So, a quick overview of what I’d like to try to cover today to help orient you to using social media, FB and Twitter specifically to connect to audiences—whether their patrons, patients, customers, stakeholders, or the general public and some of the advantges in considering social media as part of an overall marketing/promotion strategyWe won’t specifically be covering these various social medias in terms of step by step processes for signing up for these services, but will focus more on strategies and considerations before and once youre up and running. However, should you need assistance or have additional questions on the set-up of these accounts, I’m available to help. As I mentioned before, we’ll focus on a select few here today—Facebook, Twitter, and YouTube—also known as the big 3. Additionally, we will discuss some questions and considerations to think about when initiating a social media account,, and how to build an audience. We will be discussing specific actions to take with your accounts to ensure effective marketing and promotion and finally, we’ll discuss evalauting your efforts.
…Now for our purposes today, we will be concerned with how social media can increase visibility---whether that’s a group, organization, specific product, service, etc…..as well as extend reach…reach in terms of finding your audience(s) in the social media world, but also hoping to find and connect with additional users---perhaps users within the networks or current audiences…or possibly someone brand new finding you through a simple web searchAs we will also see with Facebook, having your users connect with social media can help you establish more about what you know and understand about your audience, which in turn may position you to better connect with them
Some key questions when considering an organizational account…will serve as basis for a more extensive social media policy
Demonstrate features of NNLM SEA page….264 Likes..represents 264 people who have given us the thumbs up….Each time we post something from our page, an announcement, an alert regarding a new blog post, new photos, etc, each person who has liked us, will see that content on their “feed”…In turn, if that person were to “like” the new post, specifically or choose to share with their network, that post could quickly make its way to many more FB users….
Think about the types of information you/your organization would want to share in a physical setting..with a poster, brochure, flyer, photo album, etc. First and foremost, FB needs to be a point of contacts for users, audiences, patrons, etc. It should clearly provide all pertinent contact information, state the organization’s objectives, goals, etc. Content should be relevenat and reflect image of organization’s values, mission etc.
Once accounts are established and initial interest, sign-up of users has/being established, may start to level off…be sure to put you social media content out there in a variety of other formats
2 main ways to reach with Facebook….Like, and Share
Go to NNLM account…show how to access data…understand users
Show Twitter account…..point out features“Favorites”—point out use of @ and # tags
Twitter is really straightforward and easier to set-up and administer than FB…In terms of using Twitter as an outreach and marketing tool, rather than an information tool…these are some goals, based on how its set-up to work
Most useful if you plan to consistently develop a larger quantity of videos….check out own youtube site
Go to Google + page…president Obama featured hangout
Go to Linkedin Page…poke around….
Go to Pinterest account pageInvite onlyAbout page: http://pinterest.com/about/ Library display board http://pinterest.com/occclibrary/april-display-table-best-sellers/
Reminder about sign-in sheet, evaluation forms
Reaching Out with Social Media Andrew Youngkin, MLS NNLM-SE/A University of Maryland, Baltimore
Topics• Discuss why social media can help• Review “Big 3” Social Media sites• Considerations when starting out• Building an Audience• Using social media for marketing & promotion• Evaluating social media efforts
Why Social Media• Increased Visibility• Increased Reach• Audience Awareness
Getting StartedWho will set-up, monitor, administer?Who might our audiences be?What is appropriate, useful, relevant content?
Promote Social Media• Email Invitations• Website• Business Cards• Email Signatures• Brochures, banners, posters, etc.• Other Social Media Sites• Be Search Engine Findable
Reach by “Liking” & “Sharing”• Post “sharable” content• Post “likeable” content
User Analysis• Reach Trend• Gender• Language• Geography
TWITTER• Social Networking site limiting users to 140 character “tweets”• Relies on “following” and “being followed”• Great for sharing announcements, relevant stories, connecting to/conversing with specific users• Lighter than Facebook
Twitter Goals• Clearly stated contact/overview• Posting unique content, positioning as expert/eyewitness• Get “Followed”• Being “Re-Tweeted”• Having event hashtags used, re-used• Having @call tag used, re-used
Twitter Tips• Promote, address, reference, “shout out” a specific entity by using that entity’s assigned @ call sign• Promote a specific place, event, group with a specific hashtag, beginning with #• Share websites, links with shortened urls• Create as short a username as possible
YOUTUBE• Video Sharing Site• Create Your own “channel”• Share videos, screencasts• Easy to upload and host from variety of sources• Link to from other social media sites
Google+• Similar to Facebook• Networks are “circles”• Seamless w/other Google services• Hangouts• Some say will occupy more of social networking market in future
LinkedIn• Professional Social Networking• “Connections”• Online resume/CV/Portfolio options• Join Groups• Get Introductions• Create Events• Link Twitter, Blogs, contact information• Post announcements, news, articles
Pinterest• Online Display Board• Graphical/visual sharing vs. text based• Create Boards, “Pin” Items• Libraries use to share collections
Recommendations• Clearly identify responsibility for oversight/admin• Clearly define appropriate, relevant, interesting content• Align Facebook account with values, mission, purpose of organization• Commit to consistency• Aim for objectivity• Measure effect/Assess ROI
ContactAndrew YoungkinUniversity of Maryland, BaltimoreHealth Sciences & Human Services LibraryNNLM, SE/A, Suite 508601 West Lombard StreetBaltimore, Maryland 21201800.338.7657 (in region)410.706.2855Email: firstname.lastname@example.orgSkype: andrew.youngkin1Blog: http://nnlm.gov/sea/newsletter/Web: www.nnlm.gov/sea