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Success With Social Media: Impact & Reach

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Libraries have embraced social media as a means of connecting with their patrons and keeping them informed of programs and services. Unfortunately, many engage in hard-selling, a form of content that platforms such as Facebook now punish with reduced audience size. This talk demonstrates how to leverage Facebook’s algorithm and increase your library’s social media reach through the creation of engaging content. Speakers discuss “created” versus “curated content,” giving library-specific examples of both. High-engagement posts are dissected to reveal what made them work. Learn how your organization can boost engagement with its patrons and achieve social media success!

Published in: Marketing
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Success With Social Media: Impact & Reach

  1. 1. Success with Social Media Impact & Reach Nick Tanzi, Assistant Director South Huntington Public Library Sara Roye, Public Relations Specialist Mastics-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. 9 Engagement Reaction (good) Comment (better) Share (best) ▪ Viewer takes some action ▪ This action has a certain value
  10. 10. What is Engaging Content? 10
  11. 11. 11 Created Content Original content that you produce and lives on your platform Curated Content Relevant information you have gathered and shared from another source VS.
  12. 12. Created Content The stuff you make 12
  13. 13. #bookface 13
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  15. 15. 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 15
  16. 16. 16 1. FB Assigns a High Value to Comments 2. Always “Close the Gap” in Comments
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  22. 22. Videos 22 ▪ 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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  25. 25. 26 2,100 Views
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  27. 27. 28 3,450 People Reached 112 Engagements
  28. 28. 29 Organic Reach ▪ # of people who saw your unpaid post ▪ also called “EARNED” engagement Paid Reach ▪ boosted posts (ads) (no substitute for quality content) VS.
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  30. 30. 31 5,800 Views 36 Shares
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  32. 32. 33 2,689 People Reached 209 Engagements
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  34. 34. 35 4,200 Views 133 Reactions 30 Shares
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  36. 36. 37 3,572 People Reached 94 Reactions 10 Shares
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  39. 39. 40 Using Hashtags for Inspiration
  40. 40. 41 Remember #bookface?
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  43. 43. 44 3,800 Views
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  45. 45. 46 #fursday
  46. 46. 47 #fursday
  47. 47. 48 Promote social channels in-person
  48. 48. Show What You Do 49
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  51. 51. Who are your community partners? 52
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  53. 53. 54 8,421 People Reached
  54. 54. Curated Content ▪ The stuff you find ▪ It takes time to research & prepare these posts 55
  55. 55. Memes & Comics 56
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  57. 57. 58 Is my meme good to post?
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  63. 63. Values- Driven Content 64
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  65. 65. Use FB’s Tools to Grow Your Audience 66
  66. 66. Recap: Engaging Content is Key 67 ▪ Offer balance of created & curated content ▪ Create videos of what you do & who you are ▪ Leverage FOMO ▪ Engage community partners ▪ Demonstrate your core values ▪ Don’t be afraid of a little fun ▪ Close the gap in the comments (always positive)
  67. 67. THANK YOU! Any questions? 68 Nick Tanzi, Assistant Director South Huntington Public Library the-digital-librarian.com Sara Roye, Public Relations Specialist Mastics-Moriches-Shirley Community Library

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