Social media #i know thebasicswhat'snext_final_cheryl kathleen yanek_sla2012
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How an organization can take their social media strategy to a higher level.
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Social media #i know thebasicswhat'snext_final_cheryl kathleen yanek_sla2012
- 1. Social Media: #IKnowTheBasicsWhat’sNext Cheryl Kathleen Yanek Senior Associate Librarian SLA Chicago - July 18, 2012 © Catalyst 2012 1
- 2. #sla2012 • Use #sla2012 when tweeting • @CatalystInc • @cherylkathleen Fanie Gregoire, Creative Commons Flickr. http://www.flickr.com/photos/fanieart/4086054666/ © Catalyst 2012 2
- 3. Why should you care about pushing social media to the next level? • The basics aren’t enough • Expand reach beyond traditional audience • Norm for communication today • In-the-moment • Spread awareness • Direct traffic to website and events © Catalyst 2012 3
- 5. Evolution of Catalyst Social Media Self-experimentation Resistance Experimentation Success! Twitter Team Michael Holden, “Sunrise at the Temple,” Creative Commons Flickr (2009). http://www.flickr.com/photos/michaelholden/4503255435 / © Catalyst 2012 5
- 6. Twitter © Catalyst 2012 6
- 7. Facebook © Catalyst 2012 7
- 8. LinkedIn • Very organic • Involvement by non-Catalyst staff © Catalyst 2012 8
- 9. Yammer © Catalyst 2012 9
- 10. Video © Catalyst 2012 10
- 11. Blogs © Catalyst 2012 11
- 12. MARC © Catalyst 2012 12
- 13. Google + © Catalyst 2012 13
- 14. How do we use social media? • Knowledge sharing • Answering Questions • Surveying Nationaal Archief, “Man en vrouw delen broodjes / Man and woman sharing their sandwiches,” Flickr Creative Commons. http://www.flickr.com/photos/nationaalarchief/4900465601/ © Catalyst 2012 14
- 15. Twitter Team • Cross-departmental, cross-region • 1 librarian, plus 1 CKO as advisor • 1 VP consultant • 2 researchers • 2 members of our membership team • 1 writer turned social media manager • 1 website planner © Catalyst 2012 15
- 16. The Twitter Family Alix Brande Brandee Cheryl David Emily P. Jan Mike Nikki
- 17. Develop a Strategy • What is a successful tweet/post – FOR YOU • Who are your followers? • How much do you interact? • Get support from the top • Handle unrealistic goals © Catalyst 2012 17
- 18. Buy In • Constant education and awareness raising • Create a business case • What is the competition doing? • Working across the organization • Marketing – externally and internally • Get social media on the agenda • Share your successes! • Keep pushing! 18 © Catalyst 2012
- 19. The Voice • Clear message • Same tone • Evolution • Learned by responses “7 Steps for Creating Effective Social Media Strategies,” Flickr Creative Commons. http://www.flickr.com/photos/krisolin /7390533438/ © Catalyst 2012 19
- 20. Twitter Voice DOs DON’Ts Provide Don’t criticize commentary our member on current companies events/news Represent Represent the Catalyst our individual POV POV Engage with Fight/argue followers on with followers D&I issues Try and use a Take witty, tongue- ourselves too in-cheek tone seriously! © Catalyst 2012 20
- 21. What Gets Measured Gets Done • Keep track of metrics, including: • # of Followers • Types of Followers • Lists • RTs • Top RTs • Mentions • Follow Fridays • Likes Chandra Marsono, “Measuring Distance,” Creative Commons. http://www.flickr.com/photos/chandramarsono/4324 373384/ © Catalyst 2012 21
- 22. Current Metrics • Followers: 9,000 • Following: 1,609 • Klout: 59.1 • RTs: 5,600 (90 days) • Mentions: 1,300 (90 days) • Popular RTs © Catalyst 2012 22
