Be prepared for involvement across the organization – PIO, customer service, administration, “behind the scenes” folks
Getting in on the conversation
Influence the “Influentials”
Mavens – experts others turn to for recommendations
Connectors- “masters of the weak tie”
Ambassadors – provide introductions to new or hard to reach groups
Salespeople – charismatic personalities
Adapted from Malcolm Gladwell, The Tipping Point
Engagement Pyramid Write a blog; upload a video Rate a product or service; comment on a blog, write in a discussion forum Share online video; update profile, upload photos Watch online videos, read blogs, download podcasts Charlene Li – It’s All About the Relationships, Marketingprofs.com Curators Producers Commenters Sharers Watchers
Measure & Adapt
Net Promoter Score: How likely are you to recommend the library to a friend or colleague?
Traditional analytics: Page views, comments, friends, “retweets,” etc.
Plan for potential problems
Explore new tools & dump those that don’t work
Mashable: a blog/website with rich collection of social media articles and “how-tos” www.mashable.com