How many social media accounts does your library maintain? How do you keep them lively and up-to-date? OK, keeping up-to-date part is relatively easy. You just need to post updates on your library’s Facebook page, to add new posts to your library’s blog, and to keep twittering in your library’s Twitter.
However, keeping it lively is much more difficult. How do you draw attention of library users to library’s social media accounts? How can a library provide the feeling that the library is there for you, its users? What it takes might be just the right amount of personal touch.
“So the question becomes, why should our audience care to follow us? And how do we stay connected with them through these medium? Do we make informal chit-chat or do we simply post official announcements? It’s not a simple question to answer.
I know I struggle with representing myself and my unit in these areas. When I joined Twitter and Facebook I joined as myself (Twitter: jeffswain; Facebook: Jeff Swain). Quickly I encountered the problem of separating my personal stuff from my work stuff. It all bleeds together in the either where everyone can connect. Now I also am the persona for our symposium and e-portfolio initiative. Well, how do I represent them? Is it strictly business or is it personal?”
I struggle with the same question as a librarian who maintains and updates various social media accounts. How do you engage your audience? The whole point of having a library’s presence in social media is to interact with library users. But most libraries use their social media tools as an one-way announcement mechanism. While it may work fine for library staff as an easy broadcasting mechanism, how do you ensure that those messages will capture the scarce attention of library users?
The problem is that people are much more interested in other people than in organizations, and in everyday miscellaneous stuff than in research and other library-related stuff. No matter how interesting library events are and how exciting new library databases can be, it just may not be interesting enough for library users to initiate a conversation with their library. Of course, there is an easy solution to this problem. Librarians can run library’s social media accounts as themselves with a little bit of personal voice added to them. But then, it seems that that is not quite a right thing to do because one individual cannot represent an organization properly.
While I am quite happy to babble about my daily activities in my personal Twitter account, I am often unsure about what to twitter for my library’s Twitter account. I don’t want to keep twittering about library events and research tools because I wonder that may simply bore my library users. But then what else can I twitter about that may be interesting to them without my personal interests mixed in? How should a library’s social media policy reflect address dilemma? What would users want from a library’s social media channels?