Author Archives: Tiffany McClary

About Tiffany McClary

Tiffany McClary is the Director of Communications, Marketing & Outreach for the New Jersey State Library. She coordinates marketing and public relations initiatives in order to enhance the reputation of the State Library, and promote the value of NJ libraries and the services and programs that they provide to residents.

Writing for the Web: Value Matters More than Length

Writing anything – such as an article for a blog, website copy or a newsletter – can be quite a time commitment. So when marketing experts tell you to keep copy brief because “no one reads,” it’s tempting to follow their guidance. 

But is this advice accurate?  

After all, there are plenty of marketing arguments in favor of long-form content – copy that exceeds 2,000 words. One advantage of long-form content is that it can establish you in the eyes of readers and in the Google search algorithm as an authority on your topic. 

What’s a public library marketer to do? Do you keep it short, maybe save a bit of time and possibly entice more visitors to read through to the end? Or, spend several hours writing one lengthy piece that captures the attention of the search engine and the respect of readers? 

I think we can agree that while we want to attract visitors to our websites, we also want readers to find our content valuable enough to stick with it through to the end.

As it turns out, that’s an excellent rule of thumb for creating content.  

As the SEO experts at Moz point out, there isn’t a “perfect” length for blog content. Though the marketing experts may try to convince you otherwise with research and data, the analysis is too general to be useful. The perfect length has more to do with your specific goals and the specific needs of your audience. 

Translation: the reason you might not be attracting more visitors and keeping readers on your site has more to do with the content of your blog post than its actual length. 

In the past, the Google algorithm rewarded keyword stuffing – the mention of a keyword or phrase in every paragraph. Today, though, it’s looking for relevant content about a topic, the kind of material that people will find valuable. Not coincidentally, that’s what readers want too.  

So the best way to rank higher in search results is to produce content that visitors find useful and valuable. To understand what matters to your audience and the content format they prefer, you’ll need to experiment a bit. 

Try publishing different types of content – short blog posts, long-form pieces and visual content. Experiment with high-quality, substantive works that are highly relevant to your audience. Mix it up with top 10 lists, infographics and video. 

Then, check your Google analytics. 

Which posts and topics get the most traffic? Which format engages more readers? These insights will help you understand the type of content you should be creating. And even if your analysis shows that you need to write more long-form pieces, it will be worth it because you know your audience will be paying attention. 






What Public Libraries Need to Know about GDPR

Has your inbox suddenly been flooded with requests from businesses to opt-in to their email communications? You’re not alone.  

Many American companies are updating their email lists to document permission from subscribers. The move is in response to a new European Union regulation that extends further data privacy protections to EU citizens, which  took effect on May 25, 2018. Many of these businesses operate globally, and as a result, the regulation directly affects their operations. 

However, you also may be curious about how the rule – called the General Data Protection Regulation or GDPR – may impact your public library’s email marketing program. We wondered too, so here’s a quick FAQ plus some useful resources. 

What is GDPR? 

The regulation is designed to give EU citizens more control over their personal data and to unify data protection regulations within the EU. It impacts any business operating in Europe. 


If this is an EU regulationdo U.S. public libraries really need to be concerned about it? 

There’s a very slim chance that EU citizens are on your email subscriber list. However, just as many American companies are complying with the law voluntarily, you may want to do so as well. In fact, though laws in the U.S. are unlikely to change, voluntary compliance with GDPR may become a best practice for marketers.   

The rule offers stricter protections than U.S. laws offer. Consumers clearly benefit because they have higher confidence in how their data is being used. But there’s an upside for marketers too. When subscribers opt into your email list, that’s an indication that they want to hear from you. So, you’re likely to get fewer unsubscribes and – potentially – higher click-throughs. 


How does this impact my email list? Should I ask subscribers for documented consent? 

The GDPR requires businesses to obtain documented consent from their contacts. In the U.S., the law permits implied consent, which is inferred from a contact’s actions. For example, donors have an existing relationship with an institution, which implies consent.  

Most email marketing service providers offer instructions on how to obtain documented consent from your email subscribers. Constant Contact covers the topic in a blog post here, while MailChimp discusses the subject here. 


