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Engaging strategically with Social Media 2011 revised


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Engaging strategically with Social Media 2011 revised

  1. 1. Engaging strategically with Social Media
  2. 2. The Web of today <ul><li>“ Web 2.0 has moved beyond hype and become the Web of today - </li></ul><ul><li>social, mobile, ambient, volatile, and disruptive.” </li></ul><ul><li>The Scholarly Kitchen (2011) </li></ul>Flickr Image Capture Queen
  3. 3. Opportunities <ul><li>Timely, targeted delivery of content </li></ul><ul><li>Modernising services </li></ul><ul><li>Reaching new users </li></ul><ul><li>Helping existing users get full value </li></ul><ul><li>Improve marketing and promotion </li></ul>Flickr Image Seattle Public Library
  4. 4. Challenges <ul><li>Capacity </li></ul><ul><li>Motivating and training staff </li></ul><ul><li>Supporting users </li></ul><ul><li>Selecting the right tools </li></ul><ul><li>Measuring traffic, impact and success </li></ul>Flickr Image US Army
  5. 5. Barriers include… <ul><li>Management concerns about inappropriate use </li></ul><ul><li>Technical issues around capacit y and security </li></ul>
  6. 6. Public and private <ul><li>Social media can blur distinctions between public and private </li></ul>
  7. 7. Perceptions Hype
  8. 8. Time wasting… Twitpic Image by Jane Bozarth
  9. 9. Banal…. <ul><li>Some content is banal and inappropriate (just like other media) </li></ul><ul><li>But some of it is really, really useful (just like other media) </li></ul>Flickr image Jeremy Brooks
  10. 10. First thoughts <ul><li>Where’s the added value ? </li></ul><ul><li>Any current use inhouse ? </li></ul><ul><li>What are the barriers to getting started? </li></ul><ul><li>What can you learn from other libraries? </li></ul><ul><li>What does success look like? </li></ul>
  11. 11. Implementation <ul><li>Managing and resourcing </li></ul><ul><li>Choosing tools </li></ul><ul><li>Supporting staff and users </li></ul><ul><li>Measuring </li></ul><ul><li>Evaluating progress </li></ul>
  12. 12.
  13. 13. Listen and learn <ul><li>Research your sector </li></ul><ul><li>Identify good practice </li></ul><ul><li>Become a digital resident </li></ul>
  14. 14. Objectives <ul><li>Spread the word? </li></ul><ul><li>Share information? </li></ul><ul><li>Shape the debate? </li></ul><ul><li>Call to action? </li></ul><ul><li>Educate? </li></ul><ul><li>Raise money ? </li></ul>
  15. 15. Audience <ul><li>Who are they? </li></ul><ul><li>Where are they on the web? </li></ul><ul><li>What do they talk about? </li></ul><ul><li>How do you add value? </li></ul>
  16. 16. Whichever platform you choose.. <ul><li>Customise with your brand </li></ul><ul><li>Develop a consistent profile across the platforms </li></ul><ul><li>Integrate with your website </li></ul><ul><li>Work across the platforms </li></ul>
  17. 17. Management <ul><li>Finding the capacity </li></ul><ul><li>Managing risk </li></ul><ul><li>Roles and responsibilities </li></ul>
  18. 18. Roles and responsibilities <ul><li>Content </li></ul><ul><li>Technical support </li></ul><ul><li>Marketing </li></ul><ul><li>Responding to comments </li></ul><ul><li>Monitoring </li></ul><ul><li>Critical friends </li></ul>Flickr Image Library of Congress
  19. 19. Managing Risk <ul><li>Accountability </li></ul><ul><li>Reputation </li></ul><ul><li>Legal issues </li></ul><ul><li>Failure </li></ul><ul><li>Doing nothing </li></ul>Ampelmann Image Wikipedia
  20. 20. Evaluation <ul><li>Buzz </li></ul><ul><li>Sentiment </li></ul><ul><li>Reach </li></ul><ul><li>Traffic </li></ul><ul><li>Feedback </li></ul><ul><li>Impact </li></ul>
  21. 21. Do you need a policy? <ul><li>Yes! </li></ul><ul><li>A good policy will fit with your organisational goals , culture and attitude to risk </li></ul><ul><li>Online database of Social Media policies </li></ul><ul><li>Sample Social Media policies for the public sector </li></ul>
  22. 22. Policy elements
  23. 23. CONTEXT Background and rationale Support for organisational goals OBJECTIVES Intended outcomes Links to strategic plans and related outcomes PLATFORMS Which are most appropriate? Future proofing OWNERSHIP Reputation and identity Accountability and account holders CONTENT Editorial responsibility and content guidelines Voice and tone MANAGEMENT Roles, responsibilities, resourcing Risk management AUDIENCES Target audiences Dealing with comments, responding and follow-up PERSONAL USE Use by employees Use in work time and outside LEGAL Privacy, confidentiality and disclaimers Copyright –yours and others MONITORING AND EVALUATION Methods and tools Benchmarking, reporting and policy review
  24. 24. Always… <ul><li>Try things out </li></ul><ul><li>Make use of it yourself </li></ul><ul><li>Use what’s useful </li></ul><ul><li>Dump what’s not </li></ul><ul><li>Take it seriously </li></ul>Flickr image Matt Hamm
  25. 25. Last but not least …
  26. 26. Attribution – Share Alike License This presentation is available to reuse or adapt as long as credit is given to the author.