New York Public Library Case Study
The Study in Depth
With a flagship location containing 50 million items across 40 miles of shelves, the New York Public Library has a lot to communicate. They’ve also got a lot of people to reach, with a growing online audience. The library retained SocialFlow to optimize what and when they publish on Twitter. As a result, the library’s digital marketing team has garnered greater engagement, traffic and exposure, as well as a more efficient workflow among staff.
Objective:
The New York Public Library is a hive of content creation, including a number of blogs created by “librarians who are passionately writing about things that are important to them and their communities,” explains Susan Halligan, Marketing Director at New York Public Library. But there were no guarantees that their audience was listening. With a comprehensive social media strategy that touches all the major services from Twitter to Facebook, Foursquare and Tumblr, the New York Public Library enlisted the help of SocialFlow to build the interest and traffic to their blogs via Twitter.
Solution:
After signing up for SocialFlow, the New York Public Library tested the system rigorously, trying to find the optimal number of Tweets to publish in order to maximize engagement measured via clicks per Tweet and clicks per follower on their blog-linked Tweets. They set up SocialFlow to handle their outbound publishing via Twitter during the window from 3:30 PM and 7:30 PM each day. At other times of the day, they Tweeted manually or scheduled their Tweets.
The Results:
The impact of SocialFlow’s real-time optimization technology on traffic is unmistakable. “SocialFlow accounts for 44% of Tweets we send out, but it garners 84% of the clicks that we get on Twitter in total,” says Johannes Neuer, eCommunications Manager at the library.
Additionally, unique page views of the blog section have increased by 48% since SocialFlow began optimizing content, and “the number of clicks per Tweet are almost double than the one we use for manual Tweeting,” notes Neuer.
With a large list of daily Tweets, covering areas like marketing, customer service and advocacy, SocialFlow has been essential to optimizing the NYPL’s engagement on social media. “We get maximum results for almost minimal effort,” Halligan says.
Clicks per Tweet and clicks per follower are not just an indication of the NYPL’s success at attracting an audience—they’re also a morale booster. The increase in energized traffic has inspired a passion for social engagement among the library staff.
About SocialFlow
SocialFlow is the world’s first and only social messaging optimization platform that uses data science and analysis to deliver greater engagement on Twitter. SocialFlow’s optimization technology ensures that the Tweets and social media updates it sends match the topics that an audience is most interested in at any given moment. The result is greater engagement in the form of clicks, Retweets, conversations, shares, likes, Followers and Fans. To learn more, go to www.socialflow.com.
