Role of Social Media
In Library Advocacy
Patrick “PC” Sweeney
www.pcsweeney.com
@pcsweeney
What is Social Media Advocacy?
PC Sweeney
Social Capital is the Power
PC Sweeney
Social Capital
More
Reference
Questions
Higher
Program
Attendance
More foot
traffic
More
Database
users
Increased
Circulat...
Most Importantly
You control the
message
PC Sweeney
ROI is a Numbers Game
PC Sweeney
It used to be this…
PC Sweeney
Now It’s This
PC Sweeney
How the Numbers Work
PC Sweeney
Email By the
Numbers
PC Sweeney
PC Sweeney
Don’t Give Up on This Though…
PC Sweeney
What is
Your
Message
Let’s Focus on What Works (for now)
PC Sweeney
How to Make Them Work
• What to Use Them For
PC Sweeney
How to Make Them Work
• What to Use Them For
• Every Opportunity To Grow
PC Sweeney
How to Make Them Work
• What to Use Them For
• Every Opportunity To Grow
• Measure Engagement
PC Sweeney
How to Make Them Work
• What to Use Them For
• Every Opportunity To Grow
• Measure Engagement
• Subject Lines/Headlines
PC...
How to Make Them Work
• What to Use Them For
• Every Opportunity To Grow
• Measure Engagement
• Subject Lines/Headlines
• ...
How to Make Them Work
• What to Use Them For
• Every Opportunity To Grow
• Measure Engagement
• Subject Lines/Headlines
• ...
How to Make Them Work
• What to Use Them For
• Every Opportunity To Grow
• Measure Engagement
• Subject Lines/Headlines
• ...
How to Make Them Work
• What to Use Them For
• Every Opportunity To Grow
• Measure Engagement
• Subject Lines/Headlines
• ...
How to Make Them Work
• What to Use Them For
• Every Opportunity To Grow
• Measure Engagement
• Subject Lines/Headlines
• ...
How to Make Them Work
• What to Use Them For
• Every Opportunity To Grow
• Measure Engagement
• Subject Lines/Headlines
• ...
How to Make Them Work
• What to Use Them For
• Every Opportunity To Grow
• Measure Engagement
• Subject Lines/Headlines
• ...
How to Make Them Work
• What to Use Them For
• Every Opportunity To Grow
• Measure Engagement
• Subject Lines/Headlines
• ...
Likes Don’t Matter
PC Sweeney
Facebook Ad(s)vocacy
• Text
• Picture
• Audience
• Budget
• Frequency
PC Sweeney
Did it go Viral?
PC Sweeney
PC Sweeney
Social Media Advocacy
Success Stories
PC Sweeney
Email Success Stories
PC Sweeney
Some Tips for Other Social Media
PC Sweeney
The
Haycock
Rule
PC Sweeney
Role of Social Media
In Library Advocacy
Patrick “PC” Sweeney
www.pcsweeney.com
@pcsweeney
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Role of Social Media Advocacy

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Patrick Sweeney talks about social media.

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  • Put your highest level of resources in the markets that have the most reach and do the things that you want to do.
  • Email is only 85% of the population. Not a huge difference between email and FB users but a HUGE difference between FB/Email and the next highest thing. Put your highest level of resources in the markets that have the most reach. Let’s say you captured all of the twitter market, that would just be 18% of the American Public. Talk about the difference between speaking in millions and speaking in percentages. It sounds impressive to say that there are 3 million users, but that’s just less than 1% of the public.
  • Good writing is just good writing. -heading/title clearly represent the contend. Pyramid model – most important thing first, details below. Paragraphs brief, fewer words the better, use white space, links are meaningful to the content and not repititious,
  • Give them a sense of urgency for action. If you can’t, don’t send or post it. If you don’t have something, make it up.
  • Let them know what happened- IE – 250 people came to the cat knitting program! Or Sold out crowds to….
  • Pictures with faces, NO CLIPART, bullets….
  • Constant contact, mailchimp, email groups and targeting email lists
  • Don’t be afraid to send the same emails to different lists to test headlines or run the same FB ad twice with different targeting or headings
  • Twice a week? Tuesdays? What works in your community. DO NOT SEND IT ONCE A MONTH- constant reminders, rule of sevens in marketing.
  • Don’t focus on likes, focus on good ads and good content
  • Text shouldn’t require clicking to read more, whenever possible put your logo on your photos, lots of photos with Creative Commons on Flickr, NO CLIPART, your budget gives you a good estimate of reach- The reach is different from city to city and changes with targeting settings, boost for multiple days, saves your targeting settings, one ad a week for five days is generally great.
  • It used to be that something had to “go viral” on FB for people to see it. Not with ads that doesn’t matter. They WILL see you message whether they like it or not. The problem with viral is that your community probably isn’t big enough for anything to go viral and so it’d have to get out of your community to go viral and if someone in Madagascar LOVES your content, who cares.
  • Role of Social Media Advocacy

