Community Connections: Advocating for Libraries through Effective Brand Advocacy

Abstract

ABSTRACT Information professionals strive to understand the needs of communities in order to discover ways to connect and engage them in library resources and services. Positive word-of-mouth communication remains one of the most powerful tools used to develop mutually rewarding connections with the community. This article argues that libraries can harness the power of brand advocacy to transform their patrons into the most enthusiastic sharers of information, or informal brand advocates. Moreover, it emphasizes how libraries can carefully build and maintain mutually rewarding community connections through effective brand advocacy by utilizing the STEPPS framework – Social Currency, Triggers, Emotion, Public, Practical Value, Stories. Each principle in this framework can help an organization to effectively spread important brand messages. While the social currency principle encourages people to talk about topics that make them appear more favorable to others, triggers provide everyday cues that remind people of the library brand. Emotion focuses on appealing to feelings and the public principle calls for initiatives that advertise the brand. Finally, practical value motivates people to spread useful information and the stories principle explains that people share their experiences through memorable narratives. The article calls for adopting a holistic approach toward brand advocacy in applying the STEPPS framework in libraries.