Imagine that your organization is facing a serious challenge. Do you keep quiet about it, with the idea that bad news should not be shared with your supporters? Or do you use social media to get the word out and then mobilize them in favor of your cause?
In Ohio, state budget cuts are threatening to slash library budgets by $200 million dollars. The Columbus Public Library is facing the loss of half of its state funding. The organization has fully embraced social media as a tool to convince the public to force state lawmakers to reconsider the cuts. To see their, Save Ohio Libraries page, click here.
On the page the problem is defined very quickly. You then are offered several action steps through social marketing. One is a sample Facebook and or Twitter status update that you can copy and then post on your profile. The update is designed to tell people about the potential funding crisis and offer them a link to find out more. I’d love to see some video being used. Maybe they could set up a blog that could accept short YouTube clips where people could discuss why how libraries have touched their lives.
Readers are also encouraged to temporarily change their profile pictures on social media sites like Twitter, YouTube, and Facebook to a special, Save Ohio Libraries graphic. This is a very easy way to raise awareness of the cause. In this economy, can your group afford to stay silent about your challenges?
I like the aggressive attitude being shown the librarians. Through social media, they’re able to get their message out very quickly and cheaply. They’re not having to spend money on expensive printing projects. They also don’t have to rely on media coverage for promotion, something that’s getting harder and harder to receive with so many jobs being cut at newspapers and TV stations. The group also does a good job of giving people action steps that are relatively easy to do. So people learn about the challenge quickly and then are told how they can make a difference.
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Posted by Ken Okel 
