Tokking about libraries
In the digital age the best marketing is free. Social media marketing costs nothing to reach out to intended audiences; generally, the devices needed to create social media content are already on hand - smartphones, computers, tablets. Word-of-mouth recommendations are a great way to drive people to an organization, and social media content can easily be shared by existing followers to others in their social circles, whether online or IRL. The cost of free is music to the ears of library staff, where funding is often tight and how to allocate it must be well thought-out. These days a great social media platform libraries can use to reach out to teens is TikTok. Exclusively using older social media platforms such as Facebook leaves out the teens, because they simply are not found there in as high numbers as their parents and grandparents. Library staff cannot rely on parents and grandparents to excite their teens about books and events at the library, though, because teens are like cats in that the best way to convince them to do something is when the activity is their idea.
Libraries using TikTok to reach teens as well as other existing and potential patrons is happening increasingly and successfully. The New York Times declares, Librarians Are Meeting Younger Readers Where They Are: TikTok. According to the article, librarians and library staff should have fun with creating TikTok posts and not be afraid to look foolish. Since the huge disruption of the pandemic in 2020, libraries can use TikTok to show teens that libraries are still not only relevant but places for them to feel comfortable, safe, and enjoy the materials and services. Those interviewed for the NYT go so far as to encourage local teens to join them in creating content, which can leave a lasting, positive impression on the teens. Libraries' use of Tiktok is working so fantastically for some like the Milwaukee Public Library and Cincinnati & Hamilton County Public Library that the "Today Show" highlighted How 'LibraryTok' is helping libraries write their next chapter. Established library patrons might largely be on Facebook, but libraries must seek out younger generations in other social media realms to stay alive.
I would love to see my library promote teen books, events, and services on TikTok, and I think a great way to begin would be to involve teens who are already regularly visiting the library. Let teens share their own book / material recommendations on the library's platform, as a start.
How do you think libraries could use social media to better reach out to teens? Which other platforms or types of content - on TikTok or elsewhere - do you think would work well for libraries using social media marketing towards teens?
Advertising on social media certainly is convenient because it reaches people right where they are. I also love the fact that it's no cost to libraries! I agree, advertising more on TikTok would likely bring teens into the library. Since we know they are using TikTok more than Facebook, we should try and reach out to them that way. I love the idea of LibraryTok. I will keep that in mind when I start working in a library.
ReplyDeleteMy library has accounts on Facebook, Twitter, and Instagram for reaching out to the community. Hopefully, one day soon they jump over to TikTok. I understand that our social media and marketing team is limited, though. I do like how some libraries, as the articles show, include any staff member, when creating TikToks posts. That means not all the pressure is put on any one person or group.
DeleteLast year, not long before the NYTime's article you linked in your post was published, I noticed that the library from the town that we lived in until our daughters attended high school was using TikTok. They were trying to appeal to all ages, but I've noticed New York Public Library is very much targeting a younger crowd with their TikTok account: https://www.tiktok.com/discover/nypl?lang=en I would need to consult with my daughters -perhaps every couple of weeks-for suggestions of how to be on teens' level, though. They continue to use Instagram -especially stories, however I feel like I could easily miss the beginning of a trend if I didn't ask a younger person for advice.
ReplyDeleteI've been on Tiktok since last year in the spring, and just scrolling through BookTok & LibraryTok shows me what kind of posts are trending. Have more faith in yourself. You can learn a lot by watching the kind of TikToks that others post.
DeleteAnd here's NYPL's TikTok trying to get adults to color! https://www.tiktok.com/@suchkatie/video/7191155665442753838?lang=en
ReplyDeleteIt's important for organizations to utilize social media, but I do think that people assume because social media is easy to use, it is also easy to be good at social media. It isn't. Whereas ten years ago, putting social media skills on a resume was unheard of, I see more of this listed on resumes today. Some companies have entire social media departments because they understand the value of using apps to reach a wider audience. There should be at least one person in an organization that has this skill, or organizations should have social media as a preferred skill.
ReplyDeleteYou make an excellent point about the importance of knowing the SKILL of social media. I like to believe that even when having random staff members help create social media posts, a core social media staff are still involved, if for nothing else than some filming and final editing. This is surely true at my library, which I have seen in the couple times I have participated in helping create social media content.
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