LIBR 246-04/13 Web 2.0 (Spring 2010)

The New York Public Library (NYPL) is reaching out to patrons online and creates an example to follow. The library maintains accounts on popular media sites Facebook, Twitter, Flickr, YouTube, and iTunes, as well as providing VoiceThread presentations. The NYPL also offers these rich site summary (RSS) feeds:

• ·    NYPL News Update
• ·    All NYPL Blogs
• ·    Today's Events for Adults
• ·    Today's Events for Children
• ·    Today's Events for Teens
• ·    FeedExhibitions at NYPL
• ·    NYPL Labs

The site also includes many blogs which includes topics such as general reading interests, films, cookbooks, educator-centric, Do-It-Yourself (DIY) topics, and senior interests.

The NYPL Twitter account has over 22,000 followers and its Facebook page has over 12,000 fans. This difference may be more of a testament to the growing popularity of Twitter than to the effectiveness of its Facebook page. Event promotion posts primarily make up the posts on the NYPL Facebook page and most of these are mirrored on the NYPL Twitter feed but casual tweets are also included. For example, in conjunction with the Oscar awards tweets were posted that reference movies filmed on location at the NYPL with a link to the corresponding entry in the library’s catalog.

“I'll never let ANYBODY put me in a cage,” Holly in Breakfast at Tiffany’s, filmed at NYPL. Happy Oscars! http://ow.ly/1eNsf #Oscars

The NYPL Flickr account provides dual benefits. First, the library has a presence on a popular site with millions of user and by the nature of Flickr, it is an excellent way to promote the collection by using images photographic from the NYPL holdings. Futhermore, posting images that are relevant to current news is another great way to remain timely and advertise the library’s value as a resource.

The NYPL YouTube channel was created in 2008 and while there are only 809 subscribers there are nearly 300,000 views of individually uploaded videos. Subjects include recordings of author events, discussion events, “meet the librarians” brief videos, as well tutorials like “Using SonyReader with eNYPL.”

NYPL launched a new site created with Drupal along with a new logo at the end of 2009. To support the launch NYPL created an overview video of how to use the new site that was posted on YouTube. The former NYPL logo was a detailed profile of lion. The library sought to maintain consistency with the logo image but also needed to create a logo that works better for the current media. When reduced, the previous image and topography did not retain its detail and often did not appear clear in some online representations. The new logo uses simple lines and a new font created for the library. The consistent use of a lion image but updated with a modern treatment allows for an easy recognition and acceptance of the new logo. This new logo brands the library for the next general of the library. The image is simple and works well with all media and follows current marketing trends. Facebook and Twitter uses icons with a single letter placed in a box similar to the RSS logo of an orange box with three curved, stacked lines. The new NYPL logo employs the same poignant and simple branding approach as just the image of the lion without the words, “New York Public Library” and it may quickly become more iconic than its predecessor.

The NYPL is laying the foundation to a successful marketing campaign. Not only is there a library presence on popular Web 2.0 sites the content is updated on a regular basis, sometimes sites are updated several times a day. Admittedly, as one of the largest libraries that serves one of the nation’s largest cities there is no shortage of topics to promote and discuss between an array of events and exhibitions to showcasing collection highlights.

Without any changes to its online marketing strategy the NYPL will still be successful but some tweaks could foster faster growth and success. The home page is valuable real estate that can often be overrun with visual clutter. While still being mindful of the visual organization concern, the large multiple-image graphic on the NYPL home page could be reduced to maintain its artistic purpose with degrading its quality and impact without overcrowding the home page. This extra space would allow for the addition of two important outreach efforts Icons for popular social sites should appear “above the fold” so that it is one of the first things users see, offering the subtle message that the library is current and available within many avenues. Currently, the “Connect with NYPL” link appears in small font within the secondary navigation located in the page footer. This link launches a page that promotes the social media sites. While subsequent pages do include the ability to sign up with social media sites in the lower right-hand corner omitting if from the home page a missed opportunity.

The home page should also incorporate the “ASK NYPL” chat feature. As the home page is the first experience most users will have with the site it should contain an immediate ability to interact with a librarian. Omitting the chat feature and the social site icons from the home page is short-sided and favors aesthetics over usefulness.

While there are many blogs on the NYPL site the Blog Channels describes blogs but creates confusion in its use of “blog” describes both online journals and discussion groups. For example, the “Popular Music” blog contains posts updated on a consistent basis many around the theme, “Great albums you may have missed.” There are other blogs that are discussion groups such as like “Poetry Month” which has not been updated since April 2009 (the last National Poetry Month) and Women’s History Month. While this content is presented using a blog it can be confusing to some readers as the content is closer to a resource guide or a pathfinder and is not updated regularly like the word “blog” implies.

The NYPL marketing strategy has a solid foundation that uses Web 2.0 technologies and social media as leverage to reach out to patrons. Provided that it stays abreast of evolving marketing opportunities available through online environments its success will continue.