MAKING FACEBOOK AND TWITTER WORK FOR YOU Marketing Your Museum, Services & Special Collections through New Social Media Co...
Social Networking vs. Social Media <ul><li>Social Networking </li></ul><ul><li>The activity. </li></ul><ul><li>Connecting,...
The Marketing Appeal  <ul><li>Publicity:  Free news and PR opportunities. </li></ul><ul><li>Audience:  Ready made subscrib...
The Relationship Factor <ul><li>Customer Service:  </li></ul><ul><ul><li>Take your museum, library, archives to where your...
Apply the Right Setup & Tools <ul><li>Twitter, Facebook or both?  What about MySpace? </li></ul><ul><ul><li>Facebook & MyS...
Facebook: www.facebook.com
Facebook Page <ul><li>Setup & Repurposing  Content </li></ul>
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 <ul><li>Policy and legal issues: </li></ul><ul><ul><li>Consult with your parent organization. </li>...
More Things to Keep in Mind <ul><li>Commit to at least a 3 month trial </li></ul><ul><ul><li>Realize there is a learning c...
Resource: Colleen Robledo Greene <ul><li>Pollak Library  </li></ul><ul><ul><li>Facebook:  http://www.facebook.com/pollakli...
Resource: Recommended Gurus <ul><li>Beth Kanter: </li></ul><ul><ul><li>Blog:  http://beth.typepad.com/ </li></ul></ul><ul>...
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Making Facebook & Twitter Work For You: marketing Your Museum, Services & Special Collections through New Social Media

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Presentation (without internet connection) given at the Light Impressions Archival Workshop in Santa Ana, California on October 3, 2009.

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Transcript of "Making Facebook & Twitter Work For You: marketing Your Museum, Services & Special Collections through New Social Media"

