Harnessing Social Media for Community Connection
Milwaukee Public Library
Innovation Synopsis
The Milwaukee Public Library (MPL) leveraged the power of social media to transform its public engagement, using platforms like TikTok and Instagram to increase awareness of library services, advocate for public support of libraries, and meet patrons where they are. Following the challenging post-pandemic period, MPL saw an opportunity to reconnect with the community in new ways and attract a new generation of users. By producing creative, story-driven videos that tapped into trending sounds and memes, MPL not only highlighted its resources but also modernized its image. This approach resulted in significant public awareness, national media coverage, and a resurgence in local library engagement. Through innovative content that resonated with online audiences, MPL effectively reminded the community of the library’s vital role in modern life.
Challenge/Opportunity
In the wake of the COVID-19 pandemic, MPL faced significant challenges, including a slow return of patron visits and potential budget cuts. The opportunity lay in leveraging social media to reach patrons who were spending more time online and reshape their views of libraries. By shifting focus to innovative video content, MPL aimed to re-engage the community, remind them of the library's value, and attract a new generation of users who might otherwise overlook the library’s offerings.
Key Elements of Innovation
Key Elements of Innovation:
* Content Strategy: MPL adopted a "content-first" approach, focusing on storytelling and cultural relevance. Videos were designed to be entertaining first, with educational or promotional messages subtly integrated.
* Collaborative Creativity: The social media team utilized the diverse talents of library staff, from videography to performing arts, to create engaging and high-quality content on a minimal budget.
* Cultural Relevance: MPL’s content often taps into trending topics and memes, making the library a relevant and relatable presence on social media platforms. This approach has not only increased engagement but also positioned MPL as a modern and forward-thinking institution.
Achieved Outcomes
MPL’s social media efforts resulted in significant success, with over 350,000 followers on TikTok and Instagram. The library's videos have gone viral multiple times, garnered millions of views, and earned coverage from major media outlets and a nomination for a prestigious Peabody Award. Local engagement has increased, with notable spikes in library card registrations and resource usage, demonstrating the effectiveness of this innovative approach in re-engaging the community and promoting library services. It's also created many new partnership opportunities and local recognition of the library's role as an important cultural institution. Finally, we've been able to attribute videos to an increase in usage of databases and other library resources.
