Social media and the state library update


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Social media and the state library update

  1. 1. Social Media and the State Library Why, What and Wherefore Heather Lambert Continuing Education Coordinator Tennessee State Library and Archives
  2. 2. What is social media? Context, relevance and why you should do it How to do it better Collection and curation of new media in relationship to the state libraries mission
  3. 3. Web 2.0
  4. 4. UGC (user generated content) The sum of all ways in which people make use of Social Media 1. Published on a publicly accessible website or social networking site 2. Need to show certain amount of creative effort 3. Needs to have been created outside of professional routine and practice
  5. 5. What is Social Media? Social Media is a group of Internet-based applications that build onthe ideological and technological foundations of Web 2.0, and that allow the creation and exchangeof User Generated Content. Andreas M. Kaplan, Michael Haenlein, Users of the world, unite! The challenges and opportunities of Social Media, Business Horizons, Volume 53, Issue 1, January–February 2010, Pages 59-68, ISSN 0007-6813, (
  6. 6. Let’s look at EVERY social media tool available
  7. 7. Why Does Social Media Matter?
  8. 8. The Social Media Data Stacks 15 We start with a big number first: 53.5 billion minutes per month. Facebook is dominating the web brands. In looking at a data snapshot of monthly aggregate time spent on a site for Facebook and the ROW (rest of the web), Facebook has toppled some big names. The Nielsen Company data show that even Yahoo users come in a distant second with an average of 17.2 billion minutes per month, less than one-third Facebook’s total. YouTube ranks sixth, claiming 9.1 billion user minutes per month. Facebook and the ROW Top 10 U.S. Web Brands by Aggregate Time Spent U.S. web users monthly minutes in billions, home and work Source: The Nielsen Company 53.5 17.2 12.5 11.4 9.5 9.1 4.5 4.3 4.3 3.4 Facebook Yahoo Google AOL Media MSN/Windows Live/Bing YouTube Ebay EA Apple Microsoft
  9. 9. 95% of users log in daily 73% of users access Facebook via Mobile 1.19 billion users
  10. 10. 20 billion– Number of Instagram pictures shared
  11. 11. 250 billion – Estimated number of photos on Facebook.
  12. 12. 4 billion – The number of YouTube video views per day.
  13. 13. 100 hours – The amount of video uploaded to YouTube every minute.
  14. 14. 500 million – number of tweets sent per day.
  15. 15. 300 million- number of Google+ users.
  16. 16. 70 million- number of Pinterest users
  17. 17. Garlic Cheesy Bread- Most Repinned Pinterest Pin (105,220)
  18. 18. Way we interact is changing
  19. 19. Way we interact is changing Way we consume is changing
  20. 20. Way we communicate has to change
  21. 21. Way ^we communicate has to change
  22. 22. Way ^we communicate has to change What
  23. 23. Skimmers Shallow superficial learning Self Taught
  24. 24. The TRUTH: Digital Natives ≠ digital literacy or information literacy
  25. 25. Information Literacy Technological Literacy
  26. 26. Information and Technological Literacy
  27. 27. Technology is driving all of us, we can help people to take control, make better choices and be critical consumers
  28. 28. participatory cultures. “A participatory culture is a culture with relatively low barriers to artistic expression and civic engagement, strong support for creating and sharing one’s creations, and some type of informal mentorship whereby what is known by the most experienced is passed along to novices. A participatory culture is also one in which members believe their contributions matter, and feel some degree of social connection with one another (at the least they care what other people think about what they have created)” E807E1B0AE4E%7D/JENKINS_WHITE_PAPER.PDF
  29. 29. participatory media can be described as media where the audience can play an active role in the process of collecting, reporting, analyzing and disseminating content Many-to-many digital technologies are fostering participatory user behaviors: choice, conversation, curation, creation, and collaboration. What is participatory media?
  30. 30. Forms of participatory culture include: Affiliations / Expressions Collaborative Problem-solving / Circulations
  31. 31. The Participation Gap — the unequal access to the opportunities, experiences, skills, and knowledge that will prepare youth for full participation in the world of tomorrow. The Transparency Problem — The challenges young people face in learning to see clearly the ways that media shape perceptions of the world. The Ethics Challenge — The breakdown of traditional forms of professional training and socialization that might prepare young people for their increasingly public roles as media makers and community participants.
