Social media in the world of PATLIB centres


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Seminar given at PATLIB 2013, 24th April 2013, Munich

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  • 01/05/13 (c) Karen Blakeman 2013
  • 01/05/13 (c) Karen Blakeman 2013
  • Social media in the world of PATLIB centres

    1. 1. PATLIB2013, 23-25 April 2013Social media in the world of PATLIB centresKaren BlakemanRBA Information will be available on and presentation is licensed under a Creative Commons Attribution 3.0 License
    2. 2. This handout is just a framework for the workshopTopics will be covered in more detail according to responsesto the pre-workshop questionnaire and to questions on thedayAsk questions throughout the sessionSlides and further resources available at 2
    3. 3. Terms and definitions not always helpfulWeb 2.0, social media, social networking [how can networkingNOT be social?], user generated content, collaborative toolsetc........Think about what you want to do – promote your services, findout what people want, talk to your users, carry out research?Choose the tool to fit the task and the intended audience“Conversational tools”Adventures in conversation - nurturing customer relationships andcapturing impact through service culture change. Kay Grieves &Michelle Halpin, Library Services, University of Sunderland. InternetLibrarian International 2012, 30th-31stOctober 201201/05/13 3
    4. 4. Why embrace social media?Many people expect organisations to be present andcontactable on their favourite social media platformSearch engines incorporate and emphasise social mediain search resultsIncreased use of social media for “search”Need to be aware of questions, conversations anddiscussions in your area01/05/13 4
    5. 5. Garys Social Media Count | PERSONALIZE MEDIA : 5
    6. 6. Possibilities if you have significantresources01/05/13
    7. 7. BASF01/05/13 7
    8. 8. 01/05/13 8
    9. 9. Social media is expensive in terms of...Time taken to assess relevanceTime taken to identify where your audience lurks andparticipatesTime taken to learn how to use the toolsTime taken to set upTime taken to monitor and maintainTime taken to respond and interactTime taken to measure impactTime taken to reassess involvement01/05/13 9
    10. 10. “Social media requires 12 months of stalking”Social Media’s Dirty Little Secrets– does your audience participate?TwitterFacebookLinkedInGoogle+BlogsFlickrYouTubeForumsPinterestSlideshare, authorSTREAMUse search tools to look at past activity, similar organisationsCase studies at conferences, articles, Slideshare presentations01/05/13 10
    11. 11. StrategyStrategy essentialEven if you already have an established social media presenceallocate time to review your strategy5 Tips for Avoiding Social Media Burnout–– Don’t try to be everywhere– Manage your time on key channels– Choose topics you want to cover– Play to your strengths– Step away for a while - a day or even just a few hours01/05/13 11
    12. 12. Don’t replicate web pages on Facebook – think about adifferent approachTell people where you areLinks to and fromweb pagesblogsnewslettersTwitterFacebookeverything!Implement share icons if possible01/05/13 12
    13. 13. Legal issuesCheck copyright of all the material that you useLaws of defamation and libel apply so be ready to deal with andtake down suspect contentHave an easy mechanism by which people can contact you ifthere is a problem with your content or a commentQuick take-down procedure in case of problems with contentModerate comments on your blog – you are responsible for thecontent of your blog even if it is hosted on Google’s BloggerIt is NOT true that if you do not moderate comments you are notlegally liable01/05/13 13
    14. 14. Moderating comments & discussionsBlogs– Blogger has built in spam detection for comments but still needmoderate “non-spam”– Wordpress - e.g. Akismet, moderate “non-spam”– Look for links to suspect sites (online gambling, diets, medicines)– Close comments after a period of time? (several weeks, months?)01/05/13 14
    15. 15. Negative commentsCan happen on most social media platformsAre they genuine?– Click on Twitter name to see other tweets – same comment todozens of other people?– Search on the user nameResponse depends on the nature of the comment– bad experience using your service?– general negativity?01/05/13 15
    16. 16. Search toolsTwitter - – – Talkin – Blogsearch within the network itself – Flickr, Facebook, Google+,LinkedIn, Youtube etc.01/05/13 16
    17. 17. Facebook – Leeds Inventors 17
    18. 18. Informationszentrum Patente Stuttgart 18
    19. 19. Valor_PI 19
