Libraries---Seize the Social Media Day!

The number one way I believe libraries should manage their brand online is by advocating their services through social media.  With more and more people using the internet to meet their information needs, it is common for the average user to become unaware of the many valuable services libraries offer.  Twittering, blogging or updating a Facebook status about the free Wifi available in public libraries or the guest speaker on job search techniques are ways that the average person may be made aware of how library services are relevant to their needs.

So, in order for the message to reach potential users, libraries must find ways to use the proper social media channels.  However, this goes beyond simply creating a Facebook account and adding friends.  Libraries must carefully plan a social media strategy that will improve the status of their brand but also be manageable for the library over time.  Managing one's online reputation requires continued maintenance and interaction with users.  The strategy must involve encouraging the input of users but that is pointless if there is no representative from the library to keep the interaction flowing.  If a library is blogging about all the great guest speakers they have lined up for next month and a user comments that they wish to see a speaker on body image issues, it is only appropriate that a library representative acknowledge that request.  Even if all they say is that the library will look into covering that topic, at least they are showing the user that their opinion is valuable to the library.  

Negative Reviews from Users

Thanks to social media, consumers now have the power to dictate how a brand is perceived.  Through online forums such as blogs and reviewer websites, honest opinions are given valuable attention from would-be customers.  I know from personal experience that user reviews generated on sites such as Yelp.com, Amazon.com and MakeupTalk.com can provide insight that advertisements have never offered.  Before buying a product, I am able to do some research and learn the pros and cons to each brand and version of the product that is on the market.  It is almost like having a best friend that just bought the item and wants to offer their opinion on it.  But, sometimes these reviews come from people that are impossible to please or may have had a negative experience that is not typical of a company or product line.  This can have a devastating impact on the reputation of a brand.


A proactive company can combat this dilemma by making their presence known within such forums.  By the brand expressing helpful feedback and genuine concern, potential viewers may formulate a better opinion of the brand.  One important way this can be achieved is by a representative of the company correcting inaccurate information.  I will try to give an example- I visit a lot of beauty product forums and blogs.  All too often I see a negative review about how a product didn't work but actually the customer was using the product incorrectly.  If there was a friendly and informative response from someone in the company, that customer and others reading the review could walk away better informed about the product.