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Facebook And Twitter What You Really Need To Know
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Facebook And Twitter What You Really Need To Know

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Anyone can set up a Facebook or Twitter account, but do you really know how to get the most out of them? All too often, libraries jump into the social media arena without a full grasp of what doing so ...

Anyone can set up a Facebook or Twitter account, but do you really know how to get the most out of them? All too often, libraries jump into the social media arena without a full grasp of what doing so really means. Do you understand what people expect from you in these environments? Does your library have a well-crafted social media policy? Maximize the staff time spent on these tools by getting a solid foundation in effective social media use.

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  • Make sure you have everything you need in place or it’s going to be a wasted effort
  • Social media is not a silver bullet. No magic! Social media is a tool, just like email is a tool, and just like a web site is a tool.
  • Transparency Empowering your patrons Losing congrol over the message! But you gain credibility If you can’t handle either of these or your administration can’t, don’t bother. Your efforts will die, quickly.
  • The goal doesn’t need to be a sales figure, it could be something as simple as number of @ replies on Twitter or Facebook fans. By analyzing your current standing, your goal, and your % change, you can decide what has been working and what hasn’t. Without these numbers you can neither optimize your campaign nor determine success. THIS IS THE MOST IMPORTANT SLIDE!
  • You have to understand who you’re sending stuff out to in order to do social media well
  • They want to look good; what do you have that they can pass along to their friends, so they look like they’re in the know?
  • They’re darned busy—don’t make them do work or go searching and don’t bombard them with too much at once
  • They’re putting stuff out there BECAUSE they want a response. Social media is a two-way conversation. Forget that at your peril. This also means when someone comments on your Facebook wall, you need to comment back.
  • What value are you creating for your followers? What’s in it for them? If you can’t answer this question, you’re flunking this question. This doesn’t mean just broadcasting programs! People want something concrete. What will they GET out of this program? Basically, you need to fufill one of these things; What NEED are you fufilling? What PROBLEM are you solving? The answers to these questions are diverse. Some people have a need for information. Others have a need for entertainment. Some have the problem of loneliness. Others have problems with getting their heads around certain technologies. Others have a desire to connect with a community learning about an interest that they have. Some want to find the latest news in a niche Others want advice on buying or doing certain things Some just want to laugh Some want to have a vigorous discussion or debate on a deep issue content is king on Twitter, so it is vital to make sure you produce consistent, quality tweets.
  • Your profile is critical, and so is your avatar! Make sure your library’s logo, not a picture of your building, is your avatar, to keep branding consistent. Also customize the page colors to your colors and the graphic if you have someone who can do that
  • RT=retweet You build karma by retweeting others’ stuff Make a short comment before the RT Don’t use up all 140 characters! Don’t use up all 140 if you want someone to pass it along Follow those that regularly RT you DON’T RT WITHOUT GIVING CREDIT!
  • Don’t overwhelm (spam) your followers. Once or twice a day is plenty for announcemnt type things, and then use additional tweets to converse directly with followers.
  • Understand hashtags
  • Start conversations! Don’t wait for someone to talk directly to you. Many people may not be aware that the library has a human being, ready to help! Offer suggestions for problems directly to followers. A follower says they need a recipe? Ask them for details and offer to find it for them!, or link them to it directly. Library service is about finding information and solving problems—Twitter is just another outlet for doing this. Even just offering sympathy over a bad day “Sorry to hear your computer crashed, but we can reserve one for you here” might help.
  • Half a Million New Users. Every Single Day. Now surpasses the population of the US. 74% of US Nonprofits are Now on Facebook Is your library a non-profit? Most are. Nonprofit Social Network Survey Report "According to a survey conducted in March 2009 by NTEN, Common Knowledge, and ThePort, social networking has become an integral part of nonprofits’ online strategy. You may have already suspected that, but now you can get some hard numbers to justify that Facebook page you've been keeping so tidy and au courant." Online Retailers: 99% Plan to Have Facebook Fan Pages
  • Set up a page, not a personal profile. This way, people can be your fans, rather than your “friends.” over 10 million users become fans of Fan Pages every day This number should be no surprise — when people “fan” your Page, their friends see it, and your brand spreads organically. Facebook Pages are different than profiles. You have a profile for you, Jane Doe, but your business can’t have a profile — it can have a Page. A Page is a place to house all the pertinent information about your company. They’re so useful because you can include everything that relates to your business in one place with a built-in potential audience: Overview of company - Website and contact info - Press releases - Videos - Blog RSS - Twitter ( ) updates - Company news and status - Customer interaction The tricky thing about Facebook Pages is that you can’t friend someone the way you can from your profile. People can elect to become fans of your Page, but only if they know about it. So you’ve got to spread the word organically (and keep doing it) to introduce people to your Page and to your company. You also can’t have a custom URL until you have at least 25 fans
  • Post the fan box to your site! Post it on every page, on your blog, and on your twitter accounts. Still have a MySpace? Post a link there too. This is the best way to obtain fans that are already excited about what your business is doing. Add your fan page URL to your email newsletters as well, which can bring a large uplift in fans depending on the size of your contact list.
  • Also, when setting up your own events, be sure to choose a really catchy title, subtitle and photo . These three fields are the only ones seen in “Requests” when you invite your friends (and they invite their friends). The small greeting you can include goes out in the email notification, so that’s important too. Click on “ Invite People to Come ” and invite your friends. This invitation will go into your friends’ “Event Requests.”
  • Use photos! Use photos; use them for anything you can think of. People love photos. I upload one photo and generate 200+ views on it and upwards of 400+ views if I tag someone else in it. Utilize the space to include a link to the company blog in the description box of the photo. Makes sure the photo has a watermark that brands your company with their logo and blog URL. It will bring people back to your page, I promise. People love photos, don’t doubt it, try it out and see for yourself.
  • Please don’t send every little app you try. If you’re not aware that you’re doing it, you probably still are. Be sure to click “no” or “skip” or whatever lets you not invite me to yet another little green patch, zombie biting experience, or what tv character am I quiz .
