Like us on Facebook!How Academic Libraries Can Utilize Facebook as a Promotional ToolBy: Rainie Themer

Overview• Libraries around the globe

are using social media

• Facebook is the most popular social media platform

• 71% of adult internet users are Facebook members (2014 Pew Research Center)

• Academic libraries can use Facebook to promote their resources and services in new ways

http://open-site.org/blog/the-future-of-libraries/ (2013)

Facebook as a Promotional Tool• Facebook introduced in

2004 as a way for Harvard students and alumni to connect

• Later opened to other colleges and then the general public

• Facebook Pages for businesses and organizations launched in 2007

• Facebook Pages allow for businesses and organizations to:▫ Have a larger online

presence▫ Promote services▫ Connect and engage with

audience/customers

http://mobile.softpedia.com/blog/Facebook-Page-Manager-for-Android-Updated-with-Ability-to-Upload-Videos-407683.shtml

Facebook Pages Features• Allows businesses and

organizations to:▫ Share updates through

status posts▫ Share photos, videos, and

links▫ Create events▫ Take polls▫ Analyze FB statistics

through Facebook Insights

https://www.facebook.com/universitylibrary/info?tab=page_info

Facebook Page Insights• View demographics of fans

▫ Age ▫ Location▫ Gender

• See what posts were most engaging to users/how they engaged with posts ▫ Likes▫ Shares▫ Comments

• View what time of day users were most active

Facebook Insights Overview : https://www.facebook.com/CircusNow/insights/

Facebook Insights ContinuedPeople Insights Posts Insights

https://www.facebook.com/CircusNow/insights/?section=navPeoplehttps://www.facebook.com/CircusNow/your_posts/

Benefits of Using Facebook for Academic Libraries• Promote resources, services,

and send updates to audience in a way that is familiar

• Allows for viral marketing

• Can help ease library anxiety

• Creates a new way to communicate directly with patrons

• Creates ways to connect with other departments within the university

Milner Library, ISU Photo update: https://www.facebook.com/Milner.IllinoisState?fref=ts

Challenges to Implementing a Library Facebook Page•Not gaining followers

•Library staff resistance ▫May not see a need for a library Facebook Page▫May think Facebook could be replacing the

website▫Might think it will take too much time to update

•Low user engagement

Recommendations for Libraries Creating a Facebook Page• Create a Facebook

Committee/Working Group

• Create a marketing strategy

• Find out what patrons want from a library Facebook Page

• Create a Facebook action plan/review and update when needed

• Get to know Facebook Pages before launching

• Study what other similar institutions have done

• Be adaptable

Additional Resources• Facebook Pages : https://

www.facebook.com/help/583181978367528

• “Expanding Beyond Our Library Walls: Building An Active Online Community Through Facebook” http://search.ebscohost.com.proxy2.library.illinois.edu/login.aspx?direct=true&db=lls&AN=41327218&site=ehost-live

• “Striking A Balance: Effective Use Of Facebook In An Academic Library” http://search.ebscohost.com.proxy2.library.illinois.edu/login.aspx?direct=true&db=lxh&AN=61157944&site=ehost-live