Anyway, back to the article: There's lots of sound advice here for businesses, nonprofits (yes, including libraries), and even individuals attempting to market themselves in a competitive economy. My favorite quote:
Brands who have active audiences online have probably learned the hard way how often passionate customers will tell everyone around them, and the brand, what they think. The key is to understand that this feedback is crucial and, if anything, should be encouraged, if your goal is to develop a long-term and transparent relationship with your target audiences.
In other words, don't be afraid of feedback - even negative feedback. I work with a Vendor-Who-Must-Not-Be-Named whose staff usually become very defensive (and sometimes downright unpleasant) when anyone suggests their products are less than perfect. I wish they could understand that candid feedback is a gift. Someone is taking time out of his or her overscheduled life to tell you how to make or do something better. Whether you're selling a product or just trying to do your job better, the appropriate response is a heartfelt "thank you." Then analyze that feedback and try to make use of it. If someone is unhappy, they're going to tell someone; if you're lucky, it'll be you. Usually they just tell 20 of their closest friends or post a negative review of your product.
There's lots more good advice in the article. Definitely worth a read.