Academic libraries can use Facebook as a promotional tool to connect with patrons and promote resources. Some benefits include: 1) Posts can update patrons about new services in a familiar format. 2) Posts can go viral as patrons share with their own networks, increasing the library's reach. 3) Introductory posts can ease library anxiety for new patrons. 4) Patrons can directly communicate and build relationships with the library. Challenges include gaining initial followers and resistance from some staff. Libraries should test different post types and times to engage patrons.

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Rainie Themer
LIS505LE
M. Wong
9 April 2015
How Academic Libraries Can Utilize Facebook as a Promotional Tool
Social media has grown to be a powerful promotional tool if used correctly. Libraries
around the globe have adopted using social media as a way to promote library services and
resources and to communicate with their patrons. Facebook is a particularly popular social media
platform among adult internet users. In 2014 71% of adult internet users were Facebook
members (Duggan et. al). A recent Pew Research Center survey shows that while Facebook
growth has slowed down in the last few years, it still remains the most popular social media
platform (Duggan et. al). While not every undergraduate or library patron may be an active
Facebook user, academic libraries can still reach a wide audience by properly utilizing Facebook.
Academic libraries can and should take advantages of services Facebook offers to better reach
their patrons. By studying what similar institutions have done, understanding their audience, and
creating and executing a strong Facebook social media strategy, academic libraries can utilize
Facebook as a tool to promote their services and resources.
Facebook as a Promotional Tool
Facebook first was founded as a networking site for Harvard students and alumni in 2004
and later was extended to include other universities. When Facebook first launched it was
intended to be site for college students to connect with each other. Later Facebook was expanded
to include high school students, and eventually the general public (Phillips). In 2007, Facebook
launched “Pages”, a way for businesses and organizations to have a presence through the site
(“Company Info | Facebook Newsroom). This opened up an easier way to for businesses and
organizations to promote their services and connect with their audience than Facebook had

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allowed previously. Instead of having to friend request a business like an individual would do
with their personal contacts, Facebook users could now “like” a business or organization’s Page
to follow it and receive all of their updates. Not only will users get notifications from the
business’s Page in their newsfeed, but they can actively engage with the Page through comments,
posts to page, messages, likes, and shares. Facebook Pages also allow the Page Manager to better
know their audience through Page Insights. Page Insights give analytics on users, such as age,
gender, and location, as well as statistics on posts (“Facebook Pages”). By utilizing the Page
Insights, managers can discover when their users are most engaged, what types of posts users
engage with most, and the demographics of their users (“Facebook Pages”). Using Page Insights
can help business or organization Pages optimize their posts. Facebook Pages also allows for
businesses or organizations to do similar things that a personal Facebook page allows such as
creating an event, sharing photos and videos, writing notes, creating an “about” section, and
creating a poll to survey users. For instance, if the library is having an opening for a new exhibit,
the Facebook Page Manager can create an event that can be shared on their Page with all of the
event information. Users can RSVP to the event, invite their friends, and share the event on their
own Page. By learning how to use the tools provided by Facebook Pages, it becomes easy for a
business or organization to promote or stay connected with their audience through social media.
The Benefits of Using Facebook as a Promotional Tool in an Academic Library
Facebook is by far the most popular social media platform used today. According to a
2008 EDUCAUSE Center for Applied Research study, 85.2% of undergraduates use one or more
social networking sites and 89% use Facebook (Sachs et. al). There are many benefits academic
libraries can take advantage of by creating a library Facebook Page.

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One main benefit that academic libraries will receive from using a Facebook Page is that
they can promote resources, services, and send updates to their audience in a way that is familiar
to their users (Ganster and Schumacher). Because so many undergraduates use Facebook in their
daily lives, they will be accustom to receiving notifications from the library through Facebook
immediately. The library Facebook Page administrator can create updates about the library
through status, photo, or video posts. They can create events and invite their followers to attend
through the event feature on Facebook Pages. They can post links to helpful resources that are
located on the library’s homepage that new students or those not incredibly familiar with the
library’s resources may not know about, or know how to find through the website.
Using a Facebook Page also allows for viral marketing. Ligaya Ganster and Bridget
Schumacher point out that “viral marketing allows information to spread quickly from person to
person while promoting a brand or idea” (Ganster and Schumacher). If the library creates a post
about a new service and some of their audience shares that post on their own personal pages,
more people will see that the library offers that service. Viral posts can help increase the use of
the service and increase the number of followers the library page has. The more a post gets
shared, the more “likes” the organization’s Facebook page gets, which in turn increases the
organization’s reach.
Introducing patrons to the library through Facebook posts can also help ease library
anxiety. The library can post images and descriptions of different departments such as Reference,
Circulation, and Special Collections. It could post introductory videos to subject specialists or
instructional videos on how to use the online catalog or access LibGuides. By doing this, new
patrons can become familiar with the library through Facebook before ever walking in the doors
(Ganster and Schumacher).