    1. 1. Role of Social Media In Library Advocacy Patrick “PC” Sweeney www.pcsweeney.com @pcsweeney
    2. 2. What is Social Media Advocacy? PC Sweeney
    3. 3. Social Capital is the Power PC Sweeney
    4. 4. Social Capital More Reference Questions Higher Program Attendance More foot traffic More Database users Increased Circulation More Volunteers PC Sweeney
    5. 5. Most Importantly You control the message PC Sweeney
    6. 6. ROI is a Numbers Game PC Sweeney
    7. 7. It used to be this… PC Sweeney
    8. 8. Now It’s This PC Sweeney
    9. 9. How the Numbers Work PC Sweeney
    10. 10. Email By the Numbers PC Sweeney
    11. 11. PC Sweeney
    12. 12. Don’t Give Up on This Though… PC Sweeney
    13. 13. What is Your Message
    14. 14. Let’s Focus on What Works (for now) PC Sweeney
    15. 15. How to Make Them Work • What to Use Them For PC Sweeney
    16. 16. How to Make Them Work • What to Use Them For • Every Opportunity To Grow PC Sweeney
    17. 17. How to Make Them Work • What to Use Them For • Every Opportunity To Grow • Measure Engagement PC Sweeney
    18. 18. How to Make Them Work • What to Use Them For • Every Opportunity To Grow • Measure Engagement • Subject Lines/Headlines PC Sweeney
    19. 19. How to Make Them Work • What to Use Them For • Every Opportunity To Grow • Measure Engagement • Subject Lines/Headlines • Staying On Message PC Sweeney
    20. 20. How to Make Them Work • What to Use Them For • Every Opportunity To Grow • Measure Engagement • Subject Lines/Headlines • Staying On Message • Good Writing? PC Sweeney
    21. 21. How to Make Them Work • What to Use Them For • Every Opportunity To Grow • Measure Engagement • Subject Lines/Headlines • Staying On Message • Good Writing? • Urgency is Key PC Sweeney
    22. 22. How to Make Them Work • What to Use Them For • Every Opportunity To Grow • Measure Engagement • Subject Lines/Headlines • Staying On Message • Good Writing? • Urgency is Key • What was Accomplished PC Sweeney
    23. 23. How to Make Them Work • What to Use Them For • Every Opportunity To Grow • Measure Engagement • Subject Lines/Headlines • Staying On Message • Good Writing? • Urgency is Key • What was Accomplished • Bullets and Pictures PC Sweeney
    24. 24. How to Make Them Work • What to Use Them For • Every Opportunity To Grow • Measure Engagement • Subject Lines/Headlines • Staying On Message • Good Writing? • Urgency is Key • What was Accomplished • Bullets and Pictures • Sending (email specific) PC Sweeney
    25. 25. How to Make Them Work • What to Use Them For • Every Opportunity To Grow • Measure Engagement • Subject Lines/Headlines • Staying On Message • Good Writing? • Urgency is Key • What was Accomplished • Bullets and Pictures • Sending (email specific) • Testing PC Sweeney
    26. 26. How to Make Them Work • What to Use Them For • Every Opportunity To Grow • Measure Engagement • Subject Lines/Headlines • Staying On Message • Good Writing? • Urgency is Key • What was Accomplished • Bullets and Pictures • Sending (email specific) • Testing • How often and When PC Sweeney
    27. 27. Likes Don’t Matter PC Sweeney
    28. 28. Facebook Ad(s)vocacy • Text • Picture • Audience • Budget • Frequency PC Sweeney
    29. 29. Did it go Viral? PC Sweeney
    30. 30. PC Sweeney
    31. 31. Social Media Advocacy Success Stories PC Sweeney
    32. 32. Email Success Stories PC Sweeney
    33. 33. Some Tips for Other Social Media PC Sweeney
    34. 34. The Haycock Rule PC Sweeney
    35. 35. Role of Social Media In Library Advocacy Patrick “PC” Sweeney www.pcsweeney.com @pcsweeney

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