How can you engage purposefully on social media with the different communities your library serves while also addressing larger, system-wide goals and policies? The concept of “social care” offers a clue. Social care differs from traditional customer care in that the purpose isn’t to address one issue, answer one question, or solve one problem. It’s also different than public relations in that it’s not about “one size fits all” for every audience. For social care, the goal is to nurture a more inclusive, longer-term dialogue.
At the Pikes Peak Library District, we’re using these principles to create local and program-specific social media personalities. All of our distinct voices closely align with the unique groups we serve and fall thoughtfully under a system-wide set of values.