How Social Is Your Libary's Web Site?


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A presentation by Darlene Fichter, Librarian at the University of Saskatchewan, and Jeff Wisniewski, Web Services Librarian at the University of Pittsburgh, about creating and evaluating social media campaigns for libraries.

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  • Pay attention to blog post comments, respond authentically, take appropriate action YouTube video comments: monitor them and change course as needed
  • Chart combining two metrics: number of social media “items” in Google top 20, library and user generated (quantitative) and tone of conversation (qualitative).
  • More and more companies are monitoring the chatter of microbloggers to catch bug reports, complaints and positive buzz as it pops up. For example, Comcast has set up a social media team that monitors sites such as Twitter and responding quickly to complaints. JetBlue's PR manager responds to tweets about the company, and Southwest Airlines has a social media team that monitors Twitter, Facebook group, blogs, and other social media. advanced search features a local search option: find book near "place name" or "summer reading" near "place name".
  • As it happens will give you a sense of how long it takes to make it into the SM space Can become overwhelming, so change to once a week eventually
  • Conversion funnel…such as signing up for a program, subscribing to a blog newsletter or RSS feed, requesting a particular book, downloading a report, etc. Clicky: While they don't track every single social media site out there, they do cover all the biggies like Facebook, MySpace, Twitter, Pownce, StumbleUpon, Flick and Digg, to name a few.
  • How Social Is Your Libary's Web Site?

    1. 1. How Social is Your Web Site? Getting Started with Social Media Optimization and Metrics
    2. 2. <ul><li>Darlene Fichter </li></ul><ul><li>University of Saskatchewan </li></ul><ul><li>[email_address] </li></ul><ul><li> </li></ul><ul><li> </li></ul>Jeff Wisniewski University of Pittsburgh http:// / [email_address]
    3. 3. Game Plan <ul><li>Why be social? </li></ul><ul><li>Social Media Optimization (SMO) </li></ul><ul><li>Developing a SMO Plan </li></ul><ul><li>Measuring success/failure </li></ul>Photo by computerjoe
    4. 4. Poll #1 – Please indicate which of the following social media activities you are regularly use : on the job – please select this if you use these tools to communicate with your users) <ul><li>Personally: Have a social networking profile on Facebook or MySpace or LinkedIn? </li></ul><ul><li>On the Job: Have a social networking profile on Facebook or MySpace or LinkedIn? </li></ul><ul><li>Personally: Contribute to blog or wiki </li></ul><ul><li>On the Job: Contribute to blog or wiki </li></ul><ul><li>Personally: Social bookmarking sites </li></ul><ul><li>On the Job: Social bookmarking sites </li></ul><ul><li>Personally: Media sharing – photos, podcasts, videos, presentations </li></ul><ul><li>On the Job: Media sharing – photos, podcasts, videos, presentations </li></ul>
    5. 5. Poll #2: How many of you work in organizations that have social media tools available for employees for work purposes (blogs, wikis, social networking, profile pages, mashup central, etc)? <ul><li>If you are watching this as a group – please respond to this question with via Q&A and say 3 of 7 have organizational support. </li></ul><ul><li>If you are only person at your site, please respond to the poll: </li></ul><ul><ul><li>A. Yes </li></ul></ul><ul><ul><li>B. No </li></ul></ul>
    6. 6. Why Be Social? <ul><li>‘cause everyone else is doing it and talking about it at conferences and stuff… </li></ul><ul><li>‘cause kids think it’s cool </li></ul><ul><li>‘cause my boss told me to </li></ul><ul><li>‘cause my boss told me NOT to </li></ul>
    7. 7. Why Be Social? <ul><li>Social media provides innovative ways for libraries to connect with users we may never see face to face </li></ul><ul><li>To encourage, promote, innovate, learn, adapt </li></ul><ul><li>To discover and deliver what users want </li></ul><ul><li>To improve customer service </li></ul><ul><li>To “market” without marketing </li></ul>Photo by Riot Jane
    8. 8. Why Be Social? <ul><li>Your Google page rank is influenced by it </li></ul><ul><li>People are anxious to interact with you online </li></ul><ul><ul><ul><li>85% of Americans using social media think companies should have an active presence in the social media environment. What's even more interesting is that those users actually want the companies to interact with them while there. </li></ul></ul></ul>
