PCPL Online Social Media Training, part 2: Content
Published on Nov 19, 2015
Official social media training for Pima County Public Library, created July, 2020. Part 2: Content.
Speaker: Lisa Waite Bunker (Pima County Public Library).
MORE DECKS TO EXPLORE
PRESENTATION OUTLINE
PCPL on Social Media
Part 2: Content
PCPL ON SOCIAL MEDIA, PART 2: CONTENT
Please introduce yourselves
- What library are you at?
- What are you "famous" for there?
- Are you on social media? Have you written for a page before?
- Any other graphics or marketing experience?
GREETINGS! Please introduce yourselves in the chat.
■ What library are you at?
■ What are you "famous" for there? (briefly)
■ Are you on social media? Have you written for a page before?
■ Any other graphics or marketing experience?
At a minimum, please say HI. I'm using this for attendance too.
■ What library are you at?
■ What are you "famous" for there? (briefly)
■ Are you on social media? Have you written for a page before?
■ Any other graphics or marketing experience?
At a minimum, please say HI. I'm using this for attendance too.
Content
What we can post
First, we will be talking about the WHAT. What we post as content on our social media pages as the library.
Reminders
• Did you do the Prework? (Part 1: Introduction)
• Post your questions in chat
• Remember I can’t see chat when I am presenting
Reminders
• Did you do the Prework? (Part 1: Introduction)
• Post your questions in chat
• Remember I can’t see chat when I am presenting
Part 2: Social media content
- Who are you writing for on Facebook?
- Content marketing=Storytelling
- Examples
- Pandemic help & Anti-racism topics
- Finding & assessing links
This training is about what we post. We will look at ...
1) Who are you writing for: who is your audience?
2) What is Content Marketing?
3) Examples: how we tell the story of the library
4) Special topics: posting pandemic help & how to keep anti-racism topics visible
5) Finding & assessing links
1) Who are you writing for: who is your audience?
2) What is Content Marketing?
3) Examples: how we tell the story of the library
4) Special topics: posting pandemic help & how to keep anti-racism topics visible
5) Finding & assessing links
Know your customers
Stop a minute and think about the people who visit your library.
Who are they? Are there clusters that you can sort them into? What questions do they ask? What needs do they have?
It's not just good marketing to think about the types of people who use the library, it is also good writing. Thinking about our reader's interests will also help you write in a way that is more real, and more friendly.
A more generic "All customers are Queen" approach will be less interesting and much less helpful.
It's also HARDER to write that way because when you think too generically you can't picture faces and real people as you write.
Who are they? Are there clusters that you can sort them into? What questions do they ask? What needs do they have?
It's not just good marketing to think about the types of people who use the library, it is also good writing. Thinking about our reader's interests will also help you write in a way that is more real, and more friendly.
A more generic "All customers are Queen" approach will be less interesting and much less helpful.
It's also HARDER to write that way because when you think too generically you can't picture faces and real people as you write.
Know your customers
However, when you think of real people it's a lot easier to have a sense for their interests and what the rest of their day is like, and how the library's services fit into the fabric of their lives.
Let's say you are writing for the Arivaca Library, which lends backpacks for birders visiting the nearby Buenos Aires Nature Refuge.
Do you see how it's easier to post about information, resources, and library materials when you're thinking of how real people use the library?
Let's say you are writing for the Arivaca Library, which lends backpacks for birders visiting the nearby Buenos Aires Nature Refuge.
Do you see how it's easier to post about information, resources, and library materials when you're thinking of how real people use the library?
Know your customers
Now think about some of the other people who use your library.
What keeps them awake at night?
If you're seeing patterns of need at the desk and in the world around you, as a library social media writer I encourage you to seek out resources you can post on Facebook that can help.
Social media is virtual, but you are writing for real people.
What keeps them awake at night?
If you're seeing patterns of need at the desk and in the world around you, as a library social media writer I encourage you to seek out resources you can post on Facebook that can help.
Social media is virtual, but you are writing for real people.
Know your customers
Writing and sharing interesting content for real people and not just broadcasting oh-hey-aren't-we-great marketing messages all the time has a name: Content Marketing.
Here's a definition: It's a type of marketing that involves the creation and sharing of online material that does not explicitly promote a brand but is intended to stimulate interest in its products or services.
THEY call it Content Marketing, but I call it storytelling. I call it being helpful and interesting.
In the days of the TV commercial and the big corporate jingle, libraries and library staff weren't very good at telling the library's story because the 30-second soundbite approach was artificial and always seemed to cheapen and oversimplify what we do.
Old-fashioned marketing was also pretty lousy at reaching people who were NOT using the library.
Social media gives us the opportunity to be real, and tell the deeper, more interesting story of the our 21st century libraries. And when our customers share our posts with their family and friends, our news reaches people who are not library users yet.
Here's a definition: It's a type of marketing that involves the creation and sharing of online material that does not explicitly promote a brand but is intended to stimulate interest in its products or services.
THEY call it Content Marketing, but I call it storytelling. I call it being helpful and interesting.
In the days of the TV commercial and the big corporate jingle, libraries and library staff weren't very good at telling the library's story because the 30-second soundbite approach was artificial and always seemed to cheapen and oversimplify what we do.
Old-fashioned marketing was also pretty lousy at reaching people who were NOT using the library.
Social media gives us the opportunity to be real, and tell the deeper, more interesting story of the our 21st century libraries. And when our customers share our posts with their family and friends, our news reaches people who are not library users yet.
