SOCIAL MEDIA:THE STRATEGIC CONTEXTConnie Crosby, MA, MLS - @conniecrosbySocial Media & Public LibrariesToronto, Monday, October 3, 2016
Social Media:The Strategic Context
Governance
Objectives
Social Media Strategy Framework
sectionSOCIAL MEDIA FRAMEWORK
• Adapted from Social Media Strategy Framework by Ross Dawson, Advanced Human Technologies
• Creative Commons Attribution-Share Alike 3.0 License
• ahtgroup.com• Direction within the framework
depends on how you want to get started
• Look and plan before you leap• Get your feet wet and jump in• First step is to LEARN!
SOCIAL MEDIA FRAMEWORK
LEARN
OBJECTIVES
GOVERNANCE
DEFINE ACTIVITIE
S
DEVELOPCAPABILITIE
S
MEASURE
ENGAGE
LISTEN
LEARN
OBJECTIVES
GOVERNANCE
DEFINE ACTIVITIE
S
DEVELOPCAPABILITIE
S
MEASURE
ENGAGE
LISTEN
• How do you keep up with the latest developments in social media?
• Use social media yourself• Study relevant case studies• Educate senior executives• Hear from practitioners• Explore the latest trends
LEARN
• Identify relevant social media monitoring tools
• Learn how you can best use the tools• Discover what's said about you and
your library, your areas of interest, your community or your audience
• Find relevant communication and conversations
• Uncover key influencers
LISTEN
• Where is your audience online?• How do you engage online
audiences?• Enter the conversation• Provide relevant content• Build communities• Engage with influencers• Respond positively• Forrester’s - Groundswell• Social Technographics Ladder
http://empowered.forrester.com/groundswell/images/groundswell_figure_3-2.jpg
ENGAGE
• What measures will be meaningful?• Set relevant measures of success• Monitor measures routinely• Capture and communicate success
stories• Periodic reports to senior staff• Tie it back to your
strategy/objectives• Refine your strategy and measures
MEASURE & REFINE
LEARN
OBJECTIVES
GOVERNANCE
DEFINE ACTIVITIE
S
DEVELOPCAPABILITIE
S
MEASURE
ENGAGE
LISTEN
LEARN
DEVELOPCAPABILITIE
S
MEASURE
ENGAGE
LISTEN
• Identify internal champions for social media
• Train and support champions and staff
• Keep abreast of developments• Establish pilot program• Develop a culture of responsible
transparency (change in culture)• Organize your team (see
Governance)
DEVELOP CAPABILITIES
LEARN
OBJECTIVES
GOVERNANCE
DEFINE ACTIVITIE
S
DEVELOPCAPABILITIE
S
MEASURE
ENGAGE
LISTEN
LEARN
DEFINE ACTIVITIE
S
DEVELOPCAPABILITIE
S
MEASURE
ENGAGE
LISTEN OBJECTIVES
GOVERNANCE
section
OBJECTIVES
• How social media efforts can fit into your existing strategies
• How different audiences or communities have different levels of engagement online
• Planning your organization’s method for responding to queries and comments
• Methods for building online communities
• Look for measurement that is meaningful
OBJECTIVES
• Marketing & Communications• Public Relations• Community Outreach• Recruitment• Content
SOME STRATEGIES SUPPORTED BY SOCIAL MEDIA
• Strategy: Fill upcoming vacancies with new staff members who will advance the Library
• Objective: Use social media to recruit quality candidates for 3 upcoming positions.
• Tactic/activity: Develop Facebook page to highlight careers at the Library. Ask staff to join and invite their friends.
• Tactic/activity: Hold career in the Library Q&A on Twitter. Decide on a unique hashtag.
EXAMPLE: RECRUITING
• Measures should flow from the objectives and tactics
• From our previous example:• track number of new people
on Facebook page and their engagement (likes, comments, questions, number of people signed up for events)
• Number of people participating in Twitter event, number of replies, retweets, likes, and profile click-throughs
• Ultimately: number of candidates and success in hiring
MEASUREMENT
measure
measure
measuremeasure
sectionEXERCISEOBJECTIVES
• Small group exercise• Bullet out 4-6 objectives for your
own organization• Share with the small group• Select spokesperson to share with
the larger group
OBJECTIVES
section
GOVERNANCE
• Planning • Who does what?• Who is responsible?• Identifying opportunities• Understanding risks• Mitigating risks
GOVERNANCE
• Decentralized• Centralized• Hub and spoke• Multiple hub and spoke• Holistic
• Source: Jeremiah Owyang http://www.web-strategist.com/blog/2010/04/15/framework-and-matrix-the-five-ways-companies-organize-for-social-business/
MODELS FORORGANIZING TEAMS
• No one group organizes efforts• Efforts originate on the edges
DECENTRALIZED
• One group organizes all efforts from the top down
• Used in regulated industries e.g. healthcare, financial
CENTRALIZED
• Cross functional team organizes efforts from the center
• Centralized resources
HUB AND SPOKE
• Also known as “dandelion”• Multiple hubs and spokes organized
around a central cross-functional team
• Usually organizations with sites in multiple locations
MULTIPLE HUB AND SPOKE
• Everyone’s efforts are distributed equally and consistently across the organization
HOLISTIC
• Security• Liability• Personal Safety• Reputation• Negative reactions• Expectations• Participating vs. Not participating• Participating badly!
UNDERSTANDING RISKS
• Set expectations• Authenticity• Honesty• Transparency• Set clear social media policies• Communicate policies internally
MITIGATING RISKS
• Modify existing policy where possible• E.g. HR staff policy
• Social media policy for the public• Comment policy
• Privacy• Sources:
•Other libraries•Social Media Policy Databasehttp://socialmediagovernance.com/policies/•Socialmedia.policytool.net
POLICIES
sectionEXERCISESOCIAL MEDIA POLICY
• Individual exercise• Social Media Policy Tool:
Use online tool to draft a social media policy for your organization
• http://policytool.net/
SOCIAL MEDIA POLICY
section
DEFINE ACTIVITIES
• Which tasks will you focus and devote your energies to?
• Define first and subsequent phases• Target initial platforms• Make sure this connects you with your
audience• Identify resources required• Establish responsibilities and time
commitment• Link to offline marketing /
communications / advocacy / outreach activities
• Consider live events
DEFINE ACTIVITIES
• Website or Blog at the centre• Push content to/from social media
sites
HUB AND SPOKE - CONTENT
Thank you!
Connie Crosby@conniecrosby / [email protected]
Developed withDaniel P. Lee
@yankeeincanada