The #LibraryMarketing Show, Episode 175: Is this the end of social media marketing for libraries?? I know that’s a scary thought. (But, is it really?) There are signs that social media, in general, is not holding the audience’s attention as it once did. And that’s bad news for your library marketing.
In this episode, I’ll share my predictions and the four things you can do right now to move away from dependence on social media to promote your library.
Do you have a suggestion for a topic for a future episode? Want to nominate someone for kudos? Let me know in the comments.
Thanks for watching!
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The Library Marketing Show, Episode 132: It’s time to share the top headlines in social media, including updates for Instagram, Twitter, and Pinterest. We’ll discuss what these changes mean for library marketing.
Kudos in this episode go to the Clayton County Library System. Watch the video to see why they’re being recognized.
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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In this episode, we’ll share the latest social media platform headlines and break down what they mean for libraries. That includes a new scheduling feature for Instagram, a new, easy way for your Facebook followers to find your content, and new data on the use of Twitter by Gen Z.
Kudos go to the Invermere Public Library. Watch the video to find out why they were nominated by author Elinor Florence.
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!
Subscribe to this blog and you’ll receive an email every time I post. To do that, enter your email address and click on the “Follow” button in the lower left-hand corner of the page.
In this episode, I’ll share three easy design tips for your library’s social media graphics.
Kudos in this episode go to the Carmel Clay Public Library for turning a vacant supermarket into a super cool library space.
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!
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.
In 2016, the Public Library of Cincinnati and Hamilton County caught wind of a fantastic promotional opportunity.
I don’t remember the exact quote, but this is a paraphrase of a Tweet our library saw that revealed a local man’s big plan.
“My son and I are planning a big adventure. We’re going to try to visit all 41 Cincinnati library branches in one day. We’ll take a picture at each branch. Wish us luck!”
The father didn’t tag our library. Still, our social media manager found out about the plan by practicing social listening.
What is social listening?
Your library already tracks mentions, shares, comments, and hashtags related to your library. They record and analyze those engagement metrics to figure out the effectiveness of your library’s promotions on social media.
Social listening is a step beyond that.
Social listening is the purposeful search for conversations about your library on social media platforms, both the ones you are using to promote your library and the ones you are not using.
It’s not looking to see how your library’s marketing is landing. Rather, it’s looking to see the conversations that happen about your library between people who may or may not use your library or who may or may not see any marketing from your library.
Imagine if you could eavesdrop on the conversations people are having about your library when you’re not around. What do you think your community would say?
“That children’s librarian is a hoot. His storytimes are fun, even for the adults.”
“I cannot believe I have to create a separate login and password to use some of the library’s free stuff. It’s so frustrating and time-consuming.”
“Big interview on Monday. I could really use some help figuring out what kinds of questions they’ll ask and practicing my answers. There ought to be a service like that at the library.”
These three made-up examples illustrate the valuable information your library can uncover when it practices social listening.
Social listening will give you a clearer picture of how people feel about your library. You may be able to spot problems before they happen. And you will certainly spot promotional opportunities which you can amplify to connect to more users.
In the case of the father and son Cincinnati Library branch adventure, our marketing staff reached out to the dad. We told him we loved his plan and wanted to follow along. We ended up turning their marathon day-long quest to visit all our branches into a memorable cover story for our quarterly content marketing magazine, Library Links.
Read the story about the Grand Library Adventure
Free social media listening tools
If your library uses a social media scheduling platform, it will have the ability to integrate social listening into your dashboard in some form. Check the help section of the platform for instructions.
There are also free tools to help you with social listening.
Boardreader: This site searches forums, websites, blogs, and messaging boards. Type the name of your library into the search bar to find all the posts mentioning your library.
TweetDeck.com: This tool is run by Twitter and lets you monitor live feeds across the platform.
Also, read this post to see how to use Google alerts for social listening as well as catch media mentions of your library. If your library gets media coverage, you may find conversations about your library in the comment section of the story and on the social media pages of the media outlet.
What to monitor with social listening
You’ll want to set up your social listening tools to monitor:
Your library’s name and social media handle
Common misspellings of your library’s name and social media handle
Names of your services, especially branded names, like the name of your bookmobile, your Library of Things, your summer reading program, your storytimes, etc.