    9. 9. <ul><li>Over a third of respondents also said they used Facebook to discuss academic work with other students on a weekly basis, and more than half responded positively to the idea of using Facebook for more formal teaching and learning – although only 7% had actually done so. </li></ul><ul><li>“ Facebook is 'social glue' for university freshers” </li></ul><ul><li> </li></ul>
    10. 10. Primary Obstacles <ul><li>Staffing constraints </li></ul><ul><li>Fear of loss of control </li></ul><ul><li>Inadequate metrics </li></ul><ul><li>Organizational culture (membership) </li></ul>Photo by pigpogm
    11. 11. Social Media Optimization (SMO) <ul><li>SMO is the process of implementing changes to optimize a site so that it is more easily linked to , more highly visible in social media searches on custom search engines (such as Technorati), and more frequently included in relevant posts on blogs, podcasts and vlogs. </li></ul><ul><li>-Rohit Bhargava, Influential Marketing Blog </li></ul>
    12. 12. Increase Your Linkability <ul><li>Write great content online which will force others, in one way or another, to take notice and link back to you. </li></ul><ul><ul><li>Blog posts </li></ul></ul><ul><ul><li>Original content </li></ul></ul><ul><ul><li>Doing things remarkably </li></ul></ul><ul><li>Give to get: link to great outside content </li></ul><ul><ul><li>Pay it forward </li></ul></ul>
    13. 13. Make Tagging and Bookmarking Easy http://
    14. 14. Make Your Content Movable and Mixable <ul><li>Create concise, well written, fresh content </li></ul><ul><li>Use portable formats: </li></ul><ul><ul><li>PDF, video files, audio files </li></ul></ul><ul><li>Add social bookmark links </li></ul><ul><li>Tag your own pages on delicious and other social bookmark sites </li></ul>
    15. 15. Examples <ul><li>Staff reviews of new books, videos, databases </li></ul><ul><li>Embed ask a librarian widget </li></ul><ul><ul><li>http:// / </li></ul></ul><ul><li>Gale database widgets </li></ul><ul><ul><li>http:// /databases/ </li></ul></ul>
    16. 16. Examples
    17. 17. Encourage User Participation <ul><li>Librarian / KM team member Heather Coleman set up wiki at Hicks Morley for the Municipal practice group who needed a central repository for all municipal information and documents. </li></ul><ul><li>“Soon thereafter, every practice group wanted a wiki and wikis were quickly created for our Litigation Group, the Knowledge Management Group and the Articling Students Orientation program.”* Collaboration through Wikis at Hicks Morley </li></ul><ul><li>New Jersey – YouTube – Why I love my Library </li></ul><ul><li>Add tools that allow for tagging rating, reviewing, sharing </li></ul>
    18. 18. Encourage the Mashup <ul><li>Open up your web content: catalog, repositories, digital archives </li></ul><ul><li>Choose tools that automatically create RSS feeds </li></ul><ul><li>RSSify your content </li></ul><ul><ul><li> </li></ul></ul>
    19. 19. Mashup example <ul><li>Built with RSS feeds from Web of Science and Scopus </li></ul><ul><li>Combined and output using Yahoo! Pipes </li></ul><ul><ul><li>http:// </li></ul></ul>
    20. 20. Participate: Join the Conversation Wherever Your Users Are <ul><li>Social media should be a two-way conversation: </li></ul><ul><li>Blog and enable comments </li></ul><ul><li>Create Facebook pages and encourage feedback – major law firms do this </li></ul><ul><li>Upload photos to Flickr and allow comments </li></ul><ul><li>Mention active community members </li></ul>
    21. 21. Be Honest, Be Real and Be Friendly <ul><li>Social media requires: </li></ul><ul><li>Authenticity </li></ul><ul><li>Openness </li></ul><ul><li>Transparency </li></ul><ul><li>Giving up control to a certain extent </li></ul><ul><li>Putting out the welcome mat </li></ul><ul><li>Be these things online AND offline </li></ul>
    22. 22. Open the phone lines here for questions Photo by fofurasfelinas via Flickr
    23. 23. Developing a Social Media Plan <ul><li>SMART Objective(s) </li></ul><ul><li>Target Audience </li></ul><ul><li>Integration </li></ul><ul><li>Culture Change </li></ul><ul><li>Capacity </li></ul><ul><li>Tools and Tactics </li></ul><ul><li>Measurement </li></ul>
    24. 24. SMART Objectives <ul><li>What do you want to accomplish with social media? </li></ul><ul><li>Restate this objective so it is “SMART” – Specific, Measurable, Attainable, Realistic, and Time-based </li></ul><ul><li>Describe how your social media objective supports or links to one or more of your organization’s goals </li></ul>
    25. 25. Increase Traffic Why ? Are you trying to create awareness of your products and services? Do you want to enhance your library's brand online? Do you want to foster and develop stronger ties with the community as a whole or a sector of your community, leading to increased participation? ?
