Coordinating a social media presence for the library


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  • Thanks Sarah, some very practical sound advice for a TL starting from scratch on the 'Social Networking Strategy Plan'
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Coordinating a social media presence for the library

  1. 1. Coordinating a Social Media Presence for the Library Sarah Houghton-Jan Digital Futures Manager, San Jose Public Library Author of
  2. 2. Why do you want to be present in social media?
  3. 3. Before you even start...ask yourself: why? who? what? when? where?
  4. 4. Only then move onto the how .
  5. 5. <ul><li>“ Understanding local patron culture is essential to creating used and useful technology services.” </li></ul><ul><li>- Char Booth </li></ul>
  6. 6. Community Research <ul><ul><li>What social networks does your community use? ASK! </li></ul></ul><ul><ul><li>How does use break down by demographic groups? </li></ul></ul><ul><ul><li>What is trending upward? </li></ul></ul>
  7. 7. What to post? <ul><ul><li>Facebook </li></ul></ul><ul><ul><ul><li>- library news </li></ul></ul></ul><ul><ul><ul><li>- events </li></ul></ul></ul><ul><ul><ul><li>- parent-specific materials </li></ul></ul></ul><ul><ul><li>Twitter </li></ul></ul><ul><ul><ul><li>- library news </li></ul></ul></ul><ul><ul><ul><li>- general book/tech news </li></ul></ul></ul><ul><ul><ul><li>- snippets of local materials </li></ul></ul></ul>
  8. 8. Are you pushing information out? Or having a discussion?
  9. 9. Institutional & Policy Limits <ul><ul><li>What policies exist & are they still relevant? </li></ul></ul><ul><ul><li>- Customer and staff posting policies </li></ul></ul><ul><ul><li>- Distinguishing work vs. non-work use of social media </li></ul></ul><ul><ul><li>- Existing policies about at-work tech use, photo use, etc. </li></ul></ul><ul><ul><li>- Who is allowed/encouraged to post? </li></ul></ul>
  10. 10. Social Media Guidelines
  11. 11. Creating Social Media Guidelines <ul><ul><li>Taskforce of expert users to do project planning and research </li></ul></ul><ul><ul><li>Project manager + a few key champions </li></ul></ul><ul><ul><li>Solicit staff input and use it </li></ul></ul><ul><ul><li>Develop a launch plan </li></ul></ul>
  12. 12. Elements of Social Media Guidelines <ul><ul><li>General Social Media Best Practices </li></ul></ul><ul><ul><li>(Overview, Personal Social Media Participation, Site Set-Up, Site Management, Profile Standards, Online Posting Guidelines for User-Generated Content, Additional Guidelines for Staff-Generated Content, General Social Media Best Practices, Notifications and Comments, Statistics, Publicity, Additional New Tech) </li></ul></ul><ul><ul><li>Practices for Specific Sites </li></ul></ul><ul><ul><li>(Twitter, Facebook, MySpace, Yelp, wikis, blogs, social bookmarking, photo sharing, podcasting, videocasting) </li></ul></ul>
  13. 13.