  32. 32. The Social Media Data Stacks 45 Social media networks, at the moment, still complement traditional TV viewing. A high percentage of Twitter users who tweet while watching a TV show discuss the show they’re watching, more often than Facebook users who log in during a TV show, according to The “ User Research Study” indicates 50% of Twitter users discuss a show they are watching, one-third more than the 35% of Facebook users. Half of Twitter Users Discuss TV Shows Social Media Commentary while Watching TV % of respondents, July 2011 Source: 50% 50% 35% 65% I talk about the show I'm watching I talk about something else Twitter users Facebook users
  33. 33. Making Social Media Work
  34. 34. The Social Media Data Stacks 49 Almost 30% of senior marketing executives engaging in social media monitoring incorporate the information into their communications strategy, according to data from WebLiquid and RSW/US. Customer service enhancements – ranging from automated search engine alerts to specific data queries and third-party research – followed at close to 20%. Other relatively popular answers include media planning (almost 15%) and organic search optimization (more than 10%). Social Media Data Feeds Strategy Actionable Uses of Social Media Data % of respondents, August 2011 Source: WebLiquid and RSW/US 5% 8% 10% 13% 14% 18% 27% Other Display advertising optimization Paid search optimization Organic search optimization Media planning Customer service enhancements Communications strategy
  35. 35. The Social Media Data Stacks 50 SocialMedia Examiner found that seven in 10 (71%) marketers who use social media plan to increase their use of search engine optimization (SEO) in the near future. Only 1% plan to decrease their use of SEO and 8% have no plans to utilize it. Slightly less than half (46%) of social marketers plan on increasing their online advertising efforts, with 27% having no plans to utilize online advertising. 24% will keep online advertising levels the same and 3% will decrease them. How are Marketing Budgets Affected? Planned Use of SEO Marketing, Online Advertising % of respondents who are actively social media marketing, April 2011 Source: SocialMedia Examiner 71% 1% 20% 8% Increase Decrease 46% 3% 24% 27% SEO Marketing Online Advertising
  36. 36. The Social Media Data Stacks 51 Looking at ad growth on Facebook, spending on and impressions of Facebook ads both increased dramatically between Q2 2010 and Q2 2011, according to IgnitionOne. Facebook ad spend of all clients increased 281% year-over-year in Q2, while Facebook ad impressions of all clients grew 200%. Facebook advertising spend is up 22% YOY on a same-client-basis, with impressions up 11%. Facebook: 281% Ad Spend Growth Facebook Advertising Growth % change, Q2 2010 v. Q2 2011 Source: IgnitionOne 281% 22% 200% 11% All clients Same Client Spend Impressions
  37. 37. The Social Media Data Stacks 58 NM Incite found that social network users see the platforms as a useful shopping and research tool, and participate with the desire to view and contribute to reviews of products and services. 68% of social media users (71% of parents and 64% of non- parents) go to social networking sites to read product reviews and more than half use these sites to provide product feedback, both positive and negative. Getting coupons is also popular, with 58% overall usage (64% of parents and 56% of non-parents). SocNet Users Want Deals, Discussion Social Media Use for Products/Services Information % of respondents, October 2011 Source: NM Incite 71% 64% 64% 59% 57% 64% 59% 56% 52% 49% Read consumer feedback Learn about products Get coupons/promos Give positive feedback Give negative feedback Parents Non-parents
  38. 38. The Social Media Data Stacks 59 3% 7% 6% 11% 26% 13% 28% 4% 2% More than once a day Once a day Every other day Twice a week Once a week Twice a month Once a month or less Never Other The highest percentages of online consumers say products, services and companies should communicate via social networks once a month or less and once a week or less, according to a study from ROI Research and Performics. 28% of online consumers say social network communication should be conducted once a month or less, while 26% say once a week or less. 1 in 4 Expect Weekly or Monthly Updates Marketing Contact via Social Networks % of respondents (n=2,997) June 2011 Source: ROI Research and Performics
