Fighter, D., & Wisniewski, J. (2010). Incentives, loyalty, and recommendations: Learning From social media. Online, 34(6), 54-57. Retrieved from EBSCOhost.
So, you're interested in exploring the possibilities of using Foursquare to market your library and it's services. Now what?
Fighter and Wisniweski talk about many of the features in my first Foursquare post and move on to it's potential for libraries. Libraries have sometimes been hesitant to use incentive programs with their patrons (perhaps it is a cost concern, or a perceived conflict with their mission). Whatever the case, some libraries are seeing the value in rewarding their patrons. Rewards don't have to mean items (which do cost money); they can also mean earning a title, recognition, or being provided with a fun bit of information. Loyalty programs help to create a sense of community (different from "Friends of the Library" type programs that are primarily about fundraising) and can partner well with things like already established summer reading programs. Another example the authors gave was to have a library badge Easter egg hunt, "finding" different "Easter eggs" (badges) around the library (or libraries) or around campus. This idea was modified from a highly effective Old Navy marketing campaign.
Ekart, D. (2010). Tech tips for every librarian. Location, location, location: Making Foursquare work for your library. Computers in Libraries, 30(9), 42-43. Retrieved from EBSCOhost.
Ekart expands on Fighter and Wisniweski's ideas, focusing more on the communication Foursquare helps facilitate. The comments users can leave (whether via smartphone or via the program's web interface) allows libraries to better serve their patrons--It is a direct connection to what library users (in this population) are thinking. Ekart suggested claiming your venue so you can add more tags, which make it easier for users to find your library and take advantage of the services and resources you offer. Also sharing tips about your services, or using it as an orientation tool in academic libraries (i.e. tours where students may unlock badges) are discussed. Providing prizes in regards to gaming rewards is also mentioned.
New York Public Library. (2011, March 30). The New York Public Library partners with foursquare to Unveil a new "badge". Retrieved from http://www.nypl.org/press/press-release/2011/03/30/new-york-public-library-partners-foursquare-unveil-new-%E2%80%9Cbadge%E2%80%9D
The NYPL began using Foursquare at 90 different locations which will help promote physical visits where users can earn badges, and "Mayors" may be entered into a drawing for tickets to NYPL Live events, special library tours.
Public Library Association. (2010). Foursquare for libraries. Public Libraries Online, 49(2). http://www.publiclibrariesonline.org/exclusives/internet_spotlight/foursquare-libraries
Foursquare helps you track your users, seeing who they are and what their other interests are (based on their Twitter or other online activities). As a venue owner you can add tags to help promote your library, and you can also use it to give helpful tips when users check in. Things like "Make sure to get a library card!" or "Use one of our databases--get full-text magazine articles!" Users can create to-do lists and suggest venues to their friends. Adding big events to your Foursquare page helps get the word out. Also, responding to user feedback through Foursquare will not only build stronger patron relationships with the library, it will also promote what you do to that patron's friends. Using it for special programs (like summer reading programs) can also help reach a new, active patron group.
What are my personal ideas on Foursquare in libraries, particularly academic libraries? I think it has potential and, with pretty minimal effort, library can utilize some of the services Foursquare provides to start promoting their library at a whole new level. With a little more investment and effort to incorporate Foursquare into programming, I think it could really target tech-savvy students. On a campus-wide scale, libraries could help facilitate campus tours via Foursquare. Not only could students check-in at a building on campus, but the library might provide a "tip" about departments housed within that building, some history, and/or information about how the library supports those areas of study (i.e. helpful resources, name/contact info. of the liaison librarian for that area, etc.). I think students would be interested in becoming "Mayor" of one or more buildings around campus, using Foursquare's element of friendly competition. One of the tips that could be included with the check-in at the library's physical location could be the ask-a-librarian, or a reference-desk visit badge they could earn. All in all, it has potential and is one more (easy) tool to use to market your library. I'm sure having a brainstorming session with colleagues would produce even more great ideas for developing programs using Foursquare.
No comments:
Post a Comment