Key Messages=Stories we tell
- We are a welcoming space, and we're here for everyone
- We understand what Tucson and Pima County wants and needs
- We are a place where people get surprised and inspired
That's not to say we don't have messages we want to send. We do! But on social media we show them instead of being a commercial.
Here are some of the messages, or stories we need to tell over and over. Think about how would YOU would interpret these stories with both words and images:
■ We are a welcoming space, and we are here for EVERYONE (How would you show that?)
■ We understand what Tucson and Pima County wants and needs
■ We are a place where people get surprised and inspired
Sure, we can share these messages outright, word-for-word on Facebook, but it is SO much more powerful when we SHOW it.
Here's a workflow tip: Make a note to ask what messages and community plan goals your branch manager believes are priorities, and consider brainstorming with fellow staff members how you can make these messages come alive on social media.
Here are some of the messages, or stories we need to tell over and over. Think about how would YOU would interpret these stories with both words and images:
■ We are a welcoming space, and we are here for EVERYONE (How would you show that?)
■ We understand what Tucson and Pima County wants and needs
■ We are a place where people get surprised and inspired
Sure, we can share these messages outright, word-for-word on Facebook, but it is SO much more powerful when we SHOW it.
Here's a workflow tip: Make a note to ask what messages and community plan goals your branch manager believes are priorities, and consider brainstorming with fellow staff members how you can make these messages come alive on social media.
We are a welcoming space
- Real-time event photos that feature our real-life diversity
- Share the work we do behind the scenes (seriously, our readers love this stuff)
- Feature diverse staff, celebrate other languages, lifeways, and cultures
KEY MESSAGE: WE ARE A WELCOMING SPACE, AND WE'RE *BUSY*
Here are some interpretation ideas -- I'll bet you can think of more. How are we welcoming? How are we busy?
I came up with these...
■ Real-time event photos that feature our community's real-life diversity
■ Share the work we do behind the scenes (seriously, our readers love this stuff)
■ Feature diverse staff, and look for articles and booklists that celebrate other languages, lifeways, and cultures.
NOTE: I say this, but sensitivity and communication are super important. Colleagues who are of color may not want to be your branch’s POC representative in person or on social media, and they may not tell you so. Posts about them, though well-meaning and done with respect, can make your coworkers feel exploited or “othered.” This is an area where CSO may choose to use stock photography, so library staff don’t feel singled out.
Here are some interpretation ideas -- I'll bet you can think of more. How are we welcoming? How are we busy?
I came up with these...
■ Real-time event photos that feature our community's real-life diversity
■ Share the work we do behind the scenes (seriously, our readers love this stuff)
■ Feature diverse staff, and look for articles and booklists that celebrate other languages, lifeways, and cultures.
NOTE: I say this, but sensitivity and communication are super important. Colleagues who are of color may not want to be your branch’s POC representative in person or on social media, and they may not tell you so. Posts about them, though well-meaning and done with respect, can make your coworkers feel exploited or “othered.” This is an area where CSO may choose to use stock photography, so library staff don’t feel singled out.
We are a welcoming space
- Share WOW statistics in fun ways (ask your Manager)
- Be a source for books/media on thought-provoking social issues
- Feature the delight of our libraries, and their settings
WE ARE A WELCOMING SPACE, AND WE'RE *BUSY* (con't)
Here are some more ideas...
■ Share WOW statistics in fun ways (ask your Manager to share these with you as they send them in)
■ Be a source for books/media on thought-provoking social issues.
■ Feature the delight of our libraries, and what's special about their settings
CAN YOU THINK OF MORE? Share your ideas in the chat.
Messages like this are so important. We want everyone to know they are seen and appreciated, and we want everyone to understand that libraries run on hard work and don't happen by magic.
Here are some more ideas...
■ Share WOW statistics in fun ways (ask your Manager to share these with you as they send them in)
■ Be a source for books/media on thought-provoking social issues.
■ Feature the delight of our libraries, and what's special about their settings
CAN YOU THINK OF MORE? Share your ideas in the chat.
Messages like this are so important. We want everyone to know they are seen and appreciated, and we want everyone to understand that libraries run on hard work and don't happen by magic.
We are a place that welcomes
Content messages
WE ARE A PLACE THAT WELCOMES
Look for naturally occurring moments when it is so clear that people are making the library their own.
This photo is from one of the first photographs of the bookmobile visits to the Richey Cultural Center in the Old Pascua Yaqui community.
The photographer was one of our Knowledge River interns, and you can see she had a great rapport with one of the families that came to check the bookmobile out.
Look for naturally occurring moments when it is so clear that people are making the library their own.
This photo is from one of the first photographs of the bookmobile visits to the Richey Cultural Center in the Old Pascua Yaqui community.
The photographer was one of our Knowledge River interns, and you can see she had a great rapport with one of the families that came to check the bookmobile out.
We are a place that welcomes
Content messages
WE ARE A PLACE THAT WELCOMES
Great photos of people using the friendly spaces in your buildings can also convey how we are welcoming.
This is a real photo from one of our First Smiles storytimes last year.
It makes me smile too.
Notice why it works so well.
■ Pure, unself-conscious delight
■ It's unposed, but a fab composition. Notice the triangle?
■ There is such a variety of responses from the children that every parent will see their own child in the photo and be interested in this storytime.
Most of us are not people of color, and unfortunately most of us will unthinkingly photograph people who are more like us. I ask that you be intentional about including a broad mix of people, ages and faces.
Here's a tip: ask your supervisor ahead of time for permission to photograph programs and events when you know there will be a great mix of people, and watch for those moments when people connect with each other.