Common terms associated with libraries like reading, librarian, book drop, etc.
The names of senior leaders like your director and board members
The names of your branches and locations
Opportunities to gain from social listening
Social listening means you can interact more with your community. Cardholders (and non-cardholders) may talk about your library but not directly tag you. If you are doing social listening, you will still spot those interactions.
You can also spot problems and trends. If you notice that a lot of community members are posting negative comments about a service, you can elevate that to senior leadership.
Social listening also means you’ll know more about your competitors. If you are “competing” with other organizations in your community or with for-profit companies that provide services similar to your library, you can use social listening to look for opportunities to position your library as a free and better alternative to those competitors.
Finally, social listening can also help you identify library advocates. They might be vocal about their support of the library. You want to connect with these people who already love your library and ask them to speak out for you.
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You don’t have to do a whole lot of searching to find stories of public relations nightmares caused by a social media scandal.
All it takes is one slip-up, accidental or intentional. A library employee creates an offensive post on an official account, shares confidential information, or lets their anger get the best of them… and you have a situation on your hands. Libraries have also found themselves the target of social media trolls, who take a thread so far out of control that it catches the attention of the community, the algorithm, and sometimes the press.
Libraries have enough to deal with. You don’t want these potential problems keeping you up at night.
Your library can implement two strong social media policies to help avoid these situations: one that lays out the guidelines for how your staff will use social media to communicate with the public, and the second that sets the rules for how your community interacts with you and others on your official library accounts.
In this post, we’ll make suggestions for what should be included in these two policies.
Internal library social media policy
Are library staff allowed to use social media at work?
Social media access during work hours can be beneficial to your library. A Pew survey found that 20 percent of people use social media to find information that helps them solve problems at work. And you’ll want your staff to feel free to promote their work and advocate for the library, even on their personal accounts.
Your staff social media policy should respect the rights of employees while protecting your library. Here’s what to include in this section.
Staff should be open about who they are and where they work when posting about the library.
Staff should be clear that their opinions are their own. State that you expect them to use good judgement, and be aware that their posts are permanent, retrievable, and public.
Staff should not disclose proprietary information about your library. For instance, they should not publicly disclose service costs, salaries, upcoming service changes, or future initiatives that have not yet been announced.
You will also need to address the use of personal devices for staff who post on the library’s official accounts. You may want to purchase a library-owned mobile device where all apps and content will be produced.
Finally, clearly state the procedures for when a staff member wants or needs to post something to your library’s official accounts during off-hours.
Which library staff members can post on the library’s official accounts?
Specifically outline which staff members will have authorization to create, maintain, and delete official company accounts.
You should also define who keeps track of passwords and where will those passwords be saved.
Include a process for granting access to new employees.
Finally, specify the procedure for securing your library’s social media accounts when a staff member leaves the library’s employment.
What content will be posted on the library’s social media channels?
Clearly state who will be responsible for developing and implementing your organization’s social media strategy.
Decide who will be responsible for making sure all posted content is accurate, how mistakes will be corrected, and what the approvals process will be.
Clearly define all relevant laws and regulations that must be followed for official library posts, including copyright, fair use, financial disclosures, and defamation.
Make sure your policy prohibits the use of plagiarized content, inappropriate jokes, obscene text and images, and discriminatory remarks on your library’s official accounts.
Most library staff are protective of patron privacy. But your policy will still need to include wording that prohibits staff from posting patron information.
How will engagement be handled?
Your policy should make it very clear who will moderate posts and comments. You’ll want to lay out scenarios for responding to customer service messages. For instance, what should a staff member do if someone sends the library a Twitter DM about a problem with their library card? What if someone posts a comment on Instagram complaining about how they were treated by branch staff?
Define the circumstances for when staff will be allowed to remove posts or comments.
Clearly state who will be responsible for recording and analyzing metrics for your various accounts and whose job it will be to adjust strategy or tactics as determined by that data.
Customer-facing social media policy
Your library should define expectations for followers on social media with a short policy which contains a few clear points. I’ve created a policy below which you are free to copy and customize for your library.
The Library encourages participation on all its social media platforms; however, we ask that users keep postings and comments appropriate for all audiences.
