“I’m wondering if you could help me with an issue we’re facing. We currently have a FB page for our library system, but some staff members have questioned whether it would be more useful to have many branch specific pages instead of one main page. We have 17 branches spread across a large county and the thought is that a patron in the north probably doesn’t care what’s happening in the south and would rather friend their specific branch instead of the system as a whole.”
I’m sure this is a question many of you face, and my own library looked at this issue as well. Here are my thoughts, which I shared with this library. I thought you might find helpful and/or it might spark debate.
Thanks for asking the question. Here’s what I think:
It is important to keep your brand focused and clear in the mind of the consumer. When you have a bunch of different Facebook pages for branches you risk diluting your brand. How will it be possible that each branch page reflects the overall library brand? You’ll have different messages, different voice, different strategic focus. This is confusing to customers.
If you keep a single page for the library, you keep the system recognizable to your customer. This is very important to my library because we are funded by tax payers and we want to ensure they understand – in a county with multiple library systems – which branches belong to my library. It also:
- Keeps brand consistency in voice, images, and tone
- Helps customers better understand our key strategies because we continue to focus on a few things instead of everything.
Finally, it is key to the vitality of a Facebook page that you generate conversation. Listing events doesn’t do that. You feed should provoke questions among your FB friends, not be a monologue that lists events.
If you get resistance to this approach, FB has an answer for you. You can create custom tabs for location that can include events on those pages. We have done it this way.
We used a product call Tabsite. It allows you to create multiple tabs in Facebook.
What direction has your library taken?