Maryville Public Library Social

Media Plan

Table of Contents
History.. 2
Mission.. 2-3
Competitors 3-4
Goals 4-5
Strategies 4-5
Tactics.. 4-5
Sample Posts 6
Measurement 7-8
Measurement Tools 8-11
Social Media Timeline.. 12
Crisis Communication Plan 13-17

Part 1
History
The Maryville Public Library opened its doors to the public on July 1, 1905 at its original
location at the corner of Buchanan and Second Streets. The building was constructed of
red pressed brick, and was funded with a $15,000 gift from the American Industrial
Leader and famed philanthropist Andrew Carnegie. The total number of books on hand in
January 1, 1910 was 4,468

In 1962, the Library Board of Trustees took possession of the limestone structure that
formerly housed the Maryville Post Office at the corner of Fifth and Main Streets
(which still houses the current library). They received a major expansion and
renovation that was funded by private donations and grant income. The renovation
began in 1999 and was completed in 2001. Today, the Maryville Public Library holds
over 57,000 titles, as well as public use high speed Internet stations, electronic
databases, and wireless access. The materials in 2010-2011 circulation was 77,587.
The primary source of income for the Maryville Public Library is a 14.9-cent property
tax levy per $100 of Assessed Valuation. The tax is levied within the city limits of
Maryville. The Maryville Public Library is run by a nine-member volunteer
Executive Board of Trustees.

Mission
The mission of the Maryville Public Library is to provide patrons with quality informational
services and educational opportunities.

Objectives; The library is a place for lifelong learning. The library is a place for
parents and children. The library is a place to change your life. The library is a
refuge and an escape. The library is a second home.
Speculated Target Audience
Maryville community members between the ages of 30-60 with children
or grandchildren.
This audience is currently being reached through word-of-mouth,
Facebook, and their website.

The Maryville Public Library is very active on Facebook and Pinterest.

Their Facebook page is updated weekly, with new events as well as posts
about current events or whats happening in the Maryville Community.
The Facebook profile is a great resource for finding out more information
about weekly events and whats happening in the world of books. Their
Pinterest account has 20 different boards; each board broken up into a
different genre of books titles. It seems that they are actively pinning book
titles they receive onto these boards so their followers are able to see
whats in their collections.

Competitors
We have identified the B.D. Owens Library as the only major competitor for the
Maryville Public Library due to proximity, services and resources. B.D. Owens Library is
owned by Northwest Missouri State University located in Maryville and serves the entire
6,400 student population of the University. Even though B.D. Owens target audience
varies greatly from the Maryville Public Library, it still provides most of the same
services. Below is a chart comparing the social media footprint of the Maryville Public
Library and the B.D. Owens Library.

Maryville Public
Library

B.D. Owens
Library

FacebookPinterest 15 people are

341 Followers
talking about them
Following 165
105 people
94 Likes
checked in here
776 Pins
Page has 755 likes
20 Boards
Facebook 6 evaluations (4.3
stars out of 5)
36 people talk
about it
864 were there
979 likes
0,4 % since last
week (4 more
likes)
Tendency: Less
likes

Twitter

564 tweets
574 following
591 followers
593 favorites

Part 2
Considering the information presented in Part 1, we have developed two main social media goals
for the Maryville Public Library to strive for.
Goal 1
Increase awareness and attendance of Maryville Public Library weekly, monthly and
annual events
Strategy
Utilize word-of-mouth advertising on and off-line
Tactics
Split up Facebook pages into multiple categories based on target audience
and event type; older audiences, young adult, and children.
Example Fakebook http://www.classtools.net/FB/1313-ACzbU4
Once a month, promote a post about featured event on Facebook
Purchase advertising efforts through NW Student Media, Daily Forum,
Local Radio Stations, etc.
Strategy

Create the position of a Social Media Intern, a Northwest student or Maryville

High School student
Tactics
Oversee all social media accounts
Manufacture creative content to post about events
Provide incentives for social media engagement

Goal 2
Increase Maryville Public Library Budget for capital improvement, maintaining daily
operations, and event planning
Strategy
Establish well known annual and/or bi-annual fundraising events
Tactics
Reach out to alumni of Maryville High School and Northwest Missouri
State University through social media efforts about fundraising events
Coordinate Fundraising event with another local business such as
Nodaway County Humane Society
Create Twitter account
Tweet-a-thon
Establish Well Red adult book club with $50 sign-up fee, bi-weekly
book discussions and incorporate wine beverages
Social Media Post Ideas
Facebook

Twitter

Measurement
Goal 1: Increase awareness and attendance of Maryville Public Library weekly, monthly
and annual events
Strategies
How?

