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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.

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

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

  • 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.
  • 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.
  • 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.
  • 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.
  • Facebook: www.facebook.com
  • Facebook Page
    • 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
  • 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.
  • 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
  • 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