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Bookface & Beyond: Creating Engaging Content for Social Media

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Libraries often struggle to provide consistent, captivating content for our social media platforms. Learn how to draw in new followers and keep them engaged! This presentation will cover marketing strategies, sample ideas, paid ads and more!

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Bookface & Beyond: Creating Engaging Content for Social Media

  1. 1. Bookface & Beyond Creating Engaging Content for Social Media Nick Tanzi, Assistant Director of Technology Mastics-Moriches-Shirley Community Library Sara Roye, Public Relations Specialist Mastic-Moriches-Shirley Community Library
  2. 2. -Anonymous Designing on Facebook is like building your home at the base of a volcano.
  3. 3. Why are we on social media? 3 ▪ To connect with our patrons ▪ To build & maintain a positive image ▪ To share information about programs & services.
  4. 4. Direct Paths Don’t Work! 4 Expectation: We post about our programs & events Patron sees our post in newsfeed Patron registers/uses service
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  7. 7. Reality 7 ▪ Facebook’s algorithm favors posts that users want to see ▪ It determines this, in part, by measuring their engagement with the poster ▫ Likes ▫ Comments ▫ Shares ▪ “Sign up for this program” style posts ▫ are generally low engagement ▫ equate to “hard selling”
  8. 8. 8 Reality: Post engaging content Patron interacts with post Facebook attributes value to these interactions Increased visibility of your page's posts in patron feed
  9. 9. What is Engaging Content? 10
  10. 10. 11 Created ContentOriginal content that you produce and lives on your platform Curated ContentRelevant information that you have gathered and shared from another source VS.
  11. 11. Created Content The stuff you make 12
  12. 12. #bookface 13
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  15. 15. …but wait, there’s more! 16
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  17. 17. Local History ▪ Why is this created content? ■ Tell an interesting story ■ Tie-in to event, program or theme ▪ #WBW #TBT #FlashbackFriday ▪ Everyone enjoys nostalgia ▪ Feature your library’s story 18
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  24. 24. Videos 26 ▪ A Facebook video receives, on average, 135% more organic reach than a photo (Socialbakers, 2015) ▪ Facebook’s Newsfeed algorithm places a lot of weight on videos (SEO.com, 2016) ▪ Social video generates 1200% more shares than text and images combined (wordstream.com, 2018)
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  27. 27. 29 Organic Reach ▪ The # of people who saw your unpaid post ▪ also called “EARNED” engagement Paid Reach ▪ boost posts (no substitute for quality content) VS.
  28. 28. Segmenting Your Audience… 30 ▪ is using one or more demographic trait to identify your target customer ▪ is about knowing your audience ▪ gets you the most from your advertising dollar
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  32. 32. 34 ORGANIC REACH PAID REACH
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  35. 35. As Inspiration 37
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  40. 40. 42 #fursday
  41. 41. Show What You Do 43
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  46. 46. Curated Content ▪ The stuff you find ▪ It takes time to research & prepare these posts 48
  47. 47. Memes & Comics 49
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  49. 49. Values- driven Content 51
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  51. 51. 53 Dynamic Captions
  52. 52. Recap: Engaging Content is Key 54 ▪ Offer balance of created & curated content ▪ Make the most of your ad dollars ▫ by boosting best posts to segmented audiences ▪ Develop dynamic captions ▪ Be positive & upbeat ▪ Close the gap in the comments
  53. 53. THANK YOU! Any questions? 55 Nick Tanzi, Assistant Director of Technology Mastics-Moriches-Shirley Community Library Sara Roye, Public Relations Specialist Mastic-Moriches-Shirley Community Library

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