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Worries in the Library World: Here are Answers to Your Four Biggest Library Marketing Concerns Right Now!

Photo Courtesy Public Library of Cincinnati and Hamilton County

A few weeks ago, a good number of you were kind enough to respond to this question, “What is your biggest library marketing concern right now?” As you can imagine, many of those worries are not all marketing related. In fact, as the responses came in, I realized they all fell into one of four categories: delivering a clear message about reopening and new safety precautions, keeping everyone safe, dealing with angry patrons, and communicating the library’s value.

I decided to research resources to help library staff tackle each of these concerns. I also mixed in a little of my own advice, gathered from my experience as a former public library staff member and my current work consulting with library staff.

I’d also love to hear your tips for dealing with these four concerns. If you have advice to add for your fellow library staffers, please share it in the post comments.

Clear messaging 

Libraries are struggling to make sure everyone understands the new expectations for library service. Many libraries have fragmented social media accounts, with different branches or departments running their own Facebook pages and Instagram feeds. That makes the job twice as difficult.

Messaging is the most important job for libraries right now. Before anyone posts anything on social media, you must do one thing: Create a core set of talking points. Commit to repeating them on every promotional platform. 

Write posts word-for-word and send them to any staff handling social media accounts. Tell them to copy and paste the message into their pages to maintain consistent wording and calls to action. 

You’ll also want to use your core messages on signage, in emails, and in your videos. If you do live virtual events, ask staff to repeat the message before they go into their main program.

It’s going to seem redundant to staff. But a consistently repeated messaging campaign works. Remember, research tells us that people need to hear a message seven times in order to remember it and take action. 

And a consistent and clear message now will have long-range benefits for your library. It will reduce frustration and anger from patrons. And it will position your library as a strong yet calm institution with a plan to provide the best library service possible while keeping everyone safe. People will remember the way your library handled this crisis when it comes time to ask for funding later.

Keeping everyone safe

Health and library organizations have worked tirelessly to create guides for reopening. Some of my favorites are The Safe Work Playbook from the Toledo Lucas County Public Library, the Reopening and Working Safely Guide from the Idaho Commission for Libraries, and the Service Recovery Checklist from the Australian Library and Information Association. There is also guidance available in this article from Library Journal. 

If your managers haven’t communicated their plans for keeping you safe, now is the time to ask. If it’s your job to figure out the new protocols, first check your local health authorities for their mandates. Your library will need to follow those rules. Next, check with you state library association for guidelines. Many library consortiums are also putting together suggestions and holding virtual meetups to talk about the best practices for library reopening and safety. 

Dealing with angry patrons

This may be the most frequently expressed fear among library staff. A recent episode of the Library Marketing Show centered on this topic: Tips for Dealing With Angry Patrons When Your Library Reopens. I also recommend this webinar from RAILS (Reaching Across Illinois Library System) and this recent article from American Libraries magazine. Scroll down to the second half, which is all about libraries are dealing with staff anxiety.

Proving the library’s value

While you are knee-deep in reopening plans, there is another messaging mission your library must now champion with fervor. You must make sure the public and local lawmakers realize how valuable you are.

The pandemic has taken a toll on the economy. We may not be able to grasp the full extent of it now, but it will surely affect libraries, to the detriment of our communities. Messaging that emphasizes the value of the library is vital to our survival as an industry.

You must make sure the public knows how hard your staff was working while the building was closed. Did you help people file for unemployment? Did you help parents with remote learning? Did you help small business secure PPP loans to pay their workers?  Did you provide comfort and distraction to communities on lockdown?

Tell people what you did. Emphasize the ways your library helped with the economic recovery and the mental well-being of your community. Talk about how quickly you pivoted to online services and how your audience responded.

We must start letting people know about all the fantastic things we do when we are physically reopened. We must work a value-oriented message into everything we put out into the world. We must repeat these messages, over and over again, to drive home the point.

Libraries are too humble about their work. It’s a virtue that may lead to our downfall.