Great photos of people using the friendly spaces in your buildings can also convey how we are welcoming.
This is a real photo from one of our First Smiles storytimes last year.
It makes me smile too.
Notice why it works so well.
■ Pure, unself-conscious delight
■ It's unposed, but a fab composition. Notice the triangle?
■ There is such a variety of responses from the children that every parent will see their own child in the photo and be interested in this storytime.
Most of us are not people of color, and unfortunately most of us will unthinkingly photograph people who are more like us. I ask that you be intentional about including a broad mix of people, ages and faces.
Here's a tip: ask your supervisor ahead of time for permission to photograph programs and events when you know there will be a great mix of people, and watch for those moments when people connect with each other.
We are a place that welcomes
Content messages
WE ARE A PLACE THAT WELCOMES
To tell these stories you'll be looking for branch happenings that showcase the ways we celebrate cultural richness and diversity.
You also look for reasons to share photos of your colleagues that humanize them and convey their approach-ability.
Here I used a professional photo taken of Anna Sanchez to illustrate a quote I loved. Note that I cited my source!
To tell these stories you'll be looking for branch happenings that showcase the ways we celebrate cultural richness and diversity.
You also look for reasons to share photos of your colleagues that humanize them and convey their approach-ability.
Here I used a professional photo taken of Anna Sanchez to illustrate a quote I loved. Note that I cited my source!
A note about photography, diversity, and consent
- There is an ugly history of photographic exploitation of people of color; make sure you have verbal permission and that they understand how the photos will be used
- Avoid well-meaning "white savior" photos; photos of people of color should always place them in a position of agency where their voice is centered
A note about photography, diversity, and consent.
■ The National Geographic effect: There is an ugly history of photographic exploitation of people of color; do make sure you have verbal permission and that they understand how the photos will be used. An example is, let's say you had a program that attracted a lot of refugee families or people new to the U.S. Don't just ask permission to photograph, explain where the photos will be used. Don't assume they know what you mean by "online" or that they fully understand the consent form.
■ We also want to avoid well-meaning "white savior" photos. Photos of people of color should place them in a position of agency and participation where their voice is centered, not as passive recipients of our help. Make them the center, not the library.
■ The National Geographic effect: There is an ugly history of photographic exploitation of people of color; do make sure you have verbal permission and that they understand how the photos will be used. An example is, let's say you had a program that attracted a lot of refugee families or people new to the U.S. Don't just ask permission to photograph, explain where the photos will be used. Don't assume they know what you mean by "online" or that they fully understand the consent form.
■ We also want to avoid well-meaning "white savior" photos. Photos of people of color should place them in a position of agency and participation where their voice is centered, not as passive recipients of our help. Make them the center, not the library.
We understand what Pima County wants and needs
- Report from most responsive, cutting edge programs
- Share good news about Tucson & Pima County
- Showcase staff excellence, expertise
- Share info & booklists on topical issues and services
- Share what you love most about your neighborhoods & service area
OK, here's another story we tell:
WE UNDERSTAND WHAT PIMA COUNTY WANTS AND NEEDS
■ Report about most responsive, cutting edge programs: citizenship, job help, and curbside delivery
■ Share good news about Tucson & Pima County
■ Showcase staff excellence, professionalism, & expertise
■ Share timely info & booklists on topical issues and services
■ Share what you love most about your neighborhoods & service area
Posts like this don't just define why we exist, they show how we've changed as our communities have changed. If your Facebook page could be anylibrary, anywhere at anytime in the last 25 years, we're not doing it right. We are Pima County's libraries. Your page should have a strong sense of place and time.
WE UNDERSTAND WHAT PIMA COUNTY WANTS AND NEEDS
■ Report about most responsive, cutting edge programs: citizenship, job help, and curbside delivery
■ Share good news about Tucson & Pima County
■ Showcase staff excellence, professionalism, & expertise
■ Share timely info & booklists on topical issues and services
■ Share what you love most about your neighborhoods & service area
Posts like this don't just define why we exist, they show how we've changed as our communities have changed. If your Facebook page could be anylibrary, anywhere at anytime in the last 25 years, we're not doing it right. We are Pima County's libraries. Your page should have a strong sense of place and time.
We get Tucson (& Pima County)
Content messages
KEY MESSAGE: SENSE OF PLACE
Give your posts a sense of place, and show how well we know this area.
Think about it. Google, our biggest competitor, is a network of faceless computers that communicate in algorithms and electronic pulses.
Give your posts a sense of place, and show how well we know this area.
Think about it. Google, our biggest competitor, is a network of faceless computers that communicate in algorithms and electronic pulses.
We get Tucson (& Pima County)
Content messages
KEY MESSAGE: SENSE OF PLACE
Every time we illustrate how well the library "gets" Pima County we are building our own real networks and confidence in us as a place where the help is tailored to and centered on the individuals that are our customers.
Think about how rare it is these days to have an institution that takes people as they are and gets them what they need.
Sidenote: if you think these Reach numbers (125) are small, you have to know that Arivaca has a population of around 700 people.
Every time we illustrate how well the library "gets" Pima County we are building our own real networks and confidence in us as a place where the help is tailored to and centered on the individuals that are our customers.
Think about how rare it is these days to have an institution that takes people as they are and gets them what they need.
Sidenote: if you think these Reach numbers (125) are small, you have to know that Arivaca has a population of around 700 people.
We get Tucson (& Pima County)
Content messages
KEY MESSAGE: SENSE OF PLACE
Don't let your page be one that could be anywhere. Make our corner of Arizona a real character in the stories you tell. Did it finally rain? Whoa, is that snow? How about that sunset? You DON'T have to tie it indirectly with the library -- it is still an important library message. THAT WE LIVE HERE TOO.