What else do I need to know? 

Although U.S. public libraries probably won’t be subject to the EU rule, it’s a good idea to check with your attorney to be sure. 

If you choose to voluntarily follow the rule, this handy infographic from MarketingProfs provides a GDPR compliance checklist for marketers. 






Why Libraries Matter in The Era of Fake News: Four Ways to Promote Media Literacy

Although new technologies have put more news, data and research at our fingertips, the public library’s mandate – to serve the information needs of the community – hasn’t changed. In fact, quite the opposite. The rise of digital technology has made it even more important.  

With social and digital media, it’s easier than ever before for people to participate in national discussions. Overall, this is a good development. But there’s a downside too. Too often, what we read online is misleading, inaccurate, unverified and even fake.   

As a result, most Americans today believe it’s “harder to be well-informed and to determine which news is accurate,” according to a recent survey by Gallup and the Knight Foundation.   

This is exactly why our mandate is more important than ever. Public libraries are in a unique position to help readers distinguish between fact and fiction. Many public libraries across New Jersey and the country already offer media and information literacy training resources for their community.  

For example, last fall, the Red Bank Public Library ran a three-part program about fake news and media literacy that featured speakers from the media, academia and schools. In addition, it offers a resource page on its website to help citizens improve their media literacy.  

You may also be familiar with a new prototype project being conducted by the American Library Association (ALA).  Media Literacy @ Your Library is an effort to train library workers to better equip their adult patrons to be discerning news consumers. Since the fall, ALA and the Center for News Literacy @ Stony Brook University have been working with five public libraries to “adapt existing media literacy training to serve the needs of public librarians and the communities they serve.”  

Efforts such as these serve the public library mandate and are critical to helping people in our communities distinguish what’s false from what’s true.   

But we also have to make as many people as we can aware of these resources. To do that, here are a few ideas for marketing media and information literacy resources to your community.   


Find a partner.

Media literacy affects everyone, so look for ways to partner with others in the community. Invite local media to sponsor and participate in sessions. With their involvement, you may be able to negotiate free advertising for the events in which they take part. Another option is to work with local school administrators to offer workshops on campus. With their help, you can promote these sessions in school publications. Beyond these logical partners, connect with local nonprofit organizations, such as the local Chambers of Commerce and YWCA/YMCAs. Adults have a vested interest in becoming information literate. 


Make it fun.

As a new learning model, gamification promises to engage learners at higher levels. According to, games have achieved engagement rates of 86% to 90% on average. Because they’re fun, participants don’t view them as marketing or learning chores. And although mobile games can be costly or complicated to design, simple options, such as quizzes, make gamification accessible for small budgets. Another option is to focus on offline opportunities. Consider creating a game show event in which community members can participate as contestants in front of an audience.  


Keep the conversation going.

Although the staff may discuss media literacy with library visitors every day, public library marketers can also use social media to extend this conversation to a much larger community audience. Incorporate bite-sized lessons into your editorial calendar. For example, you may want to start a “Media Literacy Monday” and share tips throughout the day. 


Tell a story.

No one knows better than public librarians that stories are memorable! To reach teens and Millennials, use Instagram’s story feature to share examples of media literacy. 


Finally, mark your calendars for November 5-9, which is Media Literacy Week. For more promotion and programming tips, visit Public Libraries Online which shared several ideas for marking the week in 2017. 


A Cheat Sheet for Social Media Image Sizes [Infographic]

Here’s one surefire way to grab the attention of your audience: Add an image to your social media posts. With reader attention span shrinking and the volume of content expanding exponentially, your content must stand out. Visual content is effective because most social media users will gravitate to it instinctively.  

Research continues to prove the impact of image posts on social media engagement. On Facebook, posts with images receive three times more engagement than text-only posts, according to Search Engine Journal. On Twitter, tweets with images are retweeted 150 percent more than tweets without visual content. 

Of course, you want your images to look good on every social network. But it can be challenging because every channel has its own size requirements. To complicate things further, these guidelines often change from year to year. 