    26. 26. Examples <ul><li>Listen and Learn: You're monitoring what stakeholders are saying about your organization, services or programs </li></ul><ul><li>Build Relationships: You’re interacting with key audiences on the social media channel in order to foster and develop stronger ties with the community as a whole or a sector of your community. </li></ul><ul><li>Improve Reputation: You want to improve how others think about your organization or issue and are responding directly to feedback through social media channels. </li></ul><ul><li>Increase Traffic and Page Rankings: You're using social media tactics to drive traffic to your organization's web site or newsletter sign up or improving search engine results or using social media channels to spread your web site or blog content. </li></ul>
    27. 27. Target Audience <ul><li>Who must you reach with your social media efforts to meet your objective? Why this target group? </li></ul><ul><li>What social media tools are they currently using? </li></ul><ul><li>Determine type of relationship you want based on what they’re ready for and where they are </li></ul>
    28. 28.
    29. 29. Social Technographics <ul><li>http:// </li></ul>
    30. 31. Integration <ul><li>What is the relationship between your social media efforts and the offline activity of your organization? </li></ul><ul><li>Is what’s happening offline supporting or undermining your social media efforts? </li></ul>
    31. 32. Culture Change <ul><li>Once you have an initial strategy, how do you get your organization to own it? </li></ul><ul><li>How will you address any fears or concerns? </li></ul><ul><li>How quickly can your organization change and adapt? </li></ul>Photo by kevindooley
    32. 33. Culture Change: Common Concerns <ul><li>Loss of control over your organization's branding and marketing messages </li></ul><ul><li>Dealing with negative comments </li></ul><ul><li>Addressing personality versus organizational voice </li></ul><ul><li>Not being successful, fear of failure </li></ul><ul><li>Perception of wasted time and resources </li></ul>
    33. 34. SM Requirements <ul><li>Authenticity </li></ul><ul><li>Openness </li></ul><ul><li>Transparency </li></ul><ul><li>Giving up control to a certain extent </li></ul><ul><li>Sense of humor (optional but highly desirable) </li></ul><ul><ul><li>Photo by Phong Nyugen </li></ul></ul>
    34. 35. Tips for Selling SM <ul><li>Show examples of successful SM in other libraries </li></ul><ul><li>Be honest about the positives and negatives </li></ul><ul><li>Have a plan </li></ul><ul><li>Manage expectations </li></ul><ul><li>Mention that’s it’s free  </li></ul><ul><li>Establish policies </li></ul>
    35. 36. Capacity <ul><li>Who will implement your organization’s social media strategy? </li></ul><ul><li>Will your content updates depend on any other resource or person? </li></ul><ul><li>Do you need additional tools, expertise or software to get started? </li></ul>
    36. 37. Your Social Media Person/People Should Be: <ul><li>Comfortable using the tools </li></ul><ul><li>Informed and passionate about your organization's programs </li></ul><ul><li>Should enjoy interacting with other people </li></ul>
    37. 38. Tools and Tactics <ul><li>What tactics and tools best support your objectives and match your targeted audience? </li></ul><ul><li>What tactics and tools do you have the capacity to implement? </li></ul>
    38. 39. <ul><li>Open the phone lines here for questions </li></ul>Photo by Law Keven via flickr
    39. 40. Measurement
    40. 41. Gosh, This is Hard! <ul><li>Prospero's Social Media Survey asked large corporations about their social media return on investment (ROI), and while 35% reported positive ROI 41% said that ROI was “unknown”. </li></ul>
    41. 42. What You’re Not Measuring… <ul><li>Friendship </li></ul><ul><li>Happiness </li></ul><ul><li>Karma </li></ul><ul><li>Enlightenment </li></ul><ul><li>Girl power </li></ul>
    42. 43. Measurement <ul><li>Quantitative </li></ul><ul><li>Qualitative </li></ul>
    43. 44. What You Are Measuring… <ul><li>The “Trinity Approach”* </li></ul><ul><li>Behavior </li></ul><ul><li>Outcome </li></ul><ul><li>Experience </li></ul><ul><li>*developed by Vinash Kaushik </li></ul><ul><li> </li></ul>
    44. 45. Behavior <ul><li>The “what” </li></ul><ul><li>Quantitative </li></ul><ul><ul><li>Number of blog posts </li></ul></ul><ul><ul><li>Number of Facebook friends/fans </li></ul></ul><ul><ul><li>Views/visits </li></ul></ul>
    45. 46. Outcome <ul><li>The “tangible benefit” of you social media activity </li></ul><ul><li>Higher satisfaction </li></ul><ul><li>Fewer help desk calls </li></ul><ul><li>More searches </li></ul><ul><li>Increase in funding </li></ul>
    46. 48. Experience <ul><li>Put on your listening ears! </li></ul>Listen Engage Converse Take action
    47. 49. The Experience Metric <ul><li>Experience can be measured and evaluated: </li></ul><ul><li>Stars, scars, or neutral? </li></ul>You LIKE me, you REALLY like me!