By the way, there is a whole folder of photos of Tucson and Arizona in the Social Media Team's graphics folder on the Z drive. I'll give you a tour when we go over the interface.
Don't let your page be one that could be anywhere. Make our corner of Arizona a real character in the stories you tell. Did it finally rain? Whoa, is that snow? How about that sunset? You DON'T have to tie it indirectly with the library -- it is still an important library message. THAT WE LIVE HERE TOO.
By the way, there is a whole folder of photos of Tucson and Arizona in the Social Media Team's graphics folder on the Z drive. I'll give you a tour when we go over the interface.
We are a place where people get inspired
- WOW, surprising library events
- Share learning tools, learning support
- Use action shots and not posed photos, or stock photography
- Share stories from patrons
- Focus on things that break library stereotypes
Here's another story we tell...
WE ARE A PLACE WHERE PEOPLE GET INSPIRED & GROW
Interpretation ideas:
■ WOW, surprising library events
■ Share learning tools, learning support
■ Use action shots and not posed photos, and limit use of stock photography
■ Share real stories from patrons
■ Focus on things that break library stereotypes and surprise people
CAN YOU THINK OF MORE? Share your ideas in the chat.
WE ARE A PLACE WHERE PEOPLE GET INSPIRED & GROW
Interpretation ideas:
■ WOW, surprising library events
■ Share learning tools, learning support
■ Use action shots and not posed photos, and limit use of stock photography
■ Share real stories from patrons
■ Focus on things that break library stereotypes and surprise people
CAN YOU THINK OF MORE? Share your ideas in the chat.
We are a place rich with opportunity
Content messages
WE ARE A PLACE WHERE PEOPLE GET INSPIRED & GROW
This photograph was not planned. Alter school one day last September, Elma at our Santa Rosa Library was working with neighborhood kids, and she asked them if she could photograph them with library cards. She has seen my email reminder to the team that September is National Library Card Signup Month. Each photo she took was better than the last, and this is a portion of my favorite.
It may help to think of yourself as a reporter, reporting on what happens at the library, and all the ways the library touches people's lives.
You're noticing this anyway, right? I hope you have those moments at work where you just say to yourself, "Man, I love my job."
Well your job writing for social media means that you have a reason to capture those stories and share them online.
Yes, Elma did get photo releases for all the children, We'll talk about confidentiality and consent later.
This photograph was not planned. Alter school one day last September, Elma at our Santa Rosa Library was working with neighborhood kids, and she asked them if she could photograph them with library cards. She has seen my email reminder to the team that September is National Library Card Signup Month. Each photo she took was better than the last, and this is a portion of my favorite.
It may help to think of yourself as a reporter, reporting on what happens at the library, and all the ways the library touches people's lives.
You're noticing this anyway, right? I hope you have those moments at work where you just say to yourself, "Man, I love my job."
Well your job writing for social media means that you have a reason to capture those stories and share them online.
Yes, Elma did get photo releases for all the children, We'll talk about confidentiality and consent later.
We are a place rich with opportunity
Content messages
WE ARE A PLACE WHERE PEOPLE GET INSPIRED & GROW
Tell the story that we are inspiring be being inspiring and rich with the delights of knowledge.
Post high-quality info that people can learn from. Even better, if -- like here -- you can give it a local angle.
You can post about any topic (history, arts, culture, science, sociology, nature) that pops up at the desk or is contained in our collection. If you find something really well-presented that makes you say “I didn’t know it worked like that” it might be a good candidate for a post.
Tell the story that we are inspiring be being inspiring and rich with the delights of knowledge.
Post high-quality info that people can learn from. Even better, if -- like here -- you can give it a local angle.
You can post about any topic (history, arts, culture, science, sociology, nature) that pops up at the desk or is contained in our collection. If you find something really well-presented that makes you say “I didn’t know it worked like that” it might be a good candidate for a post.
We are a place rich with opportunity
Content messages
OPPORTUNITY AND INSPIRATION
Sometimes we can inspire our readers to make stuff right on social media.
When your following is large enough you can also post participatory challenges that let your readers contribute to the page themselves.
For Poetry Month last year I asked for poems on 4 topics, one for each week of the month. I published all of them, but I selected the best to make images of that got posted on social media to help keep the challenge on everyone's radar. We received almost 300 haiku over the month of April.
Again, this kind of post is harder to do well if you have a small following, so talk to me or Reneé if you want to try something like this.
Sometimes we can inspire our readers to make stuff right on social media.
When your following is large enough you can also post participatory challenges that let your readers contribute to the page themselves.
For Poetry Month last year I asked for poems on 4 topics, one for each week of the month. I published all of them, but I selected the best to make images of that got posted on social media to help keep the challenge on everyone's radar. We received almost 300 haiku over the month of April.
Again, this kind of post is harder to do well if you have a small following, so talk to me or Reneé if you want to try something like this.
We get you
Content messages
One of our most popular branch Facebook pages posts MAINLY found artwork, literacy tips, and humorous reader-focused cartoons and memes. Their events are always full anyway, so they decided to concentrate on community building.
This is fine. Seriously.
We encourage you to seek out great book/learning/reading/movie humor and share it as your branch.
These posts are easy to find. The challenge comes in thinking about possible copyrights and researching cartoons and artwork to make sure the artist is credited.
Posts like this can also have a huge number of shares. They are great for building your audience because they let you reach people who are not following your page yet.
