MAKING FACEBOOK AND TWITTER WORK FOR YOU Marketing Your Museum, Services & Special Collections through New Social Media Colleen Robledo Greene, Systems Librarian, California State University Fullerton October 3, 2009 Light Impressions Archival Workshop – Santa Ana, California

Social Networking vs. Social Media Social Networking The activity. Connecting, conversing, broadcasting, sharing. Social Media (New Media, Social Web) The content (dynamic): text, multimedia, conversations. The strategy (multi-platform): vision, policies, goals. Social Platforms (Social Technologies) The tools: sites, widgets, feeds, badges, etc. Often mobile: text messaging, email, applications.

Social Networking

The activity.

Connecting, conversing, broadcasting, sharing.

Social Media (New Media, Social Web)

The content (dynamic): text, multimedia, conversations.

The strategy (multi-platform): vision, policies, goals.

Social Platforms (Social Technologies)

The tools: sites, widgets, feeds, badges, etc.

Often mobile: text messaging, email, applications.

The Marketing Appeal Publicity: Free news and PR opportunities. Audience: Ready made subscriber base. Global: Reach anyone (if internet). Portable : Reach anywhere (if internet). Repurposing: Can reuse & extend existing content. Viral: Quickly spread throughout networks. Branding: Builds a sense of professional identity. Community: Through a sense of brand loyalty.

Publicity: Free news and PR opportunities.

Audience: Ready made subscriber base.

Global: Reach anyone (if internet).

Portable : Reach anywhere (if internet).

Repurposing: Can reuse & extend existing content.

Viral: Quickly spread throughout networks.

Branding: Builds a sense of professional identity.

Community: Through a sense of brand loyalty.

The Relationship Factor Customer Service: Take your museum, library, archives to where your patrons already spend time. Survey or poll patrons. Answer patron inquiries (reference/research). Build a sense of virtual interactive community. Professional Networking: Connect with colleagues. Seek & offer support, seek & share idea. ReTweet, attribute, cross-post on Walls.

Customer Service:

Take your museum, library, archives to where your patrons already spend time.

Survey or poll patrons.

Answer patron inquiries (reference/research).

Build a sense of virtual interactive community.

Professional Networking:

Connect with colleagues.

Seek & offer support, seek & share idea.

ReTweet, attribute, cross-post on Walls.

Apply the Right Setup & Tools Twitter, Facebook or both? What about MySpace? Facebook & MySpace require a mutually sought bond. Twitter: Eavesdropping, discovery, organic. Give thought to your channel (brand) names: Twitter: Reserve & keep it short. Facebook: Reserve when have 25+ Fans Facebook Pages vs. Profiles & Administrators vs. Users. Multiple Tweeters (editors) and/or multiple accounts. Statistics: Facebook Page Insights: Fans, Interaction & Demographics. Twitter Followers & click-through rates.

Twitter, Facebook or both? What about MySpace?

Facebook & MySpace require a mutually sought bond.

Twitter: Eavesdropping, discovery, organic.

Give thought to your channel (brand) names:

Twitter: Reserve & keep it short.

Facebook: Reserve when have 25+ Fans

Facebook Pages vs. Profiles & Administrators vs. Users.

Multiple Tweeters (editors) and/or multiple accounts.

Statistics:

Facebook Page Insights: Fans, Interaction & Demographics.

Twitter Followers & click-through rates.

Facebook: www.facebook.com

Facebook Page Setup & Repurposing Content

Setup & Repurposing Content

Facebook: Organizational Reply

Facebook: Personal Reply

Facebook: Statistics

Twitter: http://twitter.com

Twitter: Tweets

Twitter: Follower Stream

CoTweet.com

CoTweet: Post from any/all accounts

CoTweet: Assigning Tweets

CoTweet: Schedule Tweets

Repurposing: Twitter to Blog

New England Historic Genealogical Society Facebook Page http://www.facebook.com/nehgs

Brooklyn Museum Facebook Page http://www.facebook.com/brooklynmuseum

Minnesota Historical Society Twitter Profile http://twitter.com/mnhs

Smithsonian Institution Twitter Profile http://twitter.com/smithsonian

Things to Keep in Mind Policy and legal issues: Consult with your parent organization. If every post has to be approved, it’s not for you. Keep your intended audience in mind: Tailor and adjust the platform to your audience. If you seek feedback, commit to respond. Attribution still applies: Give credit when using others’ content. Facebook: Tag Profiles and Pages . Twitter (you’ll get more familiar with the lingo): ReTweet (RT): RT @colleengreene Attribute (via @): via @colleengreene Tag/Reply (@): @colleengreene

Policy and legal issues:

Consult with your parent organization.

If every post has to be approved, it’s not for you.

Keep your intended audience in mind:

Tailor and adjust the platform to your audience.

If you seek feedback, commit to respond.

Attribution still applies:

Give credit when using others’ content.

Facebook: Tag Profiles and Pages .

Twitter (you’ll get more familiar with the lingo):

ReTweet (RT): RT @colleengreene

Attribute (via @): via @colleengreene

Tag/Reply (@): @colleengreene

More Things to Keep in Mind Commit to at least a 3 month trial Realize there is a learning curve. Don’t expect immediate results & don’t give up. Frequency and style At least a few times a week, shoot for daily. Recruit other editors. Schedule Tweets. Make it fun, engaging, and personable. It’s fun, engaging & can lead to “real” community.

Commit to at least a 3 month trial

Realize there is a learning curve.

Don’t expect immediate results & don’t give up.

Frequency and style

At least a few times a week, shoot for daily.

Recruit other editors.

Schedule Tweets.

Make it fun, engaging, and personable.

It’s fun, engaging & can lead to “real” community.

Resource: Colleen Robledo Greene Pollak Library Facebook: http://www.facebook.com/pollaklibary Twitter: http://twitter.com/pollaklibrary Web directory: http://library.fullerton.edu Colleen: Email: [email_address] Twitter: http://twitter.com/colleengreene Facebook: http://www.facebook.com/colleengreene

Pollak Library

Facebook: http://www.facebook.com/pollaklibary

Twitter: http://twitter.com/pollaklibrary

Web directory: http://library.fullerton.edu

Colleen:

Email: [email_address]

Twitter: http://twitter.com/colleengreene

Facebook: http://www.facebook.com/colleengreene

Resource: Recommended Gurus Beth Kanter: Blog: http://beth.typepad.com/ Facebook: http://www.facebook.com/Beth.Kanter.Blog Twitter: http://twitter.com/kanter Mashable: Blog: http://www.mashable.com Facebook: http://www.facebook.com/mashable Twitter: http://twitter.com/mashable

Beth Kanter:

Blog: http://beth.typepad.com/

Facebook: http://www.facebook.com/Beth.Kanter.Blog

Twitter: http://twitter.com/kanter

Mashable:

Blog: http://www.mashable.com

Facebook: http://www.facebook.com/mashable

Twitter: http://twitter.com/mashable