Abstract
In Strategic Planning for Social Media in Libraries, Sarah K Steiner, Social Work and Virtual Services Librarian, Georgia State University, supplies a succinct guide for the creation and maintenance of library-based social media ventures. As part of THE TECH SET series, the book is a quick read, providing solutions for a dynamic information world. Series editor Ellyssa Kroski, Emerging Technologies and Web Services Librarian at Barnard College, writes that: ‘Librarians have been trailblazers in the field of social media services, and many library employees believe that a library presence in these new platforms is integral to libraries’ continued relevance in the age of social media,’ yet librarians ‘may feel nervous or even threatened by the process of planning’ (pp. ix, x). As a countermeasure, Steiner presents scalable strategies for social media services, allowing professionals with little experience to master the tenets of planning. She writes that the social media field is ‘almost always an extemporaneous, unplanned content stream,’ but guidelines are essential for it to be deployed effectively, especially when time and resources are limited (p. 93).
Steiner differentiates between strategic and project plans, which are often confused. She comments: Your strategic plan will lay the groundwork and basics for a number of subsequent project plans, but they are not project plans themselves. The strategic plan will outline direction, and then more detailed project plans can be created to manage specific dates, duties, and day-to-day management as necessary. (p. 65)
Strategic plans usually do not name specific platforms, but remain flexible in response to changing technologies, allowing libraries to shift as users adopt and abandon online tools. Additionally, plans should align with larger institutional missions and visions, providing a unified voice to all outreach methods.
The book’s nexus is its must-read chapter on implementation, which advises readers on segmenting library patrons, selecting target audiences, conducting external and internal environment scans, writing plans, implementing them, establishing social media policies, developing internal guidelines for social media, and setting goals for the coming years.
Steiner also addresses forming task forces and garnering administrator and peer buy-in, a sometimes-difficult task for overburdened library employees. She cautions that colleagues may be ‘hostile, indifferent, or cautiously critical … even those who believe in the merits of social media use in libraries will (rightfully) want to know why planning for it is worth the time’ (p. 23). Yet, planning maximizes decision making and efficiency for employees and creates consistent, positive experiences for patrons.
Mini case studies summarize projects at other libraries, such as Villanova University, San José Public Library, and the New York Public Library. The book also has sample exercises, focus group questions, goals, mission statements, and starting points for developing strategic plans, such as a planning model worksheet. Additionally, the ‘Recommended Reading’ section provides annotated bibliographies on relevant books and articles on social media planning.
More discussion on the dynamics of engaging in social media would put planning in context. For example, Steiner mentions how some organizations are personalizing the authorship of social media as to-be-seen-as groups composed of humans rather than faceless entities. She also suggests ways in which libraries can deal with negative commentary online. The book could have been stronger by either adding more suggestions like these within the text or creating a more robust recommended reading section about social media practices. Granted, the focus of the book is planning for social media, not current procedures, but some guidance is necessary to put the rest of the book in perspective.
Social media complement a plethora of library-based activities, connecting with patrons, especially younger or reluctant ones, in a way that is significant to them. Social media promote library services, workshops, and events; provide better access to information; enhance instruction; and collect feedback from patrons. Rather than simply establishing a presence and hoping patrons will notice, librarians are developing strategies for making the best use of social media, recognizing the unique qualities of different tools. While many libraries already have a social media presence on Facebook and Twitter, it is also important for institutions to consider social media as part of their core communication and engagement strategy, to train their staff to connect with social media, and to prepare for the short- and long-term inclusion of social media in their institutions. Well-written strategic plans focus time and effort on the most relevant outreach tools and produce meaningful, useful, and targeted content for the library community. Strategic Planning for Social Media in Libraries, like all the books in THE TECH SET series, offers practical advice on technology uses in the library. The book is recommended for current library employees interested in either implementing social media in their institutions or designing a more efficient and effective social media plan.