The following images are all what I would call "community building."
This is fine. Seriously.
We encourage you to seek out great book/learning/reading/movie humor and share it as your branch.
These posts are easy to find. The challenge comes in thinking about possible copyrights and researching cartoons and artwork to make sure the artist is credited.
Posts like this can also have a huge number of shares. They are great for building your audience because they let you reach people who are not following your page yet.
The following images are all what I would call "community building."
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I am always looking for new cartoons and memes about reading, and Ray from El Pueblo Library posted this gem recently.
Pop quiz: Would you need to cite your source here?
Answer: A pop culture reference like this does not require a citation. Where we need to be super-careful is if it is someone's original cartoon, or photograph or artwork. In these cases we need to seek out their website and look for a copyright statement, and if non-commercial use is OK, make sure we cite them as the creator. Just because we're a library and make no money off of the image doesn't mean that we just use what we want.
I will send you a link to a blog post I wrote about reverse-image searching that should help.
Pop quiz: Would you need to cite your source here?
Answer: A pop culture reference like this does not require a citation. Where we need to be super-careful is if it is someone's original cartoon, or photograph or artwork. In these cases we need to seek out their website and look for a copyright statement, and if non-commercial use is OK, make sure we cite them as the creator. Just because we're a library and make no money off of the image doesn't mean that we just use what we want.
I will send you a link to a blog post I wrote about reverse-image searching that should help.
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This was a REAL note found in one of Main Library's returned books.
Things like this are pure social media gold: the record album that gets returned 30 years overdue, the book about parenting toddlers that comes back with scribbling all over the cover, and on and on.
Tip: This is why you need to keep reminding co-workers to bring you this stuff when they find or notice it. Good social media is always a team effort.
Things like this are pure social media gold: the record album that gets returned 30 years overdue, the book about parenting toddlers that comes back with scribbling all over the cover, and on and on.
Tip: This is why you need to keep reminding co-workers to bring you this stuff when they find or notice it. Good social media is always a team effort.
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You can also use quotations and snippets of poetry on your page if you think they will really speak to your readers. It doesn't have to be all lightness and sunshine, especially when times are dark.
When I posted this, I also linked to Mary Oliver's books in the catalog, because I figured that would be a natural question a reader would have: who is this author and can I read more by them?
If there's a book, music, or movie tie in, always do that extra step of linking to the catalog.
When I posted this, I also linked to Mary Oliver's books in the catalog, because I figured that would be a natural question a reader would have: who is this author and can I read more by them?
If there's a book, music, or movie tie in, always do that extra step of linking to the catalog.
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Here's another easy patron challenge. The trick to these challenges is to keep it simple and easy.
Don't overdo it, and make the question irresistible to answer.
Think about the difference between asking "What was the last scary book you read?" and asking "What book was SO scary that you REFUSE to read it again?"
The 2nd question was one that people almost felt compelled to answer. I could see they also got a kick out of reading everyone else's answers, too. I love when these questions work so well that we have impromptu book discussions on Facebook.
Don't overdo it, and make the question irresistible to answer.
Think about the difference between asking "What was the last scary book you read?" and asking "What book was SO scary that you REFUSE to read it again?"
The 2nd question was one that people almost felt compelled to answer. I could see they also got a kick out of reading everyone else's answers, too. I love when these questions work so well that we have impromptu book discussions on Facebook.
Be the show and not the commercial
A rule of thumb in content marketing is that it should not FEEL like marketing, it should feel like a helpful friend who shares great stuff, and oh, by the way, is your public library.
This is because our goal on social media -- as in our buildings -- is more focused on community building and not a hard sell of what the library offers. We model how helpful and interesting the library is by being helpful and interesting, not by talking about how great we are all the time.
Aim to have 60% of your posts be about helpful or entertaining stuff your readers are interested in, and 40% of your posts be about the library's offerings.
This is because our goal on social media -- as in our buildings -- is more focused on community building and not a hard sell of what the library offers. We model how helpful and interesting the library is by being helpful and interesting, not by talking about how great we are all the time.
Aim to have 60% of your posts be about helpful or entertaining stuff your readers are interested in, and 40% of your posts be about the library's offerings.
Events awareness
Content messages
Since we're talking about content, I should mention how important Facebook events are.
Pre-COVID, a huge part of what we posted were events. Our Facebook pages each have their own events calendars and our social media page writers would post their branch's best events there.
As you can see from this statistics screenshot the reach (pre-COVID) for in-person events was phenomenal. Over the space of 1 year we posted 959 events which were seen by almost 340 thousand people.
Pre-COVID, a huge part of what we posted were events. Our Facebook pages each have their own events calendars and our social media page writers would post their branch's best events there.
As you can see from this statistics screenshot the reach (pre-COVID) for in-person events was phenomenal. Over the space of 1 year we posted 959 events which were seen by almost 340 thousand people.
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How does this compare with the website calendar? As our most official calendar, it's probably not a fair comparison because events are an area where FB is really strong.
For example, a Christmas event at Mission library reached 6,700 people on Facebook and only 6 people on the website. 100 people attended, which was the room's capacity.
Yes, FB events can be too effective. Small libraries like Martha Cooper can get overwhelmed if the publicity is too good, and super-busy libraries like Nanini and Wilmot should be selective, but for most of us the benefits of putting events on Facebook make it one of the most powerful things we can do.
Fall 2021 update: since our events are now all online, I am adding events to the FB calendar myself, then inviting your pages to be a co-host.
When you see these requests, please accept them for your page.
When we get back to normal YOU will be the one posting your branch's events.