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Using a Facebook Page also creates a way to communicate directly with patrons.
Facebook users can comment on posts, ask questions, or send messages. A library Facebook
Page gives patrons another way to communicate with the library staff outside of in person, chat
reference, or email (Ofili and Emwanta). One major benefit of being able to easily communicate
with patrons, is that it gives a way for the library to have human, personal tone and helps build
relationships with the library’s users.
If other university departments already use Facebook Pages to promote their services, a
library Facebook Page can be a great way to connect with those departments and cross promote
(Ganster and Schumacher). If the library has a big event coming up or a new service that the
university is excited about, the university’s Facebook Page could share that information with
their followers, which would expand the library’s Facebook Page’s reach. The library’s
Facebook Page can also promote exciting news and events that are happening in other
departments within the university. By doing this, the library can strengthen relationships with
other departments in the university.
Challenges with Implementing a Library Facebook Page
The library may run across some challenges when first implementing their new Facebook
Page. These challenges are not something the library should be discouraged about. One of the
main challenges that the library may face is gaining followers. It can be hard to get followers at
first, but with a little strategy the library can succeed in having a decent following. One way to
gain followers is to create a solid marketing plan when implementing the new library Facebook
Page (Ganster and Schumacher). Some ways to do this are by posting the library’s Facebook
Page link to signs in the library, including the link on subject librarian’s email signature, adding
the Facebook Page link to handouts given in instructional classes, adding a link to the library’s

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Facebook to the library’s homepage, and asking other departments within the university to share
the library’s Facebook Page link on their Facebook Page.
Another challenge that may come up when first implementing the library’s Facebook
Page is resistance from library staff. Some faculty or staff may not see a need for a Facebook
Page for the library. Some may argue that the information is all contained on the library’s
homepage. One way to ease the minds of those who are hesitant is to let them know that the
Facebook Page is not going to replace the library’s homepage, but supplement it (Ganster and
Schumacher).
At times, the library may also find that their user engagement is low. The library should
make sure to take advantage of Facebook Insights to discover what their users are responding to
best. At the beginning of having a Facebook Page, the library will have to do a lot of trial and
error. To find out what posts are the most engaging for users, or when the best time to post is, the
library should create different types of posts including photos, events, videos, and regular
statuses and post them at different times during the day. Then they can look at the Facebook
Insights to find out what type of posts and what time of day were the most effective. Facebook
also allows Pages to add other Pages. This allows Pages to compare their engagement with
similar Pages. The library should follow other libraries’ Facebook Pages and see what works best
for them.
Recommendations
1. Create a Facebook Committee/Working Group:
Choose people in the library who are interested and excited about social media and will have the
time to commit to regularly updating the library’s Facebook Page.
2. Create a Marketing Strategy:

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Once the library has a committee dedicated to implementing a Facebook Page, they should create
a marketing strategy to get the word out about their Facebook.
3. Find out What Patrons Want from a Library Facebook Page:
Create a survey or hold focus groups to help find out what kinds of information the library’s
patrons are interested in learning about through Facebook.
4. Create a Clear Facebook Action Plan and Stick to It:
Create a dedicated schedule for posting. For example, the library’s Facebook Page will post 2-3
posts a day, Monday through Friday. Or, the library will create 2 original posts and share 1
university wide post a day. The library should keep a consistent, friendly tone. Vary what kinds
of posts the library creates. For example, post a link to the library’s new writing assistance
program in the morning and post a photo of an interesting book from Special Collections in the
afternoon.
5. Get to Know Facebook Pages Before Launching:
It’s really important to know how to use the library’s Facebook Page before going live. Read
blogs and articles about how to best use Facebook Pages. Play around on the library’s Facebook
Page to really get the feel of it before launching.
6. Include Important Information in About Section:
When setting up the library’s Facebook Page, include any important information in the “About”
section including library hours, the library’s website URL, phone number, location, and mission
statement.
7. Study What Other Similar Institutions Have Done:

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Look at other university library’s Facebook Pages to see how they engage with their users. Use
Facebook Insights to Add Pages so the library can compare statistics with other libraries.
Remember that what is successful for one library may not be successful for all libraries.
8. Review the Library’s Facebook Action Plan Often:
The library should use Facebook Insights to find out what best works for them. If this doesn’t
match the library’s Facebook action plan, adjust the plan. The library should review its Facebook
action plan frequently to make sure they are providing the best service to their users through
Facebook.
9. Be Adaptable:
Facebook and Facebook users are constantly changing. If something did not work that the library
thought would, they should make changes accordingly. The library should stay up to date with
any changes Facebook is making and how it will affect their page or their users.

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Works Cited
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Media Update 2014." Pew Research Centers Internet American Life Project. Pew
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<http://www.pewinternet.org/2015/01/09/social-media-update-2014/>.Duggan, Maeve,
Nicole B. Ellison, Cliff Lampe, Amanda Lenhart, and Mary Madden. "Social Media
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Center, 9 Jan. 2015. Web. 7 Apr. 2015. <http://www.pewinternet.org/2015/01/09/social-
media-update-2014/>.
"Facebook Pages." Facebook for Business. Facebook. Web. 4 Apr. 2015.
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Ganster, Ligaya, and Bridget Schumacher. "Expanding Beyond Our Library Walls: Building An
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(2009): 111-128. Library, Information Science & Technology Abstracts with Full Text.
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Ofili, David Nzoputa, and Maria-Gorretti Emwanta. "Facebook As An Information Service
Delivery Tool: Perspectives Of Library Staff At The University Of Benin,
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202. Academic Search Complete. Web. 3 Mar. 2015.

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Phillips, Sarah. "A Brief History of Facebook." The Guardian 25 July 2007. The Guardian. Web.
6 Apr. 2015. <http://www.theguardian.com/technology/2007/jul/25/media.newmedia>.
Sachs, Dianna E., Edward J. Eckel, and Kathleen A. Langan. "Striking A Balance: Effective Use
Of Facebook In An Academic Library." Internet Reference Services Quarterly 16.1/2
(2011): 35-54. Library, Information Science & Technology Abstracts with Full Text.
Web. 5 Mar. 2015.