  14. 14. Site Set-Up <ul><ul><li>- Procedure for new sites </li></ul></ul><ul><ul><li>- Planning: goals, target audience, success metrics, plan for maintenance) </li></ul></ul><ul><ul><li>- Log-Ins: sharing/standards </li></ul></ul><ul><ul><li>- Linking from current site </li></ul></ul>
  15. 15. Profile Standards <ul><ul><li>- Profile images </li></ul></ul><ul><ul><li>- Profile name standards (e.g. Almaden Branch-SJPL) </li></ul></ul><ul><ul><li>- Account email, log-ins, & passwords </li></ul></ul><ul><ul><li>- Location, contact info, website </li></ul></ul><ul><ul><li>- Biography template </li></ul></ul><ul><ul><li>- Disclaimer and/or posting policy links </li></ul></ul>
  16. 16. Guidelines for Posting <ul><ul><li>Customer Guidelines need to be clear </li></ul></ul><ul><ul><li>Staff Guidelines = the above + existing policies (e.g. Email & Internet Use Policy, E-Government Policy, Information Security Policy, Code of Ethics, Public Records Policies) </li></ul></ul>
  17. 17. General Best Practices <ul><ul><li>Be clear. Make it clear what you will be posting so that you will get users who are most interested in that type of information. </li></ul></ul><ul><ul><li>Be there. Any social media page must be maintained frequently. </li></ul></ul><ul><ul><li>Be personal. Speak as “I,” not “the library.” Speak as a person and be friendly, just as you would in a physical library setting. </li></ul></ul>
  18. 18. Notifications & Comments <ul><ul><li>Site coordinator should subscribe to notifications for comments/messages. </li></ul></ul><ul><ul><li>Staff should post-moderate daily. </li></ul></ul><ul><ul><li>Staff should reply to all comments within 24 hours. </li></ul></ul>
  19. 19. Handling New Technologies <ul><ul><li>Who decides when to jump on a new social media site? </li></ul></ul><ul><ul><li>What standards will be used in deciding to participate? </li></ul></ul><ul><ul><li>How can someone make a suggestion? </li></ul></ul>
  20. 20. Twitter-Specific Tips <ul><ul><li>What to post </li></ul></ul><ul><ul><li>Frequency </li></ul></ul><ul><ul><li>Hash tags </li></ul></ul><ul><ul><li>Following your followers </li></ul></ul><ul><ul><li>@ replies </li></ul></ul><ul><ul><li>URL shortening </li></ul></ul>
  21. 21. Facebook-Specific Tips <ul><ul><li>Profile vs. Page vs. Group </li></ul></ul><ul><ul><li>What to post </li></ul></ul><ul><ul><li>Setting up administrators </li></ul></ul><ul><ul><li>Frequency </li></ul></ul><ul><ul><li>Friending </li></ul></ul><ul><ul><li>Applications/Games/Causes </li></ul></ul><ul><ul><li>Events </li></ul></ul><ul><ul><li>Privacy Setting </li></ul></ul>
  22. 22. Tools to Use for Twitter <ul><ul><li>Statistics: Twitter Counter ( ) </li></ul></ul><ul><ul><li>Tools: Twitter Search ( ) – library mentions. TwitPic ( ) – photos. Flickr2Twitter ( ) & SnapTweet ( ) – Flickr auto-posts. Twtpoll ( ) – polls. Screenr ( ) – screencasts. FutureTweets ( ) – pre-schedule Tweets. Management tools such as Seesmic, Touiter, TweetDeck, etc. </li></ul></ul>
  23. 23. Tools to Use for Facebook <ul><ul><li>Statistics: Facebook’s internal Fan Page statistics (page views, fans, new fans, removed fans, wall posts, photo views, etc.). Plus weekly email update w/ usage. </li></ul></ul><ul><ul><li>Tools: Flickr Tab & My Flickr ( ) - Flickr auto-posts to FB. Visual Bookshelf ( ) - virtual book displays. Other Facebook Apps can be used to create individualized and content-rich tabs </li></ul></ul>
  24. 24. General Tips for Social Media <ul><ul><li>Develop an social media plan with a budget and staff needs. </li></ul></ul><ul><ul><li>Start with the easy one-time things. </li></ul></ul><ul><ul><li>Move on to the harder, more time-consuming stuff. </li></ul></ul><ul><ul><li>Duplicate content to save time. </li></ul></ul>