- 23. Recent Popular Tweets “You can actually run the world in heels and pantsuits.” Hillary Clinton Is being too busy making you miserable? If only our stemware was this shatterproof…The glass ceiling still hovers above Wall Street. Pictures are worth a thousand…stereotypes. Stock photos of women are ridiculous. Fairy godmothers! The facts are in. Pass it on, & pay it forward. © Catalyst 2012 23
- 24. What does it mean? • Likes • Comments • RTs • MTs • @ mentions • Hashtags • Follow Friday • DM © Catalyst 2012 24
- 25. How to Grow • Engagement • Revision • Interaction • Don’t stop learning • Be honest about what’s working/what’s not • Ask Victor Nuno, “Grow/Crece,” Creative Commons. © Catalyst 2012 25 http://www.flickr.com/photos/victornuno/438067899/
- 26. Engagement • Who are your users? • Where are your users? • How do your users interact? Mowt, “Cat,” Creative Commons. http://www.flickr.com/photos/54844390@ N05/5110833180/ © Catalyst 2012 26
- 27. Ensuring Team Success • Honest about daily tasks • Help each other • Share ideas • Proper orientation © Catalyst 2012 27
- 28. Don’t Be Afraid to Fail! • Take risks! • Learn from your mistakes • Be careful Lamentables, “Careful,” Flickr Creative Commons. http://www.flickr.com/photos/lamentables/393762904 8/ © Catalyst 2012 28
- 29. What is success? • You define success! • The good • The bad • The ugly © Catalyst 2012 29
- 30. How to Stay On Top • Read, read, read! • Ragan • Nonprofits Tech 2.0 • Constant interaction • Ask for input Christchurch City Libraries, “Reading,” Flickr Creative Commons. http://www.flickr.com/photos/c hristchurchcitylibraries/68828 65663/ © Catalyst 2012 30
- 31. Do you practice what you preach? www.worldle.com © Catalyst 2012 31
- 32. The Technology © Catalyst 2012 32
- 33. “I’m fabulous!” • Remind others of your success • Update metrics • Presence on marketing materials • …Ask for help! © Catalyst 2012 33
- 34. Internal Code of Conduct • Be respectful • Be responsible • Follow all rules of your organization • Stay out of politics Kierra Anna-a, “Code of Conduct,” Creative Commons. http://www.flickr.com/photos/keiramellis/272 4359030/ © Catalyst 2012 34
- 35. Create New Plans • Evolve! • Support all aspects of your organization, even ones you didn’t think about before © Catalyst 2012 35
- 36. Resistance…is futile (but frustrating) • Generational divide • Didn’t understand use • Approve every tweet • Education, lots of patience, and success won them over! • To keep executive staff supportive, work with them – not against • WWDST? © Catalyst 2012 36
- 37. Social Media Manager • Formalize social media • Push approved messaging • Create a cohesive strategy for social media Mr. Nightshade, “Burning Man 2009,” Creative Commons. http://www.flickr.com/photos/carnivillain/3901155981/ © Catalyst 2012 37
- 38. Lessons Learned • What gets a RT/like/share/comment • Right # of tweets and posts per day • Don’t overwhelm your followers • Prioritize sources • How to tweet when there’s nothing to tweet • Ask others if you can share what they say • Re-follow • Metrics! • Training © Catalyst 2012 38
- 39. What’s Next? • Educate! • Trends! • Continue to toot your own horn! • Don’t give up! Lily Monster, “Day 59: NeXt Interpersonal Computing,” Creative Commons. © Catalyst 2012 http://www.flickr.com/photos/lilymonster/6116993147/ 39
- 40. Questions? • Answers! Cheryl Kathleen Yanek cyanek@catalyst.org Horia Varlan, “Question Mark Made of Puzzle Pieces,” Creative Commons. http://www.flickr.com/photos/horiavarlan/4273168957/ © Catalyst 2012 40