Behler et al. suggest that “while it might be tempting to seek out some of your students and add them as your friends on Facebook, it is our experience that this is not the best approach. It is great to be where our users are, but let them decide when and where they need you.” While I feel this may be true of a professor – student relationship (in some situations), I don't feel this same quote should apply to libraries. If all businesses just let their users come to them when they needed their product there would be no need for advertisements. Think about how much money most corporations spend trying to reach their audiences anywhere and everywhere! Libraries need to start looking at themselves in a more business like manner. Patrons have many other information outlets to chose from now. Sometimes they need the library to seek them out and tell them why they're the best resource.
Let's pretend that your local public library has decided to join Facebook. They've chosen to have two separate profiles, one for teens and another for the general public. The library has decided to use the Facebook “Page” feature, allowing users to “Like” the page and become “Fans”. The pages give the library many of the same features that regular user profiles have, plus they can mass email all their fans. The emails come through to fans under their “Updates” inside the Facebook email client. This feature is particularly useful for sending event reminders or letting all fans know important information at the same time.
So, your library has these two amazing pages on the Book. Yet, both pages have no fans. No one seems to know about the pages and as such all that hard work has gone to waste! How can your libray successfully 'recruit' fans to their Facebook pages without feeling like they are violating patron privacy? The first thing to do would be to encourage all your library staff to have professional profiles and to become fans of the library pages. This will allow patrons to see a more personal side of the library, finding out more about the staff behind the scenes. Plus, this is an easy boost to your number of fans.
The next step is to reach out into the community. For the teen page find the moderator for the local high school Facebook page and send them a message encouraging them to join your fans. Contact high school teachers via phone, email, or Facebook and let them know about the new page. Highlight why it would be of value to their students. Talk to your teen volunteers and advisory boards about the new page. Most everything on the Web spreads by word of mouth and once you get a few teens on board, their friends will join, and then their friends etc. until you have a solid fan base.
For both pages, create flyers, handouts, and posters to display at local branches. Ensure that all handouts given now include the new Facebook address. With the general page look for your city's Facebook page and speak to their moderator about promoting your library's page. Look for local book group pages, genealogy clubs, or other organizations that might be interested in being connected virtually to the library. If your library has the email addresses for patrons send out a mass email with directions on how to follow the library on Facebook. Include information about the page, how to sign up, and promote your newest Facebook how-to class in the monthly newsletter.
Most importantly, don't be shy about promoting your Facebook page. Much has changed since Behler et al. wrote their paper on Facebook in 2007. No longer is Facebook just a place for undergrads to socialize. Instead it has evolved into a platform that has many uses. I have almost all my high school teachers and some of my favorite college professors on my Facebook. Some sent me requests, others I requested. The lines between institution and patron or teacher and student have become a bit more blurred in this day and age. Information exchange goes both ways now and I don't believe students would feel violated if a library Facebook page sent them an invite to follow or if they were encouraged to do so by other means.
Hi Erin,
ReplyDeleteYou have shared some very interesting tips on how a library can publicize their Facebook page to the students in their locality. It is so true that so much has changed the way people look at Facebook today, in fact I remember there was a time not too long ago, where our library did not allow students to access Myspace, Facebook or any social networking sites from the computers in the children's room. But that was a thing of past, now best way to attract the student body's attention will be by spreading the news over Facebook, and you can see the success immediately. I really enjoyed reading your post, thank you!