That’s why it’s useful to have an up-to-date resource that collects all social media image sizes in one place. The infographic below, courtesy of Postcron, covers image sizes as of January 2018. It’s fairly comprehensive, too, covering Facebook, Twitter, Instagram, LinkedIn and more.  

Postcron also offers some valuable, extra tips here for increasing engagement, such as: 

  • Uploading images to Twitter through obtain 94% more retweets, and 
  • Use image editors such as Pixlr and Picmonkey to optimize your posts and make them more attractive. 

Be sure to bookmark this page, so you can easily reference the sizes as you create visual content for each of your social media channels! 


What We Talk About When We Talk About Libraries

The unrelenting pace of social media can tire even the most creative of public library marketers. What do you do if you’re approaching burnout? Whenever the well starts to run dry, turn to the Brain Pickings website for inspiration.  

This collection of fascinating items is curated by Maria Popova, herself a writer.  Among her vast trove of literary, science and art picks are numerous tidbits from writers and others about the impact of libraries. Here are a few options to consider for your social media channels. 

Notable and Quotable 

Anyone who has ever shared a quote image on Instagram will understand its appeal to readers. Brain Pickings offers some compelling quotes from writers, poets and librarians. Use PicMonkey or Canva to create a simple image quote to share with your fans and followers. 

Check out how we are using quotes and old postcards and images from our Jerseyana Collection on Instagram:

(Another option for good quotes from famous authors about libraries is GoodReads. Search tags and categories for libraries, and you’ll find hundreds of quotes that speak to inspirational power of the library.) 

Knowledge sets us free, art sets us free. A great library is freedom.” – Ursula K. Le Guin 


“I can’t bear television sets. But I can afford not to bear them because I read books.” – James Baldwin 


 You never know what troubled little girl needs a book.” – Nikki Giovanni, from: “A Poem for My Librarian, Mrs. Long” 


 The library … is no mere cabinet of curiosities; it’s a world, complete and completable, and it is filled with secrets.” – Matthew Battles 


“It’s all FREE, that’s the great thing about libraries! Most of you can afford to go to college, but if you wanna educate yourself completely, go to the library and educate yourself. When I was 28 years old, I graduated from Library.” – Ray Bradbury 


The Library as Video Star 

Short video clips are very popular with social media users, and Popova has a few that are directly related to libraries. Here are a few to share. 

The Temple of Knowledge from StoryCorps is an animated video short that describes how a library can change a person’s life. 

“By the time I was fifteen, I knew there was a world outside the camps, and I believed I could find a place in it. I had read about people like me and not like me. I had seen how huge the world was, and it gave me the courage to leave. And I did. It taught me that hope was not just a word.”  

~ This quote is by Storm Reyes, now a librarian herself, from an essay accompanying this video short, about the impact the bookmobile had on her life. 


Passion that Never Ends 

Another treasure on the Brain Pickings site is this collection of vintage posters, ads and PSAs. Each article is worth sharing in its own right: 

Vintage Posters for Libraries and Reading 

The First Ads for Famous Books 

“In March, Read the Books You’ve Always Meant to Read”: Gorgeous Vintage PSA Posters, 1939-1941 


The Data-Driven Public Library: Marketing Science Meets Art

Did you know that data about your community can help you get more funding for your public library? Or that it can help improve email open rates?  

Marketing is driven as much by data as it is creative. To improve our performance as public library marketers, we have to be adept at both. Just as data-driven marketing has moved front and center for corporate marketing professionals, so it must take a central role in our marketing efforts.  

Of course, we’re no stranger to data and analytics. It drives many of our decisions, from what programs to run to what books to order. But there’s another side to data: It can tell us which target audience will be most receptive to messages as well as which platforms are performing best. But that’s not all.  

One benefit of a data-driven approach is that it can be used to refine audiences so that we target the right people with the right messages in the right places. For example, you might think the best place to promote an event for teens is on Facebook, but a review of your data could tell a different story. Perhaps the teens in your area interact more with your weekly newsletter. 

These insights can help you develop a more precise targeting approach. This is a big deal for public libraries, which often have limited resources – both people and budgets – for marketing. By focusing on high-performing activities, you can eliminate anything that’s not working. After all, why spend time on something that’s not generating results?  

