Denver Public Library and Social Media
The Denver Public Library has a
large network of libraries which all find a home together with online social
networking. Each facet of the main
library (teen, Friends Foundation, Fresh City Life, etc.) has social networking
pages like Facebook, Twitter, Blogs, Flickr, and more. The website and social networking sites also
connect all library branches to one central feed making closures, events, and
more easy for patrons to follow and enjoy.
When marketing with through Web 2.0 tools, libraries must embrace the
technology and invest much time to keep the tool current and useful. Yet how does a patron know this tool
exists? Denver Public Library, DPL, has
a social media link at the bottom of every page on their readily accessed
webpage. Their online marketing takes
many forms and succeeds in marketing events, services, and more to target
audiences in the community.
There are several Facebook pages
related to the Denver Public Library that allows for all interested patrons to
stay connected and involved. The
Facebook pages include one on the library itself, Fresh City Life (library
programs that are meant to connect and involve the local community), Western
History and Genealogy, Denver Public Library Friends Foundation, and a teen
page. Each page connects to the others,
creating a network of library users and feeding off each other’s webpage for
ease of use and community. The teen
page, as an example, uses Facebook as a marketing tool for teen targeted
programs at the library, library closure updates, contact information, library
catalog link, free giveaways, new book releases, reading lists, recommendations
by all DPL teen staff, links to online author chats and contests unrelated to
the library but interesting to teen readers, and so much more. The site contains posts anywhere from once a
day every day, to 4 or 5 posts every other day.
No matter the number of posts, which shows an adequate upkeep of the site,
each post is well directed toward the teen reader audience. Overall, the Facebook page does an excellent
job of keeping the consumer informed and engaged. Being a part of Facebook may no longer mean
the library is on the cutting edge of Web 2.0 tools, but it is still a vital
feature of any marketing strategy and this library uses it to its
advantage. Thanks to the site the
library appears involved, up to date, encouraging, and well organized.
Another Web 2.0 tool DPL employs to market
themselves as involved in the community and engage patrons is Flickr. Again, there are separate pages for specific facets
of library; I will focus on the teen page.
DPL reaches out to their teen market using Flickr as a medium for contests,
picture updates on past activities, and advertising for future activities,
which fosters participation and ultimately promotes healthy activity and
reading at a vulnerable teen age. Flickr
allows for a visual representation of all the library is offering their youth
patrons and puts their best foot forward online. All photos demonstrate communities coming
together, literacy related fun, concerts, and contests, all of which represents
the library as a positive aspect of the Denver community and encourages other
young teens to participate. For example,
the ongoing contest now is Book Spine Poetry in which contestants place books
on top of one another so that all titles on the spines read like a poem. One example is, “Breaking Through the City of Ember, Secret Lives of Princesses Return
to Gone-Away.” As a library
professional that works with teens, I love this idea and can see how this would
intrigue teens and encourage participation, as do all the other sticker
contests, art shows, concerts, and more.
I am impressed with the creativity of the staff and their dedication to
their teen patrons in addiction to their prowess with their Web 2.0 tools.
Further marketing exists with Denver
Public Library’s use of Twitter. Like
other Web 2.0 tools, twitter feeds are broken down to smaller facets of the
library. For the purpose of this
evaluation I will evaluate the teen twitter account. Many of the posts are book recommendations,
in addition to event reminders, workshop reminders, links to author and book
information, and any other opportunity that arises for DPL teen staff to
communicate with their patrons. The
account allows for others to respond and comment as well as responses to others
tweets regarding the library and community events. The twitter feed achieves its purpose to
communicate in a fast, succinct fashion with teens in the Denver community in a
noninvasive way in which teens can relate to and appreciate.
Another effective marketing means is
through the Denver Public Library blog.
While the library has a blog attached to each one of its social
networking tools and the website, the teen blog has special marketing
prowess. In a world where blogs are commonplace
and practically required for every library, this teen themed blog is effective,
well maintained, concise, motivating, and informative. While they may not offer anything in the way
of creativity in their use, they are well groomed and demonstrate the staff’s
commitment to communication with their patrons.
The Denver Public Library brand is
consistent and well groomed. It is apparent
in each online presence that the employees of this large conglomeration of
libraries care about their library, their community, and each individual
patron. Interacting with teen readers is clearly a specialty of DPL thus they
are able to encourage loyalty and commitment as these teens grow and become
contributing adults to the community.
With fond memories and appreciation for all that the library offered,
patron loyalty could mean funding on bond issues, Friend Foundation membership,
and more.
Other ways in which the Denver
public Library is successfully fluffing their brand and reputation is be
embracing a blend of online and face-to-face community interaction. Nearly every tweet, blog post, Facebook wall
post, or Flickr photo sharing corresponds to a physical event, activity,
recommendation, and more that can be found at the local branch library. For patrons comfortable with online
communities and those that are just learning, this allows all to participate
with their library and all it has to offer.
The library is not relegated to being simply an online presence, but
also fosters activity and participation, which can be vital for teens
especially.
Unfortunately, while Denver does
excellent work with many Web 2.0 tools, there is one area in which they are
lacking. They miss a target audience in
presenting multicultural events, literacy workshops, book recommendations, and
more via social networking tools. Denver
Public Library requires their children librarians to be proficient in Spanish,
yet the online presence for this demographic is nonexistent. I think the library would be wise to include
some social networking pieces with these patrons in mind.
All in all, I am impressed with the
well-established Denver Public Library brand and positive community
reputation. This is demonstrated with
Web 2.0 social networking tools and the motivating, exciting posts that
encourage library event participation and loyalty. My only suggestions as a marketing consultant
would be to add a Facebook page or twitter feed with a multicultural edge. Also, there is so much offered on the website
that is not mentioned among the social networks. I think it would be wise to encourage use of
this website in each post and photo, it would be a shame for patrons to miss
this well designed useful website. I
look forward to keeping up with the Denver Public Library and piggybacking off
their well-loved Web 2.0 use and teen participation ideas.
Denver Public Library Links
Facebook: http://www.facebook.com/teens.dpl
Twitter: http://twitter.com/denver_evolver
Denver Public Library Teen Website: http://teens.denverlibrary.org
No comments:
Post a Comment