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Social Media Bootcamp--NICCL
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Social Media Bootcamp--NICCL



1) How to Fail at Social Media ...

1) How to Fail at Social Media
a) How to fail when you’re just starting out
b) How to fail while doing social media
c) How to fail when responding in social media
d) Summary & questions
2) Fine-Tuning Facebook
a) Why Facebook matters to libraries
b) Profiles versus pages
c) Facebook profile tweaks
d) Facebook features
e) Facebook Timeline and options
f) Facebook strategies that work
g) Facebook strategies that don’t work
h) Working with Facebook Insights
i) Examples of the good, the bad and the ugly
j) Summary & questions
3) Tweaking Twitter
a) Twitter stats you actually should know
b) Things to stop doing on Twitter
c) Ways to do Twitter right
d) Tweet makeovers
e) Summary & questions
4) Putting It All Together
a) Social media myths
b) Social capital
c) Measuring stuff
d) Interactive: rewriting of Tweets
e) Summary & questions



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  • Not having Twitter bios.
  • The Providence (RI) Public Library uses Twitter as nothing more than a broadcast mechanism. Despite the fact that this library has more than 1600 followers, it is not engaging with any of them.

Social Media Bootcamp--NICCL Social Media Bootcamp--NICCL Presentation Transcript

  • Social Media Bootcamp NICCL September 25, 2013
  • Laura Solomon, MCIW, MLS Library Services Manager, OPLIN @laurasolomon *
  • "Social media is like teen sex. Everyone wants to do it. No one actually knows how. When finally done, there is surprise it's not better." Avinash Kaushik, Google's analytics evangelist
  • 1. Ways to FAIL at the START
  • http://www.flickr.com/photos/nathanwells/867602573/in/photostream/
  • Profiles matter
  • Building DOES NOT EQUAL brand
  • 2. Ways to to fail DURING
  • You are HERE
  • Talk to us… …or kiss us goodbye.
  • http://www.flickr.com/photos/jugbo/3262710210/
  • Consider these… • Join our new Book Discussion Group! [LINK] • Be a member of our new Patron Advisory Board [LINK] • Try our new research database for your next assignment [LINK]
  • Consider these: • Please take our brief survey! [LINK] • Crafts and Fun Around the World! Grades K-4, Thursday, 10:30 - 11:30am! Registration Required, Call [PHONE NUMBER] for more information! • Don't forget to register for the Princess Party this Friday! [LINK]
  • From 2006 to 2010, Harvard spawned 39 start-up companies, 216 patents, and 1,270 faculty inventions. #numberswednesday
  • Be careful in the heat this week. Stay cool (and classy) with these tips: [LINK]
  • Check out our hottest summer DVD releases!
  • Read Dan Porat's The Boy : A Holocaust Story. To be ordered on 11/21
  • Today at 3:45, we are showing a new release on our BIG projector screen! Hope to see you there. Free, no need to register.
  • 3. Failing when RESPONDING
  • Fine-Tuning Laura Solomon Library Services Manager OPLIN
  • Seriously?
  • 1/3
  • ? Yesterday Today Tomorrow
  • Profile Page Has friends Has fans (likes) Can only go up to 5K friends No limit on “likes” No analytics Has Insights Harder to promote Widgets available ILLEGAL Legal
  • Profile Page
  • NOW what?
  • Reality sets in… 0% 5% 10% 15% 20% 25% 30% 35% 2010 2012 Users following brands
  • Vanity URL https://www.facebook.com/oplin.org#!/pages /Your-Public-Library/173841629326038 versus http://www.facebook.com/oplin.org
  • Be complete!
  • Admin roles
  • Scheduling posts
  • What about Questions?
  • What about custom landing pages? What about custom landing pages?
  • What’s with Timeline?
  • Timeline apps
  • http://mashable.com/2013/01/08/facebook-timeline-change-new/
  • Pinning & highlighting
  • Milestones
  • So…what WORKS?
  • Think more about PHOTOS
  • But…change it up
  • http://www.dreamgrow.com/facebook-cheat-sheet-sizes-and-dimensi
  • Use albums
  • Time it properly • 7 am EST • 5 pm EST • 11 pm EST
  • Length matters
  • 1. Post 2. Comment 3. Tell us Use the right words
  • Thank one fan in a really BIG way
  • Promote outside of Facebook
  • “Social media has never been inexpensive, just different expensive. But now, the last vestiges of false assumptions about the true cost of social marketing are being wiped away. Facebook’s changes to EdgeRank essentially require that Pages pay a fee to reach more than 15 out of every 100 of their fans. How long until Twitter follows?” Jay Baer, social media expert
  • Things that DON’T work •Automating posts •Video/photo contest •“Like” blocking •Splitting locations
  • #skiphashtags
  • Working with Facebook Insights
  • Insights overview
  • Insights by post
  • Insights--Demographics
  • Metrics are about the long term
  • Facebook takes WORK
  • Laura Solomon, MCIW, MLS OPLIN @laurasolomon (How toprevent Laurafrom unfollowingYOUR libraryonTwitter)
  • How many? 0% 2% 4% 6% 8% 10% 12% 14% 16% Use Twitter Use it daily
  • Tweeters are active 76% post status updates
  • A LOT of tweets 50 million per DAY
  • Mostly mobile
  • Innovative or creepy?
  • Stop talking about the library
  • Don’t be a Debbie Downer
  • Don’t be a fire hose
  • Don’t play robot stalker
  • Don’t address tweets to the wrong people
  • Don’t exclude followers with @
  • Don’t ask for DMs
  • Don’t recreate hashtags
  • Response time matters
  • Tweeting a link alone is…
  • Don’t jump into the stream
  • Don’t rapid-fire
  • Be clear about who you are
  • Give glimpses behind the curtain
  • Be useful
  • Go local
  • Reward your followers
  • Give them attention
