All “A-Twitter” Over
Social Networking (part 2)
Gillian Mayman, MLIS
Health Sciences Libraries, University of Michigan

Purpose
Support
Policies
Marketing
Evaluation

Purpose

I want to use YouTube to
increase awareness of different
methods of contraception

I want to use a blog to share
information on advocating for
better sex education

I want to use MySpace to
promote healthy sexuality

I want to use Twitter to share
information about what my
organization is doing

Support

Administration
IT
Managers
Staff

Gaining buy-in from your administration
• “Everyone else is doing it”
• “But we’re already doing it”
• “It’s not really anything new”

Calming down your IT staff
Their (potential) issues
• Control
• Security of information
• Redundant software
• Technical support
• Appropriateness

Management decisions
• Give staff time to explore
• Use social technologies for internal
communications
• Set clear expectations/policies
• Practice what your preach
• Who will be doing the work?

Staff development
• Traditional
• Task oriented
• Web 2.0

Staff development
• Traditional
• Presentations
• Classes
• Task oriented
• Web 2.0

Staff development
• Traditional
• Task oriented
• 23 Things
• Web 2.0

Staff development
• Traditional
• Task oriented
• Web 2.0
• Videos
• Screencasts
• Discussion groups
• Blogs
• Online communities

Policies

Privacy of individuals

Question of moderation

Volume of response

Personal expression

Voice of the organization

Policy Issues
• Privacy of individuals
• Question of moderation
• Volume of response
• Personal expression
• Voice of the organization

Marketing

Traditional Marketing
1. Press releases
2. Advertisements
3. Personal selling
4. Consumer promotion

Traditional Marketing
Press releases
– Newspapers
• Online and print
– Newsletters
• Online and print
– Email messages
– Web site “news” sections

Traditional Marketing
Advertisements
– Search engines
– Google AdWords
– MySpace/Facebook
– Traditional media

Traditional Marketing
Personal selling
– Email signatures
– Social networking sites
• Status updates
• Groups
– Personal blog/microblog
– Presentations

Traditional Marketing
Consumer promotion
– Contests
– Rewards

Traditional Marketing
1. Press releases
2. Advertisements
3. Personal selling
4. Consumer promotion

2.0 Strategies
• Make it easy to find
• Make connections with others
• Ask for feedback
• Tell people about it
• Link to it
• Talk about it

2.0 Strategies
• Make it easy to find
– Keywords, search engine optimization
• Make connections with others
• Ask for feedback
• Tell people about it
• Link to it
• Talk about it

2.0 Strategies
• Make it easy to find
• Make connections with others
– Tags, links, participation
• Ask for feedback
• Tell people about it
• Link to it
• Talk about it

2.0 Strategies
• Make it easy to find
• Make connections with others
• Ask for feedback
– Peers, experts, users
• Tell people about it
• Link to it
• Talk about it

2.0 Strategies
• Make it easy to find
• Make connections with others
• Ask for feedback
• Tell people about it
– Email, advertisements, press releases
• Link to it
• Talk about it

2.0 Strategies
• Make it easy to find
• Make connections with others
• Ask for feedback
• Tell people about it
• Link to it
– Web site, email signature, profile, other 2.0 sites
• Talk about it

2.0 Strategies
• Make it easy to find
• Make connections with others
• Ask for feedback
• Tell people about it
• Link to it
• Talk about it
– Blog, Twitter, newsletter, web site, conference

Evaluation

Metrics
Usability
Sociability
Effectiveness

Views
Metrics
Comments
Usability
Favorites
Sociability
Friends
Effectiveness
Links
Topics
Google Analytics

Metrics
Heuristic evaluation
Usability
Usability testing
Sociability
Effectiveness

Metrics
Usability
Heuristic evaluation
Sociability
User survey
Effectiveness
Observation
Content analysis
Data logging

9 Heuristics from Notess and Plaskoff
1. Support for ideation and the evaluation of brainstormed
alternative
2. Structured information and interaction
3. Unifying purpose and focus
4. Dynamic information and structure
5. Individual and group identity construction and maintenance
6. Oversight—an appropriate level of control and moderation
7. A rich set of discussion tools, including support for dialog,
negotiation, and collaborative problem-solving
8. Mechanisms for regular stimulation toward increased growth
and learning
9. Effective connections to live, offline community activities
eLearn Magazine
Volume 2002, Issue 12 (December 2002), Page 5

5 Heuristics for SNS
1. Interactive creativity
2. Selective hierarchy
3. Identity construction
4. Rewards and costs
5. Artistic forms
http://www.firstmonday.org/issues/issue12_3/gallant/index.html

Metrics
Usability
Sociability
Effectiveness Health outcomes
Increased participation
Better communication
…

Purpose
Support
Policies
Marketing
Evaluation