Presentation given to LIS505 Library Administration and Management class at the University of Illinois Urbana-Champaign, Spring 2015.

1. Like us on Facebook!
How Academic Libraries Can Utilize
Facebook as a Promotional Tool
By: Rainie Themer

2. Overview
• Libraries around the globe are
using social media
• Facebook is the most popular
social media platform
• 71% of adult internet users are
Facebook members (2014 Pew
Research Center)
• Academic libraries can use
Facebook to promote their
resources and services in new
ways http://open-site.org/blog/the-future-of-libraries/ (2013)

3. Facebook as a Promotional Tool
• Facebook introduced in 2004 as
a way for Harvard students and
alumni to connect
• Later opened to other colleges
and then the general public
• Facebook Pages for businesses
and organizations launched in
2007
• Facebook Pages allow for
businesses and organizations
to:
▫ Have a larger online presence
▫ Promote services
▫ Connect and engage with
audience/customers
http://mobile.softpedia.com/blog/Facebook-Page-Manager-for-
Android-Updated-with-Ability-to-Upload-Videos-407683.shtml

4. Facebook Pages Features
• Allows businesses and
organizations to:
▫ Share updates through status
posts
▫ Share photos, videos, and
links
▫ Create events
▫ Take polls
▫ Analyze FB statistics through
Facebook Insights
https://www.facebook.com/universitylibrary/info?tab=page_info

5. Facebook Page Insights
• View demographics of fans
▫ Age
▫ Location
▫ Gender
• See what posts were most
engaging to users/how they
engaged with posts
▫ Likes
▫ Shares
▫ Comments
• View what time of day users
were most active Facebook Insights Overview :
https://www.facebook.com/CircusNow/insights/

6. Facebook Insights Continued
People Insights Posts Insights
https://www.facebook.com/CircusNow/insights/?sectio
n=navPeople
https://www.facebook.com/CircusNow/your_posts/

7. Benefits of Using Facebook for
Academic Libraries
• Promote resources, services,
and send updates to audience
in a way that is familiar
• Allows for viral marketing
• Can help ease library anxiety
• Creates a new way to
communicate directly with
patrons
• Creates ways to connect with
other departments within the
university
Milner Library, ISU Photo update:
https://www.facebook.com/Milner.IllinoisState?fref=ts

8. Challenges to Implementing a Library
Facebook Page
• Not gaining followers
• Library staff resistance
▫ May not see a need for a library Facebook Page
▫ May think Facebook could be replacing the
website
▫ Might think it will take too much time to update
• Low user engagement

9. Recommendations for Libraries
Creating a Facebook Page
• Create a Facebook
Committee/Working Group
• Create a marketing strategy
• Find out what patrons want
from a library Facebook Page
• Create a Facebook action
plan/review and update when
needed
• Get to know Facebook Pages
before launching
• Study what other similar
institutions have done
• Be adaptable

10. Additional Resources
• Facebook Pages :
https://www.facebook.com/help/583181978367528
• “Expanding Beyond Our Library Walls: Building An Active Online
Community Through Facebook”
http://search.ebscohost.com.proxy2.library.illinois.edu/login.aspx?
direct=true&db=lls&AN=41327218&site=ehost-live
• “Striking A Balance: Effective Use Of Facebook In An Academic
Library”
http://search.ebscohost.com.proxy2.library.illinois.edu/login.aspx?
direct=true&db=lxh&AN=61157944&site=ehost-live