  39. 39. The Social Media Data Stacks 60 comScore research found that the largest portion of U.S. users’ time spent within Facebook is on the individual’s homepage which features the newsfeed. In May 2011, 27% of engagement on occurred on the homepage and Newsfeed, followed by profile viewing (21%), photo viewing (17%) and usage of apps and tools (10%). 27% of User Time is Spent on Newsfeed How Users Spend Time on Facebook % of total engagement, September 2011 Source: comScore 27% 21% 17% 10% 25% Homepage/Newsfeed Profiles Photos Apps & Tools All Other
  40. 40. The Social Media Data Stacks 61 Social sign-in is another growing activity among social media users. SSI allows users to sign into a restricted access site using existing sign-in data, rather than having to create a new account. About four in 10 (39%) users of the Janrain Engage social connection service used Facebook for social sign-in (SSI) during Q2 2011. This was 30% more than the 30% of users who used number two SSI site Google. Yahoo (12%) and Twitter (8%) remain well behind in third and fourth place, respectively. 4 in 10 Use Facebook for Social Sign-in Social Sign-in Preferences across Web % of users, Q2 2011 Source: Janrain 39% 30% 12% 8% 5% 5% Facebook Google Yahoo Twitter Windows Live Other (AOL, LinkedIn, PayPal)
  41. 41. The Social Media Data Stacks 62 Active social network users, according to Nielsen, are 75% more likely to spend heavily on music and 47% more likely to heavily spend on clothing, shoes and accessories. They are 45% more likely to go on a date. Other areas where heavy social network users show more likelihood of participating include giving opinions on TV programs (33%), giving opinions on politics and current events (26%), attending professional sporting events (19%) and working out at a gym or health club (18%). Active SocNet Users Take It Offline Lifestyle Habits of Active Social Network Users % of total, compared to average internet users, Q3 2011 Source: The Nielsen Company 18% 19% 26% 32% 33% 45% 47% 53% 75% More likely to work out at a club More likely to attend a pro sports event More likely to give opinion on politics, current events Already follow a celebrity More likely to give opinion about TV programs More likely to go on a date More like to be heavy spenders on clothing, accessories Already follow a brand More likely to be heavy spenders on music
  42. 42. for-change/
  43. 43. visual is powerful
  44. 44. http://s3- 11/12/2/17/enhanced-buzz-wide-1392- 1322863709-9.jpg
  45. 45. Jaws-
  46. 46. Jaws- • Determined that Shark was bigger than originally thought • Decided that they would need a bigger boat
  47. 47. P.O.S.T People – Who are you trying to engage? Objectives- What are you trying to achieve? Strategies- What it will look like when it’s done? Technologies- What tools will you use?
  48. 48. We used to talk about the 4 P’s But now we talk about the 4 C’s creativity curating connecting culture
  49. 49. Combine online events with in person events Follow your peers and people that intersect your mission Let your staff in on your goals and message and the statistics Write for the web and don’t make me scroll
  50. 50. Be Real Engage in real time conversation Have real conversations Find your authentic voice- academic, advocacy, local, etc but be conversational
  51. 51. A hashtag search on will help you follow all the conversations. Use hashtags to include your content in active public conversations.
  52. 52. Make your blog and website mobile friendly and search engine neutral
  53. 53. Engage people with genuine discussion not -“Do you still wear gloves to church?” Build sustained Conversations Social media doesn’t mean dumbed down Don’t ask dead end questions.
  54. 54. Good Examples • • • • TheLibrary • Https:// • • • ef=header
  55. 55. 1. Visual 2. Participatory 3. Match the tool to the audience 4. Give them something/Swag 5. Check your rep, look for opportunities to contribute 6. Tie to your vision, choose your voice 7. Social Media is not an outlier- roll into your communication plan, marketing plan, strategic plan 8. Be human, dynamic, responsive 9. Dedicate the appropriate amount of resources 10. Know Your Brand 11. Create a Community Atmosphere 12. Be Intriguing 13. Be Timely 14. Play at Emotions (see 8)
  56. 56. How often and when?
  57. 57. Tools to help Klout Google Alerts Google Analytics Back Tweets Yoono Facebook Insights HootSuite Tweetdeck Mention PinPuff Pinterest web analytics Socialmention Twentyfeet Buffer Crowdbooster Peerindex
  58. 58. What is your library’s plan to collect social media that is currently being produced?
  59. 59. How are you incorporating today’s diaries into your collection? • • • • • • Sometimes marginalized voices only live online
  60. 60. If We don’t do it, someone else will • • it-is-library-acquires-entire-twitter-archive/ • archive-with-skill/ • curation/
  61. 61. • • •
  62. 62. Questions?