Introduction
This is a step-by-step guide to how a library can use social media to raise its profile and enhance the services it offers. For much of the first half, it is less concerned with the mechanics of social media than with understanding how online communities work, people interact and libraries can build a rapport with their potential customers. Solomon stresses the need for libraries to participate in discussions, build up social capital, reply promptly to feedback and develop a presence by showing that what they have to say is worth listening to. For many libraries, this entails a marked shift in thinking. Yes, it is still marketing, but with a different modus operandi, one which involves two-way traffic and a lot of thought, preparation and planning.
Solomon takes the reader through the process of understanding the media, which tool is best for the purpose in hand, how to convince management of the value of social media to the library, which staff to involve and how to write successful posts. Solomon is exceptionally well-versed in the world of social media, and this is best seen in her judicious use of examples of good and bad practice. Grabbing attention online, especially when people have so much to read and often little time in which to do it, is a skill worth mastering. Much of this will be familiar to anyone who has an interest in, or has studied, effective advertising management or journalism techniques. Librarians may use social media socially, but writing in a professional capacity needs a different set of skills, and Solomon understands this perfectly.
Solomon also has a good understanding of how a library can adapt its online avatar to suit the different media. Despite being lumped together under the general heading “social media”, YouTube, Facebook, Twitter and LinkedIn all serve different purposes and communities and need to be understood on their own terms. Being true to your organization’s identity, aims and objectives while interacting with very different online communities is every bit as difficult as mastering the art of grabbing attention.
There is also plenty of advice for those who think that taking to the social media waters is akin to jumping into the bear pit. Solomon devotes a considerable amount of time on how to avoid courting controversy, taking the rough with the smooth and minimizing the damage which will come when the inevitable negative comments arrive. The chapter on online reputation management is particularly effective.
In the social media world, the only certainty is that there is no certainty. Vast amounts of time and money are expended on media which may disappear as quickly as they once arrived. Libraries have to learn to pull the plug when they are faced with diminishing returns, staff changes or burnout, and Solomon tackles this problem well. The social media landscape will change, but the principles espoused in this book will help librarians deal with whatever replaces the current players. This book is heartily recommended.
