I also wrote some additional stuff specifically for the article above (which you can also read on the American Libraries page linked above if you scroll down to the bottom of the page):
Ned Potter’s Guide to 5 North American Libraries Doing Great Marketing Work
Topeka and Shawnee County (Kans.) Public Library is the king of the digital branch. In my view, its website is everything a library website should be: dynamic, informative, varied, and stylish, in a way we should all aspire to. Go to the library’s website and have a look as soon as you finish reading this. Digital Branch Manager David Lee King, who is also a columnist for American Libraries, provides seven tips for an awesome library website as a case study in the book.
New York Public Library is surely the most successful example of a library absolutely owning its social media. Staff members make excellent use not just of all the tools you’d expect, such as blogs and Facebook, but also the likes of Tumblr, Foursquare, and YouTube. With well more than 200,000 followers on Twitter (@NYPL), it’s the leader of the pack on that platform, and in the Toolkit, NYPL provides a case study to tell you how the library did it.
Calgary Public Library, over the border in Alberta, Canada, proves that even in the age of social media, good old-fashioned advertising campaigns can be extremely effective. Its fantastic “Everything You’re Into” campaign has been plastered everywhere: on coffee cups, in grocery stores, and even jet-washed onto local pavement. It aimed to change perceptions, and it really worked.
Columbus (Ohio) Metropolitan Library is a great example of a library that has brilliantly overhauled its marketing. It started by segmenting users by behavior, then rebranded its services to appeal to different groups, and moved forward from there. Library staff members provide a case study in the book about going beyond counting (outputs) to measuring behavioral change (outcomes).
Troy (Mich.) Public Library recently came in fifth in a marketing-industry poll of most-effective advertisers in the US, just behind Microsoft and ahead of Ikea, Unilever, and American Express. Its most eye-catching initiative has undoubtedly been its incredibly brave (and fabulously effective) reverse-psychology book-burning campaign, which saved the library from closure. Watch the video about it on YouTube.
I'm also quoted elsewhere in the issue, in Laurie Putnam's excellent article on Writing for Civilians!