Building BUZZ - Word of Mouth Marketing

I enjoyed reading "The Power of Word-of-Mouth Marketing (WOMM)", an article by Peggy Barber and Linda Wallace in the November issue of American Libraries. The focus was on empowering public library staffers to ask patrons questions like "Do you know we have the Tumblebooks Site" and demo those sites or databases. It is simple, fun, and strategic on many levels. It creates a buzz. It is something like a fast food store asking all customers if they'd like fries with their meal -- it makes customers think about it, often add that item, and stimulates sales.

How would this work in school libraries? Is anyone doing something like this now? Would it be a fun experiment?

• Select a book-a-week for teacher librarians, library clerks, and/or student library aides to promote? Upon book check-out, ask something like: "Have you heard about X book by Y author? It is very popular -- check out a copy on the book display table". Effectiveness could be measured by how many times each of the recommended books gets borrowed over the semester or year. This could be a school-public library collaboration too.
• Select a library database or public primary source database (like Calisphere.org) to promote once-a-month.

Peggy says: "WOMM can definitely work for school libraries and we included an example from a middle school in our book [Building A Buzz]. Basically we suggest that every library have a marketing/communication plan that includes two-way communication-- finding out what the people served want and need.--- Then goals and measurable objectives based on what is learned, with WOMM as a useful strategy for making the plan work. (Golly....I do start preaching!) A library staff team can develop the plan, and all staff can make it happen. In our case study, a school district library recruited two people from each school to be advocates--both listening and telling colleagues about library services....and they had bunch of practical ideas --like "eat lunch with teachers and make the librarian accessible." Bottom line...the ideas you suggest sound good, but they'll be great if they are part of a plan---- organized, focused, consistent."

School Libraries Lacking - Newspaper article

The San Mateo Daily Journal | November 09, 2009 carried an interview with yours truely in the role of concerned parent and California School Library Association VP-Communications. The front page article was headlined "School Libraries Lacking".

A strong school library program is the cornerstone of a healthy school. School libraries require buy-in from administrators, programs based on state standards, high visibility, and strong, committed advocates – like you! My message focused on state standards for school libraries, elements of a strong school library, and equity. Compelling personal story (to reporter) was how there were full-time teacher librarians at each middle and high school when my children attended them. They are now in college and beyond, but current students are getting shortchanged. Today's students are less prepared for college and careers.

AASL's new national standards and California's new DRAFT model school library standards are important BLUEPRINTS. Promote the standards so parents and policymakers can properly prioritize and fund strong school libraries.

Here are five questions you can ask in order to better understand if a school has a strong library program. Does the library have:

• A full time, certified school Teacher Librarian and a full-time paraprofessional working as a team? This allows the teacher librarian to collaborate with teachers in co-designing instruction which incorporates information literacy into the curriculum.
• Lots of carefully selected books, databases, and other learning resources? Resources must reflect the school curriculum and student recreational reading needs.
• A program which provides instruction and activities for students to use the research process in finding the information they need? Research is a process, not an end product – it is the thinking process which the students benefit from, not the ultimate "find." The "find" is generally forgotten – while the process remains with them forever.
• Technology, including computers networked to the community and the Internet; sufficient eDatabases, DVDs, audio and video technology related to the school curriculum?
• Its doors open before, during and after school hours, with liberal circulation policies? This means access to the school library, its resources, and staff.

See also the California School Library Association advocacy program, "Best Seller" Campaign for Strong School Libraries.

Books Across America Grants - NEA Foundation

National Education Association Foundation announced its Books Across America grant program for books for public school libraries in needy communities, where at least 70% of students are eligible for free or reduced lunches. 50 grants of $1,000 each will be awarded. California schools need this -- especially those with eliminated or reduced library programs! Deadline for applications is November 20, 2009. Contact is Anita Merina at 202-822-7289.

Book Clubs for Philanthropy

An article in Philanthropy Today was about the charity Mercy Corp, which is organizing book clubs that read, discuss, and donate to womens causes in developing countries. According to the Chronicle of Philanthropy's column on Prospecting:

A project by Mercy Corps centered on a new book Half the Sky by journalists Nicholas Kristof and Sheryl Wudunn. Kristof and Wudunn argue that many of society’s problems can be alleviated by improving the status of women. Mercy Corps' focus is primarily on alleviating hunger in developing countries.

Room-to-Read Supported by Twitter

Charity events that include fun and wine are off to a good start.

On October 15, 2009 Twitter picked a charity for its Fledgling Initiative. They will promote donating to Room-to-Read, a San Francisco-based non-profit that establishes schools and libraries in underdeveloped countries. According to the press release, Twitter staff is planning a "fun experiment to create wine with the San Francisco-based custom winery, Crushpad. Five dollars from every bottle sold will go directly to Room to Read to support our global education programs. The wine’s own micro-site will feature news and updates documenting the wine’s development each step of the way."

Room-to-Read's theme is World Change Starts with Educated Children. Co-founder John Wood speaks about the organization he started.

Dewey's 24 Hour Read-A-Thon

On Saturday, October 24, 2009, participants in Dewey's 24-Hour Read-A-Thon read books, posted to their blogs about what they were reading, and visited other readers’ blogs. They also participate in mini-challenges throughout the day. Mark your calendar and get ready for the next one! It happens twice a year, in April and in October. The first one was held in October 2007.

San Marcos High School Teacher Librarian Helen Murdock shared her Read-a-thon day with fellow librarians.

Check out the dozen or so Read-a-thon buttons for your blog or website.
Read the list of tips for surviving a full day of reading. I like the one about not sitting in the same chair the full time -- get up and move around. My tip would be to listen to a book while walking to the YMCA, then spend an hour or two with a fast-paced mystery book while walking/climbing at 3.1 mph on an incline machine or treadmill set at various levels of incline, from 3-24. That is how I keep in shape and have a daily excuse for reading mysteries. :)

Follow Library Advocate on Twitter

There is a Twitter account @ 4Libraries that "tweets" about Library Advocate blog topics and other items in 140 characters or less. At this time, there are about 35 "followers". I've been reading a guide to Twitter in order to better understand how to use it to get the word out about innovative and important library issues and activities.

I'd like to see how Twitter can be used to:

• increase awareness and participation in CSLA introductory tutorials, such as School Library Learning 2.0, Classroom Learning 2.0, Learning web 2.0 for Teens, Athletes as Readers and Leaders, and "Best Sellers" Campaign for Strong School Libraries.
• promote new state school library standards, key legislation, grants, programs, and opportunities.