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

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

  • Tiffany McClary, NJ State LibraryPhone: 609-278-2640 x122Email: tmcclary@njstatelib.orgTwitter: @njstatelibrary

    Sophie Brookover, LibraryLinkNJPhone: 732-752-7720Email: sbrookover@librarylinknj.orgTwitter: @librarylinknj

    Allyson Pryor, Springboard PRPhone: 732-863-1900 x 205Email: Twitter: @locallylove

    Diane Thieke, SimplyTalkMediaPhone: 609-577-4075Email: diane.thieke@simplytalkmedia.comTwitter:@thiekeds

    Connect With the Panel!

  • Be personable. Nobody wants to chat with a robot! Utilize Twitters searching capabilities to find relevant topics and tweetersPost compelling content (Articles, Videos, Photos)Be polite and professionalRetweet othersAsk questions, express opinions, keep the conversation going!

    The Dos of Twitter Engagement

  • Post only about your libraryPost a bunch of tweets at the same time Post anything that may offend others (steer clear of politics and religion)Dismiss the opinions of othersIgnore or delete tweets Send automated Direct MessagesUrge people to follow or Retweet you

    The Donts of Twitter Engagement

  • Define the core values which encompass the librarys cultureDecide upon objectivePriority of which information is to be sharedStrategize messaging accordinglyAppoint social media champions Create presence on all social platformsGoogle your library often

    Developing Your Online Persona

  • Double check spelling and grammar Think firstListen and respondGive credit Join a Twitter chatUse a social media management platformSet up Google alerts for social media newsShorten linksUtilize Trending TopicsHashtags! Facebook Tags

    Best Practices & Useful Tips for Newbies

  • HAVE FUN! Social media provides casual platforms for social sharing. Dont worry about being stuffy and professional all of the time. People prefer laid back organizations they can relate to!

    Most Importantly

  • Building Your Facebook Audience

    A Page is not an AccountDistribute Page Administrator responsibilities (but not too widely!)Choose great profile & cover photosDevelop a clear, warm voice

  • Building Your Facebook AudiencePost oftenSign your postsLike, Comment, Share & TagListen to your fans (and critics)!

  • Building Your Facebook AudienceLikeCommentShareTagGive Credit Where Its Due

  • Like Content On Colleagues Pages

  • Share & Comment!

  • Share & Comment!

  • Tag!

  • Engagement on Facebook

    Ask open-ended questionsKnow when to postMix up your content

  • Open-Ended Questions

  • Mix It Up!Dont be afraid to go from this

  • Mix It Up!to this!

  • Twitter: Follow Me, Maybe?Follow, follow, followFind & save useful hashtags (#)RT judiciouslyJoin the conversation & tag tweeps whod be interested in the topicBe gracious & friendly

  • Join The Conversation

  • Building Community = Being Gracious & Friendly

  • Useful Hashtags To FollowTags:#libraries#librarians#reading#infotech#newjersey# [insert conference tag here]Chats:#libchat#tlchat#edchat#ewgc / #ewyagc#readadv*20 Twitter Chats Every Librarian Should Know:

  • Proactive Monitoring

    Facebook: Insights & CommentsTwitter: @ replies & DMsGoogle Alerts

  • The Big PointDone well, a social media presence on ANY platform can help you:

    Tell your library's storyTell your community's storiesConnect with your communities of practice and service in new waysPut a warm, human face on your libraryForm an integral part of your library's advocacy & marketing strategies

    Social in the MixThe Art of Social Media

  • Participation

    PriceProduct PlacementPromotionThe Four Ps + a Fifth

  • Making Marketing Tactics More SocialAdvertising = LinkedIn Advertising

    Public Relations = Blog

    Advocacy = Avenues to Participate

    Events = Twitter chats

    Direct mail = Email newsletters

    Posters/Flyers = Promote social

    Website = Share buttons

  • Geek the Library:

  • Four Tips for Putting Social Into the MixMarketing is a conversationBe customer-centricTake in the bigger marketing pictureBe willing to lose control

    Measuring Social ResultsThe Science of Social Media

  • Counting Fans and Followers

  • Tracking Shares, Comments, Influence

  • Web Analytics Measures Social ImpactReferral trafficCalls to action

  • Four Tips for Measuring SocialFocus on metrics that support objectivesTrack fans & followers while building a baseMeasure engagement through links & sharesUse web analytics to track cause and effect

    Social Media PolicyKeeping Your Library Safe

  • Stay legal

    Protect confidential information

    Message consistency

    Customer service

    Why A Social Media Policy

  • Purpose


    Best practices

    Escalation process


    Components of a Social Media Policy

  • Make sure that everyone on staff knows whats in the policy

    Communicate terms of engagement to fans and followers


  • Identify stakeholders

    Incorporate internal policies

    Borrow from others

    Educate staff & fans

    Four Tips for Creating a Social Media Policy

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