For more inspiration, read this post: Marketing is Not a Dirty Word! Why Libraries Need to Promote Themselves Now, More Than Ever

Latest Book Reviews

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The One Social Media Shortcut That Can Tank Engagement and Cost Your Library in a Pandemic–or Anytime!

I know work is hard right now. But there is one time-saving social media marketing technique that libraries should avoid at all costs.

Libraries should avoid cross-posting on social media. Cross-posting is when you post the same text and graphics in a message across multiple social media networks.

I get why many libraries cross-post. Cross-posting is easy. It saves time and energy. And library staff have a lot of work to do. Even when there is no pandemic to deal with, librarians are often asked to take care of marketing along with their regular duties. But the detrimental effects of cross-posting outweigh any time you might save doing it.

Why cross-posting is a bad idea

Cross-posting is a bad idea because social media platforms are different. They have different standards for post length, image size, hashtags, links, and captions.

For example, LinkedIn is more copy-heavy and formal. Instagram is more visual and informal. Twitter is more suited to short quotes, threads, and GIFs. Pinterest is graphic-heavy. One post with the same text and photo can’t be all those things.

An image you post on one platform may not be sized for another platform. It may end up stretched, pixelated, or squished. This will hurt your ranking and engagement.

Speaking of engagement, the metrics are different for each platform. On Facebook, you’re aiming for likes, comments, and shares. On Twitter, you want retweets and replies. On Pinterest, you want comments and re-pins. One post can’t generate all those things.

Your followers are also different depending on the platform. Twitter users are overwhelming between the ages of 18 and 44. LinkedIn users are more likely to have a college degree than users of other platforms. 70 percent of Pinterest users are women. Every platform has a unique demographic with different needs.

When you cross-post, you risk looking inauthentic and spammy. Your posts will feel like they’re auto generated and robotic. It may look like you don’t care about what you post on your account or worse, that you don’t know you to use social media.

Your audience will respond negatively by not responding at all. That hurts your standing in the algorithm. It can have a negative effect on your reach.

What to do instead

Cross-promotion is better! Take your message and adjust it slightly to suit each social media platform. It’s much easier than it sounds.

First, you need a base message. What is the basic info you wish to convey? What is the action you want your followers to take? Answer these two questions in a two or three sentence nugget. This is your base message.

Then take that base message and adjust it for each of the social media platforms you wish to use. A tweak of a word or phrase here and there, an adjustment of an image, and a unique call to action are all you need to be authentic.

Westerville Public Library in Westerville, Ohio did a great job of tweaking this promotion for Twitter…

…and Facebook.

Here’s another good example of cross-promotion from Barlett Public Library District in Illinois. This is their Twitter post…

..and the same message tweaked for Facebook.

Decide how much time your library is willing to invest on social media. Smaller libraries will want to concentrate on the platform or platforms that will give their library the most benefit. If you are pressed for time, pick the platforms that perform best for you or the platforms where the audience you wish to target is using. If that means you only post on one social media network, it’s okay. Quality is better than quantity.

Use a scheduling tool. There are plenty of free scheduling tools that will help you to share your social media messages without cross-posting. I have used the free version of TweetDeck for my personal social media for years. You can schedule lots of posts in advance and the metrics are great. I recommend it for libraries without the budget for scheduling software.

At my former library job, we had a paid account with Sprout Social. It was easy to use and had more cross promotion capabilities than TweetDeck. I recommend it if you have money for a paid scheduling platform.

More library social media advice

How #COVID-19 is Impacting Social Media Marketing and What That Means for Libraries

Self-Care for Library Social Media Staff in the Midst of a Crisis like #COVID-19

What Metrics Demonstrate Your Library’s Social Media Marketing is Working?

How to Reverse Engineer Your Library Marketing Social Media Audiences!

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The Five Most Pressing Social Media Problems Faced by Every Library Marketer

This may mean I’m weird but one of my favorite things to do is check for information about social media on the Social Media Today website. And I’m a little obsessed with their monthly statistics report, which they publish in easy-to-digest infographic form. I spend a few minutes each month looking that report over just to make sure my library is still justified in posting on social media. I can also get new ideas for library marketing engagement on social media based on trends. This is fun for me. So yeah, I’m weird.

