How Social Media Powers Milwaukee’s Oldest Cornerstone
Public libraries; The forgotten yet ever important pillar of any thriving town. The case is no different for the Milwaukee Public Library system, whose most impressive building in the system, the Milwaukee Central Library, established in 1898, sits catty-corner to the east edge of Marquette University’s campus and begins the trek into downtown Milwaukee. Beyond the stunning architecture of the building, which no doubt attracts pedestrians of all types to have a look inside, the Milwaukee Public Library system as a whole has something unique to hang its hat on: social media.
Despite the ironic nature of an old-fashioned library’s publicity and life coming from a brand-new medium, the partnership actually makes a ton of sense. “I’m not a massive reader, but the social media team does a fantastic job at popularizing the library,” added Marquette freshman, Alika Lugo. “I mean the skits are hilarious. People who aren’t even from here know about our library.” With their TikTok and Instagram account followings equating to over 400k strong, the social media crew at MPL has made its account a serious priority. “I can tell they put a ton of effort in,” commented Marquette University freshman, Ravi Goradia. “It honestly motivates me to visit our libraries more than anything else.” The youth push via social media has shown real standing, with over half of respondents to MPL’s 2023 Community Engagement Report saying that social media was their preferred channel of communication for everything library related.
Comments and praises are constantly surfacing on the Milwaukee Public Library page. Some of these include: “I'm from Germany and I'll probably never visit you but I absolutely love your account.” Or “I have never wanted to go to Milwaukee for any reason but this library makes it seem worthwhile!” And even, “Milwaukee library is absolutely unmatched on social media, y’all set the standard for libraries worldwide.” It’s these comments specifically that seem to outweigh the 227 thousand followers, or the millions of views on a viral video because it shows the direct impact that the account has on people who would otherwise never know about the Milwaukee Public Library, or even Milwaukee itself. When asked about the social media account back in 2023, Vivian Camille, a Philadelphia resident and mother of a 10-year-old daughter added, “I would love to just take a trip to Milwaukee, me and my little girl, and just tour that library 'cause, yeah, it's rocking.”
In-person, the Milwaukee Public Library puts massive emphasis on digital programs and services. At every desktop station, patrons are registering for government services, scanning databases, or just surfing the web. “We love that this is a place where all people can access the internet, no matter your background or social standing,” MPL librarian Chantel Clark added. “It’s a place that really is open to all.” As outlined in their mission statement, “MPL is an anchor institution that helps build healthy families and vibrant neighborhoods,” librarians and city officials alike have put a clear stress on making MPL a safe space for all.
In the end, MPL is nothing fancy or glamorous. It’s a real library that serves as a real hub for the community to read, gather, and learn. The real MVP of it all: MPL’s social media team, and the Milwaukee brass that has enabled the creativity of that team. They are the engine that powers MPL’s success and keeps the people coming to Milwaukee’s beautiful libraries.