    20. 20. patentovat.sk 20
    21. 21. Facebook business pages – Page Insights 30 “likes” before you can see statistics01/05/13 21
    22. 22. Facebook business pages – Page Insights 22
    23. 23. Facebook instead of a web page?Great for events, campaigns, projects, raising awareness ofproducts and services, opening timesNo overheads of setting up and maintaining a web siteMay work if part of your audience is on Facebook (but whatabout the rest?)Still have to get people “liking” your pageUpdates and news can get lost in their feedPages not picked up by Google very quickly and not highlyranked in searchesStill need somewhere else if you want an e-storeCan drive a surprising amount of traffic to your other sites01/05/13 23
    24. 24. Google+ accounts and business pagesFollow people/pages and add to circlesDo not need permission to follow and add people to your circlesShare postings and information with selected circles or maketotally publicCommunities – “owned” and moderated by an individual orbusinessGoogle web search starting to emphasise Google+ pages inresults01/05/13 24
    25. 25. Business & Patent Information Services 25
    26. 26. Informationszentrum Patente Stuttgart - Google+ 26
    27. 27. 27
    28. 28. Google search results01/05/13 28
    29. 29. 01/05/13 29
    31. 31. Netvibes.comPull together searches, news, tweets, RSS feeds, videos, photosCan have multiple tabs (pages)Use “widgets” to add contentCan change layout and arrangement01/05/13 31
    32. 32. BlogsBlog postings picked up by search engines within secondsof being publishedQuick and easy way to publishCan be on Wordpress, Blogspot or hosted on own serversCan be a major driver of traffic to website and pages onsocial mediaGreat way to promote services and provide informationEmbed videos, slide presentationsCan be interactive by allowing comments (need tomoderate)People can follow blogs via RSS feeds or email01/05/13 32
    33. 33. Blogs generate link/Google juiceThe Sixth Anniversary of the UK Web Focus Blog. UK WebFocus : Interesting information onwhat drives traffic to the blog“What does the evidence tell us about institutional repositories?”Brian Kelly, UKOLN University of Bath. JennyDelasalle, University of Warwick. Presentation given at InternetLibrarian International 2012 on blogs main referrers of traffic to repositories01/05/13 33
    34. 34. 34
    35. 35. Business & Patent Information Services News 35
    36. 36. Blogger/Blogspot statisticsEnergy Balance – 36
    37. 37. Sitemeter code to blog template or in a “widget”01/05/13 37
    38. 38. VideosEducational, marketing, conference presentations, information onservices, reporting on - may be blocked so also try vimeo.comCheck copyright of all material especially that you use in a video,especially musicFill in all the “boxes” when you upload a videoAnnounce it to the worldLink to and/or embed video in your web page, blog, Facebookpage, Google+ pageMonitor YouTube for what is being said about you01/05/13
    39. 39. British Library BIPC on YouTube01/05/13 39
    40. 40. 01/05/13 40
    41. 41. 01/05/13 41
    42. 42. 01/05/13 42
    43. 43. Twitter character messages - tweetsText, comments, newsLinks to articles, videos, photos, presentations – URLs routinelyshortenedAnyone can follow anyone else as long as the account is not“protected”Can share or retweet (RT) other people’s tweetsHashtags used to categorise or index a tweet, for example forconferences #patlib2013Include username when commenting or replying to a tweet e.g.@EPOorgDirect (private) messaging possible but must follow each other01/05/13 43
    44. 44. European Patent Office @EPOorg on Twitter01/05/13 44
    45. 45. 01/05/13 45@EPOorg Followers @EPOorg Following
    46. 46. 01/05/13 46
    47. 47. Slideshare – – presentationsCan decide how people view the presentation and whether or notit can be downloadedCan assign your preferred copyright licenseLink to presentations or embed on websites and blogsauthorSTREAM better at keeping original formatting, animationsand transitionsLimited statistics for freeSubscription account for customisation options and moredetailed statistics01/05/13 47
    48. 48. PresentationsOnce uploaded to the presentation sharing site tell the worldabout it!Get the embed code so that you can display it within your webpage/ blog or use the “widgets” in Facebook and LinkedIn toautomatically display itTweet itBlog itPut it on your Facebook pagePut it on your Google+ pageMonitor number of views, embeds, downloads.Who has “favorited” it01/05/13 48
    49. 49. BIPC – Neil Infield01/05/13 49
    50. 50. Björn Jürgens, Analyst | SlideShare 50