Data is always helpful. But social media is moving target. And many library marketers are busy doing other tasks as part of their job descriptions. We want to use our time efficiently.  And we want to be effective.

I’ve gathered the most pressing questions about social media from some of my readers. Let’s lay out some answers and resources to help make your job easier.

What social media platforms should we post on? The answer to this really comes down to your strategy. What is your library trying to accomplish? Who is your target audience?

I love that monthly report from Social Media Today because it tells me why people use each social media platform. You can use that report to decide where you should post based on your library’s strategy and goals.

You must also consider how much time your library is willing to invest on social media. My library posts on Twitter, Facebook, Instagram, LinkedIn, and Pinterest because each of those platforms aligns with some portion of our library’s overall strategy. But I am not going to lie to you: that’s a lot of work. I’m lucky to have several staffers who work together to post. And it’s still really hard for us to keep up.

Smaller libraries will want to concentrate on the platform or platforms that will give their library the most benefit. Quality is better than quantity. It’s okay to only post on one platform!

Further reading

The Top 21 Social Media Sites to Consider

How often should I post on social media? Posting on social media is a scientific attempt. You should set a reliable cadence. You’ll want to be consistent with your posts. Track the results and adjust your posting schedule based on the results.

Based on our experience at my library, here’s what I recommend as a starting point:

Facebook: No more than once a day

LinkedIn: Once or twice a day

Instagram stories: At least once a day

Instagram feed: Two to three times a week

Twitter: Five to 12 Tweets a day, plus retweets and responses. On Twitter, you should repeat tweets at intervals. The feed is a moving target and unless someone is scrolling through at the exact moment your tweet goes out, they’ll miss it. Users rarely go to a page to see a library’s full schedule of Tweets!  It’s also okay to post 24 hours a day. There are people who are awake at 2 a.m. scrolling through Twitter!

Pinterest: Several organic Pins each day (something created by you and leading to your library’s website) plus as many curated Pins as you need to stay aligned with your strategy. An easy way to get those organic Pins onto your boards is to Pin the best new books from your collection. If you have a blog, you can also post content from that.

Further reading

How Often to Post on Social Media

The Truth about How Often to Post on Social Media

Does our library need to buy a Facebook ad to get any organic reach and, if so, how much should we spend? The short answer to this is yes. You’ll need to spend money on Facebook ads or boost your Facebook posts to see any significant organic traffic for your other Facebook posts. That’s the sad fact of it. (can you tell my enthusiasm for Facebook is waning?)

That said, you don’t have to spend much money at all. Most libraries can spend about $2-3 a day to boost a post or promote an event and see results. Facebook gives you a lot of control and help in choosing a target audience. As always, you’ll have to look at your library’s overall strategy to determine which posts to spend money on.

Further reading

Facebook for Nonprofits-10 Tips

Why Facebook is a Waste of Time and Money for Nonprofits

How can I get more followers on my social media accounts? Please stop focusing on follower counts. I want libraries to focus instead on engagement. It’s kind of like speaking at a conference. You might be thrilled at the prospect of talking to a huge group of people. But if half of your audience is yawning or looking at their phones, what is the point? It’s much more meaningful to speak in front of a small room of people who are riveted by what you have to say.

That’s how I look at social media followers. I don’t care how many followers my library has on any social account. I want people who want to engage with our content. Focus on shares, likes, and comments for posts and not the number of followers.

Further reading

Why You Social Media Follower Count Doesn’t Matter

Should we have a team of people posting to social media or should we take a centralized approach? I am an advocate of centralized social media posting. If you have one or two staffers who post to all your social media accounts, you can preserve the brand voice and protect the security of your accounts. However, one or two people cannot know everything that’s going on in your library system. So create a team of contributors, who send post suggestions, photos, and videos.

Further reading

Protect Your Library Social Media Accounts From a Security Breach

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How to Create a Social Media Strategy That Actually Works

The most effective, free marketing tactic in the library marketing professional’s toolbox is social media. Personally, I love it. I think it’s fun. And interesting. And despite the trolls, I’ve made some actual friends and professional connections in the social space.

