. We should focus more on Instagram!

I really love the Cincinnati library account but I cannot take any credit for it. It’s managed by two people in our marketing department–our social media specialist and our assistant, who happens to have a great eye for art and photography. Our staff talks about our social media platforms, our strategy, and goals once a month and we are always looking for ways to improve. We’ve used these three easy tips on our Instagram to improve our posts and get more engagement and they work. Now I’m sharing them with you so you can have success too.

Start using Instagram stories. At our library, we noticed that organic engagement of our regular Instagram posts is tied to our use of Instagram stories. The more we use Stories, the more people see our regular Instagram posts. We have noticed that you don’t have to use Stories every day, but you do have to use it a few times a week to see better results in your organic posts. And it is a chance for you to exercise your creativity!

If you use Snapchat, you’ll be able to jump in and create Instagram stories right away–it works nearly the same way. If you’re new to stories, start small and be positive. Stories are a chance for you to be creative. Think of something you’d like to tell your customers and break it down into three or four sections. You can even plot out your idea using a storyboard or an outline to help you save time when you start shooting. An easy story idea is the journey of a book from the stacks into the hands of a cardholder.  Shoot the book being taken off the shelf, rolling on a cart, going through the processing line, and then popping up on the holds shelf. How about a behind-the-scenes look at your drive-thru window? Or a peek at how your materials and selections department buys a book? There are so many interesting stories at your library and most of them can be broken down into three or four pieces of interesting video.

Don’t use your stories feed to talk directly to your audience… in other words, don’t post headshot after headshot of someone talking into the camera about something library related. Instagram is not the place for talking heads. The audience wants feel-good, “the world is a beautiful place” stories. Focus on showing your customers what makes your library and its workers and customers beautiful and different.

BONUS TIP: I’m a big fan of redistribution of content–who has time to shoot video more than once? Save each section of your Instagram story on your camera roll and then upload them to a folder on your desktop as soon as you get back to your desk. You can use a simple editing tool (here’s a great list of free video editors) and put together a longer piece to post later on YouTube, Facebook, or your own library website.

Really research your hashtags. Many library marketers feel lost when it comes to hashtags or they don’t spend enough time thinking about them. But they are the one tool that will help people who don’t know you’re on Instagram to find you. They’ll also help your avid fans see more of your posts.  My favorite free hashtag research tool is Hashtagify. The easiest way for me to explain how it works is to show you an example. I did a search of Jane Austen and got this great graphic, which shows me all the top related hashtags I can use in a post about my favorite classic author.

 

I would suggest that you keep the number of hashtags you use to five or less. The less cluttered your caption is, the more engagement you’ll get. You should also check each hashtag before you use it to get a sense of how “crowded” it is. I like mixing my hashtags up with a few popular and a few rarely used ones. This helps increase the chances that someone will be able to find your photo!

Think through your caption. There’s no right or wrong length. You can take up to 2200 characters so if you have something really fascinating to say or a big announcement to make, you don’t have to limit yourself. You really need to focus on providing context about the photo. It’s okay to write out your caption before you post if it helps you to think through the process. Stay within your library’s brand voice and use conversational words, not library industry language. You should also experiment with emoji’s, which help to communicate the mood or feeling of the photo and are eye-catching!  And if you’re talking about a follower or another organization in your caption, be sure to tag them for extra reach and engagement.

Do not use a call to action in your caption every time you post… I think doing that makes you seem pushy. But sometimes it makes sense, like in this recent post by my library for National Library Card Sign-up month.

Have you seen a library account doing great things on Instagram? Are you really proud of what your library has done on Instagram? Let me know about them in the comments section for a future post! For more inspiration, I found this in my research for this article. 12 Must follow Library Instagram Accounts.

*Thanks to Omnicore for these stats. See more here.

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.

 

Attack of the Clones: How To Protect Your Library from Fake Tweets

Today’s post is a warning. It’s also a reminder to keep diligent about a very important part of library marketing–the security of your social media accounts.

First the warning. There is a new website that allows people to generate fake tweets which look like they come from your library. The website is called Tweeterino and I’m not going to share a link here because I don’t want the site’s url to get crawled by the Google keyword search engine. That would only strengthen its presence on the web. A quick Google search will lead you to it.

This kind of thing scares the you-know-what out of me, if I’m being honest. Internet security is already tough. I wrote a piece on the importance of shoring up your social media accounts with best practices on how to do that. Here’s the truth: most of us think a social media security breach will never happen to us. We couldn’t be more wrong. Imagine the nightmare of having your library’s accounts compromised and someone posting all manner of things IN YOUR LIBRARY’S NAME.

