Mastering Marketing
"Levy explained that traditional PR is dependent on traditional media. A company, or an institution like a library, makes a story pitch to a magazine or newspaper, but, ultimately, the publication’s editors decide whether a story will run. Social media has changed this dynamic, enabling companies to engage with their customers directly. But maintaining engagement requires quality content.
“If you can build your own audience on social media, that’s great,” she said. “But in order to get your audience to consume your content and want to share it, it has to be of substance, it has to be meaningful, it has to [have] editorial quality.” Libraries need to define which demographic is their top marketing priority and what content would be most relevant to that audience, Levy said, and then can use a “story brief” worksheet and outline to create effective content. She also shared techniques for presenting content to customers and amplifying a brand message across channels, emphasizing the importance of including details in stories to make them memorable, and encouraging attendees not to be afraid of showing some personality on a library’s social media accounts. Having a unique voice provides “an opportunity to amplify your brand across channels. When you have a bifurcated and very disparate sense of media—there’s no longer one local paper that people read: there’s online papers, there’s social media, there’s a mom’s Facebook group—there are all kinds of places for you to reach your patrons. If you can come up with a distinctive voice and be bold enough to put a twist on your library, you can make a mark in the community and have your community think about your library in a refreshing way.”"
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