Engaging communities through social media


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You’ve created a Facebook account, sent a Tweet and pinned a few items to Pinterest. Now what? To engage your community, you’ll need a social media strategy, and a philosophy of engagement that wins the hearts and minds of your followers. This session assumes familiarity with social media sites Facebook, Twitter and Pinterest.

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Engaging communities through social media

  1. 1. Engaging Communities Through Social Media Sarah Coleman Jefferson County Public Library sarah.coleman@jeffcolibrary.org
  2. 2. Presentation Outline  Philosophy of Community Engagement  Social Media Strategy  Tactics  Questions? Philosophy Strategy Tactics
  3. 3. Philosophy of Community Engagement  Goal: Create emotionally invested followers for your organization or cause. Image credit: http://blog.kromamarketing.com/blog/2012/10/15/emotional-investment-emotional-capital/
  4. 4. Philosophy of Community Engagement  Create a space for followers to interact with each other, and you  Deliver content that has value to your followers; put yourself in their shoes  Ask your followers what they want  Do not talk ‘like a brand’ with followers, give your organization a human voice  NO overt advertising/marketing
  5. 5. Community Engagement Example: Sharpie’s Website
  6. 6. Community Engagement Example: Sharpie’s Instagram
  7. 7. Social Media Strategy  Who will manage social media accounts?  How many times a week will you post?  I don’t have time for multiple social media accounts!  Scheduling posts with HootSuite  Time to answer comments/interact?
  8. 8. Strategy: Planning Your Social Media Content  Dynamic vs. Pre-Planned Content  The Power of the Image  Using Humor  Re-Posting Content From Friends’ Feeds Examples of Pre-Planned Topics Examples of Dynamic Topics Holidays (Thanksgiving, Christmas, etc.) Local festivals and events Library programs Library Friends’ Book Sales E-books for Beginners Book-of-the-day Response posts for trending topics on Google New book and movie release information Sharing content from friends’ accounts
  9. 9. Strategy: Measuring Responses To Posted Content Facebook Insights Learn to Use Facebook Insights: http://goo.gl/DGtDN
  10. 10. Strategy: Measuring Responses To Posted Content Pinterest Analytics Learn to Use Pinterest Analytics: http://goo.gl/P857r
  11. 11. Strategy: Maintaining a Two-Way Conversation  Dealing with complaints, negativity  Answer followers in a timely fashion Images via: http://www.pamorama.net/2013/06/09/7-types-of-social-media-fans-how-to-connect-infographic/#more-7906
  12. 12. Tactics: A Picture Is Worth A Thousand Words
  13. 13. Tactics: Humor
  14. 14. Tactics: Infographic
  15. 15. Tactics: Get Them Involved
  16. 16. Tactics: Deal With Public Criticism
  17. 17. Tactics: Don’t Feed The Trolls
  18. 18. Tactics: Great Tweets
  19. 19. Tactics: Perfect Pins
  20. 20. Questions?