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.

Objective

The New York Public Library is a hive of content creation, including a num-

ber 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. 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.

“the number of clicks per tweet are almost double than the one we use for manual tweeting.”

SOciAlFlOW cASe StuDY

New York Public Library

www.SocialFlow.com

Maximizing resultsthrough optimizationWhile 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 trafficPageviews to the targeted sections of their site that they are highlighting have grown 48% since they started to use SocialFlow.

enhancing internal reportingThe Library can now easily view the impact of their efforts through a comprehensive set of metrics and analytics and use that information to inform better strategic and editorial decision-making.

the ReSultS The impact of SocialFlow’s real-time optimization technology on overall traf-fic is unmistakable to the Library’s Twitter activities. “SocialFlow accounts for 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 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 Tweets to get out each day covering a number of areas including market-ing, customer service and advocacy, having a tool like SocialFlow has been essential in opti-mizing their engagement on social media. “We 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.

AbOut SOciAlFlOW

SocialFlow is the world’s first and only social messaging optimization plat-form that uses data science and analysis to deliver greater engagement on Twitter. SocialFlow’s AttentionScore™ optimization technology ensures that the Tweets 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.

“SocialFlow accounts for 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.”

416 West 13th StreetSuite 203New York, NY 10014

www.SocialFlow.com@SocialFlow

©2011 SocialFlow, Inc.

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