Facebook and Branding
08/11/2011 11 Comments
Bubble Room is a blog written by Alison Circle, a marketing professional under the employ of both the Columbus Metropolitan Library and Library Journal. In yesterday’s post, Alison briefly points to several reasons library systems should commit to a single Facebook page, rather than create individualized pages for each of the system’s branches. Her reasons plead for consistency.
How will it be possible that each branch page reflects the overall library brand? You’ll have different messages, different voice, different strategic focus. This is confusing to customers.
When we talk about using social media in libraries, it’s important to remember who are the benefactors. Putting aside the inadvertently condescending nature of the passage above, I find myself wishing Alison had written a much more thorough evaluation. The original question is an interesting one and deserves examination. However, the post addresses Facebook’s value solely to the library’s brand and does so only cursorily. It fails to explore the utility of localized Facebook pages in two ways: their value to the brand and their value to the user.
I’m willing to entertain an argument for the boilerplate philosophy of the brand. That methodology is part of what makes the corporate world go round. It’s what allows Anheuser-Busch to continue to tell us their product is the best product for everyone. Yet, for the most part, libraries don’t have a product. As many say, the library is its own product. And in systems where needs and expectations differ from branch to branch, a library may not be able to be all things to everyone, but it should certainly address diversity. Can a Facebook page using a “Locations” tab accomplish this? Branch pages for the Columbus Metropolitan Library would suggest the ability is limited. They offer hours, a map, the manager’s name, and a link to the library’s event calendar. Functional? Sure. Offering users an interactive, community-specific Facebook presence? Not so much. A well-branded library is a well-connected library–one that goes to where the users are and makes itself at home. It’s local. It’s hyperlocal. It gives its branches the keys to the neighborhood.
A regular Bubble Room reader, I can tell you that Alison’s thoughts on branding and marketing would be invaluable to any librarian. Yet, when it comes to limiting Facebook to a branding tool and denying users a participatory relationship, it’s easy to remember I’m reading the sentiments of a marketer–not a librarian.