Libraries have embraced social media as a means of connecting with their patrons and keeping them informed of programs and services. Unfortunately, many engage in hard-selling, a form of content that platforms such as Facebook now punish with reduced audience size. This talk demonstrates how to leverage Facebook’s algorithm and increase your library’s social media reach through the creation of engaging content. Speakers discuss “created” versus “curated content,” giving library-specific examples of both. High-engagement posts are dissected to reveal what made them work. Learn how your organization can boost engagement with its patrons and achieve social media success!

1. Success
with Social Media
Impact & Reach
Nick Tanzi, Assistant Director
South Huntington Public Library
Sara Roye, Public Relations Specialist
Mastics-Moriches-Shirley Community Library

2. -Anonymous
Designing on Facebook is
like building your home at
the base of a volcano.

3. Why are we on social media?
3
▪ To connect with our patrons
▪ To build & maintain a
positive image
▪ To share information about
programs & services

4. Direct Paths Don’t Work!
4
Expectation:
We post about
our programs
& events
Patron sees
our post in
newsfeed
Patron
registers/uses
service

5. 5

6. 6

7. Reality
7
▪ Facebook’s algorithm favors posts that
users want to see
▪ It determines this, in part, by measuring their
engagement with the poster
▫ Likes
▫ Comments
▫ Shares
▪ “Sign up for this program” style posts
▫ are generally low engagement
▫ equate to “hard selling”

8. 8
Reality:
Post
engaging
content
Patron
interacts
with post
Facebook
attributes value
to these
interactions
Increased
visibility of your
page's posts in
patron feed

9. 9
Engagement
Reaction
(good)
Comment
(better)
Share
(best)
▪ Viewer takes some action
▪ This action has a certain value

10. What is Engaging Content?
10

11. 11
Created Content
Original content that you produce
and lives on your platform
Curated Content
Relevant information you have gathered
and shared from another source
VS.

12. Created Content
The stuff you make
12

13. #bookface
13

14. 14

15. Local History
▪ Why is this created content?
■ Tell an interesting story
■ Tie-in to event, program or theme
▪ #WBW #TBT #FlashbackFriday
▪ Everyone enjoys nostalgia
▪ Feature your library’s story
15

16. 16
1. FB Assigns a High Value to Comments
2. Always “Close the Gap” in Comments

17. 17

18. 18

19. 19

20. 20

21. 21

22. Videos
22
▪ A Facebook video receives, on average,
135% more organic reach than a photo
(Socialbakers, 2015)
▪ Facebook’s Newsfeed algorithm places a
lot of weight on videos
(SEO.com, 2016)
▪ Social video generates 1200% more
shares than text and images combined
(wordstream.com, 2018)

23. 23

24. 25

25. 26
2,100 Views

26. 27

27. 28
3,450 People Reached
112 Engagements

28. 29
Organic Reach
▪ # of people who saw your unpaid post
▪ also called “EARNED” engagement
Paid Reach
▪ boosted posts (ads)
(no substitute for quality content)
VS.

29. 30

30. 31
5,800 Views
36 Shares

31. 32

32. 33
2,689 People Reached
209 Engagements

33. 34

34. 35
4,200 Views
133 Reactions
30 Shares

35. 36

36. 37
3,572 People Reached
94 Reactions 10 Shares

37. 38

38. 39

39. 40
Using
Hashtags
for
Inspiration

40. 41
Remember #bookface?

41. 42

42. 43

43. 44
3,800 Views

44. 45

45. 46
#fursday

46. 47
#fursday

47. 48
Promote
social
channels
in-person

48. Show What You Do
49

49. 50

50. 51

51. Who are
your
community
partners?
52

52. 53

53. 54
8,421
People
Reached

54. Curated Content
▪ The stuff you find
▪ It takes time to research
& prepare these posts
55

55. Memes
& Comics
56

56. 57

57. 58
Is my meme
good to post?

58. 59

59. 60

60. 61

61. 62

62. 63

63. Values-
Driven
Content
64

64. 65

65. Use FB’s Tools to Grow Your Audience
66

66. Recap:
Engaging Content is Key
67
▪ Offer balance of created & curated content
▪ Create videos of what you do & who you are
▪ Leverage FOMO
▪ Engage community partners
▪ Demonstrate your core values
▪ Don’t be afraid of a little fun
▪ Close the gap in the comments (always positive)

67. THANK YOU!
Any questions?
68
Nick Tanzi, Assistant Director
South Huntington Public Library
the-digital-librarian.com
Sara Roye, Public Relations Specialist
Mastics-Moriches-Shirley Community Library