Choosing the right social media platforms for any organization can be tough, but this is especially the case in places like libraries, where resources like staff and time are often less readily available. When you can only choose one or two platforms, which do you pick? The biggest influence is likely going to be your user base.
However, polling your users on which platforms to use would not be very effective in terms of time and creating a fair representation of your community. So, I'm going to start by going over some statistics of the most commonly used social media platforms to give you an idea of what audience you may reach using each one. Many of these statistics will very by location, so I'll base as much information on the global averages.
Facebook:
Active global monthly users: 3,070,000,000
Largest user group(s): Men, aged 25-34
Increasingly popular with: Men and women, aged 35+
Instagram:
Active global monthly users: 2,000,000,000
Largest user group(s): Men and women, aged 18-34
Increasingly popular with: Men women, and children, aged 13-24
TikTok:
Active global monthly users: 1,590,000,000
Largest user group(s): Men and women, aged 18-34
Increasingly popular with: Men women, and children, aged 13-24
Twitter/X:
Active global monthly users: 586,000,000
Largest user group(s): Men, aged 25-34
Increasingly popular with: Men, aged 18-34
Some other important considerations when choosing social media platforms would be staff ability and comfort. If you are unable to hire a social media manager and must choose from staff already hired, you must pick someone who is comfortable using or learning how to use the different social media platforms. If they already know how to use Facebook and Instagram, for example, that would be a great place for them to start.
You should also consider what you are going to post and why. Are you strictly promoting programs? Do you plan to create fun videos or book recommendations? If you are looking to promote programs or new titles available, Facebook or Instagram are great options for reaching a large audience with images or videos that will catch someone's eye. If you want to make fun videos, TikTok might be a better option.
Another great idea would be to look into what other local libraries are using. Maybe the library in the next county has had success using X and Facebook, or just Instagram. Researching what works in your general area will also help you to determine what kinds of posts work and what kinds don't.
It can be a challenge to decide what social media you want to use to boost your library. But the most important thing to remember is that you can always change things up. If your X account isn't working out, no one is going to stop you from deactivating the account and trying again on Instagram. By remembering the major influences in choosing a platform, you will eventually find the right one for your library.
Hi Olivia!
ReplyDeleteI like how you pointed out staff comfort and time; that’s such an important factor when choosing platforms. Social media for a company requires different skills than social media for personal use, so it needs to be someone comfortable with it and also has the time. Facebook and Instagram seem like the most accessible starting points for most libraries, as they reach a large audience and don’t require as much time as creating TikTok videos.
I also like your idea of checking what nearby libraries are doing. It’s such a simple way to see what works without wasting time. I am always looking into what other local libraries are doing, not just in terms of social media, but also in terms of programs, new services, and more. We can all learn from each other!