Just Say No to Aimlessness!Strategic Leveraging of SocialMedia Content1© Catalyst 2013Cheryl Kathleen YanekSenior Associat...
Social Media and Your Organization• Don’t be an afterthought – have yoursocial media presence everywhere.• Link social med...
How to Get Taken SeriouslyWhat are you all about?Who are your key stakeholders?Do people understand you?Show your value!© ...
At the Starting Line…• Figure thingsout as yougo along• If at first youdon’tsucceed, try,try again© Catalyst 2013 4
How much more can you do?How to balance more work?When to ask for more help?How to handle the workloadgrowth?Can you/shoul...
Customize Your StrategyDon’t send the samemessage to all channelsof social media. All socialmedia channels drawdifferent c...
Create tangible goalsS.M.A.R.T. GoalsTie goals into yourorganization’s overall oryearly strategy andmissionShare with seni...
…and intangible goalsAnecdotes andcomments© Catalyst 2013 8
When Measuring GoalsToolsFocus on outcomes – andcorrelationsUse anecdotes to highlightresults – not as part ofthe resultsP...
Influence UpwardsWhat is an influencer?Who are the key influencers?How do you influence targeted individuals?© Catalyst 20...
What is Worthy of Sharing?© Catalyst 2013 11
It’s Not Just About YouSocial media is a conversation – NOT amonologue.Don’t try to control the conversation –listen. A lo...
How to Increase EngagementFollow back/FriendRespond to RTs, mentions,favorites, DMs, shares,commentsAsk questionsSolicit a...
You Can’t Do It AllForm a social media team.Learn the differences between differenttypes of social media – different thing...
Be FlexibleWatch and listen –But don’t wait too long!Try new thingsAsk for help© Catalyst 2013 15
Sharing Is Not Always CaringDon’t overshare.Don’t say the samething a milliontimes.© Catalyst 2013 16
Marketing vs. Social MediaDon’t let yourMarketingDepartment takeover.Don’t fight yourMarketingDepartment – workwith them.©...
Time Is of the EssenceTime your sharingappropriatelyRespond quickly andpersonallyScheduled posts – usewisely© Catalyst 201...
Mistakes Are LearningOpportunitiesDon’t be afraid tofailWhen you do fail,what did youlearn from it?Following thewrong pers...
How to Connect Your Audiencewith Your OrganizationLearn who your audience is – and what they want.Make sure your organizat...
It’s Never Too Late to Keep LearningYounger generations – and oldergenerationsRaganWorkshopsWebinarsWhere do you learn?© C...
Questions?I’ll try to offer some answers!© Catalyst 2013 22
23© Catalyst 2013Cheryl Kathleen YanekSenior AssociateLibrariancyanek@catalyst.orgSpecial LibraryAssociation 2013
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  1. 1. Just Say No to Aimlessness!Strategic Leveraging of SocialMedia Content1© Catalyst 2013Cheryl Kathleen YanekSenior Associate LibrarianSpecial LibraryAssociation 2013
  2. 2. Social Media and Your Organization• Don’t be an afterthought – have yoursocial media presence everywhere.• Link social media strategy with theorganizational strategy.© Catalyst 2013 2
  3. 3. How to Get Taken SeriouslyWhat are you all about?Who are your key stakeholders?Do people understand you?Show your value!© Catalyst 2013 3
  4. 4. At the Starting Line…• Figure thingsout as yougo along• If at first youdon’tsucceed, try,try again© Catalyst 2013 4
  5. 5. How much more can you do?How to balance more work?When to ask for more help?How to handle the workloadgrowth?Can you/should you changeyour job title?© Catalyst 2013 5
  6. 6. Customize Your StrategyDon’t send the samemessage to all channelsof social media. All socialmedia channels drawdifferent crowds w“distinct psychologies.”Learn who your audienceis on each siteJoseph Carrabis, “Ten Fatal Flaws in Social Media Campaigns,” Ragan (April 15, 2013).© Catalyst 2013 6
  7. 7. Create tangible goalsS.M.A.R.T. GoalsTie goals into yourorganization’s overall oryearly strategy andmissionShare with seniormanagement© Catalyst 2013 7
  8. 8. …and intangible goalsAnecdotes andcomments© Catalyst 2013 8
  9. 9. When Measuring GoalsToolsFocus on outcomes – andcorrelationsUse anecdotes to highlightresults – not as part ofthe resultsPublish metrics regularly –and distribute to keystakeholders© Catalyst 2013 9Alfred Palmer, “Learning..” (Library of Congress,1943).
  10. 10. Influence UpwardsWhat is an influencer?Who are the key influencers?How do you influence targeted individuals?© Catalyst 2013 10
  11. 11. What is Worthy of Sharing?© Catalyst 2013 11
  12. 12. It’s Not Just About YouSocial media is a conversation – NOT amonologue.Don’t try to control the conversation –listen. A lot. Follow key influencers.RT. Share. Friend. Like. Don’t bemarketing-y. Don’t listen to yourmarketing dept.Don’t censor. Disagreement isinteraction! Interaction is at the heartof social media.© Catalyst 2013 12
  13. 13. How to Increase EngagementFollow back/FriendRespond to RTs, mentions,favorites, DMs, shares,commentsAsk questionsSolicit advice – even fromthose who oppose youCall to action – ask for RTs,ask for support, for shares© Catalyst 2013 13
  14. 14. You Can’t Do It AllForm a social media team.Learn the differences between differenttypes of social media – different thingswork for different orgs.Different types of social media work fordifferent populations – learn what worksfor you, and learn which ones to focus ongrowing.Focus on the most important social network– and your most importantcampaigns/goals© Catalyst 2013 14
  15. 15. Be FlexibleWatch and listen –But don’t wait too long!Try new thingsAsk for help© Catalyst 2013 15
  16. 16. Sharing Is Not Always CaringDon’t overshare.Don’t say the samething a milliontimes.© Catalyst 2013 16
  17. 17. Marketing vs. Social MediaDon’t let yourMarketingDepartment takeover.Don’t fight yourMarketingDepartment – workwith them.© Catalyst 2013 17
  18. 18. Time Is of the EssenceTime your sharingappropriatelyRespond quickly andpersonallyScheduled posts – usewisely© Catalyst 2013 18
  19. 19. Mistakes Are LearningOpportunitiesDon’t be afraid tofailWhen you do fail,what did youlearn from it?Following thewrong person…© Catalyst 2013 19
  20. 20. How to Connect Your Audiencewith Your OrganizationLearn who your audience is – and what they want.Make sure your organization is part of your audienceLink to staff in comments and Tweets – if theyapproveUse social media at your organization’s events© Catalyst 2013 20
  21. 21. It’s Never Too Late to Keep LearningYounger generations – and oldergenerationsRaganWorkshopsWebinarsWhere do you learn?© Catalyst 2013 21
  22. 22. Questions?I’ll try to offer some answers!© Catalyst 2013 22
  23. 23. 23© Catalyst 2013Cheryl Kathleen YanekSenior AssociateLibrariancyanek@catalyst.orgSpecial LibraryAssociation 2013

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