Maximizing Social Media Engagement in Libraries

Snaps to Apps: Social Media Use in Libraries Presented By Jeka Richards and Kiah Russell

Our Research Very few Canadian studies concerning social media in libraries Social media followers seemed disproportionate to patron numbers Ie. Ottawa Public Library Facebook page only had 2629 likes compare to Ottawa s population of 1.2M, in a library that gets 4.8M visits to its 33 branches per year Social media is just starting to be seen as a tool for libraries and not just the newest craze. The ever evolving landscape of technology means that libraries need to evolve too

Why arent libraries using social media to its fullest potential? Unwillingness to change Increased demand on staff and librarians No time Limited budgets for a social media co-ordinator But it is worth it!

Who are Your Patrons in Academic Libraries Students (Undergrad to Post Grad) Professors Researchers Administration Non-Teaching Faculty

Who are Your Patrons in Public Libraries Members of the public Children of all ages Adults from teens to seniors Parents Professionals Local historians Students; from public school to university

Academic Library Demographics 1stYear students Recent high school grads or re-entering school again Post-Graduate Students - Focused on their research and specific area of study Researchers - Focused typically on a goal for their research Professors - Keeping abreast of latest topics Administration - Wants to ensure that the content provided matches the mandate of the school Non-Teaching Faculty - Personal research or continuing education

Customizing Your Social Media to Your Patrons Academic "How To s aimed at 1styear students who get overwhelmed by an academic library Services your library provides to doctoral students ( if applicable) Ask a Librarian services; what are they and how do you use them? Highlighting different features your library has to offer and making it so that you have one post that offers services to the many demographics you serve.

Customizing Your Social Media to a Public Library Patron Consider the wide range of ages, interests, and purposes to be met by a public library collection Infants and their parents, newcomers trying to learn a new language, senior citizens learning to use a computer, teens researching for high school projects, etc. Social media will also be used for practical purposes Hours of operation, online catalogue access, phone numbers, get to know library staff Events, programming Keep content relevant to your age categories For example, gamification for young kids and teens, how-to guides for seniors, study guides for high school aged teens, parenting resources, funny comics and memes to keep interest high

Engaging your Patrons You want your patrons to engage with the library but also with each other Keeping your library community strong with a strong online and interactive presence Changing perceptions No longer the Ivory tower of academia, or a place where you will be shushed Keeping your patrons coming in for other resources besides material searching Advertise new technology while also highlighting existing technology and resources Keeping interest in programming and events high, increasing attendance

What are your Patrons looking for on Social Media? Immediate access to information Real time and accurate information is crucial in an academic setting where research is constantly developing Off-hours access to collections and collection information Most academic institutions have access available to online databases and catalogues to students outside of the library Create research guides / how to access databases guidelines for students who prefer to research at home Great for distance education students

What are your Patrons looking for on Social Media? Online Help Ask a Librarian can off hours assistance be provided? Where do you go when you need help and it is after hours? Email support Hours of operation Turn around times ect Facebook Messenger Does your library support this and how can you use it efficiently?

Accessibility Timeliness is very important Easy access is also important keep links to social media accounts on all accounts and websites Up to date and real time updates For example, posting photos of children participating in story time or a craft Posting unexpected library closures or special conditions (ie. weather) Posting new additions to the collection Allowing patrons to feel part of the community Keeping library staff accessible through messaging, constant contact with patrons

The Big 4 of Social Media Facebook Snapchat Twitter Instagram

Social Media Preview: Facebook The standard in social media you are guaranteed users across most demographics Ability to connect using text, photo, and video Ability to create longer posts and keep important information front and center Chronological feed system allows everything that is not relevant to be pushed down the feed Very interactive through commenting and messaging features

Social Media Preview: Twitter Second most common social media platform Primarily a text based system with a limited character limit (140) Used more as a "highlights" type of social media The casual user is less likely to check this type of social media regularly Ability to combine posting features on both Facebook and Twitter

Social Media Preview: Snapchat Relatively new on the social media platforms, it has quickly caught on with a younger demographic Primarily picture based there is little to no text involved Snaps disappear after a set amount of time so keeping content is not possible Video and filters are a big part of Snapchat Daily stories allow library staff to post a video that will remain accessible for 24hrs

Social Media Preview: Instagram Primarily a picture based platform Uses hashtags or tags as a primary driving force for followers Ability to follow the user account or gain interaction by following tags Instagram is geared toward a very specific demographic Great for teens and young adults in particular Not always chronological in users' feeds so posts can get lost

What Social Media Platform is Best for You? Be strategic when deciding which platforms you want to be present on Decide if a text or picture based program is better for your demographics Take into consideration the time or timeliness factor of maintaining your social media presence Adapting a social media strategy that focuses on quality over quantity Keep your social media in line with your mission and values

Social Media Best Practices Commit to a social media strategy prior to launching or re-launching your social media presence Decide which platform suits your strategy and focus on that. You do not want to have a social media account on every platform only to miss out on engagement because the updates are overwhelming. Create a team approach to social media coverage creates a team atmosphere as well as keeps everyone in the loop.

Social Media Best Practices cont. Use posting software to manage your time and posts Such as HootSuite or another social media manager If you post question or polls be sure that you are managing them. You want your followers to feel the connection not that they are just one of many Use static one off posting as well as collaborative postings from your other social media accounts. If you're using Facebook, why not link your twitter account as well?

Social Media Best Practices cont. Use your social media platforms to answer patrons' reader s advisory or reference questions during staffed hours Invite commentary on your social media accounts interactive features keep your community wanting to hear more from you Keep your community informed about things happening at your library not just new acquisitions Keep your social media connected with other community partners social media accounts Ie: your municipality or academic institution's Facebook page

Social Media Ideas- Facebook Polls and surveys to help improve the collection or services offered Keeps patrons involved! Posting photos of programming and activities to generate interest Resources for parents Parenting magazines or books, how to increase interest in reading for children Study groups or volunteer opportunities for teens Links to articles, listicles, relevant community events Jokes, comics and memes just because!

Social Media Ideas- Facebook Contd Book reviews Book lists and reader s advisory tools New author releases or series developments Links to patron blogs Featured blog of the month

Social Media Ideas- Twitter Post links to articles Links to other social media accounts Quick access to opening hours, phone number, etc. As a broadcasting tool Allow a patron to take over the feed for the day Pre-scheduling tweets

Social Media Ideas- Snapchat Invite patrons in for a behind the scenes look at a normal day in the library Reader s advisory Mainly to target teen audiences always aim for the most commonly consumed form of social media Teen Takeover Use filters to make news and updates funny

Social Media Ideas- Instagram Photos of patrons, events, programs Photos of new collections Photo contests I.e. scavenger hunts posted through Instagram This or That stories that are based on books or other literary themes A good number are available from template creators Bracket Style Polls

Contact Info Kiah Russell kiahrussell@hotmail.ca Jeka Richards jeka.richards@gmail.com