Smithsonian Institution Libraries- Marketing Critique

Marketing Critique

            One library organization with a strong online presence is the Smithsonian Institution Libraries.  Although they have an impressive website, what really makes their presence known in the cyberworld is how they have adopted various social networking tools as part of their marketing strategy.   A user can follow them on Twitter, add them on Facebook, view their photos on Flickr or subscribe to their channel on YouTube.  By employing all of these formats, the Smithsonian Institution Libraries are able to reach out to users in a variety of ways.  Their website has its own blog, but they rely on Twitter and Facebook as a means of broadcasting their blog to people that might not have sought out their website. The Smithsonian Institution is a large organization hosting twenty individual libraries.  The institution supports research for the advancement of science and the arts.  They work closely with the federal government, universities and the American people.  This is quite the challenging patron database to serve!  However, their approach to using social media for marketing purposes proves to be innovative and quite effective.

The Smithsonian Institution Libraries’ Facebook profile is full of vibrant information.  Their status is updated on a regular basis with announcements of upcoming events, acquisitions, and other items from their blog.  The profile also features pictures that help to bring the library to life.  From such events as a film premier, symposium and various receptions, the photos demonstrate to users that the library offers a community for them to join.  Their Facebook page also has a blog section that is filled with posts from their website.  These blogposts provide a unique peek into how the libraries operate.  Instead of dry, generic announcements, this platform is used to highlight what each library consists of.  For example, some of the blogposts introduce interns and describe a bit about the projects they are working on.  It is enhanced by many images and videos related to the topics being covered.  This is an excellent marketing technique because it allows users to feel especially connected to the Libraries.

While their Facebook page is chuckful of engaging information, it is lacking in the area of interacting with their users.  For example, there is a Discussion page on their profile that has not been updated in six months.  Also, comments are left unanswered and unacknowledged on their Facebook Wall.  

Another social media tool that is heavily used by the Libraries is Twitter.   Their Twitter page is updated at least once a day and has 3,857 followers.  Each tweet is full of spunk and excitement.  I did not read any tweets that were boring, which led me to believe that they understand how important it is to not only draw in followers, but keep them coming back.  Many of the tweets were shorter versions of their Facebook status.  However, they also used Twitter as a platform for minor and casual announcements.  It seems like it is used as a mechanism to keep users in touch with the Libraries and remind them that there is a lot of stuff happening around the clock.  Twitter also gives the Smithsonian an opportunity to showcase their networking skills.  Plenty of references are made to associations and conferences that the libraries are affiliated with.

One area of their Twitter activity that could use some improvement is the amount of users they are following.  They are following 319, which sounds like a lot but some of those Twitter accounts are related to the Smithsonian Institute.  While this helps the Libraries stay connected with other departments in the organization, it does not help facilitate interaction with individual users. 

One of the most innovative parts of the Libraries’ marketing strategy is their use of Flickr.  This profile is used to show pictures of items from their collections. Their photos are of good quality and help to illustrate the specialized collections they have.   As a museum library, they have many interesting artifacts and Flickr may assist in leading users to the Libraries.  For example, imagine you are a Charles Dickens fanatic and enter the author’s name into the Flickr search box.  All of the sudden you come across photos of original print Charles Dickens novels!  Most likely you would look to find the source and once you realized where it is from, your interest in the Smithsonian Institution Libraries may be piqued.

The Smithsonian Institution Libraries have also created their own YouTube channel.  This channel has a variety of videos elaborating on the Libraries’ mission, collections and history.  These videos are quite engaging and a few try to elicit donations from users.  What I found most valuable about using YouTube is that the different videos are able to demonstrate the unique qualities of each of their libraries.  Through their YouTube videos one gains an understanding of how each library offers a distinct set of information.  The videos are incredibly enriched by the use of quotes from actual users. They also articulate user satisfaction in a real life way.  In addition, there are videos showing the construction of some of the libraries, which do an excellent job of describing the vision that was behind these buildings.  By allowing users to view the library without its collection already assembled on the shelves, users feel like they are part of the behind the scenes process.

Some ways their YouTube account could be enhanced is by subscribing to more channels.  So far they have only subscribed to three, all of which belong to the Smithsonian Institute.  By engaging more thoroughly in the YouTube community, the Libraries may gain a wider following.  As it is they have 197 subscribers.  That is quite a bit less than those following them on Twitter. 

Overall, I believe they have built a very strong brand through their commitment to professionalism that is infused with genuine enthusiasm.  It is clear that this is a place full of exciting collections and adventures.  They have done a great job of communicating that through their social networking tools.  One tactic that has definitely contributed to the strength of their brand is their persistent linking of the various sites that hold their participation.  Their official website has multiple links to each user account.  In addition, each individual profile contains links to the others.  A third reason for their strong brand is that they promote content daily.  There is a strong commitment to making their social network profiles vital and relevant to their users.  There is no denying that careful planning and dedication are key components in their successful brand.
If I were hired by the Smithsonian Institution Libraries as their social media marketing consultant, I would focus on improving interaction with users through social media. The first way I would go about this is by responding to users’ comments on all of the social media networks. I would also set up a Myspace account. This would require additional planning and maintenance, but it may reach users that are not accessible through the other tools. Lastly, I would subscribe to many relevant YouTube channels and regularly make professional, intelligent comments. This may generate additional interest in my organization’s videos.