For example, an analysis of Facebook engagement statistics will help you identify the posts that get the most likes and shares. This data is instructive because it hones your approach to creating content. 

Likewise, scrutinizing a few key data points about your website on Google Analytics can reveal much about your site’s performance, including which blog posts get the most engagement, how visitors find your website and the path visitors take.  

If you’re already using data to improve your social media posts or drive traffic to your websites, here are a few other surprising ways you can put data to use to improve the marketing efficiency. 

Content Marketing: Tell Relevant Stories 

It’s important to note that there are many sources of data available to the library, so it’s critical to think beyond Facebook statistics, visitor data and website analytics. 

Two sources of data to consider are demographics and library card usage data.  At the Public Library of Cincinnati and Hamilton County, lead marketer Angela Hursh uses both to guide the stories she tells about the library as part of her content marketing efforts, according to the Content Marketing Institute. Each local branch of the library has a distinct personality, so Hursh uses demographic data to create content specific to each one.  

Most interestingly, she also uses library card usage data to create behavior-based marketing personas, which she then uses to create targeted email marketing messages. As a result, subscribers receive messages relevant to them, which in turn raises the open and click-through rates.  

Programming: Have a Greater Impact  

Data also inform how public libraries can allocate resources and determines what programming to develop. For example, if a large percentage of the population can’t easily get to the library, the library must find a way to get to them. So, community outreach programs for one branch might be more extensive than those for another location. 

Libraries can also use data from programming to make adjustments. Rather than focus only on outputs, such as how many people showed up for events, public library staff should focus on outcomes. For example, what impact has your computer literacy program had on increasing participant’s level of comfort with technology? An analysis of the data can reveal areas of the programming that can be improved. 

Advocacy: Getting to Yes 

Data is also a powerful tool for advocacy efforts. In 2012, Ohio’s Wadsworth Public Library (WPL) used insights from voter registration data to get out the vote in support of library funding. The marketing team compared the voter data to its patron information and used the analysis to target neighborhoods with high concentrations of library users. A door-to-door campaign combined with signage and direct mail in these neighborhoods worked. The levy passed with 55.6 percent of voters in favor, according to Library Journal.  

Public libraries have numerous sources of data available to them. Getting it isn’t all that difficult – you either have it already in-house (usage data), acquire it from external sources (census data, Pew research on libraries) or purchase it (Gale Analytics on Demand). However, understanding how to analyze the data you have and what to do with the insights you uncover can be both overwhelming and challenging. We’ll cover both topics in future posts about data sources and insights. 

Thinking of Using Video Marketing in 2018? Here’s What You Need to Know [Infographic]

Everyone is jumping on the video marketing bandwagon these days, and it’s no surprise why. Video is wildly popular. For example, there are a billion users on YouTube – about one-third of all Internet users – and they’re watching 500 million hours of video each day. 

But is it really effective for your marketing efforts? What’s the best way to create and use video in 2018? 

Answers to these questions and more are in the infographic below, which was created by BreadnBeyond. 


The State of Video Marketing in 2018 [INFOGRAPHIC]
Courtesy of: Breadnbeyond

Drama in the Public Library: 8 Ideas for Facebook Video

Content is the main driver of interest in your public library Facebook page. You may know already that images create more shares and likes than text or link posts. But did you know that video is even more popular than images? According to research by Locowise, video has the highest reach and level of engagement compared to any other type of content. 

That means public libraries can really boost engagement on their Facebook page by curating, creating, and streaming video to their page. Here are eight ideas for developing video content that engages your fans and attracts new followers. 

1. Tell stories

Every library has multiple stories it can tell via video. Consider showing what happens behind the scenes. For example, record your staff preparing for an event or the reference librarian at work. On the Facebook Group Library Social, Jennifer E Burke points out that “good library marketing videos don’t have to feature anyone on-camera, anyone with a book, and text + pics (even stock pics) can be powerful and effective videos.”  

2. Playful memes

Consider putting together a funny scenario related to day-to-day library activities, such as getting a library card (see the video above) or what happens in the library after it closes. (See this cute example here).  

