During this year’s Hot Topics Panel discussion, “Don’t Just Be Integrated: Be Integral”, moderator Stephen Abram and our panelists focused on how special librarians can go beyond integration with organizational imperatives—and become integral to organizational success.

In Special Library Land we often refer to marketing or advocacy. I do not personally like those words as frames for such activities. I like to call it what it is: INFLUENCE.

Special librarians know that to ensure sustainability they must build a strategy, embrace change, and even create it. They know that the path to success includes doing more with the tools they have, and the skills they’ve built. But do special librarians truly recognize success when they achieve it? Equally important, do they focus on communicating the value of their success to leadership and peers?

As part of the research for my current book, Proven Practices for Promoting a Knowledge Management Program, I interviewed widely recognized KM leaders to get their take on the secrets to successful KM strategy development and implementation. One of these leaders is with Microsoft.

You don’t have to go it alone to sell KM to others in your organization. Take advantage of outside help by scheduling visits with others who are doing KM well, joining and participating in KM communities, using industry analyst reports, or using an outside consultant.

Library marketing has become a hot topic, with public libraries working hard to increase footfall and enroll new members. With regard to special libraries, some companies believe that since the library is in place, staff will automatically flock to it. Unfortunately, that’s not always the case despite the fact that their users are a captive audience.

Are you still hearing that hackneyed old comment, “Most everything’s available on the web now, so exactly why do we need librarians?” I certainly am! Arghhh! It’s coming from all quarters and other professionals too. In financially tumultuous times, when every cent is being scrutinized to within a centimeter of its life, we can expect this ugly example of shallow thinking to raise its head again and again. It’s time to remind ourselves of quick ways to respond to these comments.

Too much focus on technology when implementing a KM program is a common problem. But you will still need to use software applications, so it’s important to understand them and leverage them in an optimal way. Suggestions for doing so include finding a “killer KM app”. Please read on for my thoughts on this topic, drawn from my new book, Proven Practices for Promoting Knowledge Management.

Are you a blogging newbie? I doubt that! Been blogging for a while and now you’re feeling stuck? Has the dreaded writer’s block virus hit you? Feeling uninspired, all out of ideas, or not feeling very creative? Simply don’t know how to blog in your sector? Fear not; blogs still have some life in them!

Over the past few years we have heard a lot about the special role of elevator speeches—those sound bites you practice in case you have the ear of a key decision maker or influencer in your organization for a few floors. I love this tactic, but let’s remember that it’s just a micro-skill and we can’t leave our communication strategies up to chance encounters. Let’s learn how to make our own magical moments.

Education is required when introducing a new KM initiative, during roll out across your organization, and as a key part of ongoing implementation. You must continue to offer training in a variety of ways; once is never sufficient. Please read on to learn the elements of a knowledge management training program, drawn from my new book, Proven Practices for Promoting a Knowledge Management Program.

Frequent travelers through San Francisco’s airport who love to read have probably stopped in at Compass Books in Terminal 3. The quality and range of their selection always impresses me, as do the knowledgeable staff. Recently, when SFO underwent significant renovations, I feared the store had closed—another victim of the digital age.

Earlier this year, we presented a “KM Conversation” with well-known enterprise social network expert, author and consultant Euan Semple. During our session “The New Knowledge Ecosystem: Content and Connection,” Euan shared his thoughts on what it takes to build advocacy, engagement and adoption of enterprise social networks, and why it’s important.

In a recent article sent to me via Jakob Nielsen’s Alertbox, author Susan Farrell explores the use of open-ended vs. closed-ended questions in user surveys. The focus of the piece is website development, but the concept is relevant to information professionals with regard to both reference interviewing and successful implementation of knowledge management programs.

One of the biggest challenges when implementing a knowledge management strategy or platform is getting leadership buy-in and visible advocacy. If you have that, it goes a long way to solving a second significant challenge: user engagement and adoption. A sticky marketing approach can help.

Marketing anything is about building relationships. For libraries, making a personal connection is extremely important, because it leads both to advocacy and increased usage of services and products.

Solo librarians may not have the same options as their counterparts in larger organizations when it comes to following all three sticky marketing tenets but they are often uniquely positioned to optimize one of them: make a personal connection.

Ye Olde Reference Interview. It offers an excellent opportunity to practice “Sticky Marketing,” allowing you to meet your users where they are (in this case, in the context of a research project) and to make a personal connection that results in the library being more integrated with employees’ daily workflow.