Most libraries do not delve as deeply into social media and networking tools as they could, thus preventing the composition of a strong and consistent online brand. This, of course, is not true for every single library, on the whole there is most likely more effective manners in building an online brand. Simply creating a Facebook page or Twitter account will not ensure use or followers.
Librarians and library staff need to reach out to their online patrons in the same manner that they perform outreach for the under served, in that if there is a Facebook page and Twitter account created, they need to get the word out. An announcement on the main library homepage that patrons can now follow events on Twitter or Facebook or to visit the library blog for story time events or author visits allows patrons to try out these social media tools.
Creating content and creating conversation are two steps that library staff need to do in order to manage the library brand. Having a diverse range of staff voices included in the online brand through blogs will show the diversity of the library itself and that it is able to serve varied populations. The blogs could target both children, young adults, adults, and seniors, or through subjects such as music, movies, book reviews, social events, etc. The use of photo documentation through websites such as Flickr and Twitpix augment the written descriptions and allow patrons to put faces and images to locations and events. Ensuring that staff blogs and photo albums have enough coverage and are easily visible on the main website is highly important.
As Balwani (2009) wrote in his article, social media tools are great for creating dialogue between a company and its consumers as well as being able to manage consumer feedback. My Starbucks Idea allowed users to submit suggestions which were then voted upon by other users. The cream of the crop were reviewed and the "Ideas in Action" blog follows up on whether or not the suggestions were implemented. This is a modern version, for libraries, of the oft ridiculed Suggestion Box. Unlike a Suggestion Box, which is seen as dropping a suggestion into a black hole with no hope of feedback or even a reply, a social media interactive website such as My Starbucks Idea allows for users to read the responses other patrons post as well as vote via a thumbs-up and thumbs-down button. It also shows the current vote count. While not all libraries would be able to manage an entire website, there are also websites that provide polls that could be created and shared through Facebook and Twitter for specific events or asking general questions such as user-happiness with the level of service that their library provides.
Balwani, S. (2009, February 6). Presenting: 10 of the smartest big brands in social media. Retrieved from http://mashable.com/2009/02/06/social-media-smartest-brands/.