  25. 25. General Social Media Tools <ul><ul><li> check username availability </li></ul></ul><ul><ul><li>, Hellotxt, AtomKeep: sync up posting to multiple sites </li></ul></ul><ul><ul><li>HootSuite, Seesmic, TweetDeck: manage multiple sites </li></ul></ul><ul><ul><li>Filtrbox, MyBUZZmonitor: impact/stats </li></ul></ul>
  26. 26. Successful Launches
  27. 27. Planning a Launch <ul><ul><li>Develop a list of existing pages/profiles </li></ul></ul><ul><ul><li>Meet with key stakeholders first </li></ul></ul><ul><ul><li>Hold team/branch trainings and talks </li></ul></ul><ul><ul><li>Encourage and acknowledge participation </li></ul></ul>
  28. 28. Getting Staff Buy-In <ul><li>Educate, educate, educate. </li></ul><ul><li>Inform early and constantly. </li></ul><ul><li>Ask for & use input. </li></ul><ul><li>Demand consistent managerial support. </li></ul>
  29. 29. Staff Training <ul><li>Part of training is information. </li></ul><ul><li>Provide staff exposure at least 1 month before soft launch </li></ul><ul><li>Offer staff formal training in that time </li></ul><ul><ul><li>- Play with it, touch it, and learn it. </li></ul></ul><ul><ul><li>- Fun. Rewards. Food. </li></ul></ul><ul><ul><li>- Types and numbers of trainings </li></ul></ul>
  30. 30. Soft Launches <ul><li>Beta test everything! </li></ul><ul><li>1. Launch for a small group of staff first (to find big bugs). </li></ul><ul><li>2. Launch for entire staff (and ask for feedback, problems, suggestions). </li></ul><ul><li>3. Launch for users (without “hard” promotion and ask for feedback). </li></ul><ul><li>4. Do a hard launch and promote. </li></ul>
  31. 31. Assess projects thoughtfully
  32. 32. Evaluating New Services <ul><li>Survey users and staff 6 months in </li></ul><ul><ul><li>Would you recommend this service to a friend? Why or why not? </li></ul></ul><ul><li>Evaluate the library's follow-through </li></ul><ul><ul><li>Has adequate marketing and training been done? </li></ul></ul><ul><li>Evaluate statistics </li></ul><ul><ul><li>service use vs. staff time ROI </li></ul></ul>
  33. 33. Project Evaluation Plan
  34. 34. Results of Evaluation <ul><li>Continue service </li></ul><ul><li>or </li></ul><ul><li>Discontinue service </li></ul><ul><li>or </li></ul><ul><li>Extend pilot </li></ul><ul><li>and </li></ul><ul><ul><li>- change aspects of the service </li></ul></ul><ul><ul><li>- do more promotion or training </li></ul></ul>Discontinuing a service is not failing. Persisting in a failed effort is failing.
  35. 35. <ul><li>Marketing ≠ Bookmarks </li></ul>
  36. 36. F2F World Marketing Ideas <ul><li>Intentional communication & discussion </li></ul><ul><li>Outreach to partners & community groups </li></ul><ul><li>Dynamic physical marketing </li></ul><ul><ul><li>LCD screens in-library or in the community </li></ul></ul><ul><ul><li>really nice flyers, posters </li></ul></ul><ul><ul><li>geocaching in the community </li></ul></ul>
  37. 37. Online Marketing Ideas <ul><li>Library website promotions </li></ul><ul><li>Have a good service URL ( </li></ul><ul><li>Promote one network through another </li></ul><ul><li>Short promotions on receipt printers, email alerts, newsletters, catalog </li></ul><ul><li>Ensure search engine findability </li></ul><ul><li>Events websites (Eventful, Going, Upcoming)‏ </li></ul><ul><li>Get links from partners </li></ul>
  38. 38. Rejoice in failures... for failing indicates that you have encountered a boundary that needs testing.
  39. 39. Questions? <ul><li>Sarah Houghton-Jan </li></ul><ul><li>web: </li></ul><ul><li>email: </li></ul><ul><li>IM: LibrarianInBlack </li></ul><ul><li>Twitter: </li></ul><ul><li>Skype: LibrairanInBlack </li></ul><ul><li>Facebook: </li></ul>