Firstly, libraries can use social media to communicate with their communities. For example, Mosman Library uses Flickr to share local history with their users and participate in discussions to identify artefacts. Yarra Plenty Regional Library engages with their patrons through posting topical articles on Facebook which generate comments and discussion. Mosman Library’s blogs are another tool for communicating with targeted groups within their community.
Secondly, social media can assist libraries in responding to feedback. An advantage of social media is the ability to keep track of how the library is perceived in the digital space. Libraries like Sunshine Coast library can respond to feedback from users on Twitter and Facebook in a prompt manner and so that other users can also benefit from the response to feedback is.
Next, social media can provide an effective marketing strategy that reaches users far beyond those who walk through their physical space. By posting upcoming events on Twitter and Facebook, Sunshine Coast Library can reach a wide range of potential customers through these networks. Mosman Library’s YouTube channel of author evenings are another method where potential customers can see past events and increase the potential for attending future events. In addition, Mosman’s Facebook account promotes new materials through pictures and announcements of new books with links back to the library’s catalogue.
Finally, social media allows libraries to better understand their patrons. Through digital tools which track user views and locations of social media sites, libraries can be better informed of the topics which most interest their community and the times of day when they are most active. Occupying the same space and participating in the same conversations as their customers will allow libraries to be more relevant to the needs of their patrons. This can be seen in all three libraries’ Twitter and Facebook number of followers and related ‘friends’.
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