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August 29, 2012

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: tmcclary@njstatelib.org Twitter: @njstatelibrary. Sophie Brookover, LibraryLinkNJ Phone: 732-752-7720

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August 29, 2012

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  1. Facebook, Twitter and Beyond: Marketing Libraries through Social Media August 29, 2012

  2. Connect With the Panel! Tiffany McClary, NJ State Library Phone: 609-278-2640 x122 Email: tmcclary@njstatelib.org Twitter: @njstatelibrary Sophie Brookover, LibraryLinkNJ Phone: 732-752-7720 Email: sbrookover@librarylinknj.org Twitter: @librarylinknj Allyson Pryor, Springboard PR Phone: 732-863-1900 x 205 Email: allyson.pryor@springboardpr.com Twitter: @locallylove Diane Thieke, SimplyTalkMedia Phone: 609-577-4075 Email: diane.thieke@simplytalkmedia.com Twitter: @thiekeds

  3. 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!

  4. 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

  5. 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

  6. Best Practices & Useful Tips for Newbies • 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

  7. 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!

  8. Building Your Facebook Audience • A Page is not an Account • Distribute Page Administrator responsibilities (but not too widely!) • Choose great profile & cover photos • Develop a clear, warm voice

  9. Building Your Facebook Audience • Post often • Sign your posts • Like, Comment, Share & Tag • Listen to your fans (and critics)!

  10. Building Your Facebook Audience • Like • Comment • Share • Tag • Give Credit Where It’s Due

  11. Like Content On Colleagues’ Pages

  12. Share & Comment!

  13. Share & Comment!

  14. Tag!

  15. Engagement on Facebook • Ask open-ended questions • Know when to post • Mix up your content

  16. Open-Ended Questions

  17. Mix It Up! Don’t be afraid to go from this…

  18. Mix It Up! …to this!

  19. Twitter: Follow Me, Maybe? • Follow, follow, follow • Find & save useful hashtags (#) • RT judiciously • Join the conversation & tag tweeps who’d be interested in the topic • Be gracious & friendly

  20. Join The Conversation

  21. Building Community = Being Gracious & Friendly

  22. Useful Hashtags To Follow Tags: • #libraries • #librarians • #reading • #infotech • #newjersey • # [insert conference tag here] Chats: • #libchat • #tlchat • #edchat • #ewgc / #ewyagc • #readadv* 20 Twitter Chats Every Librarian Should Know: http://edudemic.com/2012/06/twitter-chats-library/

  23. Proactive Monitoring • Facebook: Insights & Comments • Twitter: @ replies & DMs • Google Alerts

  24. The Big Point Done well, a social media presence on ANY platform can help you: • 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

  25. 1 Social in the Mix The Art of Social Media

  26. The Four P’s + a Fifth • Price • Product • Placement • Promotion • Participation

  27. Making Marketing Tactics More Social Advertising = LinkedIn Advertising Public Relations = Blog Advocacy = Avenues to Participate Events = Twitter chats Direct mail = Email newsletters Posters/Flyers = Promote social Website = Share buttons

  28. Geek the Library: www.geekthelibrary.org

  29. Four Tips for Putting Social Into the Mix Marketing is a conversation Be customer-centric Take in the bigger marketing picture Be willing to lose control

  30. 2 Measuring Social Results The Science of Social Media

  31. Counting Fans and Followers

  32. Tracking Shares, Comments, Influence

  33. Web Analytics Measures Social Impact • Referral traffic • Calls to action

  34. Four Tips for Measuring Social • 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

  35. 3 Social Media Policy Keeping Your Library Safe

  36. Why A Social Media Policy • Stay legal • Protect confidential information • Message consistency • Customer service

  37. Components of a Social Media Policy • Purpose • Guidelines • Best practices • Escalation process • http:/socialmediagovernance.com/policies.php

  38. Educate Make sure that everyone on staff knows what’s in the policy Communicate terms of engagement to fans and followers

  39. Four Tips for Creating a Social Media Policy • Identify stakeholders • Incorporate internal policies • Borrow from others • Educate staff & fans

  40. Questions?

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