3. Author videos

Many authors now create “book trailers” for their new releases. Consider curating them on your Facebook page. Or, interview local authors not only about their latest book, but also about their writing habits and their favorite things, including places to write, music to write to, books, authors, and movies.  

4. Events

Live streaming video is another option for public library marketing on Facebook. In a recent study, Livestream and New York Magazine found that 82% of consumers prefer live video to other types of social posts. Live streaming is perfect for events, where you can broadcast speakers, music, and other performances. Facebook offers some tips for producing a successful live stream here. 

5. Book reviews

Use video to record book reviews and recommendations. One option is to create a list of the top recommended books in a single category or for one of your target audience segments, such as moms or teens. 

6. Children’s storytime

Move beyond the circle by recording your children’s librarian reading the latest book for storytime. This allows even kids who are stuck home sick in bed to enjoy a story or two. 

7. Exhibits

Have you just curated a new art show or book exhibit? Promote it with video. (Tip: This is also a great topic for a behind-the-scenes video!) 

8. News show

For those who harbor an inner Katie Couric, you can update your community about all the latest library events and announcements in your own weekly news show. You can stream it live, prerecord it and post later, include just one person reading the latest updates, or incorporate a live interview. It can be short – or as long as 20 minutes.  


The great thing about video is that it’s much easier to record today than it was in the past. All you need is a smartphone and a great idea! 

5 TED Talks that Help Public Library Advocates Influence and Inspire

Whether it’s at formal, high-stakes events, at board meetings, or in one-to-one conversation, you’ll have numerous opportunities throughout the year to advocate for your public library.   

But getting others to see our point of view or buy into your vision isn’t always easy. How can you get better at discussing your talking points and influencing others? Here are five TED Talks that will help you deliver an idea with greater impact. 

Focus on One Major Idea 

“Your number one task as a speaker is to transfer into your listeners’ minds an extraordinary gift – a strange and beautiful object that we call an idea.” – Chris Anderson 

Chris Anderson is the curator of TED and has listened to thousands of talks. He argues there is a secret to what makes TED Talks so successful. You must build an idea inside the minds of your audience members – and he offers four guidelines to help. 


Cultivate Your Voice 

“You have an amazing toolbox.  This instrument is incredible,  and yet this is a toolbox that very few people have ever opened.” – Julian Treasure 

Julian Treasure, is a sound expert who has advised businesses on how to design sound in their physical spaces and communication. In his talk, “How to Speak So That People Want to Listen,” he focuses on the human voice and how we can use it to get others to listen.  As he points out, it’s not just what we say but how we say it. 



Listen First to Understand 

“You have to listen to one another.  Stephen Covey said it very beautifully.  He said, ‘Most of us don’t listen with the intent to understand.  We listen with the intent to reply.’” – Celeste Headlee 

If you’re preparing for a conversation with someone who you need to persuade, whose viewpoint you suspect may be diametrically opposed to yours, you may be tempted to ready the rebuttals. But as Celeste Headlee, who has spent decades interviewing others as a radio host, points out, when we aren’t listening to each other, we’re less likely to find compromise. In this talk, she shares 10 ways we can have better conversations.  


Connect to Moral Values 

If you want to persuade someone on some policy,  it’s helpful to connect that policy to their underlying moral values. – Robb Willer 

So many of us are sick of the vehement disagreements over politics and wish we could find more common ground. For public library directors and their staffs, this isn’t simply an academic exercise. To cultivate more support for our libraries, we need to find ways to connect and help others understand.  

Robb Willer is a social psychologist whose research on moral values illuminates the way they can be used to bring people together. The key, he says, is moral reframing, that is, connect your desired outcome to your listener’s underlying moral values. 


Start with Why 

People don’t buy what you do; they buy why you do it.  If you talk about what you believe, you will attract those who believe what you believe.” – Simon Sinek 

In a talk that has been viewed more than 36 million times, Simon Sinek explains how great leaders and organizations inspire others to take action. It all starts with telling others why you do what you do. 