  1. 1. 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
  2. 2. Social Networking vs. Social Media <ul><li>Social Networking </li></ul><ul><li>The activity. </li></ul><ul><li>Connecting, conversing, broadcasting, sharing. </li></ul><ul><li>Social Media  (New Media, Social Web) </li></ul><ul><li>The content (dynamic): text, multimedia, conversations. </li></ul><ul><li>The strategy (multi-platform): vision, policies, goals. </li></ul><ul><li>  </li></ul><ul><li>Social Platforms  (Social Technologies) </li></ul><ul><li>The tools: sites, widgets, feeds, badges, etc. </li></ul><ul><li>Often mobile: text messaging, email, applications. </li></ul>
  3. 3. The Marketing Appeal <ul><li>Publicity: Free news and PR opportunities. </li></ul><ul><li>Audience: Ready made subscriber base. </li></ul><ul><li>Global: Reach anyone (if internet). </li></ul><ul><li>Portable : Reach anywhere (if internet). </li></ul><ul><li>Repurposing: Can reuse & extend existing content. </li></ul><ul><li>Viral:  Quickly spread throughout networks. </li></ul><ul><li>Branding:  Builds a sense of professional identity. </li></ul><ul><li>Community:  Through a sense of brand loyalty. </li></ul>
  4. 4. The Relationship Factor <ul><li>Customer Service:  </li></ul><ul><ul><li>Take your museum, library, archives to where your patrons already spend time. </li></ul></ul><ul><ul><li>Survey or poll patrons. </li></ul></ul><ul><ul><li>Answer patron inquiries (reference/research). </li></ul></ul><ul><ul><li>Build a sense of virtual interactive community. </li></ul></ul><ul><li>Professional Networking: </li></ul><ul><ul><li>Connect with colleagues. </li></ul></ul><ul><ul><li>Seek & offer support, seek & share idea. </li></ul></ul><ul><ul><li>ReTweet, attribute, cross-post on Walls. </li></ul></ul>
  5. 5. Apply the Right Setup & Tools <ul><li>Twitter, Facebook or both? What about MySpace? </li></ul><ul><ul><li>Facebook & MySpace require a mutually sought bond. </li></ul></ul><ul><ul><li>Twitter: Eavesdropping, discovery, organic. </li></ul></ul><ul><li>Give thought to your channel (brand) names: </li></ul><ul><ul><li>Twitter: Reserve & keep it short. </li></ul></ul><ul><ul><li>Facebook: Reserve when have 25+ Fans </li></ul></ul><ul><li>Facebook Pages vs. Profiles & Administrators vs. Users. </li></ul><ul><li>Multiple Tweeters (editors) and/or multiple accounts. </li></ul><ul><li>Statistics: </li></ul><ul><ul><li>Facebook Page Insights: Fans, Interaction & Demographics. </li></ul></ul><ul><ul><li>Twitter Followers & click-through rates. </li></ul></ul>
  6. 6. Facebook: www.facebook.com
  7. 7. Facebook Page <ul><li>Setup & Repurposing Content </li></ul>
  8. 8. Facebook: Organizational Reply
  9. 9. Facebook: Personal Reply
  10. 10. Facebook: Statistics
  11. 11. Twitter: http://twitter.com
  12. 12. Twitter: Tweets
  13. 13. Twitter: Follower Stream
  14. 14. CoTweet.com
  15. 15. CoTweet: Post from any/all accounts
  16. 16. CoTweet: Assigning Tweets
  17. 17. CoTweet: Schedule Tweets
  18. 18. Repurposing: Twitter to Blog
  19. 19. New England Historic Genealogical Society Facebook Page http://www.facebook.com/nehgs
  20. 20. Brooklyn Museum Facebook Page http://www.facebook.com/brooklynmuseum
  21. 21. Minnesota Historical Society Twitter Profile http://twitter.com/mnhs
  22. 22. Smithsonian Institution Twitter Profile http://twitter.com/smithsonian
  23. 23. Things to Keep in Mind <ul><li>Policy and legal issues: </li></ul><ul><ul><li>Consult with your parent organization. </li></ul></ul><ul><ul><li>If every post has to be approved, it’s not for you. </li></ul></ul><ul><li>Keep your intended audience in mind: </li></ul><ul><ul><ul><li>Tailor and adjust the platform to your audience. </li></ul></ul></ul><ul><ul><li>If you seek feedback, commit to respond. </li></ul></ul><ul><li>Attribution still applies: </li></ul><ul><ul><li>Give credit when using others’ content. </li></ul></ul><ul><ul><li>Facebook: Tag Profiles and Pages . </li></ul></ul><ul><ul><li>Twitter (you’ll get more familiar with the lingo): </li></ul></ul><ul><ul><ul><li>ReTweet (RT): RT @colleengreene </li></ul></ul></ul><ul><ul><ul><li>Attribute (via @): via @colleengreene </li></ul></ul></ul><ul><ul><ul><li>Tag/Reply (@): @colleengreene </li></ul></ul></ul>
  24. 24. More Things to Keep in Mind <ul><li>Commit to at least a 3 month trial </li></ul><ul><ul><li>Realize there is a learning curve. </li></ul></ul><ul><ul><li>Don’t expect immediate results & don’t give up. </li></ul></ul><ul><li>Frequency and style </li></ul><ul><ul><li>At least a few times a week, shoot for daily. </li></ul></ul><ul><ul><ul><li>Recruit other editors. </li></ul></ul></ul><ul><ul><ul><li>Schedule Tweets. </li></ul></ul></ul><ul><ul><li>Make it fun, engaging, and personable. </li></ul></ul><ul><li>It’s fun, engaging & can lead to “real” community. </li></ul>
  25. 25. Resource: Colleen Robledo Greene <ul><li>Pollak Library </li></ul><ul><ul><li>Facebook: http://www.facebook.com/pollaklibary </li></ul></ul><ul><ul><li>Twitter: http://twitter.com/pollaklibrary </li></ul></ul><ul><ul><li>Web directory: http://library.fullerton.edu </li></ul></ul><ul><li>Colleen: </li></ul><ul><ul><li>Email: [email_address] </li></ul></ul><ul><ul><li>Twitter: http://twitter.com/colleengreene </li></ul></ul><ul><ul><li>Facebook: http://www.facebook.com/colleengreene </li></ul></ul>
  26. 26. Resource: Recommended Gurus <ul><li>Beth Kanter: </li></ul><ul><ul><li>Blog: http://beth.typepad.com/ </li></ul></ul><ul><ul><li>Facebook: http://www.facebook.com/Beth.Kanter.Blog </li></ul></ul><ul><ul><li>Twitter: http://twitter.com/kanter </li></ul></ul><ul><li>Mashable: </li></ul><ul><ul><li>Blog: http://www.mashable.com </li></ul></ul><ul><ul><li>Facebook: http://www.facebook.com/mashable </li></ul></ul><ul><ul><li>Twitter: http://twitter.com/mashable </li></ul></ul>

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