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Doing Social Media So It Matters

by Laura Solomon on Dec 14, 2009

406 views

This past summer, the incredible power of social media was demonstrated across Ohio during the Save Ohio Libraries campaign. Do you understand why your library needs to be involved in social media? Eve...

This past summer, the incredible power of social media was demonstrated across Ohio during the Save Ohio Libraries campaign. Do you understand why your library needs to be involved in social media? Even if you do, do you understand how to build social capital? It takes work and expertise to use this medium successfully. Learn the nitty-gritty of doing social media effectively.

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Social media is a tool, just like email is a tool, and just like a web site is a tool. Not just about Facebook, Twitter, Youtube, or any flavor of social media now or in the future…This is a fundamental behavioral shift and is about a lot more than the tools that might be popular at any given moment. This is not about the tools—this is about a change in how many people expect to communicate.
“ Social media is media designed to be disseminated through social interaction, created using highly accessible and scalable publishing techniques. Social media supports the human need for social interaction, using Internet- and web-based technologies to transform broadcast media monologues (one to many) into social media dialogues (many to many).. “ (Wikipedia)
It supports the democratization of knowledge and information, transforming people from content consumers into content producers
Not a silver bullet, but putting your head in the sand won’t help either
Put a human face on the organization
It provides a “listening station” for monitoring your library’s reputation
It will help create visibility for your company.
It provides a platform for unveiling important news.
4. Choosing not to be in social media at all To me, this is the single biggest mistake any brand can make. A few months ago, I was asked to make a presentation and proposal to National Grid. In preparing I did a simple Google search for “National Grid on Twitter.” What came up, at the top of page one, in big, bold capital letters was F*@K YOU NATIONAL GRID. For two weeks running that was the number one result. Wow, I thought, how cool is that. I couldn’t invent a better argument for why a brand should start engaging. National Grid was getting pummeled in a way previously reserved for the likes of Dell and Comcast. Alas, my dramatic slide, blown up extra large on a big flat screen failed to convince. And while Dell and Comcast are now darlings of social, the utility is losing time, credibility and reputation.
“Own your own story before it owns you”
If an organization is unwilling — or unable — to interact with their customers in new ways, those patrons may turn to orgs that have a presence where they like to communicate (Facebook, MySpace, Twitter). They may favor orgs that listen, respond, engage, interact and respect this new breed of patron. http://webworkerdaily.com/2009/09/28/why-should-i-engage-in-social-media-for-business/
You’re going to have to make some fundamental behavioral shifts of your own!
Social media won’t work until or unless you’re ready to get out of your comfort zone online
Those of us who engage in social media understand that it is first and foremost about conversations and connections, so if one isn’t prepared to engage closely, frequently and almost intimately with patrons, then jumping feet first into social media may not be a wise move.
Social media is rooted culturally in showing your real, whole self “Phony never flies”—Marta Strickland (http://www.slideshare.net/mstrickland/how-to-do-social-media-right-in-2009)
It’s personal. Speak with the voice of a person, not an organization.
The stock criticism of Twitter being filled with updates on what you had for lunch is overblown, but the underlying principle is not. When tweeting or blogging or status updating about your activities, it should be something that actually reveals a dimension of your life, or character. Show me something about the character of the organization/person.
But it’s not all about you. Forget this at your peril; 80% of all Twitterers, for instance, only tweet about themselves. Also the least interesting folks on Twitter for the most part.
Why should someone care? You’re competing for attention. Make the effort count. People are really, really busy. What do you have that will make their lives better? Convince me! I have the attention span of a gnat. Convince me convince me convince me!
Think about magazines you see in the grocery store. How do they hook you? “Lose 10 pounds in 10 days!” “Organize your clutter and your life” Magazine companies know they have a short time to hook you and to make themselves relevant. What can I get out of what you’re offering??
Actual library tweet: “New Science Fiction and Fantasy books at your library” What specific outcome can I expect if I follow through on your message?
What is your workplace culture like? This can often determine the success (or failure) of your library’s social media efforts. If your library’s administration doesn’t get or support social media efforts, your efforts are likely to be weak or fail entirely.
social networking are only as effective as you are
Fail to be human—speak with a human voice in your status updates or blogging. Nobody wants to read the official PR voice. BE REAL or BE IRRELEVANT
1. Not responding fast enough In social media 24 hours is a long time. Really long. What hurt brands like Motrin and Dominoes was simply delaying their responses. In the old days of offline media, if something happened on a Friday, you could think about it all weekend before the Monday business press hits. Not in social. You’ve got hours not days. So have a plan in place. Then listen, respond, engage accordingly. In all likelihood you’ll get credit for confronting the situation head on. Any good PR or social media agency can help.
2. Promoting yourself before you have engaged, joined or built a community This would be like showing up at a social event and pitching yourself to any stranger in the room. This is the classic mass media way of thinking. OK, there’s an audience here, I’ll broadcast a message. Doesn’t work that way out here. You have to bring something to the party, make friends, perform a few favors before you can even think about asking for anything in return. If you come to social media with a traditional media way of thinking you’ll be worse than invisible.
Fail to follow back—one way conversations. What does a “0” following number say to people who check out your library’s profile?
Follow only libraries

Doing Social Media So It Matters — Presentation Transcript

Laura Solomon , Library Services Manager , OPLIN Lynda Murray, Director of Government and Legal Services , OLC
Tool talk
- One-to-many
Many-to-many
- Old way
New way
reputation
“ Own your own story before it owns you”
- “ The internet computers are not available this morning due to maintenance.”
- versus
- “ Argh! Power surge took down a server; no internet here this morning—sorry!”
- “ Helped a patron find a turnip cookbook today.”
- versus
- “ Helped patron find cookbook featuring turnips. Didn’t know there was such a thing! “
It’s not all about you
People are busy
- “ Cool sailboat craft program at 10 am today!”
- versus
- “ Yes, it’s noisy, messy and chaotic & your kids will love it! Crafts at 10 am today.”
- “ New Science Fiction and Fantasy books at your library (link)”
- versus
- “ New Nebula award winners just announced! Order yours at (link)”
- “ Check out our DVD collection (link)”
- versus
- “ Too obscure for NetFlix? Try checking your library (link)”
fail
fail
fail
fail 2,351 61 0
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Contact Laura:
- Twitter: http://www.twitter.com/laurasolomon
- Facebook: http://www.facebook.com/laurasolomon
- LinkedIn: http://www.linkedin.com/in/laurasolomon
- Email: [email_address]
- Blog: http://www.oplin.org/meanlaura