Utilize word-ofmouth
advertising on

Split up
Facebook
pages into
multiple
categories
based on target
audience and

Tactics
Measurement
Followers for
each group:
Kids, Young
Adults and
Adults

Quantitative
Result
Increase likes
to 1000 and
increase
Engagement by
20 comments a
week
within the next

7
and off-line

Create the
position of a
Social Media
Intern, a
Northwest
student or
Maryville High
School student

events

4 months

Once a month,
promote a post
about featured
event on
Facebook

Attendance on
events

Get up to 50
attendees

Purchase
advertising
efforts through
NW Student
Media, Daily
Forum, Local
Radio Stations,
etc.
Manufacture
creative
content to post
about events

Ads purchased
compared to
checkouts

Per ad = +10
checkouts

Attendance on
events

Get up to 50
attendees

Provide
incentives for
social media
engagement

Comments and
shares

Increase
Engagement by
20 comments
and shares a
week

Goal 2: Increase Maryville Public Library Budget for capital improvement, maintaining
daily operations, and event planning

Strategies
How?
Reach out to
alumni of
Maryville High
School and
Northwest

Tactics
Measurement
Amount of
donors

Quantitative
Result
15 donors a
year

Establish well
known annual
and/or bi-annual
fundraising
events

Missouri State
University
through social
media efforts
about
fundraising
events

Coordinate
Fundraising
event with
another local
business such
as Nodaway
County
Humane
Society
Create Twitter
account

Amount of
money raised
through
partnerships

Raise $5,000 a
year

Twitter
Followers

600 followers
within 6 months

Establish Well
Red adult
book club with
$50 sign-up
fee, bi-weekly
book
discussions and
incorporate
wine beverages

Book Club
Attendance

A group of 25
people

Measurement Tools
o Facebook Insights
A powerful tool for tracking user interaction on their Facebook Page.
Facebook Insights can be seen by all the admins of your page and it can
help you track the number of active users to better understand page
performance.
Step-by-step how-to

10

11

o Google Analytics
A freemium web analytics service offered by Google that tracks and reports
website traffic. Google Analytics is now the most widely used web analytics
service on the Internet. Google Analytics is offered also in two additional
versions: a subscription based Google Analytics Premium targeted at enterprise
users and Google Analytics for Mobile Apps, an SDK that allows gathering usage
data from iOS and Android Apps.
o Compete.com
The Compete Toolbar allows users to view the Compete Trust Scores and the U.S.
Internet ranks of websites they visit. This is done by sending the URLs that users
visit to Compete.com. Compete.com then sends back the trust scores and internet
ranks from its database to the users. Additionally, users of the Compete Toolbar
have the option of participating in Community Share. By participating in
Community Share, users will be assigned a user number, and that number will be
submitted along with the URLs of the websites that these users visit. This
information will be used to roughly determine how many users visit each website.

12

SOCIAL MEDIA
TIMELINE
-

Install social media position/ intern

Monthly
-

Book Nerd of the month (someone who checked out the most books!)
Deadliners- list of all the members who checked out books and never had a late
fee.

December
-

25 days of Christmas books ( twitter)

Donation tweets and Facebook post
Announce closing of the library for the holidays

January
-

New year new library

o What are the new years resolutions for the library

February
-

Fall in love with the library( Facebook and twitter)

o Valentines day love theme change on all social media accounts
Give us the books of love(Twitter)

March
-

Easter Egg Hunt in the stacks of the library( Facebook and twitter
promo)
Twitter- thon for Kids in need

April
-

Pinterest competition
Reach all like goals and quota

May
-

Announce summer reading programs and sign up on all social media

platforms
Set new goals for the following six months.

13

Maryville Public Library Crisis Communication Plan

What is a crisis?

An organizational crisis is a specific, unexpected, and non-routine event or series of

events that create high levels of uncertainty and simultaneously presents an organization
with both opportunities for and threats to its high priority goals.

Purpose and Objective

Having a crisis communication plan set in place for immediate implementation into any
necessary situation will hopefully increase mitigation and further crisis prevention within
Maryville Public Library events.

Common Types of Crises

Felonies/Misdemeanors
Embezzlement
Inappropriate interaction between students and faculty on a sexual,
physical or emotional level
Homicide
Hostage situation during events
Any incident dealing with a weapon
Active shooter/stabbing
Disease/Sickness
Over-heating, extreme dehydration, allergic reactions and nausea during
events
Concussions
Seizures
Food poisoning
Complaints
Fail a local/state audit
Fail to cooperate when coordinating events with other organization(s)
Lawsuits
Other
Leak of private business information
Natural Disaster

14

Notification Procedure
In the event of an emergency/crisis, the Maryville Public Library Staff member involved
should immediately notify the Library Director, Assistant Director and Executive Board of
Trustees with any and all details concerning the situation.