For example, a Christmas event at Mission library reached 6,700 people on Facebook and only 6 people on the website. 100 people attended, which was the room's capacity.
Yes, FB events can be too effective. Small libraries like Martha Cooper can get overwhelmed if the publicity is too good, and super-busy libraries like Nanini and Wilmot should be selective, but for most of us the benefits of putting events on Facebook make it one of the most powerful things we can do.
Fall 2021 update: since our events are now all online, I am adding events to the FB calendar myself, then inviting your pages to be a co-host.
When you see these requests, please accept them for your page.
When we get back to normal YOU will be the one posting your branch's events.
What to post: COVID era
- Help people cope: post solutions for community needs
- Manage expectations: help people know what to expect when they visit
- Book & DVD recommendations! #StaffPicks
- Be creative and try new things
WHAT TO POST, COVID-ERA
■ Find and connect with the acknowledged health experts and re-share the best of what they post
■ Help people cope: post solutions for community needs
■ Be EXTRA extra real: behind the scenes at the branch -- keep those relationships warm and alive
■ Manage expectations: help people know what to expect when they visit. It may feel negative to share about time limits, etc., but I can't tell you how many people thank us for posts like this.
■ Book & DVD recommendations! #StaffPicks
■ Be creative and try new things.
■ Find and connect with the acknowledged health experts and re-share the best of what they post
■ Help people cope: post solutions for community needs
■ Be EXTRA extra real: behind the scenes at the branch -- keep those relationships warm and alive
■ Manage expectations: help people know what to expect when they visit. It may feel negative to share about time limits, etc., but I can't tell you how many people thank us for posts like this.
■ Book & DVD recommendations! #StaffPicks
■ Be creative and try new things.
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Food distribution is a big story of the COVID-era library.
Consider regularly posting when the food arrives. Don't just post once, post 1-2 times a month to remind people that we are here with beautiful, nutritious food.
Consider regularly posting when the food arrives. Don't just post once, post 1-2 times a month to remind people that we are here with beautiful, nutritious food.
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Some COVID-era communications help will come from outside the library.
I will let you know via email when there are opportunities like the County's #MaskUpPimaCounty campaign.
The graphics you need will always be on the Z drive in the SocialMediaTeam folder.
Ray Baca at El Pueblo took this photo, and the County liked it so much they put it at the top of their e-newsletter that week.
I will let you know via email when there are opportunities like the County's #MaskUpPimaCounty campaign.
The graphics you need will always be on the Z drive in the SocialMediaTeam folder.
Ray Baca at El Pueblo took this photo, and the County liked it so much they put it at the top of their e-newsletter that week.
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Something libraries around the country are having fun with is book unboxing. Our Santa Rosa Library (in photo) even films local children doing the unboxing. As new books arrive make it a regular video post to announce the new books that people can put on hold.
If people are asking about an aspect of how the library works, don't just tell them, show them. Show delivery. Show a staff meeting. Show storytime or craft project prep.
I hope that the news that you get to help tell the library's story -- is exciting.
Don't worry, you're not expected to do all of this all at once. Your library's story on social media will evolve naturally, at the same pace that you do all your other work. Some posts might require planning ahead, but mostly you will be posting as things happen.
If people are asking about an aspect of how the library works, don't just tell them, show them. Show delivery. Show a staff meeting. Show storytime or craft project prep.
I hope that the news that you get to help tell the library's story -- is exciting.
Don't worry, you're not expected to do all of this all at once. Your library's story on social media will evolve naturally, at the same pace that you do all your other work. Some posts might require planning ahead, but mostly you will be posting as things happen.
What to post: anti-racism
- Repost from website & primary PCPL + affinity pages
- Amplify Black, Mexican and Native-American voices without making it about you
- Encourage learning & reflection
- It's not one-and-done: this is an ongoing process of learning & re-learning
WHAT TO POST ANTI-RACISM
We are making a commitment as a library system to oppose racism internally and externally, and our social media is no exception.
PCPL right now is overwhelmingly white, so I get that this might be uncomfortable. Remember, Reneé and CSO are here to help.
■ Unsure about language and content? Repost from website & primary PCPL + affinity FB pages
■ Amplify Black, Mexican, and Native-American voices without making it about you
■ Encourage learning & reflection without telling people what to think
It's not one-and-done: this is an ongoing process of learning & re-learning. It's an ongoing process of posting over and over again
We are making a commitment as a library system to oppose racism internally and externally, and our social media is no exception.
PCPL right now is overwhelmingly white, so I get that this might be uncomfortable. Remember, Reneé and CSO are here to help.
■ Unsure about language and content? Repost from website & primary PCPL + affinity FB pages
■ Amplify Black, Mexican, and Native-American voices without making it about you
■ Encourage learning & reflection without telling people what to think
It's not one-and-done: this is an ongoing process of learning & re-learning. It's an ongoing process of posting over and over again
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Here's an example of an infographic I shared this summer. It linked to a list of developmentally appropriate books that parents could use.
It's good to be careful. Before using it I looked at the organization's credentials and ran it by Reneé. Once it checked out, I also sent the booklist to CDO for consideration so that they and infoline aren't blind-sided by requests for the books we didn't own yet.
Part of what is happening is that we’re questioning traditional sources of information and history, and becoming more conscious of who is speaking for whom. Always investigate the source if you are posting a graphic or link on behalf of the library, especially if the topic is a difficult one.
It's good to be careful. Before using it I looked at the organization's credentials and ran it by Reneé. Once it checked out, I also sent the booklist to CDO for consideration so that they and infoline aren't blind-sided by requests for the books we didn't own yet.