The Library reserves the right to remove any content that is deemed, in its sole view, to be inappropriate in nature. That includes posts that contain:
Obscene content or hate speech
Personal attacks, insults, or threatening language
Private or personal information, including phone numbers and addresses, or requests for personal information
Potentially libelous statements
Plagiarized material
Commercial, political, or religious messages unrelated to the Library or its social media postings
Solicitation of funds
The Library also reserves the right to ban or block users who violate this policy. The Library is not responsible for the content posted by others on its social media platforms. User content is the opinion of the specific author and does not necessarily represent the opinions of the Library.
Did I miss anything? Does your library have a social media policy that you are willing to share? Let us know in the comments below.
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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!
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.
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.
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.
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.
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A well thought out social media strategy is only half the battle for library marketers looking to reach audiences without spending budget. Once you decide who you will talk to, and what you will say, it’s time to figure out how to physically get those posts scheduled.
I’ve scoured the web for scheduling tools and tried them out to see which ones will work for libraries. Some tools are better for people who must share accounts with lots of contributors. Others work best for single person teams. Some work well for libraries posting on only a few social media platforms. Some are meant for larger systems with wide strategies.
My list does not include schedulers that only allow you to schedule posts on one platform, like Tweetdeck. That is inefficient for any library system. I also recommend some paid plans, but only the ones that offer the most features for the least amount of money.
Before we get to the list, I want to address a myth about scheduling social media posts. I’ve heard lots of marketing “experts” say that it’s wrong for brands to pre-schedule social media posts. Their argument is that a pre-loaded social media platform is inauthentic. I call bullshit. Your cardholders don’t care if you are posting something live or using a scheduler. If the post comes across as inauthentic, it’s because it’s not written well!
There are good, data-driven reasons for scheduling social media posts. If you’re watching the data and engagement of past posts, you can use your scheduler to give your audience what they want, when they want it. You don’t have to worry that you’ll forget or get distracted. Pre-scheduling also gives you time to create honest and meaningful text and graphics. It’s not lazy. It’s incredibly smart.
Now, there in one warning I must share about scheduling posts in advance. You may run into a situation where you’ve pre-scheduled a post and something happens that makes the post irrelevant. For instance, if you schedule a post to promote an event at a branch and then something happens that causes that branch to close unexpectedly. That’s just something to keep in mind as emergencies arise in your system. Your checklist of things to do in an emergency should include checking your pre-scheduled social media posts.
Here are the tools I think are best for social media post scheduling.
The free plan lets you schedule on three platforms. You can pre-load 30 messages at a time. My favorite feature is the boost plan. If you have money for social media ads, you can boost posts through Hootsuite instead of going to each individual platform. That’s super convenient. There are also analytics and free social media courses.
This site’s free plan also lets you post on three platforms. You can pre-load 10 messages per platform. It includes a link shortener, an image creator, and the ability to upload videos or GIFs. If you want more capability, their most basic “Pro” plan is $10 a month and lets you post on eight platforms and schedule up to 100 posts in advance. One note: you must pay the Pro rate for the analytics capability on Buffer. Analytics are not included in the free plan.
Their standard plan is the most robust I found in my research. For a little more than $8 a month, two team members can post on eight different channels. The plan includes analytics, the ability to pause and resume posts, a link shortener, and other features. There is a free plan, which lets one person post on all the channels, but you can’t schedule posts ahead of time.
This site’s free option gives you the ability to schedule on two platforms, with up to five posts on each platform. That’s not super helpful unless you have time every day to schedule posts or are not active on social media. However, the site’s bottom tier paid plan is $7.50 a month and gives you a ton of features– you can pre-load as many as 500 posts to five platforms. 10 people can also use the platform on this plan. I think that’s a good deal.
Crowdfire’s free plan lets one person post on the big four social media platforms (Twitter, Facebook LinkedIn, and Instagram) with up to ten pre-loaded posts per platform. But I would actually recommend the first level paid plan, call Plus. For about $7.50 a month, you get access to Pinterest and 100 pre-loaded posts, plus a pretty robust analytics tracker, hashtag recommendations, and no ads on the mobile site.
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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!
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