So, I've started the other book for class and of course have some thoughts even before completing the first chapter titled "Getting a (Better) Grip on Social Media." Basically the author is communicating the library's place (and not role) in social media, which is to engage in the conversation and not fall into the trap of using social media as a bullhorn to announce programs and promote itself.
My initial thoughts are that it is easy to fall into that trap. Engaging in conversations isn't hard so much as it is time consuming, however, it is a great way to build the online reputation of the library while showing interest in the needs of the (local) community. For example, start out by creating accounts in forums and participating community groups that resemble the library's target user groups. For example, if parents of young children are an existing user group, then join groups like BabyCenter.com, where in a conversation about kid's meal preferences, in which the parents are saying that jazzing up a meal is time intensive, the library could make a post saying, "if you are looking for fast and easy ways to jazz up a kid's meal or get them involved in helping in the kitchen, try this book," with a link to the catalog.
By engaging in online communities where our (potential) users already exist, libraries would be going where the users are. Other existing groups could be gaming forums, genealogy forums, public schools websites, university commons spaces, such as Student Council online spaces, teen music websites (try friending a local music group on MySpace and then posting comments about having their music cd at the library for checkout or arranging to have the group play at the library).
Once the community sees the library engaging repeatedly within their own spaces (with links back to the library website or own social media profiles), then the library's online reputation will be perceived as one which gives to the community instead of trying to get from the community.
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