    48. 50. Five Things to Get Started <ul><li>Monitor general search engine results </li></ul><ul><li>Monitor social media search engine results </li></ul><ul><li>Create alerts </li></ul><ul><li>Analytics: Google and Clicky </li></ul><ul><li>Assess the nature and sentiment of activity </li></ul>1 2 3 4 5
    49. 52. Monitor Search Engine Results <ul><li>Use Google: best job of the big three search engines in indexing and integrating social media sources like blog posts, videos, and Flickr photo sets </li></ul>1 TIP: In addition to including social media, other ways to boost your page rank include using good descriptive page titles and properly using HTML heading tags <h1>, <h2>, <h3>
    50. 53. Google Results – Hennepin County Public Library + + ?
    51. 54. Monitor Social Media Search Engine Results <ul><li>Why? </li></ul><ul><li>Used by high value, highly connected, highly influential users </li></ul><ul><ul><li>Pays great dividends if they are fans of the library </li></ul></ul><ul><li>Choose the specific social media search engines that match your media efforts </li></ul>2
    52. 55. Technorati For blogs and feeds Authority score: the number of distinct blogs linking to you in the past six months, favorites (i.e. your fans) and your blog's rank (Quantitative) Qualitative: Which blogs are linking to you? Are they blogs that your target audience reads and respects? Are readers able to see the blogger as someone &quot;who is like me&quot;?
    53. 56. delicious Is your content bookmark-worthy? Use delicious built-in statistics to monitor links to your content, tags and notes. Go to delicious, search for your library, project, or service, and see how many people have bookmarked it (quantitative), when, and see what if any comments have been posted (qualitative).
    54. 57. <ul><li>Do you show up? How often? </li></ul><ul><li>A search for Seattle library, for example, returns 31 tweets, many among them are &quot;stars&quot;. </li></ul><ul><li>Advanced search features a local search option: find book sale near &quot;place name&quot; or DVD near &quot;place name&quot;. </li></ul><ul><li> </li></ul>
    55. 58. Create alerts <ul><li>Check standard web logs for refers from search engines. What terms do people use? </li></ul><ul><li>Set up a Google Alert </li></ul><ul><li>Use quotes </li></ul><ul><ul><li>“University of Pittsburgh” library </li></ul></ul><ul><ul><li>Pitt library </li></ul></ul><ul><li>Choose “comprehensive” to get results from news, blogs, web, video and groups </li></ul><ul><li>Be notified “as it happens” or daily digest </li></ul>3
    56. 59. Google Analytics and Clicky for Social Media <ul><li>Google Analytics ( and Clicky Web Analytics ( can be utilized to aid in your social media monitoring. </li></ul><ul><li>Create conversion funnel to measure a social media action chain </li></ul><ul><li>Look at referrers. </li></ul><ul><li>Are users coming to your site from social media sites where you have some sort of presence? Does this change over time? </li></ul><ul><li>Clicky offers a dashboard called &quot;Traffic Sources&quot; that includes a social media number. Clicky looks for referrers from twenty or so social media sites and aggregates the numbers. </li></ul>4 /analytics/
    57. 60. Clicky Chart
    58. 61. Assess the Nature and Sentiment <ul><li>What is the strength and tone of the social media activity? </li></ul><ul><ul><li>“ deep” commenting vs. superficial </li></ul></ul><ul><ul><li>users staying vs. bouncing quickly </li></ul></ul><ul><ul><li>Repeat commenters vs. drive bys </li></ul></ul>5 Photo by Funkyah
    59. 62. Open the phone line up for questions Photo by Law Keven via flickr
    60. 63. Next Webinar… <ul><li>Ask the Copyright Experts! Hot Issues in Copyright </li></ul><ul><li>Presenter: Keith Kupferschmid, Software & Information Industry Association </li></ul><ul><li>- Date: 14 May 2009 </li></ul><ul><ul><li>-Time: 2:00 p.m. - 3:00 p.m ET </li></ul></ul><ul><ul><li>-Price: No Charge for SLA Members </li></ul></ul>
    61. 64. <ul><li>THANK YOU </li></ul>