In today’s society, the use of online social media in the library setting is a growing trend. While the library world is still in the first stages of building a solid online presence, many libraries and library systems are taking the plunge into new areas of technology and marketing themselves in unique ways. What started out as hosting basic websites for libraries has expanded into the use of numerous social media tools which encourage interaction with patrons on a new level. One of the library systems actively utilizing social media tools to expand its online presence is the Contra Costa County Library System. Containing twenty-seven branches spread throughout the San Francisco Bay Area, the Contra Costa County Library System has developed a strong online presence through the use of Facebook, Myspace, RSS feeds, a blog, and a Flickr photo stream, but they could still improve their outreach techniques by updating sites more frequently and by expanding their social media usage.
The social media tool that the Contra Costa County Library System uses most actively is Facebook. A thumbnail link to the Facebook page is clearly displayed on the library’s website to provide for easy access. With about 1,450 users who “like” the page, the library is successfully connecting with people in this social networking environment. Updates about activities, interesting articles, information about new phone applications and more are posted on the wall every few days, and the posts often receive several comments from users. If a comment contains a question, the library responds quickly, sometimes within two hours. The Facebook page also maintains a note section where entries are posted several times a month. The notes often reflect information included in the updates, but they go into more depth. In addition, the location tab lists the branches in the library system and then links to additional information on the main library website. This is one area where the Contra Costa County library is not taking full advantage of the impact Facebook can have in marketing because it requires an extra step to find the hours and contact information for the individual libraries. Listing this information under the location tab would allow people who are not likely to click the link to see information that might be useful to them.
In contrast to an active Facebook page, the library system’s Myspace site is not providing users with a successful, current connection to the library. The last update was nearly a year ago in April 2010. The page is titled “OurLibrary,” and the name “Contra Costa County Library” is not present until a user scrolls about half way down the page.
The page indicates only 186 friends, and the last wall comment was two years ago.
Some interesting videos and slide shows are incorporated into the page, and this could be a good marketing technique for young people, but several of the links are dead. A thumbnail to the page is not located on the library’s main website, showing this is not one of their primary marketing tools. The site either needs to be revived or the use of video and slide shows should be incorporated into another social media tool that would be more useful in building the library’s online brand.
The online brand of the Contra Costa County Library may not be reinforced by the Myspace page, but the numerous RSS feeds the library provides show the incorporation of solid social media outreach tools. A section of the library’s website clearly lists all the feeds a user can access, including individual feeds for different genres of new books, programs and events at specific libraries, library news, and podcasts. The feeds are updated regularly and remind patrons about library happenings. Maintaining RSS feeds goes a long way in developing a positive brand in the online environment.
Another way reaching out in the online world can be successful is through blogs. The Contra Costa County Library maintains a Wordpress blog started in May 2008 that features short entries about different books or chapters of books, and sometimes it even links to audio versions of the story. This is a fun idea, but it is hard to tell how successful the blog is since few comments are left on the entries. Also the last post is from November 2010, so it appears the blog has not been updated for several months. With more in-depth posts and more successful marketing of the site, this could be a great start to a readers’ discussion blog. While it is not currently active, there is significant potential to draw users through an updated blog with a more visually appealing design.
Since visual appeal draws the attention of users, the library has begun a Flickr photostream, posting pictures and images from different library events, activities, books, and more. This brings library happenings to life and gives users an idea of what goes on at events. This is a great start to adding visual images to the library, however if these pictures were also incorporated in different library online social media tools it would create a more meaningful experience for patrons.
The Contra Costa County Library has created a fairly strong online brand with the success of the Facebook page, RSS feeds and Flickr, but there is room for improvement in several areas. The library is making a significant effort to interact with people through social media tools, and the overall response shows that customers are willing to connect. However, if the library hired me as a social media marketing consultant I would make several major suggestions to boost their online presence. First, the current social media tools that are unsuccessful should be refined. The Myspace page needs updating and a more obvious connection to the Contra Costa County Library. While this may not be a prime area for marketing since it is less popular than other social media tools, keeping it current, including basic information, posting activities that pertain to teens, and then promoting it in the library or on the website could benefit the library system and give younger patrons an opportunity to interact with the library virtually. In addition, updating the blog would be an area that I would recommend. Posting regularly and writing more in-depth entries about books, asking readers opinions, promoting it as a book discussion blog, and creating a more appealing visual design could improve the interest of viewers and encourage them to participate in a lively environment. Finally, a major step the library should take is to make a Twitter account and use it to engage users on a new and more personal level. There is no sign that the library currently uses Twitter, and this is one area where librarians could connect with young people and all types of users in their own environment. Instituting these improvements would help the library develop a presence in patrons’ lives on a daily basis, and they would build on the library’s strong social media foundation and take its online presence to a new level.
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