And of course, this new website makes it easier than ever. It appears Tweeterino does not actually post the Tweet to your Library’s Twitter account. It’s merely a clone, not a hack. However, I don’t think it makes much difference. The potential for damage is the same. Someone could post a malicious or fake Tweet while posing as your library. The tendency for people, and the media, to take Tweets as a first-person source of accurate information would be devastating. It’s already happened to celebrities. The story in this link was reported after someone saw a tweet from Rob Kardashian.  Except it wasn’t from Rob… it was from Tweeterino.

Impersonation accounts can damage the reputation your library has worked hard to build. It is the social media equivalent of identity theft. There doesn’t seem to be a way to stop trolls from creating these fake Tweets in your library’s name.  If it happens to here, here’s what should do:

Take a screenshot. You will need the fake Tweet for evidence.

Report the attack to Twitter. The social media platform does take reports of impersonation seriously and has a form to help you start the process. Report it right away. Most people who use the form say Twitter responds within 48 hours.

File a second report with Twitter for trademark or logo violation. Twitter is very responsive to these requests, provided your library logo is trademarked. Trademarking a logo is simple process. You can use the website Legal Zoom and have your library’s logo trademarked for about $200.

And how can you prevent such an attack from happening?

Monitor all mentions of your library on social media. I know this is time-consuming and, to be honest, many organizations–even big-name brands–relax their diligence over time. If you use Tweetdeck, Hootsuite, or Sprout Social, you can set up monitoring within the software–all have tutorials on how to do that. You can also set up Google Alerts and search the web for a host of other free social listening tools…. there are a wide variety for you to choose from, based on your needs.

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.

 

 

Why Did People Go Crazy Over This Social Media Post?

Sometimes, luck shines on the hardworking marketer and all the stars align to hand you an unexpected victory.

This happened to my library recently.  One of our branches held a stuffed animal sleepover. I’m guessing someone in your library system has done this before–it’s a pretty popular program.  Kids drop off their stuffed animals at the library branch for an overnight stay and branch staff stage activities for the stuffed animals and take photos so the kid can see their little friends having fun at the library. This particular branch passed all the photos on to our Marketing Department and we put them up in a Flickr album for easy distribution. We posted a link to that album on our Facebook page.

And then the public went nuts. We had a ton of engagement, turning this into one of the most successful social media posts of the year so far, with more than 17,000 in organic reach, more than 1,000 post clicks and 431 likes and shares!

I asked out library’s social media specialist, Adam Baker, to help me dissect the post in hopes that we all can learn something from it.

Tell me about why you decided to go with the format you used–Flickr album link on Facebook? Did you put it on other social media sites?

I’ve found, in general, Flickr links work well for a large amount of photos. Uploading the photos and creating a Flickr album allows me to generate a link I can share across all social platforms. Plus, a Flickr link has built-in metadata that produces an attractive preview on the page. That automatic preview gives the user an experience native to the platform it’s shared on. Users can easily click directly into the Flickr slide show from the preview. It’s just a nice way to keep photos organized, and the fact it’s so user-friendly on the sharing side, makes it a double win.

What kind of response did you predict you would get?

This stuffed animal sleepover event is an annual event at one of our branches. I’ve shared the photos via social media for three years in a row now. They’ve always been relatively successful because it’s something different and interesting. But I never expected the response we got from the Facebook post this year.

Why do you think the post was so popular with our followers?

I come from a TV news background. I remember in journalism school our professors teaching us what makes something newsworthy. I use many of those factors when picking good social media content. One of the reasons something is newsworthy is if it is a novelty. The stuffed animal sleepover definitely falls into that category. It’s original, even a bit unusual. I think that’s the reason these photos always perform well. I think the reason it was such a hit for us this year was due to the fact we had an extra unusual photo featured as the album cover. The stuffed animals are sitting around in a circle. One Facebook fan commented it looked like they were conducting a séance. The user meant it in jest — but it goes to show you it made people do a double take. Anytime you have content that makes people stop mindlessly scrolling through all the noise online and actually click, you’ve got a winner.

How surprised were you at the response?

I was very surprised it did so well. It was our most successful post that month and one of our best posts ever. I am pleasantly surprised that a post we’ve done very similarly for three years paid off in a big way this time around.

Did the response lead you to think about changing the way you format or program future social media posts?

I think it reinforced what I already knew. You have to be a little outside the box to get noticed. It’s a good reminder to experiment and have fun. You never know when that one silly post is going to be a game changer.

The lesson here? You never know what kind of social media post is going to resonate with your audience!

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, Slideshare, Instagram and Pinterest. Views in this post are my own and do not represent those of my employer.

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