ARCHIVES 2015: “Tailoring” Your Digital and Social Media Outreach Initiatives

This August I had pleasure of attending the Society of American Archivists (SAA) Annual Meeting, ARCHIVES 2015, in Cleveland, Ohio. While I was excited enough by the prospect of participating in my first national LIS conference, I was most looking forward to learning about recent trends and practices in digital archival outreach and engagement.  Having spent my summer practicum doing social media and digital outreach at the Smithsonian Institution Archives, I was eager to contextualize the experience within contemporary archival scholarship. Through discussions,  professional posters, and one absolutely stellar panel, it became clear that successful outreach is an increasingly subtle, calculated art.

At Emory University’s Manuscript, Archive, and Rare Book Library (MARBL), outreach archivist Matthew Strandmark has been implementing innovative strategies for achieving community relevance and engagement. With these outreach goals firmly outlined, Strandmark was able to develop a carefully crafted and instituted MARBL presence on the platform HistoryPin. The magic of HistoryPin is its interactive capability which, through  a variety of features, promotes the creation of collaborative community history.  MARBL uploads a variety of archival images, tagging their location and date, and even giving some the ability to layer over contemporary street view shots of the same site. Community users contribute context and emotional value by adding personal comments and stories to the photographs.

Staff at Philadelphia’s Othmer Library of Chemical History have experienced similar success leveraging the unique capabilities of a single social media platform. Searching for the best, and most efficient, way to enhance the visibility of their obscure institution, Hillary Kativa and her coworkers created a Tumblr blog, Othmeralia. Tumblr gives staff the ability to pair visual content (like GIFs, scanned archival content, and digital photographs) with any length of explanation, from essay to cheeky caption, depending on the situation. Other great Tumblr features are content tagging and reposting—capabilities that led to an Othmeralia shout-out from Smithsonian Libraries, and the subsequent heightening of the blog’s visibility. Othmer’s approach is an exceptional outreach model for hidden archives and collections across the world, while its content is a great example of how such singular content can be re-framed in a way that renders it relatable to most user groups.

The last approach I encountered, “narrowly focused” digital and social media outreach, was directly offered by session panelists as an experimental alternative to classic strategies. This approach is typified by digital/social media initiatives developed specifically for showcasing an exceptionally rich, high-profile, or heterogeneous institutional collection. Outreach staff may choose a single digital platform that meets engagement goals, or they may go cross-platform to enhance visibility; this decision depends on how they can best reach the collection’s specified target audience. The Documenting Modern Living: Digitizing Miller House and Garden  Tumblr blog, operated by the Indianapolis Museum of Art, is a wonderful narrowly focused outreach project. The collection, a home, surrounding gardens, and related archives, is highly visual—including paint samples, architectural sketches, historic and contemporary property photos—making Tumblr a perfect platform for exploring its in’s-and-out’s. It’s surprising how effective this narrowing strategy is at achieving profoundly deep-seated engagement with users.

All of these aforementioned digital engagement initiatives indicate a burgeoning approach to archival  outreach that is marked by creativity, dynamism, and experimentation. But the more notable trend exhibited is the careful “tailoring” of strategy and digital medium to the unique engagement end-goal(s) of each institution. Until recently, the common digital outreach M.O has been a cross-platform approach most often served by the social media “big four”: Facebook, Twitter, Instagram, and preferred blog service. Such multi-strategies are great user-community “catch-all’s” as, between four platforms, most user demographics are bound to be reached. The problem, though, is the unsuitability of cross-platform approaches to sparking deep, sustained user engagement. In other words, these strategies are great for pairing with a dynamic, enticing institutional website or additional digital service but, alone, they aren’t adequately fitted to institutional goals to be sufficient standalone methods.

The outreach work of these ARCHIVES 2015 presenters is exciting because it represents a potential shift in digital engagement approaches, proving that social media platforms and technologies beyond the “big four” can indeed be worth the investment of resources. It is absolutely essential to note that these tailored digital outreach initiatives are only worth the investment if the institution truly possesses the time, knowledge, technology, and manpower required to create a well-developed, goal-oriented  implementation strategy. All digital outreach is best served by a strategic plan, but the success of this fitted approach is especially contingent on planning, as the entire initiative begins with mapping specific outreach goals to the best-suited available social media/digital platform. In the future, as increasing numbers of cultural heritage organizations explore the creation of unique, platform-specific tailored outreach, it’s likely that best practice formulas will emerge. Five years down the road, outreach professionals may be able to plug their institutional information and engagement goals into a formula that spits out the bones of a tailored outreach strategy-complete with best-suited social media platform and all! But whatever professional workflow emerges, one thing is certain: with creative outreach and engagement professionals—like those mentioned here—continuing to dominated the LIS field, anything is possible.