    51. 51. Free Slideshare statistics – Karen Blakeman01/05/13 51
    52. 52. Slideshare emailed “Performance Summary”01/05/13 52
    53. 53. authorSTREAM statistics – Pro account01/05/13 53
    54. 54. PresentationsWhat about older presentations?“Retire” them or leave them up?Depends on content– can be useful historical information– indicate in the description that it is older archival material– “Archive” banner across title slide?– but slides detailing services no longer available, old openingtimes etc. should be removed01/05/13 54
    55. 55. Flickr photos of events, significant “happenings”, celebrations on Flickr– decide on default copyright license – consider CreativeCommons– give your photos meaningful titles and fill in as many “boxes” aspossible (tags, description, map location) so that they can beeasily found– organise them into setsEmbed photos in your web site, blog, Facebook page, Google+ etcBe careful about being too commercial or you’ll be blocked – talk toFlickr about guidelines and what is acceptable if you’re worriedFlickr Pro account ($24.95/yr) gives you unlimited uploads and sets,and statistics01/05/13 55
    56. 56. Flickr01/05/13 56
    57. 57. Flickr statistics – Karen Blakeman Pro account01/05/13 57
    58. 58. LinkedIn – for individualsPromote skills and expertise“Connections” have to be accepted by the person you want tolink toSettings can be used to specify type of acceptablecommunications, for example invitations to apply for a jobCompany pagesGroups for discussions – can be open or privateSubscription account needed to see even most basic statisticsSeveral levels of subscription01/05/13 58
    59. 59. European Patent Office 59
    60. 60. LinkedIn groups01/05/13 60
    61. 61. OtherXING - The professional network–––– 61
    62. 62. 62
    63. 63. Profile photos, backgrounds, “cover” photosSize and format of images for profile photos, backgroundimages, “cover” photos are different for all of the social mediaand professional networksCover Photo Guidelines on Facebook, Google+, Twitter, &LinkedIn– Image Size Chart For Facebook, Twitter, Pinterest,YouTube & Other Social Networks– 63
    64. 64. Ever decreasing circles? Draw a map!01/05/13 64Photo:
    65. 65. Posting to multiple networksThink carefully before automatically sending tweets, blogheadlines, Slideshare, Flickr content etc. using automated tools– may not be relevant or appropriate– different audience– longer posts in Facebook and Google+ compared with Twitter– Twitter shorthand (hashtags, abbreviations) can confuse peopleon other networks– You can end up going round in circles – where is everythinggoing?– It can look lazyTwitter, Facebook and LinkedIn are controlling and restrictinghow and if tools can cross-postMeans more time needed to post and check accounts01/05/13 65
    66. 66. Updating your Facebook statusVia an external service e.g. TweetdeckDirectly in Facebook01/05/13 66
    67. 67. Follow, add to circles, connect, Like, +1,retweet, shareCommentRespond01/05/13 67
    68. 68. Must monitor what is happening in your timeline, twitterstream,comments etc especially for replies, questions and directmessagesMust be ready to reply, comment and say thank youRespond to negative comments or criticismCheck that your blog or Twitter account has not been hackedIf you don’t have time then rethink your strategy01/05/13 68
    69. 69. ROI?Return on investment impossible to measure accuratelyMost tools are free - your time is going to be the biggestexpenseStatistics measuring “hits”, views, downloads etc availablefor some social media but not comprehensive or alwaysreliableMeasuring “sentiment”- positive, negative, neutralcomments – prone to error and unreliable (even pricedservices)01/05/13
    70. 70. ROI?Monitor the impact your social media strategy is having– more visitors to your web site, blog, online store?– increased use of services?– increased sales?– more productive discussions with users and customers?– increased mentions in the press?– greater awareness of you, your services and products?01/05/13 70
    71. 71. Next steps1. Have a strategy – audit existing use and/or plan newprojects, see what others in your sector are doing, shareexpertise2. Assess different audiences on different platforms and howcontent needs to be tailored to those audiences. Should yoube using them all?3. Awareness of the legal issues - you do not have to be anexpert but be aware of the essential points4. Monitor and regularly reassess progress5. Be ruthless, be prepared to fail and drop “stuff” that does notwork01/05/13 71
    72. 72. Thank youPlease feel free to like, share,tweet, +1 !01/05/13 72