  • Treat this feature the same way you would an email marketing service: Your best fans are busy fans. Be sensitive about sending too many messages. Make the message personal – and use your human voice, not “marketing-speak ”. Make each message count by making it about them – not your organization. Always include a specific request for action that creates value for them.
  • Keep it updated. Don’t abandon your fans! Make a habit of posting videos, links and photos on your Page’s wall. Share the best stuff and lots of it.
  • If you enter into social media without a plan, you will fail. Period. All the hours you spent will be wasted. There will be no engagement, no one will care and you will learn nothing. You wouldn’t jump into a raging river without knowing how to swim. Don’t create social media accounts without knowing how you’re going to use it. Know what you’re going to measure on each service. Otherwise, how will you know if you’ve succeeded?
  • Firstly, recognize that your employees likely want to post about work. Let them! Empower them to be your advocates. But… A social media plan is a useful way to set ground rules for library employees with personal social media accounts, not just how your library will use social media accounts. A social media does not have to be pages long. It could be one page. It could be a simple series of statements. You may want to add items specific to specific social tools. In general though, include these three areas:
  • If an employee posts anything about their workplace, insist they use a disclaimer, saying their opinions are their own and not the opinion of their employer. Be candid about who you work for.
  • Cite sources by linking to them Don’t give stuff away about coworkers, including photos/videos, w/o their permission (Same about patrons!) If you’re wrong, admit it! Be honest, don’t deny.
  • Think about the image of the library. Remember, what you post is there in Google’s memory forever! Don’t pick fights. Be professional. Consult the employee manual if in doubt.
  • Poor execution can lead  users to consider you as being spammy and can tarnish your brand.  The purpose of these sites is to network, not to promote in a one-way fashion.
  • Leave Your Name, Location, Avatar and/or Bio Blank You would think that those of us who are using Twitter to connect with others (which is just about everyone, isn’t it?), would take time to fill in some basics about who we are and what we do. I have seen so many Twitter accounts that don’t even provide a name. And worse, some that don’t have an avatar. Ideally, your avatar will be an actual photo of you, but at a minimum, you need something there (a logo, business name, etc.) to replace the default no-avatar graphic. The burden of credibility is on you!
  • Share promptly Because social media is so immediate, you need to start or participate in conversations as they happen. Recently, a fairly high-profile Twitter user was in Miami for a business meeting. The meeting was extended and he needed to find a hotel for the night. He sent out a Tweet asking for hotel recommendations and got very limited response from local hotels. Since I live in the area, I retweeted it for him, and three days later a Miami hotel got in touch to ask how they could help me. Major FAIL. If you are going to be a part of social media, then remember that timeliness can often mean the difference between success and failure. http://mashable.com/2009/09/30/business-transparency/ In social media 24 hours is a long time. Really long. What hurt brands like Motrin and Dominoes was simply delaying their responses. In the old days of offline media, if something happened on a Friday, you could think about it all weekend before the Monday business press hits. Not in social. You’ve got hours not days. So have a plan in place.  Then listen, respond, engage accordingly. In all likelihood you’ll get credit for confronting the situation head on.
  • I always wonder what the deal is when I see Twitter accounts that have thousands of followers with only a handful of tweets posted. Sure, this is the norm for many of the celebrity Twitter accounts, but what’s the point? All this says to me is that you are playing a numbers game and most likely not willing or interested in getting to know any of your followers. One of the biggest benefits of using Twitter is the ability we have to use it to build relationships. If you’re not tweeting and engaging in conversation with anyone, you’re not getting to enjoy any of these person-to-person benefits.
  • We all put links on Twitter; it’s a great way to share information and spark conversation. But take a look at your linking history. If the majority of your links are self-promoting (i.e. they go directly to your website or focus only on your own accomplishments), you may be missing the point. Sure, people want to hear about what you’re doing and things you have available, but that can’t be the only side of your Twitter persona. Don’t forget to share information others might find useful, retweet, and read and comment on what your followers are posting. And when you get comments and retweets, please, acknowledge them and say thank you!
  • Llimit your networks only to librarians or other libraries
  • Promoting yourself before you have engaged, joined or built a community This would be like showing up at a social event and pitching yourself to any stranger in the room. This is the classic mass media way of thinking. OK, there’s an audience here, I’ll broadcast a message. Doesn’t work that way out here. You have to bring something to the party,  make friends, perform a few favors before you can even think about asking for anything in return.  If you come to social media with a traditional media way of thinking you’ll be worse than invisible.
  • Don’t Fake It — Talk About What You Know Web designer Jeffrey Zeldman talks about web design. That’s it. And, he’s good at it. If you want to know about web design news and info, he’s the king. Literally: Business Week even dubbed him the “ King of Web Standards .” Zeldman’s example teaches us that transparency is about being who you are. Talk about the things you know and can do well. You can actually enhance your personal/company brand by sticking to what you know. Then make sure you have a list of go-to people or lifelines that specialize in related areas. For example, I’m a human resources consultant. I’m not an employee benefits consultant. So, when my clients ask about employee benefits, I refer people to one of my colleagues. This makes me look good, because I’m not trying to be something I’m not, and my clients get the right services and information they need. http://mashable.com/2009/09/30/business-transparency/
  • Imagine a consumer, that is both a Facebook fan and Twitter user, discovers the brand Facebook page. If the page doesn’t cite the brand’s Twitter account, this would be considered a lost social conversion. You didn’t convert the consumer into a Twitter follower because they didn’t know it exists. Giving consumers multiple ways to connect with the brand increase the likelihood that they will. Make sure you put links and logos on your library’s site as well! How about your library’s twitter handle on business cards?
  • Think of social media as something you do every single day. Social media is 24/7/365. Be there or be square.
  • Understand prime tweet hours for conversations and traffic Recommended Prime Tweet Hours : Twitter has replaced the morning email time for some. Between 7:30 A.M. to 10:00 A.M. EST Mon. - Fri. most twitter users are at work, reading tweets, tweeting, checking rss feeds and sharing information. However, this can vary when it comes to your followers and followings.
  • One of the forgotten, yet most important aspect of social media is to have fun . Brands forget that they’re engaging consumers, talking to them instead of broadcasting a message. By having a good time yourself and staying upbeat, consumers enjoy interacting with you. The brand must set the mood for the engagement, just like in offline relationships, online consumers will take cues from the brand on how the interaction should occur.

