August 29, 2012
Facebook, Twitter and Beyond: Marketing Libraries through
Social Media
Tiffany McClary, NJ State LibraryPhone: 609-278-2640 x122Email: [email protected]: @njstatelibrary
Sophie Brookover, LibraryLinkNJPhone: 732-752-7720
Email: [email protected]: @librarylinknj
Allyson Pryor, Springboard PRPhone: 732-863-1900 x 205Email: [email protected] Twitter: @locallylove
Diane Thieke, SimplyTalkMediaPhone: 609-577-4075
Email: [email protected]: @thiekeds
Connect With the Panel!
• 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 Do’s 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
The Don’ts of Twitter Engagement
• 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
Developing Your Online Persona
• 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
Best Practices & Useful Tips for Newbies
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!
Most Importantly…
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
Building Your Facebook Audience
• Post often• Sign your posts• Like, Comment, Share &
Tag• Listen to your fans (and
critics)!
Building Your Facebook Audience
• 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 interested in the topic
• Be gracious & friendly
Join The Conversation
Building Community = Being Gracious & Friendly
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/
Proactive Monitoring
•Facebook: Insights & Comments
•Twitter: @ replies & DMs
•Google Alerts
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
Social in the Mix
The Art of Social Media
• Participation
• Price• Product • Placement• Promotion
The Four P’s + a Fifth
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
Geek the Library: www.geekthelibrary.org
Four Tips for Putting Social Into the Mix
1. Marketing is a conversation2. Be customer-centric3. Take in the bigger marketing picture4. 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
1. Focus on metrics that support objectives2. Track fans & followers while building a base3. Measure engagement through links & shares4. Use web analytics to track cause and effect
Social Media Policy
Keeping Your Library Safe
» Stay legal
» Protect confidential information
» Message consistency
» Customer service
Why A Social Media Policy
»Purpose
»Guidelines
»Best practices
»Escalation process
»http:/socialmediagovernance.com/policies.php
Components of a Social Media Policy
Make sure that everyone on staff knows what’s in the policy
Communicate terms of engagement to fans and followers
Educate
» Identify stakeholders
» Incorporate internal policies
» Borrow from others
» Educate staff & fans
Four Tips for Creating a Social Media Policy
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