Week 15 Prompt Response
Promoting your library's fiction collection can be a real challenge, especially if the goal is to market the collection to people who do not regularly use the library or do not read. These audiences are especially hard to reach because they never enter the building, so all internal tools are rendered obsolete. In these cases, it may benefit librarians to literally look outside the box and see what the general population is engaging with daily. In this way, social media is an indispensable tool to the library and must be used frequently to reach new audiences. Posting read-alikes and new book lists on platforms like Facebook, Instagram, and X can reach a library's frequent visitors, who then share, like, and repost the library's posts so their followers and friends see them on their feed as well. Another popular avenue for libraries currently is TikTok. Some librarians argue that the popularized use of TikTok by libraries is pointless, as they are often reaching audiences beyond the scope of their district, but others feel it is necessary to remind the public that libraries still exist and offer so much to discover. Many state that TikTok is a way to keep libraries relevant, and posting library TikToks, such as new book showcases set to popular music on the platform, is a way to play the long game to get TikTok users to eventually visit their library (Kelley, 2022). If users remember their library's funny video about their newest Young Adult titles when driving by the library the following week, that may be an incentive to stop in, check out the books, and talk to the librarians about their hilarious online content.
Social media certainly has become a staple of library marketing and promotion, especially considering how essential advancements in technology are to the library world, but traditional paper can also be an incredibly useful tool for today's librarian. Monthly or bi-monthly newsletters mailed out to people living in the library district is an excellent way to share information about upcoming library events, but it also provides an opportunity to list the library's newest acquisitions. If the library already has a circulating newsletter, adding a section for new library materials or promoting a themed collection, like "Horror for Halloween" or "Cozy Holiday Romance" lists, can add a fun bit of fiction promotion to this tried-and-true outreach tool.
References
Kelley, L. (2022, December 30). Librarians are meeting younger readers where they are: TikTok. The New York Times. https://www.nytimes.com/2022/12/30/books/librarians-tiktok.html
I agree that social media is now a vital part of marketing strategies for libraries and is definitely a step on the right path in trying to attract those who aren't regular library patrons. While I personally am not as connected to TikTok, I can absolutely see its relevance for use in library marketing. And as you said, some may dismiss it for not reaching those within their district, but we should be looking at the bigger picture - if seeing any type of library post (whether it's for a library they can physically patronize or not), makes someone think about a library and go visit their own, then I consider that a win.
ReplyDeleteMaryanne (and Olivia, of course!),
DeleteMy immediate reaction to the idea of avoiding TikTok because it reaches people outside of our district is to think, "Oh, but what about the greater good of libraries as a whole?" I've had a similar debate at a library I volunteer in, regarding whether genealogy resources should be made accessible through the website. The argument that the people using it may not be taxpayers sounds slightly logical, on the surface, but I countered that those people may have been taxpayers in the district in the past, or may move back in the future, or their families may be current or past taxpayers.
We can choose to keep those materials accessible only in the building, but genealogy is all about connections and sharing the information encourages other libraries to do likewise and results in our patrons getting access to things they need as well.
Promoting fiction through social media that isn't targeted solely at our local residents still benefits our library as well, by creating a favorable impression of libraries for the public in general. We already apply the same principle of shared resources through reciprocity agreements and digital consortium memberships.
I also think using social media to promote libraries is a great thing! One library that really comes to mind when talking about social media is the Milwaukee Public Library. I see so many of their TikToks and their posts on Instagram. I have a few friends that have sent me multiple of their videos because some of them are hilarious! I think it keeps libraries relevant and like Maryanne points out, it keep it at the forefront of peoples minds. Whenever I look up a business I instantly go to their social media page. I'm hiring someone to put in a deck at my house so I looked up their socials to see if they had pictures of what they've done in the past. I've looked up bakeries to see if they have posted pictures of the food they offer. I think it could be the same with libraries. Patrons may check out their social media platforms to see what programs they are offering or what new materials they have gotten in.
ReplyDeleteI like how you are thinking. You focused on patrons who will never walk into the public library on their own. These are the ways that my library targets non-users besides mailing a regular newsletter and using social media:
ReplyDelete1- My library uses a service called Unique to mail new resident mailers to all new residents of our community inviting them to bring in their postcard in exchange for a library card. We briefly explain our services on the postcard.
2- My library has the $10,000 per month Google ads grant, which we use to push the library into Google search results. If you search “Romeo and Juliet” in my community, you will see an ad at the top of your search results suggesting that you check it out at the library. We specifically use the names of books that the high school and junior high make the students purchase to read in school. So, a parent searching for the title at the last minute may be enticed to make their first trip ever into the library.
3- My library uses a service called Collection HQ, which uses the address in our ILS to determine which neighborhoods have the biggest library users. Then, we target the neighborhoods with low library card sign-ups. We might reach out to the local coffee shop to table there and meet the residents of that neighborhood. With Polaris Leep, we can sign them up for a library card right there at Starbucks. We also might table at a train station the is close to an apartment complex that has high resident turnover to make sure each resident gets their library card.
4- Our village has concert events throughout the summer, where the library tables and offers on-site library card sign up. I have personally issued five library cards to community members at these events.
5- Our library offers free (weeded) books to doctors’ offices and the police to give to kids who are in need of a distraction while parents fill out paperwork or speak to an officer.
6- My library hosts monthly chamber of commerce meetings. At each meeting, we invite local business owners to apply for a business library card. If you own commercial property in our service area, you can get a library card.
One more thing that we do, that some have considered a barrier to service, is that we absolutely require all patrons using the meeting rooms and study rooms to have a library card. If they are eligible, they must get one. Very often, patrons who don’t have a library card will want to use a meeting room or study room to be with their friends, and this is how we leverage those relationships to convert local residents into library patrons.
I love all those ideas!!!
DeleteHey Olivia!
ReplyDeleteI also think that social media is a great tool for promoting a library's fiction collection. Sometimes while I am scrolling on TikTok, I will see posts by public library's. They are also light-hearted and seem to gain some attraction. This could be something great for the library that I work at!
Themed displays are so fun. I think they are a great way to show off some less popular materials, and it also adds some holiday spirit into the library. As a staff member, I would love to be in charge of selecting the materials for these displays!
Hi, making displays are a lot of fun. Less and less people are seeing them nowadays though as you said. Everyone is scrolling through their phones, so a librarian has to get creative with their social media posts to get that attention back.
ReplyDeleteWe also use social media to advertise to our patrons. The primary way we connect is through Facebook and Instagram. We haven't branched out to TikTok yet. I found it interesting that you start with people who do not read or use social media. We have a beginning computer class, and no one has shown up. The first thing I thought about was getting them into the library, such as advertising it at the Senior Center to help find people interested in the class.
ReplyDeleteSocial media is definitely a great way to promote. I had not really thought of Tiktok, but you make a valid point that even if it is seen by somebody out of the area, it serves as a reminder that library's exist.
ReplyDeleteI really like your suggestion of adding book recs to the library newsletter! I believe my library's newsletter includes new books, but going beyond that to showcase other titles or add genre selections could be a great way to reach more people about books they may not be aware of. I also agree with your comments about social media being a way to reach patrons who may not be coming into the library. I have come across a few libraries through social media and have found myself remembering their videos when browsing books, so there is definitely something to be said for keeping up with social media trends!
ReplyDeleteHi Olivia! I agree, social media is important. I'm a little biased because I run the Facebook page for my library branch! I love it when patrons interact with my posts, and I can attest that it makes a great difference. It took me a while to get the hang of it, but it's a great resource!
ReplyDelete