Encouraging Your Audience to take the Next Step: Call-to-Actions

Every set of marketing goals involves one core idea: Encouraging your target audiences to do what you ask. After all, to reach your goals and show results, visitors must come into your library, people have to register for workshops and events, and sponsors must support major initiatives. 

That’s why the most critical link between your marketing campaign and your marketing goals is the call to action, or CTA. 

CTAs invite the reader or viewer to take the next step. This might be signing up for your newsletter or downloading a resource guide. Without a call to action, there’s a strong likelihood your target audience will not move further into the “sales funnel,” as business marketers say.  

There’s plenty of proof that CTAs have a substantial impact on results. For example, one 2015 study showed that emails with a single CTA increased clicks by 371%.  Another found that adding CTAs to your Facebook page increased click-through rate by 285%.  Over the past three years, I would imagine that these numbers have increased.

Omitting CTAs from your marketing efforts is an obvious missed opportunity. But if you’re incorporating them into your marketing and not seeing these kinds of results, here are eight tips for increasing their effectiveness. 

1. Make them stand out.

Good design is vital for CTAs, which should “pop on the page.” Brightly colored buttons that stand in contrast to the page background are hard for readers to overlook. 

2. Keep it simple and clear.

Help readers understand exactly what they should do next, but keep it short and to the point. 

3. Use action-oriented words.

Some of the best for libraries include: Join, Register, Build, Start, Learn, Discover, and Find. You can find more examples here 

4. Be personal.

Using pronouns such as “you” or “my” is more conversational and less formal. This change in tone is highly effective. SproutSocial points out that when the reader feels you’re speaking directly to him, the conversion rate increases by 42% over generic wording. 

5. Create urgency.

We’ve all experienced this when interacting with marketing. When we think a deal or special is about to end soon, we act immediately to take advantage. This works with library marketing as well. For example, if you’re promoting an event, phrases such as: “Register Now! This event sold out quickly last year!” can increase registrations.  

6. Add to every communication.

CTAs belong on every piece of marketing, including your website, emails and flyers. Marketers often overlook offline opportunities, such as presentations and webinars. For example,  you can add a CTA asking attendees to sign up for the library newsletter into your slide presentation. 

7. Embed into social posts.

Marketers regularly include CTAs on social media advertising to drive readers to landing pages. But CTAs are also effective on organic posts. For example, we recently promoted one of our special events on Facebook and we included the CTA, “Learn more here,” which linked to details on our website. 


8. Don’t forget video.

According to YouTube, the service reaches more 18-49 year olds than any cable network in the US. In fact, the average person spends 140 minutes a day watching video on the internet, Business Insider reports. Thus, video is a highly attractive medium for any marketing program. But to make it truly effective, you must be sure to add CTAs to any video you create. 


These tips should help you create more effective CTAs that help you reach your marketing goals.  

I’m going to end on a call to action of my own: Sign up today for our NJSL Direct newsletter to get more marketing tips – direct to your inbox! 

When Marketing Your Public Library, Encourage Talk

When consumers share information about brands and products they love in social settings, those recommendations often lead to sales. A recent study by Engagement Labs showed that social media conversation is “much different from what people are saying in private conversations with friends and family.” Thus, these real-life conversations are just as important as the ones happening on social media.  

This is no less true for nonprofits and public libraries than it is for major brands. As marketers, we should take steps to cultivate real-world conversations as much as we tend to our social media programs. 

How can you get members of your community talking and sharing news about your library with friends, family and co-workers? Turn to traditional marketing activities to generate excitement about new initiatives or garner support at budget time. Here are a few activities that can spark conversations about the public library in your community: 

Pitch local TV and radio

Although it’s on the decline, local TV news still has more viewers than cable or network news programs, according to Pew Research. The study by Engagement Labs also found that traditional media and advertising – TV, radio, digital – play a significant role in stimulating consumer conversations. While advertising is usually too costly for public library budgets, you still can take advantage of public relations. Take advantage of events and guest speakers, as well as news about your latest community initiative, to pitch compelling news stories to local reporters. 