  • Time it right
  • Give up control
  • Have a sense of humor
  • Don’t take yourself too seriously
  • Be human
  • It’s not about you
  • Find the right account
  • Follow back
  • Advanced Twitter search
  • Take the Twitter Audit • Look at your last 20 tweets. How many were @ replies? How many were retweets of other people’s work? • In your last 20 tweets, how many promote your own work versus pointing towards others’ ideas? • Do you have at least one ongoing Twitter search going? (use http:// search.twitter.com to set one up. • Are the tweets you hope will be retweeted under 120 characters so people can retweet them? • Of the people you follow, how many are “influential” in some way, how many are potentially good for referrals, how many are just celebrities? • How often are you tweeting? Is less more? Is more more? Are you burying your good stuff? • How are you feeding Twitter? What are you giving your audience to consume? Do you share interesting articles? Do you point out your lunch du jour? What’s the plan? • Are you autotweeting your post titles? Is that bringing you lots of response? • Have you checked the click-through stats on your short links? For instance, if you use bit.ly, take the URL of anything you’ve posted, copy it to a browser bar, and add a +, like this: “http://bit.ly/iOGhJ2+” , and you’ll see the stats. How are you doing? • How many folks are you gaining a day? Not that this matters greatly, but it sometimes gives you a sense of whether someone’s into what you’re saying. • http://www.chrisbrogan.com/take-a-twitter-audit/
  • Examples
  • The online catalog is unavailable this morning due to maintenance. Aw, snap! Catalog is down. We're working on fixing that ASAP.
  • Mango Languages is a new online resource available to users of all public libraries in our state. It includes a variety... [LINK] Learn a new language. Today. For Free. Online. With your library card. Introducing Mango Languages: [LINK]
  • National Library Week, April 10-16. [LINK] Who CARES?
  • Consider these… • Join our new Book Discussion Group! [LINK] • Be a member of our new Patron Advisory Board [LINK] • Try our new research database for your next assignment [LINK]
  • Join our new Book Discussion Group! [LINK] Can't stop talking about that book you just read? Yeah, us too. Now we've got a group for that: [LINK]
  • Be a member of our new Patron Advisory Board [LINK] Looking for opinionated folks who want to talk about the library. Cookies at every meeting and a chance to make a difference [LINK]
  • Try our new research database for your next assignment [LINK] Wikipedia not good enough for your teacher? Show ‘em you're a smart cookie and try a free resource from us [LINK]
  • I posted 6 photos on Facebook in the album "Cool Crafts 2011” [LINK] Geodomes made with gumdrops, constructed with care by our local kids. See the pics [LINK]
  • People are REALLY busy
  • Make sure there’s a payoff for the patron
  • Social media does NOT equal promotion
  • Putting It All Together (The things that matter, in the end)
  • 6 Social Media Myths
  • Myth #1: Social media is a great marketing tool
  • Myth #2: It’s quick
  • Myth #3: It’s cheap
  • Myth #4: You need to be everywhere
  • •“Focus less on the venues for where the conversation will happen; focus more on creating the sparks that will ignite it.” •Molly Flat
  • Myth #5: There are no rules •The 11 Rules of Social Media Etiquette •http://www.digitallabz.com/blogs/the-11-rules-of-social-media-etiquette.html
  • Myth #6: Social capital doesn’t matter
  • So let’s think about social capital for a bit.
  • Let’s go back in time…
  • So how can social capital be EARNED?
  • Idea #1: Thank them
  • Idea #2: Post other stuff* •*not yours
  • RT @patron: Libraries are great! Libraries are great! Idea #3: Retweet @patron @library
  • Idea #4: Provide stuff of value
  • Idea #5: Do customer service
  • Idea #6: Create a viral experience
  • Know your balance
  • But…how do you spend it?
  • •80%:20 %
  • Ration capital requests
  • Measuring Stuff
  • What do you want to achieve? •3. Better reputation •2. More use of expensive resources •1. More people in the doors
  • Can you benchmark success?
  • •“It’s hard to establish show-me- the-money metrics if there are no transactions to paint a picture of consumer intent. “ •Tom Managan, writing about social media ROI
  • It’s all about behavior
  • Re-writing posts* *Yes, you have to work now.
  • What the library wants Great post What the reader wants
  • We’re looking for a new library trustee [LINK] Not everyone is cut out to be a library trustee—are you? We’re looking for a new one for next year [LINK]
  • Come to “Local Herbalist Shares History of Herbal Medicines” today at 7pm [LINK] Curious about the history of herbal medicines? Local herbalist tells all at 7pm tonight [LINK]
  • Check out the Second National Bank’s window on Main St. for a great display put up by staff! It took 2 hours, 4 staff & more than 500 yds of streamers. What do you think of the display we did at the Main St. National Bank? [LINK TO PHOTO]
  • I posted 6 photos on Facebook in the album “Cool Crafts 2013” [LINK] Geodomes made with gumdrops, constructed with care by our local kids. See the pics: [LINK]
  • What does this mean to me, Laura?
  • Your big take-aways for today: 1. Payoffs matter. A lot. 2. Don’t drain your social capital account. 3. Know the goals of measurement, beyond the numbers.
  • (Absolutely shameless plug)
  • •Laura Solomon, MCIW, MLS •laura@oplin.org •@laurasolomon •Meanlaura.com Questions? More Information?