Facebook Marketing for Public Libraries

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Facebook Marketing for Public Libraries

  1. 1. Facebook Marketing For Libraries
  2. 2. About Me • MA Justice Studies – first studied social networks through lens of criminology (cyberbullying, images of child sexual abuse, etc.) • BA Political Science – now working for nonprofit, nonpartisan Live Free or Die Alliance on civic social engagement, particularly Facebook and deliberative democracy online
  3. 3. Why is your library on Facebook? • Increasing cardholders • Increasing checkouts • Increasing attendance at programs • Increasing awareness of library in community • Increasing use of online resources and/or website • Promoting access “If you don't know where you're going, I promise you won't get there.”
  4. 4. Meet Your Library’s Goals  Define your goal  Identify your audience  Choose your Facebook tools  Measure your results
  5. 5. Meet Your Library’s Goals  Define your goal  Boost New York Public Library card sign-ups in September  Identify your audience  Choose your Facebook tools  Measure your results http://sherpablog.marketingsherpa.com/online-marketing/nypl-social-media-marketing/
  6. 6. Meet Your Library’s Goals  Define your goal  Identify your audience  Residents of New York City  Choose your Facebook tools  Measure your results http://sherpablog.marketingsherpa.com/online-marketing/nypl-social-media-marketing/
  7. 7. Meet Your Library’s Goals  Define your goal  Identify your audience  Choose your Facebook tools  Solicit quotes from famous authors and celebrities about the NYPL, add famous quotes from the past, create 30 simple but colorful text images that can be posted on Facebook and created into postcards  Send best three postcard images to family libraries and staff to also post on Facebook  Measure your results http://sherpablog.marketingsherpa.com/online-marketing/nypl-social-media-marketing/
  8. 8. Meet Your Library’s Goals  Define your goal  Identify your audience  Choose your Facebook tools  Measure your results  Spike in “Talking About This” (likes, comments, shares on Facebook)  Increase in organic and viral reach on Facebook  20% increase in new card sign-ups over previous September, 35% increase in new card sign-ups over average month http://sherpablog.marketingsherpa.com/online-marketing/nypl-social-media-marketing/
  9. 9. Meet Your Library’s Goals  Define your goal  Identify your audience  Choose your Facebook tools  Measure your results
  10. 10. Facebook Tools: EdgeRank  Algorithm that decides who sees posts on Facebook  Just because someone has liked your page, DOES NOT mean they see your posts – average of 15% of likes see a given post
  11. 11. EdgeRank Has the user commented/shared/liked your content before? Have their friends?
  12. 12. EdgeRank Is it an interesting video or a boring text update? Are many people commenting?
  13. 13. EdgeRank How long ago was the post made?
  14. 14. EdgeRank: Use the Tool, Don't Be the Tool  Post once a day or more, experiment with different times  Always use images (squarish) with your text posts  Talk with, not at, your users – ask questions!  Respond to any user comments and posts on your page  Comment on and share content from fellow library pages and community pages • Include a “Call to Action” (“Like this post!” or “Share with your friends!” or “Get on the hold list!”)  Try hashtags  Be funny, be clever, and remember – if you don't get users to interact with your posts, no one will ever see your posts
  15. 15. Engaging Post Ideas • Post a book of the day (or week… or month…) • Link back to the catalog • Use the cover art • Choose a cool quote from the book
  16. 16. Engaging Post Ideas • Quote a patron – in an image • Call on your users to SHARE! • Use hashtags • Brand with your logo
  17. 17. Engaging Post Ideas • Piggyback on the larger pop culture • Share content from your fellow libraries • Ask a question • Use awesome images • Link to your other social media pages and/or website
  18. 18. Engaging Post Ideas • Create a theme for the month – in this case, read a poem a week • Use video • Highlight your people AND your collection
  19. 19. Engaging Post Ideas • Ask your patrons questions • Share reading recommendations • Don’t use images that will get cut off in the timeline… poorly played, NYPL…
  20. 20. Engaging Post Ideas • Sometimes it’s OK to break the rules – and do a short text post • …but ask a question!
  21. 21. Engaging Post Ideas • Highlight popular books • Call to action – put yourself on the hold list! • Link to catalog • Always include cover art or other image
  22. 22. Engaging Post Ideas • Remind patrons that you have the books made into movies/TV • …and ask them which is better!
  23. 23. Engaging Post Ideas • Promote your local art features in an album • Share a cool video related to books
  24. 24. Engaging Post Ideas • Share your library booklists • …or a silly gif
  25. 25. Other Ideas for Engaging Posts • Share an infographic about your library (geography of shark books in the library?) • Cook a dish from a cookbook, post a photo and a link to the cookbook in your catalog • Remind patrons about your databases – “Want to learn a language this weekend? Visit Mango!” • Share book trailers • Share the answer to an interesting reference question
  26. 26. Facebook Tools: Promoted Posts  As little as $5, per-post  Increases your EdgeRank rating for that post, so more people see your post  Just to fans and friends OR targeting based on location, age, gender  Not worth it to promote unengaging posts – multiply your power by promoting exciting posts  Images can’t have more than 20% text  Good at getting actions, but not page likes
  27. 27. What a Promoted Post Looks Like
  28. 28. Facebook Tools: Ads  Minimum $10/day  Solicit likes or link off Facebook  Pros: Huge reach, narrow targeting, robust analytics  Cons: Cost, limited message, if you go for likes it's still not a guaranteed audience  Standard Ads – Facebook ads you typically see in the right-hand column  Sponsored Stories –Facebook ads that say one of your friends likes something (people that like your page can appear)
  29. 29. Facebook Tools: Free Advertising?  No free ads or promoted posts, no way to ensure every follower sees your post without paying  BUT  Viral reach (if people comment/like/share, their friends see that content)  Cross-posting on related Facebook pages

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