Part of what is happening is that we’re questioning traditional sources of information and history, and becoming more conscious of who is speaking for whom. Always investigate the source if you are posting a graphic or link on behalf of the library, especially if the topic is a difficult one.
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Frequency of anti-racism posts is important too.
How far do you need to scroll on your page before you see a racially inclusive post? Do people of color see themselves on your page, too?
I do frequent informal "audits" of the diversity of my pages. It's an important cross-check especially if you yourself are of a dominant culture. Model the world we want to see and live in.
Here's a story. I can't tell you how hard it was to find a "remember to vote" image of a ballot being placed in a ballot box that wasn't white, or a man's hand (wearing a business suit, no less). It's good to review your page regularly because most of our photo sources are biased too.
How far do you need to scroll on your page before you see a racially inclusive post? Do people of color see themselves on your page, too?
I do frequent informal "audits" of the diversity of my pages. It's an important cross-check especially if you yourself are of a dominant culture. Model the world we want to see and live in.
Here's a story. I can't tell you how hard it was to find a "remember to vote" image of a ballot being placed in a ballot box that wasn't white, or a man's hand (wearing a business suit, no less). It's good to review your page regularly because most of our photo sources are biased too.
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There is no shortage of high quality anti-racism posts you can make from our own website.
Regularly check the Kindred, Biblio Lotus, Nuestras Raíces, Welcome to America, and Many Nations sections of our website for booklists and articles that have already gone through a vetting process.
Something I have been learning is that inclusion does not equal a focus on the hard, difficult, traumatic stuff. Inclusion also means that people of color see themselves and their daily lives in joyful celebratory posts too. Finding a good balance is another area where reposting content from our library affinity teams is helpful.
Regularly check the Kindred, Biblio Lotus, Nuestras Raíces, Welcome to America, and Many Nations sections of our website for booklists and articles that have already gone through a vetting process.
Something I have been learning is that inclusion does not equal a focus on the hard, difficult, traumatic stuff. Inclusion also means that people of color see themselves and their daily lives in joyful celebratory posts too. Finding a good balance is another area where reposting content from our library affinity teams is helpful.
Gathering content
- Our website: news, blogs, lists -- cruise your own desks for flyers
- Pima County & neighborhood newsletters
- Facebook, especially local, books, learning, & reading-focused pages
- Local news sources
- Listen to your own back room!
So, you ask: Where do I find all of this?
■ Our website: news, blogs, lists -- cruise the desks for flyers. If someone has taken the time to make a flyer, you should be talking about it on FB.
■ Subscribe to Pima County & neighborhood newsletters, and educational ones like “Antiracism Daily.”
■ If you follow high quality local news sources on Facebook (assuming you read your own newsfeed) the news will come to you and be easily shareable. Also look for local culture, books, learning, & reading-focused FB pages to follow.
■ Listen to your own back room! If there is excitement and enthusiasm over something coworkers are planning, chances are good that it's something you can be posting about.
■ Our website: news, blogs, lists -- cruise the desks for flyers. If someone has taken the time to make a flyer, you should be talking about it on FB.
■ Subscribe to Pima County & neighborhood newsletters, and educational ones like “Antiracism Daily.”
■ If you follow high quality local news sources on Facebook (assuming you read your own newsfeed) the news will come to you and be easily shareable. Also look for local culture, books, learning, & reading-focused FB pages to follow.
■ Listen to your own back room! If there is excitement and enthusiasm over something coworkers are planning, chances are good that it's something you can be posting about.
Assessing links to share
- Look for posts that are from reliable, authoritative sources
- How old is the information?
- Beware of click bait, always, always check
- Spot check booklists against the catalog
How to assess something you found online -- is it worth posting?
Look for posts that are
--from authoritative sources like the Smithsonian, or This is Tucson, or that share #ownvoices info
--Go look at the article. Is the content great but surrounded by lots of partisan images and commentary? This may not be a good post for the library. Is the information also found somewhere else?
We’re not neutral, but I believe that difficult information is trusted more when it is presented objectively and not in a coercive, tabloidish way.
--How old is the information? Is it sourced? In other words, can you tell who wrote it and see who they are?
--If it's a booklist, have you spot-checked our catalog to see if we have some of the books? If we don't I might send the list to CDO first and ask them to assess the titles for purchase.
Look for posts that are
--from authoritative sources like the Smithsonian, or This is Tucson, or that share #ownvoices info
--Go look at the article. Is the content great but surrounded by lots of partisan images and commentary? This may not be a good post for the library. Is the information also found somewhere else?
We’re not neutral, but I believe that difficult information is trusted more when it is presented objectively and not in a coercive, tabloidish way.
--How old is the information? Is it sourced? In other words, can you tell who wrote it and see who they are?
--If it's a booklist, have you spot-checked our catalog to see if we have some of the books? If we don't I might send the list to CDO first and ask them to assess the titles for purchase.
Politics & controversy
- Is the content great but surrounded by lots of partisan images and commentary intended to influence or persuade?
- County policy: "It's against State law and County policies to use County resources, including employees' time, to influence the outcome of an election."
How to assess something you found online -- is it worth posting?
Scenario: It's 2015 and you found a great link for Women's History Month. Unfortunately, it's surrounded by lots of partisan images and commentary aimed at persuading people to vote for Hilary Clinton.
County "Election Activity Laws and Policies" training on political speech: "It's against State law and County policies to use County resources, including employees' time, to influence the outcome of an election."