Facebook And Twitter What You Really Need To Know Facebook And Twitter What You Really Need To Know Presentation Transcript

  • What you REALLY need to know Laura Solomon, MCIW, MLS Library Services Manager OPLIN
  • Today we’re covering:
    • Before you start
    • Understand who’s out there
    • Making Twitter better
    • Making Facebook better
    • Writing a social media policy
    • How to FAIL at social media
    • Other things on the “To Do” list
  • Before you get started…
  • Be realistic
  • Understand what social media really means for your library
  • Set goals
  • Understand who’s getting the message
    • List five-year goals.
    • State specific, measurable objectives for achieving your five-year goals.
      • List market-share objectives.
      • List revenue/profitability objectives.
  • Help them look good
  • They’re busy
  • It takes two two
  • Talking about
  • What value are YOU providing?
  • Profiles are critical
  • The science of the RT
  •  
  • Understand hashtags
  • Start conversations
    • Putting forward a good face
    • on
  •  
  •  
  • Use events well
  • Photos FTW
  • Clean up the apps
  • Message carefully
  • Don’t abandon your fans
  • Have a social media policy
  • Set ground rules
  • 1. Use a disclaimer
    • 2. Respect copyright, respect your colleagues,
    • respect accuracy
    • 3. Use good judgment
  • Enough samples to choke a horse
    • Social Media Governance
    • http://socialmediagovernance.com/policies.php
  • How to fail at social media
  • Leave blank spots
  • Respond in old media mode
  • Sit idle
  • Exemplify narcissism
  •  
  • The biggest mistake
  • Other items to do
  • Be authentic
  • Link your profiles
  • It’s a daily task
  • Know when prime time is
  • Be human
  • Have fun
  • Questions?
    • [email_address]
    • http://www.facebook.com/laurasolomon
    • http://www.twitter.com/laurasolomon
    • BLOG:
    • What Does This Mean to Me, Laura?
    • www.meanlaura.com