Step 1:
Notify Library Director, Assistant Director, and Executive Board of Trustee member. If
none of them are available, contact Kim Offutt, Patron Services.
Step 2:
Available leadership gathers information about the emergency.
Credible sources are scanned.
Step 3:
Gathered information is analyzed thoroughly by proper administration and/or Board
members.
The Library Director or Assistant Director notifies the front desk and instructs them on
how to handle any incoming calls about the crisis.
Step 4:
The Library Director and/or Assistant Director notifies the Crisis Communication Team.
o Responsibilities of the Crisis Communication Team
Examine the crisis situation and disseminate information to the Library
Director.
Redirect phone calls to the Library Director if necessary.
Take messages from reporters who are calling so that the Library Director
can get back to them in a timely manner.
Work with the Library Director and Assistant Director on the development
of messages as information is continuously received.
Monitor communication channels, such as social media, about the crisis as
to dispel any misinformation or rumors.
o Crisis Communication Team
Library Director
Spokesperson
Assistant Director

15

PR Manager
o Notification of crisis to Crisis Communications Team
o Investigate and evaluate applicable information.
o Distribute information to target audiences through
appropriate channels.
o Develop talking points and deliver to spokesperson.
o Work with spokesperson and student media.
o Organize interview/press conference if necessary.
Infant/Toddler Services
Provide perspective on recovery of or through any event involving
youth.
Patron Services
Provide perspective on recovery of any situation involving the
miscommunication between the Maryville Public Library and the
Maryville community.
Provide perspective of finance issues.
Assist in any areas that need additional attention.
Young Adult Librarian/Social Media Intern
Provide perspective on recovery of any crisis involving the
Panhellenic Council social media accounts or Panhellenic
programming event.
Handle all recovery efforts of any situational crisis through the
Panhellenic Council and Greek Life social media accounts by:
o Posting accurate information promptly.
o Responding to appropriate/distressed users.
o Creating positive media content for recovery and apologia
efforts.

Crisis Procedure
1. If the Library Director is unavailable, an alternative spokesperson will be assigned,
beginning with the Assistant Director.
2. The Crisis Communications Team will set up and manage an emergency communications
center both on-site (if applicable) and in the Maryville Public Library, available to any
and all victims of the current situation.
a. Accommodations: cell phones, computers, writing utensils, food, water, paper,
pens, blankets, etc.
3. Appropriate Crisis Communication Team member(s) will research and obtain all
pertinent information to PR manager(s), other Crisis Communication Team members, and
the Spokesperson.
4. PR Manager and appropriate Crisis Communication Team member(s) will prepare a
statement and/or news release for approval.
5. Once approval is granted, the information will be presented to the Spokesperson and
Young Adult Librarian/Social Media Intern.

16

6. The Spokesperson will disseminate the prepared statement to reporters, Northwest

Missouri State University student media, and local Maryville media. The VP of
Programming and PR will disseminate prepared content to all appropriate social media
accounts.
7. Determine if media interviews need to be conducted immediately or at a later date.
8. Continually update target audiences and media on any new information and
developments.

Target Audiences
Internal
1. All stakeholders
2. Maryville Public Library Staff members
3. Maryville City Council
External
1. Maryville Residents
2. General Public
3. First-Responders
4. Social Media Followers
Guidelines for Handling Student Media
Refer all questions and comments to designated Spokesperson.
State only factual information. Do not respond with Well I think this is what happened
or This is what I heard.
Spokesperson obligations;
o Responding immediately to media requests will stop rumors from starting.
o Be factual.
o Offer empathy.
o Do not say no comment. Say, The Board of Trustees is looking into the
problem and as soon as I receive an answer Ill get back to you.
o Do not be ambiguous. Again, be concise and factual.
o Never speculate.
o Do not make light of serious situations.
o Do not place blame.
o Do not make promises you cant keep
o Eliminate jargon
o Do not give names of victims until the family is notified.
Afterwards
1. Issue a final statement to the media including solutions and recovery actions to
prevent a reoccurrence.

17

2. Compile a record of the situation.

3. Determine if and how the situation could have been dealt with differently.
4. Make any personnel changes/actions immediately.
Maryville Public Library Homepage and Contact Info:
http://www.maryvillepubliclibrary.lib.mo.us/
509 North Main St.
660-562-5281
Maryville Police and Fire Departments:
660.562.3209
St. Francis Hospital:
2016 S Main St, Maryville, MO 64468
(660) 562-2600