There's an important difference between a post that takes a position that is a core library value such as LGBTQ+ rights, and posting something intended to persuade people to choose one way or another in a voting booth.
Scenario: It's 2015 and you found a great link for Women's History Month. Unfortunately, it's surrounded by lots of partisan images and commentary aimed at persuading people to vote for Hilary Clinton.
County "Election Activity Laws and Policies" training on political speech: "It's against State law and County policies to use County resources, including employees' time, to influence the outcome of an election."
There's an important difference between a post that takes a position that is a core library value such as LGBTQ+ rights, and posting something intended to persuade people to choose one way or another in a voting booth.
Navigating controversial topics
- The library words position statements very carefully, and some statements may still be in the works
- Does the link inflame? or inform?
- Make sure you're available to monitor
- Talk to us, talk to your Manager
How to assess something you found online -- is it worth posting? (continued)
We CAN post about topics and share links to information that some people may consider controversial, especially if we frame the lead-in a way that is calm and informative.
Having said that, though, we need to be in sync with where the library sits on the topic. This is easier in areas like LGBTQ+ rights, where the PCPL stance is clear and longstanding. In new areas, you should know that the library words position statements very carefully, and some statements may still be in the draft and approval process by teams like our Antiracism team.
Ask yourself some questions:
--Does this link or its context attempt to influence a decision before the people at a voting booth? Just no. Do not post.
--You're speaking for the library and your branch. Are you in sync with them? The best way to know is to ask.
--Are you posting something that might be controversial before a weekend or any other time when you will not be able to monitor the comments? That’s not a great idea.
--Is the intent of the link to inflame more than it is to inform? These are not a good candidates to post as the library.
So, ask yourself some questions, and talk to your manager. Talk to Reneé and whoever becomes the Social Media Manager. Together we will help your post be successful and meaningful.
We CAN post about topics and share links to information that some people may consider controversial, especially if we frame the lead-in a way that is calm and informative.
Having said that, though, we need to be in sync with where the library sits on the topic. This is easier in areas like LGBTQ+ rights, where the PCPL stance is clear and longstanding. In new areas, you should know that the library words position statements very carefully, and some statements may still be in the draft and approval process by teams like our Antiracism team.
Ask yourself some questions:
--Does this link or its context attempt to influence a decision before the people at a voting booth? Just no. Do not post.
--You're speaking for the library and your branch. Are you in sync with them? The best way to know is to ask.
--Are you posting something that might be controversial before a weekend or any other time when you will not be able to monitor the comments? That’s not a great idea.
--Is the intent of the link to inflame more than it is to inform? These are not a good candidates to post as the library.
So, ask yourself some questions, and talk to your manager. Talk to Reneé and whoever becomes the Social Media Manager. Together we will help your post be successful and meaningful.
Content prohibited by Pima County
- Content that reveals private, personal information without permission
- Copyright, trademark, and intellectual property violations
- Comments in support of or opposition to political campaigns or ballot measures
This wording is straight out of the County's procedures document, Procedure 3-31, as revised 05/01/2018
https://webcms.pima.gov/UserFiles/Servers/Server_6/File/Government/Administ...
There is a much longer list, of course, but I thought these were worth highlighting here.
Content prohibited by Pima County
--Content that reveals private, personal information without permission
--Copyright, trademark, and intellectual property violations
--Comments in support of or opposition to political campaigns or ballot measures
https://webcms.pima.gov/UserFiles/Servers/Server_6/File/Government/Administ...
There is a much longer list, of course, but I thought these were worth highlighting here.
Content prohibited by Pima County
--Content that reveals private, personal information without permission
--Copyright, trademark, and intellectual property violations
--Comments in support of or opposition to political campaigns or ballot measures
Other important stuff
- Frequency: post a minimum of 2x a week, and a maximum of 2-3x a day
- All posts must have an image or a video
- See handout: content calendar
OTHER IMPORTANT STUFF
■ I will send you a "content calendar" which may be helpful for planning ahead. Keep it handy, and you will never miss National Book Day or Winnie-the-Pooh's birthday.
■ Frequency: I highly recommend that you post a minimum of 2x a week. This is primarily due to how Facebook chooses who does and doesn't see a post. The more you post the more quickly your page will grow. I don't recommend posting more than 2-3 times a day.
■ All posts -- to do well and be worth the time you spend posting them -- should have an image or a video. This is partly human behavior (pictures catch our eyes better), and partly a Facebook thing. Their algorithm favors posts with images.
■ I will send you a "content calendar" which may be helpful for planning ahead. Keep it handy, and you will never miss National Book Day or Winnie-the-Pooh's birthday.
■ Frequency: I highly recommend that you post a minimum of 2x a week. This is primarily due to how Facebook chooses who does and doesn't see a post. The more you post the more quickly your page will grow. I don't recommend posting more than 2-3 times a day.
■ All posts -- to do well and be worth the time you spend posting them -- should have an image or a video. This is partly human behavior (pictures catch our eyes better), and partly a Facebook thing. Their algorithm favors posts with images.
Times & Timing
- "Prime time" to post on Facebook is 7-9pm
- The lunch hour, 4pm-ish, and 10pm-midnight are also good
- The best days to post are Thursday-Sunday
TIMES & TIMING
■ "Prime time" to post on Facebook is 7-9pm
■ The lunch hour, 4pm-ish, and 10pm-midnight are also good
■ The best days to post are Thursday-Sunday
■ "Prime time" to post on Facebook is 7-9pm
■ The lunch hour, 4pm-ish, and 10pm-midnight are also good
■ The best days to post are Thursday-Sunday
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