Marketing opportunities abound !!

My son is running to replace himself as treasurer of his school student council - a job he thoroughly enjoyed last year.  While assisting him to prepare his speech we addressed the age-old sales technique of putting the product in the buyer's hands.  I suggested that he exchange, "if you vote for me," for a more powerful, "as your treasurer," to begin a paragraph.

As librarians, we need to constantly assert our facilities and services in many, many ways.  Like a good salesperson, we need to constantly be "on" and ready to sell our product in a way that motivates our ever-changing audience.  Our sales must be a blend of great service, great timing, and a measure of initiative toward self-promotion.

Today, I motivated several patrons to "love" the services I offered and the library I represent.  I was motivated to post this entry, however, by another librarian's motivated and motivating self-promotion of the Rochester Public Library over the weekend on a local radio, call-in, talk show and the buzz it created on our list-serve.

Linda Cruttenden from the Rochester Regional Library Council explained and complemented another Linda, from RPL, "I was listening to the Jim Salmon Home Repair Clinic on WHAM1180 this weekend, when he suggested that a caller consult a particular reference book for his/her answer.  The next caller was “Linda from RPL” who let the listeners know that RPL was ready to help, and that the reference book could be found at the downtown branch!!"

"After her call, Mr. Salmon mentioned that he 'never thought of the library any more' and that he appreciated Linda’s call.  Congratulations to Linda for helping the listeners, and getting some good promotion done for RPL’s libraries!"  Librarian responses on our listserve included Coleen Hopkins from SUNY Geneseo, "Great work Linda and shame on Jim Salmon, he is missing a major resource for himself and his listeners," and Wendy Stephany from Byron-Bergen Middle School, "That's a great example of taking the opportunity to remind people that the library is there and willing to do anything to help."

Certainly, we all thank Linda from RPL for being in the right place and doing the right thing to "sell" our facilities and services, but the real question is, do we step up and do the right thing when we have the opportunities?  Perhaps we don't all have the gumption or the opportunity to garner FREE radio advertising, but what do we do to guarantee our jobs in the 21st century?

I miss many opportunities and many days, should probably be beaten senseless by my own words, but today I enjoyed some successes.  Like Linda's success, I will share and celebrate these here and now, but the goal and focus needs to be to find a way to replicate library marketing success every day.  Today I . . .

• Helped a teacher convert an unreadable file to one she could use with the Zamzar file conversion Website.  I "made [her] day!"  I am confident she will come back the next time she has a problem.
• I got unruly, beginning-of-school-year, not-yet-ready computers to work for vast majority of students in classes increasing teacher confidence in our available technology.
• I offered suggestions that were accepted and appreciated to a group of teachers that are collaborating to develop a new research assignment.  These suggestions will lead to increased research and synthesis by students completing this project.
• I delivered a cart of books that another teacher and I had discussed to support a project her classes are completing.
• And my favorite, when overhearing a student comment that she "found the perfect article but [she was] not going to pay for it," I asked if I could help.  When the article happened to be from our local newspaper, available through a database purchased by our local library, I showed her how to log on using my library card number.  When the article popped up she commented, "You can do that with a library card?  I'm gonna have to get one of those."

Good luck to me, and good luck other librarians.  We may not have successes every day but we can make service our focus, hope our timing is right, speak out when it seems appropriate, and do the best we can.

 

Quality service = Priority one

"Why can't librarians learn to serve?" OK, maybe I shouldn't try to re-write My Fair Lady, "Why can't the English learn to speak," and maybe I shouldn't judge librarians before I technically am one, but with budget cuts and the pressure to compete against book stores, the Internet, television, and more, I believe that as individuals and as a group, when we are faced with an opportunity we need to step up.

In the last several weeks I have observed some exceptional librarians: ones who can answer multiple requests simultaneously and who can often predict upcoming questions; who in many cases have prepared pathfinders and brochures to answer them before they are even asked. I have seen librarians doing three different things at once with ten successful results and am in awe of how they do what they do!

Sadly though, not all librarians are as talented or as committed. I have seen school librarians create atmospheres that cause teachers and students to stay away; whose strategy seems not to be to collaborate but to hibernate. I am frustrated each time I see a school where the library seems "off-limits" and the librarian unreachable, but I am just as frustrated each time I visit a community library where patrons are not offered the best service possible.

