Strategic Planning for Social Media in Libraries (The Tech Set No. 15)

Citation

Macdonald, F. (2013), "Strategic Planning for Social Media in Libraries (The Tech Set No. 15)", Library Review, Vol. 62 No. 4/5, pp. 349-351. https://doi.org/10.1108/LR-02-2013-0022

Having been involved in the launch of social media initiatives in an academic library without the benefit of a strategic plan, or effective buy‐in, it is re‐assuring to discover on reading this book that it is never too late to address concerns, build buy‐in, and develop strategic goals. The author Sarah K. Steiner, who works at Georgia State University, has produced an easily digestible volume, which will be a useful addition to any work collection. Offering practical advice on how to make the most of “a little bit of time and a good plan” (p. ix), Steiner provides step‐by‐step guides and checklists which make planning for social media feel very “do‐able”.

The strength of the book lies in the questions that Steiner poses when thinking about the merits of different social media solutions, with the understanding that one size does not fit all. When engaging with social media, a lot depends on the environment you are working in, and Steiner makes good use of mini case studies to illustrate best practice. She stresses the importance of creating context through strategic goals, and recommends starting small. Throughout the book, she emphasises the need to plan, plan, plan, and to align with an organisation's strategic objectives to ensure management support and sustainability. She includes a brief but adequate overview of strategic planning, and there is a link to other more in‐depth resources via the companion web site.

Chapter 4 Social mechanics looks at how to get buy‐in from colleagues and managers, and answering their questions around how much time to commit and whether it is all just a passing fad. Steiner stresses the importance of “creating a positive, open community and, ultimately, a positive social response”(p. 25). Even if you already have an established Facebook and/or Twitter presence it is still worth working through the comprehensive chapter on Implementation (pp. 29‐73), and developing supportive strategy and policy which will strengthen future plans and goals. A quick word on marketing (Chapter 6), is followed by an overview of best practices. Steiner identifies 16, including Ask uncomfortable questions and Be patient. They could be usefully re‐produced as a poster to put up in a library workroom.

One of the common questions asked in relation to the use of social media is, “How do we know it is all worthwhile”? In the short chapter on metrics Steiner focusses on asking the right questions. She does not provide definitive answers, but instead identifies the questions that will allow each library to develop measures which will be meaningful to them. She reminds the reader that “Even if a particular goal or initiative was a failure, that doesn't mean your plan on the whole was” (p. 87). Plans can be tweaked and goals adjusted, and in fact constant review and reflection is the only way of keeping abreast of developing trends and staying future focussed.

The solutions offered in the book are scalable and provide the inspiration to get started. Steiner warns against becoming platform specific, and reminds us that social media is not just another communication channel, it demands a different kind of communication – one that creates conversation and engagement with the crowd, and many institutions do not plan or allow for this so the full potential of social media is never met.

There are useful links throughout the book, both to tools, and to sites which illustrate best practices. The recommended readings (pp. 95‐99) are useful, collected under relevant headings, each with a useful synopsis. It would have been good to have this chapter included on the companion web site to allow easy access to online content, and easier to update, as some of the links are already broken.

I enjoyed the book, would recommend it to all libraries looking at venturing into social media and to libraries who have wandered in without a plan or strategic direction […] it is not too late! This book should be compulsory reading for staff involved in using social media in the library, it asks the critical questions and offers solutions to many of the common problems of establishing engagement, finding a voice and measuring success.