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It's all about social media, stupid!


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Overview for librarians seeking to understand and measure the use of social media in their libraries : delivered at Online Conference, London Olympia, 1 Dec. 2010.

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It's all about social media, stupid!

  1. 1. Peter Godwin University of Bedfordshire “ It’s all about social media, stupid!”
  2. 2. / Peter Godwin University of Bedfordshire
  3. 3. Has Library 2.0 fulfilled its promise? <ul><li>Can the hours put into Library blogs, wikis, twitter, Facebook and flickr been worth the time and effort? </li></ul><ul><li>How does a late starter know which social media to use? </li></ul>
  4. 4. Web 2.0 in libraries <ul><li>Early adopters </li></ul><ul><li>Over enthusiasm </li></ul><ul><li>Me </li></ul>
  5. 5. EBSCO survey of use of social media in European libraries, 2010
  6. 6. Web 2.0 to social media
  7. 7. Social Media are here to stay
  8. 8. Their implications are still not fully understood
  9. 9. Is it all worthwhile?
  10. 11. Special staff? <ul><li>Costs </li></ul><ul><li>Scale </li></ul><ul><li>Proactivity </li></ul>
  11. 12. Time for a policy ?
  12. 13. Just because you can doesn’t mean you should
  13. 14. Why use social media?
  14. 15. Swot analysis <ul><li>Strengths </li></ul><ul><li>Free, quick to set up </li></ul><ul><li>Excellent potential for outreach </li></ul><ul><li>User contributions </li></ul><ul><li>Allow interaction </li></ul><ul><li>Opportunities </li></ul><ul><li>ROI (of time and skills) could be huge </li></ul><ul><li>Reaching non-users </li></ul><ul><li>Weaknesses </li></ul><ul><li>Design constraints </li></ul><ul><li>But what is ROI? </li></ul><ul><li>Threats </li></ul><ul><li>Sabotage </li></ul><ul><li>Not under our control </li></ul>
  15. 16. Clever outreach or costly diversion? Facebook at Rutgers University,2007-9 <ul><li>Initial purpose – </li></ul><ul><li>“ Library news,Libraryhappenings. </li></ul><ul><li>New resources and services that will make your coursework easier and let you find the info you want faster. Find answers to any questions you have about the libraries.” </li></ul><ul><li>Conclusions – Facebook results worthwhile but unpredictable. Goals were poorly defined. </li></ul><ul><li>Lessons learnt – </li></ul><ul><li>Use two measurable goals : </li></ul><ul><li>1.Recruit incoming students to their Facebook group page, and post items aimed at their interests. </li></ul><ul><li>2.Build up relationships with student workers in the Student Union newspaper. </li></ul>
  16. 17. How do you decide which to choose ?
  17. 18. It’s all about PURPOSE <ul><li>You need clear goals or you can’t choose or measure. </li></ul>
  18. 19. Start from baseline
  19. 20. Examples of usages <ul><li>Marketing and PR </li></ul><ul><li>Branding where none before </li></ul><ul><li>Information discovery and access </li></ul><ul><li>Information literacy </li></ul><ul><li>Virtual reference </li></ul><ul><li>News and current awareness </li></ul>
  20. 21. Can the experience of the business sector help ?
  21. 23. /
  22. 24. ROI <ul><li>Return on Investment </li></ul><ul><li>Return on Influence? </li></ul><ul><li>Or should it be ROE Return on Engagement? </li></ul>
  23. 25. AVE (Advertising Value Equivalent) <ul><li>“ There is no official or industry-accepted way of measuring, in terms of financial return, how much a piece of media coverage is worth” (Will Scougal) </li></ul>
  24. 26. Georgia Aquarium <ul><li>Special offer for admission prices advertised via Twitter, Facebook and MySpace brought in $42,000 worth of sales and could be tracked via a specially created URL. </li></ul>
  25. 27. Internet Advertising Bureau Social Media Ad Metrics Definitions <ul><li>Provide framework for gauging effectiveness across social media sites, blogs and widgets and social media applications. </li></ul>
  26. 29. “ We tend to overvalue the things we can measure and to undervalue the things we cannot”
  27. 30. Six company user forums tracked where technical support and customer questions are answered by other users. This may be an improvement over a help desk. By the end of 3 years the ROI was nearly 100% ($2 back for every $1 spent). N.Petouhoff in a Forrester Social Media ROI report
  28. 32. Sentiment analysis <ul><li>“ Perhaps we shouldn’t measure social ROI in the first place….The core reason is because they are about people, not money ” </li></ul><ul><li>(Falls, J. (2008) Perhaps social media measurement shouldn’t matter. Social Media Explorer , 19 May.) </li></ul>
  29. 33. Some common analytical tools <ul><li>Twitter Analyzer </li></ul><ul><li>Twittercounter </li></ul><ul><li>TweetStats </li></ul><ul><li>Twendz </li></ul><ul><li>Facebook page stats </li></ul><ul><li>Google Analytics </li></ul><ul><li>HootSuite </li></ul><ul><li>My Buzz Monitor </li></ul><ul><li> </li></ul>
  30. 34. Whose job is it? <ul><li>Blur between professional and private </li></ul><ul><li>You are the organisation </li></ul>
  31. 35. Whose job is it? <ul><li>“ There are no social media experts. Anyone who tells you that – they are lying to you.” </li></ul><ul><li>Shannon Ritter, Penn State </li></ul><ul><li>University </li></ul><ul><li>EDUCAUSEConference </li></ul><ul><li>13 Oct 2010 </li></ul>
  32. 36. Final thoughts about social media <ul><li>They are additional to traditional delivery </li></ul><ul><li>They are a long term solution </li></ul><ul><li>They help build communities and can encourage conversation around your information resources </li></ul><ul><li>Users could actually be helping you to create library resources </li></ul><ul><li>Ignore them at your peril ! </li></ul>
  33. 37. “ Social media measurement is like driving a modern car. You may have a dashboard with all the lights, toggles, gauges, and metrics, but remember, the most important piece of data to have in front of you is the GPS screen. The GPS screen indicates where you want to go (your objective), where you are now, and how to get there.” (Owyang, J.(2008) Social media measurement : Dashboard vs. GPS. Web Strategist , 16 Oct.
  34. 38. Mobiles –the ultimate portable computer