A couple interactions I witnessed at a larger, local public library recently are representative of the type of failure that I find most irritating. I was aware of complaints regarding the service at this library but was truly frustrated to witness the lack of motivation firsthand. I was trained in retail with a customer first mentality and I believe, as did my reference professor who works as the head of reference at a local university, that librarians should be pro-active, often in front of the desk, in their approach to library service.

Contrary to this approach is the lack of service I saw offered during a one hour visit last week. In one instance, a young adult patron asked where the Stephanie Meyer books were located. The YA librarian, as indicated by a badge she was wearing, who was building a rather pathetic display, answered, "They'd be under MEY in the next aisle, but they're all on waiting lists right now because they are so popular." With this she ended the conversation. She made no effort to offer this student the option to join the waiting list and, in my opinion, more importantly, she made no effort to conduct a readers advisory interview and suggest possible alternative books.

In another case, just a few minutes later, a patron approached the reference desk while I was seated nearby. This patron asked if the library could get copies of a rather obscure television program from the 1970's that he had already discovered was owned by another branch. The librarian checked and told him the tape was checked out and not available. Again she did not offer a hold or any other alternative and was in the process of turning the patron away.

In both cases I took it upon myself to help the patrons, the first one without the librarian's knowledge, and the second right in front of the librarian at the reference desk before she had time to dismiss him altogether. The first patron, a veteran of Harry Potter and Eldest series', left the library with the first two books in the series by Rick Riordan beginning with The Lightning Thief. (I have not read them but my son has and says they are very good.) I suggested to the librarian and the second patron as he was leaving the desk, that all 24 episodes of the TV series he was looking for were available on Hulu.com and showed him, on library computer I was using, how to access the site.

Both patrons, and a third that I assisted before leaving the library, thanked me. The reference librarian (working the desk) also thanked me, claiming she had never thought to search Hulu, but sadly, she never thought to search anywhere. She and the other librarians at this branch and, sadly, many others are willing to put forth minimal effort and the easy answer without regard for the true, often underlying needs of our patrons. If our patrons can't get more from us than they can from their own search online or poring through the stacks themselves, what good do we serve, and what right do we have to be employed in this "non-essential" service position?

Part of what we learn as librarians and what good salespeople and retailers and even doctors, lawyers, and therapists learn is that customers, patrons and patients do not always know how to ask for what they want or need. It is the job of the professional to discover and to satisfy the true want or need. If we do not step up, as individuals and as a group, to make this satisfaction a priority, we will, as individuals and as a group, be out of a job.

Putting our current economy aside for a moment but not putting aside the reality of our modern, techno-savvy environment and communities, it is my opinion that library services and hours are not usually cut because of lack of need, but because of lack of perceived value. It is our job as professionals to prove our worthiness every day through the benefits that we return to our patrons and community. If we do not offer these services and benefits, the perceived need for the library and the librarian plummets and it becomes our own fault that jobs are lost.

Role of the SLMC in response to Web 2.0

Reviewing the syllabus for the class this blog was originated, I learn that the reflections included are often to be in response to certain questions. Thus, a reflection on the changes in the role of the SLMC in response to Web 2.0 innovations such as RSS, podcasting, Wikipedia, and Google's book scanning plans . . . .

While Web 2.0 offers information in many different forms over the Internet, it has not eliminated the need for libraries in or out of school. Certainly the advent of Web 2.0 and all of the tools associated with it has altered the role of the school library media specialist and, in many cases, the appearance of the library. There has been an obvious alteration in the number of computers available, the addition of high speed Internet service, and in some cases a shrinking of the reference section. The "role" of the Library Media Center itself, though, has changed only slightly.

Traditionally, the LMC has been the location where students are introduced to and encouraged to read for pleasure, relax outside the hustle of the rest of the school, and to learn and practice the using research tools available. In vibrant, successful SLMC's today the same things are happening.

Students, who learn how to access and use many of the Web 2.0 tools on their own, may believe that the library serves no useful purpose as a center for research. Though great skills, ability to access and use tools like the Google toolbar, Wikipedia, RSS feeds of favorite blogs, and to create one's own blog, wiki, or website are not proof of information literacy. Arguably the on-line aspects of information literacy could be taught outside the library though I would rebut that information literacy is not taught solely online and is best taught by the one-two combination of a good teacher and a qualified librarian.

The role of the SLMS and SLMC are evolving and, undoubtedly, will continue to evolve but, at the core, remain very much the same as they ever were.