The title isn’t really a mathematical formula. Rather, it’s a directive to libraries and librarians = create a brand or build your brand, in order to not only survive, but thrive. How can we do this? Well, we don’t have the millions of dollars that top marketers do. So how can we create a brand, or top of mind awareness, taking a bit of jargon from the business world that has been thrown around by marketers. What is top of mind awareness? It means you have such a strong brand that your customers or patrons automatically think of you, first, whenever a product or service you provide is even mentioned in conversation let alone considered for purchase or use. When you think of information, do you think of Google before you think of the library? That’s top of mind awareness, and a strong brand image.
How does a person or a library build a brand or develop that kind of top of mind awareness? One way is to build social capital, connections within and between social networks. Social capital is developed through hundreds of little and big things done every day. It’s how humans connect with others, build trust and get involved. Do a Google search on “build your social capital” and you will find a list of 150 things a person can do to build social capital on a website called BetterTogether.org, an initiative through the Saguaro Seminar on Civic Engagement in America at Harvard University’s Kennedy School of Government. We personally need to be seen as valuable by our patrons, stakeholders and employers. And our libraries also need to be seen as valuable “members” of the community. The tips work well for individuals and organizations building their social capital and it is very important for librarians to develop connections outside of the library community, as well.
Can we learn other lessons from mainstreet? American Libraries journal said libraries can utilize some of the riches-to-rags lessons learned from retail management to glean survival tips for libraries, as well. Authors Steven Smith and Carmelita Pickett suggest that libraries already have a strong brand, loyal customer base plus millions of items in inventory, talent and expertise and a strong bricks-and-mortar infrastructure. They suggest that instead of continuing to mirror our services electronically, we should be building our electronic library exclusively, instead of on top of our traditional library. That we need to concentrate on making the e-library services much, much more robust and think outside the box, rather than just duplicating services in an electronic format. In other words, we should lead with e-library development and innovation.
How else can libraries survive? A public library in Toledo, Ohio seems to be thriving. An article on the ToledoBlade.com touts the library’s 3 million visits last year, with 6.9 million items checked out or 16 for each county resident. How does a 173-year-old library remain a viable, valuable member of the community? Facing increased demand for services and a reduced budget? It’s what all libraries face, the reality of our economic situation and future. The library partners with 500 organizations that sponsor events, make in-kind donations, and collaborate so that high-quality programs can be offered to community residents at little or no cost. Making sure library patrons and taxpayers value the library and understand how library services are benefiting the community, while emphasizing the frugal methods being utilized, helped the libraries in the state of Ohio pass 95 percent of their library tax levies in May 2010. That’s top of mind awareness and social capital at work.
Bibliography
Scoles, C. (2010, July 10). Public Library is a Toledo Economic Engine, Op-Ed column in Toledo paper. ToledoBlade.com. Retrieved http://www.toledoblade.com/Op-Ed-Columns/2011/07/10/Public-library-is-a-Toledo-economic-engine.html
Smith, S., & Pickette, C. (2011) Avoiding the Path to Obsolescence. American Libraries Retrieved from http://americanlibrariesmagazine.org/features/09052011/avoiding-path-obsolence
social capital. (n.d.). Collins English Dictionary - Complete & Unabridged 10th Edition. Retrieved October 11, 2011, from Dictionary.com website: http://dictionary.reference.com/browse/social capital
I think that a key element, in order for libraries to survive and thrive in todays challenging times, is to use marketing strategies to determine the wants and needs of the communities they serve. For example, when the Charleston County Public Library's new Executive Director, Doug Henderson first started, he held a series of community meetings to determine how the Charleston County Public Library was perceived, good and bad by the local residents. He found out what types of services the community wanted to see the library incorporate. From these meetings it was determined that the residents wanted more children's programs in the evenings and on the weekends. As a result, more than one hundred children's programs were added per month! In order to deal with the reality of facing growth admist a depletion of funding, he brought in a private consulting firm to help develop a 5-year Strategic Plan. More community meetings, interviews and telephone surveys were employed to get input from library users and non-users. This Strategic Plan is about to be revealed to the library employees and to the public once it gets approval from the Library's Board of Trustees. Libraries must incorporate measures such as these in order to plan effectively for their future.
ReplyDeleteI do believe in the idea of community and dedication or by into. The community involvement piece will allow more by in within the library to ensure it's existence. I do know that each library throughout the States are trying to find creative ways to stay open. In my area, the library has asked for a bond proposal to stay opened. I just wish many of these stars would return to their area and donate to the libraries.
ReplyDeleteHi Karen,
ReplyDeleteI think you have hit the nail square on the head. Social capital will play a major role to keep libraries vital and effective. That social capital doesn't begin with money. It's about service to the patrons. All else being equal, good customer service will win. In addition, by performing good customer service, the library staff will learn what people are looking for when they go to the library which they can then use to enhance and change their programs as capital becomes available. During a bad economy when money is scarce is the perfect time to start researching your community and any overall societal changes so that you are prepared with your new goals and objectives when the economy changes and the money is flowing again.