Getting Connected: Libraries and Social Networking

Getting Connected: Libraries and Social Networking 

By Melissa Arreola

Image by OrangeCrush

Let’s face it – like it or not, social media isn’t going anywhere any time soon. And because most individuals today are equipped with smartphones and tablets with the world of information at our fingertips, the best bet is to get on board and take advantage of what it can offer.

The Milwaukee Public Library (MPL) is a great example of how making the most of a social network presence can expand a library’s reach within its community and far beyond. The staff at the MPL had the bright idea to participate in social media trends – using memes and pop culture parodies to engage with their followers on the library’s social media page. By capitalizing on these trends and creating fun, engaging content, the library has amassed over one hundred thousand followers on TikTok alone and has received millions of views and likes on their videos, with followers all the way in Great Britain saying they want to travel to America just to visit the library in person (Alcántra)! Their marketing also showed positive results regarding their services. After using their social networks to promote the streaming service Kanopy, the service saw its best two months of usage along with an increase in visitors and library card signups (Alcántra). Eileen Force Cahill, director of community relations and engagement at MPL, shares her thoughts on the library’s success on social media, saying “A lot of times people think of the library as a dusty place filled with books where a woman in a bun and glasses will shush you if you talk to loud. We take very seriously the opportunity to improve people’s perceptions of the library as a modern place” (Alcántra). You can click here to be taken to the MPL's TikTok account and see the kinds of content that's attracting viewers!

These methods also show great results in academic libraries as well, with Montana State University reporting that their library saw their student user community grow by 366% following the application of their social media program, along with the rate of community interaction growing by 275% (Young).

Using social networking also provides a great avenue for teaching. As leaders in information literacy, library staff can expand on these concepts and teach younger patrons how to use social media in a safe and responsible manner. The San Diego Public Library (SDPL) saw an opportunity to forge relationships with young adult patrons while also enhancing critical skill development through the launch of their digital media workforce program (Rich). In this program, youth join in 6-week training programs held at the library and grow their skills in areas such as filmmaking, marketing, and social media strategy (Rich). The best part is that once participants complete the training, they automatically earn an internship at the library and use their new expertise to create content that tells the story of the SDPL and helps grow their online audience (Rich).  

We live in an age where social media is a part of our everyday lives. These social networks provide instant connections and can be extremely beneficial for libraries that are willing to take advantage of the outreach possibilities. Designing an effective social media strategy to incorporate into your library’s marketing scheme is a practical and efficient way to promote library services, interact with patrons on a personal and humanized level, gather patron feedback, and grow your library’s community footprint.

Above is one of MPL's most popular TikTok videos, with 2.4 million views to date

References:

Alcántara, Ann-Marie. "This Local Library Is an Overnight Social-Media Sensation; The Milwaukee Public Library has garnered millions of TikTok and Instagram views; will online fame draw people to its branches?" Wall Street Journal (Online), Dec 23, 2022. ProQuest, https://login.ezproxy.palomar.edu/login?auth=shibboleth&url=https://www.proquest.com/newspapers/this-local-library-is-overnight-social-media/docview/2757064641/se-2?accountid=35685.

Milwaukee Public Library. “Sassy Manga Grandma.” YouTube, 18 Mar. 2024, www.youtube.com/watch?v=Lyp-ZMBsWRI.

OrangeCrush. “The Complete Guide to Social Media Design.” 99designs, 29 Oct. 2021, 99designs.com/blog/marketing-advertising/social-media-design.

Rich, Hallie. “Hungry for Connection.” Library Journal, vol. 149, no. 2, Feb. 2024, pp. 12–15. EBSCOhost, https://login.ezproxy.palomar.edu/login?auth=shibboleth&url=https://search-ebscohost-com.ezproxy.palomar.edu/login.aspx?direct=true&db=a9h&AN=175003988&site=ehost-live&scope=site

Young, Scott W. H., and Doralyn Rossmann. "Building Library Community Through Social Media." Information Technology and Libraries (Online), vol. 34, no. 1, 2015, pp. 20-37. ProQuest, https://login.ezproxy.palomar.edu/login?auth=shibboleth&url=https://www.proquest.com/scholarly-journals/building-library-community-through-social-media/docview/1673955637/se-2.