In this case study of Sno-Isle Libraries’ utilization of communication technologies to address problems and opportunities in the libraries and archives industry, it is concluded that the industry problem of insufficient funding can be addressed through content creation from the utilization of communication technologies. Libraries, as careful curators of information, need to remain relevant to users accustomed to ubiquitous and instantaneous access to unedited and unverified information. Sno-Isle, however, is currently on a consistent track to maintaining their relevance by regularly publishing digital content that has proven to increase customer engagement, which ultimately leads to public support for libraries as they compete with other county departments for scarce taxpayer dollars.

Additionally, the variety of cases involving communication-based technologies and services among Sno-Isle’s 23 locations have provided consistency in the publishing of digital content, which also addresses the need to compete against local industry competitors. In order to ensure a stable position as industry leaders within their local area, it is recommended that Sno-Isle regularly publishes stimulating and relevant visual content, such as videos and pictures that showcase services and events they offer, in order to establish a lasting, personal connection with customers.

As Balliet emphasized, visual content has been proven to be more impactful and memorable than any other form of information. If Sno-Isle can maintain a consistent publishing schedule of visual content, then customers are likely to be more regularly receptive (and inviting of being informed) of the services and events that the libraries offer. Furthermore, it is also recommended that Sno-Isle maintains regular engagement on the social media platforms that they use. Instagram should be prioritized, as the platform is more focused on visual content than the other platforms that Sno-Isle uses. Facebook should also be focused more closely on, as it is the platform that the organization utilizes for live streams and event planning.

Although libraries are known to be curators of all information in general, a connection needs to be maintained and nurtured in order to supply that information to interested customers. If that connection is established and maintained by publishing visual content on social media, a strategy that Balliet recognizes as the standard of today’s marketing field, then customers are likely to become more interested. This could ultimately address the lack of library funding by creating community engagement for the desire of libraries, as well as solidifying the importance of libraries for years to come.

 

Image credit:

Interior view of Stockholm Public Library., by Marcus Hansson, CC BY 2.0