Utilizing Text Messages for Effective Outreach

ABSTRACT As librarians strive to reach students and share reference content, text messages are a new avenue to explore. Although many libraries receive reference questions through text, few initiate the conversation. Sending text messages with video tutorials relevant to class assignments has been an effective and innovative outreach at Bethel University’s College of Professional Studies (CPS). Over three years, we have sent 1,099 text messages and 38% of the video links included were clicked. Students saw the message and clicked the link at a significantly higher rate than links inside e-mail campaigns, as compared to industry standards and CPS’s statistics. Text messages are an effective form of communication because they are prevalent, have a high likelihood of being read, and their content can be easily tailored. Students and the broader academic community do not expect a text from the library and it builds social capital with them. This social capital is a valuable benefit to librarians seeking to demonstrate their relevancy in a competitive information environment. A similar initiative could benefit several areas in an academic library. Personal librarians, first year experience librarians, distance education librarians, or librarians supporting student success could build relationships through this level of individualized contact.