SOciAlFlOW cASe StuDY
New York Public Library
With a flagship location that contains 40 miles of shelves and houses nearly
50 million items, the New York Public Library has a lot to communicate to a
growing online audience. The library uses SocialFlow to optimize what they
publish and when on Twitter. As a result, the library's digital marketing team
has garnered greater engagement, traffic and exposure, as well as creating a
more efficient workflow among their staff.
The New York Public Library is a hive of content creation, including a num-
"the number of
ber of blogs created by "librarians who are passionately writing about things
clicks per tweet are
that are important to them and their communities," explains Susan Halligan,
almost double than
Marketing Director at New York Public Library. But there were no guarantees
the one we use for
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.
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. The Library uses SocialFlow to Tweet content
from 3:30 to 7:30 PM. At other times of the day, they Tweeted manually or
scheduled their Tweets.
While SocialFlow handles 44% of
the Library's outbound publishing
on Twitter, it accounts for 84% of
the traffic they receive back to their
site via the social network.
increasing online traffic
Pageviews to the targeted
sections of their site that they are
highlighting have grown 48% since
they started to use SocialFlow.
The Library can now easily view the
impact of their efforts through a
The impact of SocialFlow's real-time optimization technology on overall traf-
comprehensive set of metrics and
fic is unmistakable to the Library's Twitter activities. "SocialFlow accounts for
analytics and use that information
to inform better strategic and
44% of tweets we send out since we started using it, 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
accounts for 44%
began optimizing content, and "the number of
clicks per tweet are almost double than the one
of tweets we
we use for manual tweeting," notes Neuer.
send out since we
started using it,
With a large list of Tweets to get out each day
covering a number of areas including market-
but it garners 84%
ing, customer service and advocacy, having a
of the clicks that
tool like SocialFlow has been essential in opti-
mizing their engagement on social media. "We
we get on twitter
get maximum results for almost minimal ef-
fort," Halligan says.
For the staff at NYPL, however, clicks per Tweet and clicks per follower are
not just an indication of their success at attracting an audience, but a morale
booster, as they inspire passion for social engagement within their staff.
SocialFlow is the world's first and only social messaging optimization platform
that uses data science and analysis to deliver greater engagement on Twitter
and Facebook. SocialFlow AttentionScoreTM optimization technology ensures
140 E 45th Street
that the content it sends match the topics that an audience is most interested
New York, NY 10017
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.
(c)2012 SocialFlow, Inc.