For my library, it’s the easiest way to get our message to the masses. But with so many platforms intended for different audiences, it’s also overwhelming. Should you post on every channel?  What should you post? How often do you have to post? If you work alone, you need to be efficient. You don’t want to spend a lot of time experimenting with social media. You want to know what works, and how to be successful. You need goals.

A few months ago, Marcy Timblin, Public Relations Specialist at East Bonner County Library, sent me this email: “You always have such timely, comprehensive advice for getting the most out of social media marketing for libraries. I dream of putting it all together to formulate an amazing social media plan that I can implement – even though I am the “numero uno” social media marketer at my library district.”

I appreciate the vote of confidence. Really, any success in the social media space centers on strategy. A strategy lets you take your library’s overall strategy and use social media to make those goals a reality. But telling you to have a strategy and putting one together are two totally different things.

I am blessed with a social media specialist on my staff. Part of her job is to create and maintain our specific social media strategy. And it’s a big job. We’re a large library system (41 locations, 600,000 cardholders) and we post on multiple channels (Facebook, Twitter, Instagram, Pinterest, LinkedIn, and Tumblr). It takes time to sort out how to make each channel work for us. But we do have a process for creating a strategy. Here is how we do it.

Consider what you already know. Go through each of the social media platforms that your library already uses. Look at the analytics for those platforms. How are people using the platform? Which kinds of posts do they respond to?

Most platforms now offer analytics (Facebook is best by far) so you can evaluate success. And if your library is using a scheduling platform to manage your social media posts, you can use those analytics. For those libraries posting organically on platforms without the use of scheduling software, there are options for free analytics. Read this blog article to find one that works for you.

In this step, you are looking to replicate past success and trim past failures. You may find a platform you are using that is not working for you. Drop it. You may also discover a platform that is working really well for you. Concentrate your efforts there.

What are your library’s goals for the year? As with everything you do in library marketing, your social media work must be in service of advancing your library’s overall goals. So, get that list in front of you for the next two steps.

Create a mission statement for each social media platform. Look at your library’s goals for the year and what you know about each platform. Then write a one to two sentence mission statement for each of the social media platforms, lining up your library’s goals with the current audience for that platform. This mission statement should be something your staff and your cardholders will understand. Here’s an example:

LinkedIn: Discover career advice, business tips, and free resources that will help you succeed at work.

Twitter: Get regular updates on our collection, library events, and the literary and entertainment world.

Instagram: Photos tell the library’s story, one snapshot at a time.

And so on. Once you have created the mission statement for the platforms, you can create a persona for the people who will follow you on that platform. The mission statement and persona will help you visualize your audience every time you post. You’ll be able to connect with them because you’ll know who they are, and what they expect from you.

Experiment with scheduling. Look at your current analytics to see which time of day and day of the week work best for social media posts. Use that as a starting point for deciding when and how often you’ll post. Be consistent with your posts. And set a cadence that you know you can keep up with.

Track metrics and be flexible but not overly reactive. It takes time to achieve your library goals using any kind of marketing. The exception is social media. That’s because the platforms themselves are transforming and changing at a rapid and unpredictable rate. Algorithm adjustments and new features can throw off your strategy.

Here’s my general rule: keep an eye on changes in the social media landscape. When a big change occurs, like when Facebook changes its algorithm, sit tight for a while. Give it a month at least and see how the platform’s change affects your reach. Watch to see how your audience reacts. Watch to see how other brands adjust based on the change. Then, if you see your reach is changing negatively or positively, make the adjustment. Don’t wait until your strategy cycle (six-12 months maximum) is over to make your change. You’ll lose months of audience reach if you wait.

Never stop researching. I follow a couple of websites and podcasts religiously to keep up on social media trends. Of all the marketing tactics, that’s the one that takes the most personal learning upkeep! I rely on the Social Media Examiner Podcast, Social Media Today, Social Media Explorer, and Rebekah Radice.

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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