The document outlines 6 rules for using social media effectively: 1) focus on your audience, 2) communicate internally and externally, 3) set measurable goals, 4) provide valuable content, conversation, community, and conversions, 5) experiment and have fun, and 6) listen to feedback and evolve strategies over time. It provides examples of how libraries have used social media to increase visibility, collaboration, and engagement with measurable outcomes. The resources listed at the end can help with developing social media strategies and measuring returns.

1. Social Media by the Rules
By Jason Alexander

2. Rule Number One Get Back to the Basics
• Know your audience.
• Customer Service Rules!
• When posting write so the user can relate.
• Keep it simple.

4. Rule Number Two
Communicate
•Internal Support of Social Media just as crucial as External Support.
•To control your brand, you must participate.
• Take your existing marketing efforts and get social.

5. Why Internal Support is Important
•It provides a solid baseline for your brand.
•It provides creditability for your posts .
•It allows for proper planning of your social media marketing strategy.

6. Rule Number 3
Have Realistic Expectations
•Set Measurable Goals
•Define Tactics

7. Examples of Some Measurable Goals
• Increase visibility
• Modernize the library’s image
• Increase collaboration
• Recruit new users
• Increase reach of press releases
• Quick info
• Understand users
• Training

8. Examples From CARL
• 1 Tweet’s reach = 128 users by the end of day by
the end of the month 690 users.
• CARL’s Blog received 3721 hits from just promoting
posts on Tweeter in 2012.

9. Plan Ahead
• There are dozens of
resources that can help
you schedule Tweets,
Facebook posts and
blog posts so that they
go up without requiring
you to be tied to a
computer.

10. Social Media is a logical extension of what we have
been doing for centuries.

11. Rule 4 : Encompass the Four C’s:
CONTENT
Add to the online conversation with information that is relevant and
valuable to earn the ticket to admission into the social media inner circle.
CONVERSATION
Use the content to stimulate conversation in strategic online locations.
COMMUNITY
Develop a following of people who matter to you and your business.
Once you build a community of followers, feed that network with relevant
content that stimulates meaningful conversation.
CONVERSION
Convert your followers into customers. By engaging socially
with them online over a period of time, some may eventually become
clients, while others may become evangelists who can help expand
your network.

12. Rule 5
Experiment. Take chances. Don’t
be afraid to have fun by posting
interesting links or asking trivia
questions.
Remember Content is still King!

13. Rule 6 Listen and Evolve
• Social media is always evolving,
so experiment with new methods
and ask your followers for
suggestions on how to improve.
It’s important to listen to feedback
and track metrics. This helps
determine if your messages are
resonating with the public.

14. Review Time
•Rule 1 Get back to basics.
•Rule 2 Communicate.
•Rule 3 Set Realistic Goals.
•Rule 4 Encompass the 4 C’s.
•Rule 5 Have Fun.
•Rule 6 Listen and Evolve.

15. Helpful Resources
Questions
• Army’s Social Media Handbook
• “
How Social Media is Changing Brand Building” by Tracy Sto
• Marketing Today's Academic Library : A Bold New
Approach to Communicating with Students: A Bold
New Approach to Communicating with Students by
Brian Mathews
• Perspectives on Social Media Marketing by
Stephanie Bough Agresta,and Miletsky B. Bonin
• “Rebooting the Antisocial Network” by Michael
Healey
• ROI of Social Media : How to Improve the Return on
Contact Info Your Social Marketing Investment by Guy Powell,
Jason Alexander StevenGroves, and Jerry Dimos
Electronic Resources Librarian • Six Attributes of Successful Project Managers
Combined Arms Research Library
• The Six Essential Principles for Social Media Success
Ft. Leavenworth, Ks 66027
Jason.c.alexander31.civ@mail.mil
in Financial Service Firms
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