CUA CHIM Forum Update: Call-For-Posters Submission Deadline Extended

The Department of Library and Information Science at the Catholic University of America will be hosting the Cultural Heritage Information Management Forum on June 5, 2015.  This year’s Forum will include a poster session.  Call-For-Posters: Cultural Heritage Information Management Forum at the Catholic University of America, posted on January 31, 2015, outlined the specifications for submitting poster proposals to the Forum Planning Committee.

Since the original press release, the CHIM Forum Planning Committee has elected to officially extend the poster proposal submission deadline to March 15, 2015.  All subsequent call-for-posters announcements and related information releases will reflect this change.  All other “important dates” related to the Forum and call-for-posters remain the same, including the March 23, 2015 notification of proposal acceptance.

For more detailed information on submitting a proposal, please refer to the original blog post.  Those seeking further details about the CHIM Forum itself may refer to the event website.

As always, questions and concerns can be answered by contacting the CHIM Forum Planning Committee.

Important Changes:  Deadline for poster proposal submissions has been changed from March 2, 2015 to March 15, 2015.

Check Out the Upcoming 7th Annual “Bridging the Spectrum Symposium”

No matter what sector of librarianship you happen to be in, you’re sure to gain valuable knowledge and useful insights at this year’s annual “Bridging the Spectrum” Symposium! The Symposium is coming up on Friday, February 20, so register now for:

  • Keynote speaker Superintendent of Documents Mary Alice Baish’s update on the changes underway at the recently renamed Government Publications Office, and the future of government information.
  • Panelists and speakers sharing experiences and insights from across the spectrum of librarianship, from School Library Media to Law Librarianship and more.
  • Lunch and poster sessions that provide opportunities to catch up with old friends and make unexpected new connections.

As the National Capital region’s only regional symposium featuring diverse contributions from your local colleagues, and at an incredibly affordable $25, this is a “don’t miss” event!

For more information, visit the Symposium’s homepage. To register now, please visit the event registration portal.

CUA Library and Information Science students are eligible to have their registration fee supported by AGLISS!  Simply register for the Symposium, using this form, by Friday, February the 6th, and you will be registered for free, courtesy of AGLISS.

Once you’ve requested the registration fee waiver, AGLISS will verify your current enrollment as a CUA LIS student and send you a confirmation message.

Call-for-Posters: Cultural Heritage Information Management Forum at the Catholic University of America

The Department of Library and Information Science at the Catholic University of America is pleased to announce that the June 5, 2015 Cultural Heritage Information Management Forum will host a poster session.  The session is designed to showcase research and projects related to the Forum’s theme: Cultural Heritage Collections: Content and Access in the Digital Era. We welcome poster proposals concerning topics related to this theme.  Topics include, but are not limited to:

  • Infrastructure for collection sharing, research, and access
  • Creation of digital collections
  • Access to digital cultural heritage collections
  • Outreach and engagement of users
  • Stewardship of cultural heritage collections
  • Partnerships and collaboration
  • Sustainability and funding models

The posters for the CHIM Forum are refereed. Poster presenters will participate in the lightning talk and have time to discuss their posters with fellow Forum participants over lunch.  Presenters will have many opportunities to interact with the audience and receive feedback on their projects.

Since space for poster display is limited, please submit your poster proposals by the deadline, March 2, 2015.

For further information about the CHIM Forum please visit the event website. The site will be updated as new details become available.

Instructions for Poster Proposals Submission

In a Word document, please include:

Name and contact information:

  • Full name of presenter(s)
  • Contact information (phone number and email address)
  • Institutional affiliation
  • Academic status and/or job title

Poster description:

  • Poster title
  • Poster abstract (50 words, for Forum program)
  • Poster description (maximum of 200 words)

Please email your poster proposal to the Planning Committee at by Monday, March 2, 2015. Your poster proposal submission will be acknowledged within 24 hours after submission. Notification of acceptance will be sent on March 23.  Poster presenters are responsible for printing the posters and mounting them for display at the CHIM Forum. Poster presenters must register for the CHIM Forum. Registration is free and includes lunch.  You will be alerted when registration opens.

Important Dates

  • Proposal submission deadline:  Monday, March 2, 2015
  • Notification of acceptance: Monday, March 23, 2015


Please contact the Planning Committee at if you have any questions about submitting a poster proposal.

Thank you!