Go door-to-door

To learn more about residents’ library experiences and promote its services, volunteers for the Bloomington, Ill., Public Library knocked on doors. Not only did they collect valuable data – such as how often a resident visited the library or what prevented them from visiting more often – but they were also able to share information about online resources and library cards. 

Community appearances

Take advantage of local events, such as craft fairs and farmers markets, to set up a table and promote library programs.  

Speaking opportunities

Seek out opportunities to speak to the local PTA, at government town halls, and to local community and business groups. 

Identify and cultivate library champions

Research shows that people are more likely to act on a recommendation from a friend than from advertising. That’s why asking for help from some of your library’s biggest fans is one of the most powerful ways to spread the word. Ned Potter, author of The Library Toolkit, recommends cultivating library champions from each segment of your audience, parents, Baby Boomers, teens, etc., to reach the wider community more effectively. 

Potter also stresses that a top-notch customer experience is the best way to drive word of mouth. “If you’re serving the needs of your given community successfully and with style, they WILL be telling their friends about you,” he says. “They’ll be tweeting about you. They’ll be dropping your name into conversations.” 




5 Twitter Metrics That Will Reshape Your Content Strategy

Trying to figure out how to get more people to follow your Twitter account and reply to your tweets? Twitter’s robust analytics platform can help you get a better understanding of who your followers are, what they’re interested in, and how you can shape your content strategy to engage them more. 

The Tweet Activity Platform is available to all users, but you must log onto with your username and password to turn it on.  Once you’ve logged in, you’ll find a wealth of analytics tools to help you understand just how effective you’ve been in reaching and engaging the Twitter audience.  Analytics are updated in real-time, so you can adjust your messages immediately. 

These five metrics provide useful insight to shape a more targeted Twitter content strategy. 

1.  Account Statistics  

On the home page, you’ll get an overview of the last 28 days of activity on your Twitter profile. These top-level metrics give a birds’-eye view of your performance, including how often your profile has been viewed, how frequently you’ve been mentioned and if you’re showing steady growth in new followers. 



2.  Tweet Activity 

Click on the Tweets tab to learn which of your tweets are the best performing. Tweets with the most click-throughs and the highest engagement rates can be reposted at different times over the next few days to generate more engagement. 



3.  Audience Insights – Followers 

There’s a slew of interesting data on the Audience Insights tab under the Your Followers drop-down about interests, demographics, lifestyle and consumer behavior. Use the insights from these charts to develop content that most interests your followers. Consider, for example: 

  •  Interests. This chart ranks the percent of your audience interested in a particular topic. Rework your strategy to create more content relating to the top 2-3 interests. 
  • Demographics. Do more men or women follow your account? Homeowners or renters? If you find you have a higher percentage of high school graduates following your account, you may want to promote your job interview skills workshops on Twitter. 


4.  Audience Insights – Personas 

Also under the Audience Insights tab, select the drop-down for “All Twitter Users.” This data is interesting to look at, but not particularly useful. However, you can filter this data and look at specific “personas.” This is useful data for marketers who want to reach specific demographics. 

To see this data, click in the box next to “All Twitter Followers.” Twitter will display several filtering options, including ParentsMillennialsGeneration XBaby BoomersSmall Businesses, and more.  

Let’s see what the profile looks like for Millennials on Twitter. They’re most interested in comedy and music. More than half are high school graduates and are married. Thirty-two percent are in professional or technical fields, and 26% are homemakers. Seventy-five percent are homeowners.  

Now compare these interests to the type of content you’ve been producing. What content can you produce or share to better match their interests? By developing content more closely aligned to these interests, you’ll have a better chance of drawing their attention to your public library.  


5.  Compare Profiles

Another powerful feature is the ability to compare audiences and thus benchmark your performance. If there is a significant gap between Twitter’s persona profile and the profile of your followers, then it’s likely you aren’t reaching the right audience. With this knowledge, you can take steps to develop content that matches your target audience’s interests. 



Twitter compiles its persona profiles based on its own data and several of its partners. Hover your mouse over each heading for more details about the data source.  

Twitter Analytics provides valuable insights into both performance and audience preferences. Use these insights to develop a more effective content strategy.