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Developing Your Social Media Strategy. May 2, 2013. Julie Theado, Social Media Manager Columbus Metropolitan Library @ columbuslibrary. S ocial media. Why social media. Build relationships with customers and media. Reputation brand management. Create consistent message. - PowerPoint PPT Presentation
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May 2, 2013
Julie Theado, Social Media ManagerColumbus Metropolitan Library
@columbuslibrary
Developing Your Social Media Strategy
Social media
Why social media• Build relationships with customers and media.• Reputation brand management.• Create consistent message.• Immediate results. • Find what interests your customers through measurement.
Why we did it• Social media is one area of our overall plan. It’s part of the bigger picture and works together with other communications tools.
• Every year we develop a social media plan based on CML’s strategic plan.
Strategic Plan We are driven by our strategic plan, with customer-focused strategies to meet our customers’ rapidly evolving needs.
Our Purpose
Our social media strategy• 2010: Sharing our value message. Levy year.
• 2011: Focusing on our collection, eReaders and positioning us as industry leaders.
• 2012: Reader’s advisory, exceeding customers expectations, measurement and new website.
• 2013: Reading, engaging customers, Robin Reads
Basic social media strategy • Social media policy. • Listen.• Engage if/when it makes sense. • Adjust – if it’s not working – stop.• Start by using a few tools really well – Facebook, YouTube and Twitter.• Monitor and measure.
Rules of engagement• 70-20-10.• It’s about customers.• Always monitor and respond. • Know when to stop responding.• Not every comment deserves a response.• Keep your emotions in check.
Creating your online personality• Don’t differ from your brand – tie back to strategic plan.• Share information that’s interesting to customers – not self-serving.• Friendly, human interactions – yet professional. • Like other community pages or businesses. Respond on their pages.
Cuyahoga County Public Library
Public Library of Cincinnati and Hamilton Co.
New York Public Library
What we do in social media• Facebook• Twitter• Bloggers • YouTube• Pinterest
• Develop editorial calendar.
• Facebook Chats. • Historic Photo Fridays.
• What are you reading Monday.
Robin Reads
• Part of conversation.
• CML_RobinReads.
• Positioning as industry leader.
• Know audience. FB and Twitter followers aren’t always the same.
Blogger relations
YouTube
• Share your story.
• Post videos on other social media formats.
• Upload views = 73,000
Results
May-09
January-10
2011
Today
05,00010,00015,00020,00025,00030,000
Facebook Likes
January-09
January-10
2011
Today
020004000600080001000012000
Twitter Followers
What’s next • Instagram.• Google+.• LinkedIn.• Social media from destination to driver. • More measurement and analytics.
QUESTIONS?
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