The strategy nicely covers:
- Strategy: increase awareness and use of library services, materials and programs
- Key Messages: unique services; quality information; engaging; community resource
- Voice: personal, not institutional
- Guidelines: encourage interaction and response
- Integration: all communication channels are connected
- Evaluation: measure, measure, measure!
Social media strategies can be as individual as you are. The important thing is to have one. You need to understand why you are posting in this space, who is posting and how to keep a consistent voice and style. If multiple staff are posting and they are doing it differently — while staff may enjoy it, you are confusing your public.
I understand that some libraries may find this controversial, but the public likes knowing what to expect and want a consistent brand experience. It isn’t about our individualism or staff expressing themselves. It’s important to remember that our public come to our social media sites not from other libraires, but from Lady Gaga or Justin Bieber or Disney or Levi’s or the local deli. They see our sites in that context.
If you have a strategy and are willing to share, post here or email it to me and I’ll post. Thanks!