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Bookface & Beyond
Creating Engaging Content
for Social Media
Nick Tanzi, Assistant Director of Technology
Mastics-Moriches-Shirley Community Library
Sara Roye, Public Relations Specialist
Mastic-Moriches-Shirley Community Library

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

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

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

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Reality
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▪ 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”

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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.
What is Engaging
Content?
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Created ContentOriginal content that you produce
and lives on your platform
Curated ContentRelevant information that you have gathered
and shared from another source
VS.

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Created
Content
The stuff you make
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#bookface
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…but wait,
there’s more!
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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
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Videos
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▪ 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)

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

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Segmenting
Your Audience…
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▪ is using one or more demographic trait to
identify your target customer
▪ is about knowing your audience
▪ gets you the most from your advertising dollar

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ORGANIC
REACH
PAID
REACH

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As Inspiration
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#fursday

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Show What You Do
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Curated
Content
▪ The stuff you find
▪ It takes time to research & prepare these posts
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Memes
& Comics
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Values-
driven
Content
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Dynamic
Captions

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Recap:
Engaging Content is Key
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▪ Offer balance of created & curated content
▪ Make the most of your ad dollars
▫ by boosting best posts to segmented audiences
▪ Develop dynamic captions
▪ Be positive & upbeat
▪ Close the gap in the comments

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THANK YOU!
Any questions?
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Nick Tanzi, Assistant Director of Technology
Mastics-Moriches-Shirley Community Library
Sara Roye, Public Relations Specialist
Mastic-Moriches-Shirley Community Library