Transcript Facebook, Twitter and Beyond

Facebook, Twitter and Beyond:
Marketing Libraries through
Social Media
August 29, 2012
Connect With the Panel!
Tiffany McClary, NJ State Library
Phone: 609-278-2640 x122
Email: [email protected]
Twitter: @njstatelibrary
Sophie Brookover, LibraryLinkNJ
Phone: 732-752-7720
Email: [email protected]
Twitter: @librarylinknj
Allyson Pryor, Springboard PR
Phone: 732-863-1900 x 205
Email: [email protected]
Twitter: @locallylove
Diane Thieke, SimplyTalkMedia
Phone: 609-577-4075
Email: [email protected]
Twitter: @thiekeds
The Do’s of Twitter Engagement
• Be personable. Nobody wants to chat with a robot!
• Utilize Twitter’s searching capabilities to find relevant
topics and tweeters
• Post compelling content (Articles, Videos, Photos)
• Be polite and professional
• Retweet others
• Ask questions, express opinions, keep the
conversation going!
The Don’ts of Twitter Engagement
• Post only about your library
• Post a bunch of tweets at the same time
• Post anything that may offend others (steer clear of
politics and religion)
• Dismiss the opinions of others
• Ignore or delete tweets
• Send automated Direct Messages
• Urge people to follow or Retweet you
Developing Your Online Persona
• Define the core values which encompass the library’s
culture
• Decide upon objective
• Priority of which information is to be shared
• Strategize messaging accordingly
• Appoint “social media champions”
• Create presence on all social platforms
• Google your library often
Best Practices & Useful Tips for Newbies
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Double check spelling and grammar
Think first
Listen and respond
Give credit
Join a Twitter chat
Use a social media management platform
Set up Google alerts for social media news
Shorten links
Utilize Trending Topics
Hashtags!
Facebook Tags
Most Importantly…
HAVE FUN! Social media
provides casual platforms
for social sharing. Don’t
worry about being stuffy
and professional all of the
time. People prefer laid
back organizations they
can relate to!
Building Your Facebook Audience
• A Page is not an Account
• Distribute Page Administrator
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responsibilities (but not too widely!)
Choose great profile & cover photos
Develop a clear, warm voice
Building Your Facebook Audience
• Post often
• Sign your posts
• Like, Comment, Share &
Tag
• Listen to your fans (and
critics)!
Building Your Facebook Audience
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Like
Comment
Share
Tag
Give Credit Where It’s Due
Like Content On Colleagues’ Pages
Share & Comment!
Share & Comment!
Tag!
Engagement on Facebook
• Ask open-ended questions
• Know when to post
• Mix up your content
Open-Ended Questions
Mix It Up!
Don’t be afraid to go from this…
Mix It Up!
…to this!
Twitter: Follow Me, Maybe?
• Follow, follow, follow
• Find & save useful hashtags (#)
• RT judiciously
• Join the conversation & tag tweeps who’d be
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interested in the topic
Be gracious & friendly
Join The Conversation
Building Community =
Being Gracious & Friendly
Useful Hashtags To Follow
Tags:
Chats:
#libraries
#libchat
#librarians
#tlchat
#reading
#edchat
#infotech
#ewgc / #ewyagc
#newjersey
#readadv*
# [insert conference
tag here]
20 Twitter Chats Every Librarian Should Know:
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http://edudemic.com/2012/06/twitter-chatslibrary/
Proactive Monitoring
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Facebook: Insights & Comments
Twitter: @ replies & DMs
Google Alerts
The Big Point
Done well, a social media presence on ANY
platform can help you:
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Tell your library's story
Tell your community's stories
Connect with your communities of practice
and service in new ways
Put a warm, human face on your library
Form an integral part of your library's
advocacy & marketing strategies
Social in the Mix
The Art of Social Media
The Four P’s + a Fifth
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Price
Product
Placement
Promotion
• Participation
Making Marketing Tactics
More Social
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Advertising = LinkedIn Advertising
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Public Relations = Blog
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Advocacy = Avenues to Participate
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Events = Twitter chats
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Direct mail = Email newsletters
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Posters/Flyers = Promote social
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Website = Share buttons
Geek the Library:
www.geekthelibrary.org
Four Tips for Putting Social Into the Mix
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Marketing is a conversation
Be customer-centric
Take in the bigger marketing picture
Be willing to lose control
Measuring Social Results
The Science of Social Media
Counting Fans and Followers
Tracking Shares, Comments, Influence
Web Analytics Measures Social Impact
• Referral traffic
• Calls to action
Four Tips for Measuring Social
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Focus on metrics that support objectives
Track fans & followers while building a base
Measure engagement through links & shares
Use web analytics to track cause and effect
Social Media Policy
Keeping Your Library Safe
Why A Social Media Policy
» Stay legal
» Protect confidential
information
» Message consistency
» Customer service
Components of a Social Media Policy
» Purpose
» Guidelines
» Best practices
» Escalation process
» http:/socialmediagovernance.com/policie
s.php
Educate
Make sure that everyone on staff knows
what’s in the policy
Communicate terms of engagement to fans
and followers
Four Tips for Creating a Social Media Policy
» Identify stakeholders
» Incorporate internal policies
» Borrow from others
» Educate staff & fans