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Southern Ontario Library Service: Doing Social Media Like You Mean It


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Southern Ontario Library Service: Doing Social Media Like You Mean It

  1. 1. Doing Social Media Like You Mean it May 15 & 16, 2014
  2. 2. Laura Solomon, MCIW, MLS Library Services Manager, OPLIN @laurasolomon *
  3. 3. "Social media is like teen sex. Everyone wants to do it. No one actually knows how. When finally done, there is surprise it's not better." Avinash Kaushik, Google's analytics evangelist
  4. 4. 1. Ways to FAIL at the START
  5. 5.
  6. 6. Profiles matter
  7. 7. 2. Ways to to fail DURING
  8. 8. You are HERE
  9. 9. Talk to us… …or kiss us goodbye.
  10. 10.
  11. 11. Consider these… • Join our new Book Discussion Group! [LINK] • Be a member of our new Patron Advisory Board [LINK] • Try our new research database for your next assignment [LINK]
  12. 12. Join our new Book Discussion Group! [LINK] Can't stop talking about that book you just read? Yeah, us too. Now we've got a group for that: [LINK]
  13. 13. Be a member of our new Student Advisory Board [LINK] Looking for opinionated people who want to talk about the library. Cookies at every meeting and a chance to make a difference [LINK]
  14. 14. Try our new research database for your next assignment [LINK] Wikipedia not good enough for your prof? Show ‘em you're a smart cookie and try a free resource from us [LINK]
  15. 15. Consider these: • Please take our brief survey! • Want to hang with Brad Pitt, Johnny Depp, and Kristen Stewart this weekend? They’re waiting for you in the Media Center…check them out and take them home! • Questions about printing and scanning? Get answers at Copy Services in the 24/7 Study Area!
  16. 16. From 2006 to 2010, Harvard spawned 39 start-up companies, 216 patents, and 1,270 faculty inventions. #numberswednesday
  17. 17. Be careful in the heat this week. Stay cool (and classy) with these tips: [LINK]
  18. 18. Check out our hottest summer DVD releases!
  19. 19. Read Dan Porat's The Boy : A Holocaust Story. To be ordered on 11/21
  20. 20. Today at 3:45, we are showing a new release on our BIG projector screen! Hope to see you there. Free, no need to register.
  21. 21. 3. Failing when RESPONDING
  22. 22. Social Media: Planning for Success Laura Solomon, MCIW, MLS OPLIN
  23. 23. Failure to plan is a plan to fail Figuring goals Measuring stuff Agenda Phase 3
  24. 24. Are you PLANNING at all?
  25. 25. Problem #1: Effort without benchmarks
  26. 26. Problem #2: Disregard for ROI
  27. 27. Problem #3: Inconsistent efforts
  28. 28. Problem #4: Ineffective accounts
  29. 29. Without goals, you get nowhere How do you know if you’re failing?
  30. 30. A lot of libraries just drift
  31. 31. Why? Why here? •We are using Pinterest to promote new releases at the library. •Our library uses Instagram to post event photos. •Google+ is where we engage with our local maker community. •Our Facebook account is where we boost traffic to our library's blog and website.
  32. 32. Recipe for failure
  33. 33. What about numbers?
  34. 34. Columbus Metropolitan Library
  35. 35. •Customize features for identified customer audiences (i.e., genealogy, small business, teens, etc.) •Utilize social media in the rollout and launch of •Continue to build relationships with local bloggers •Integrate Friends, Foundation and Volunteers into our communication efforts as it relates to social media
  36. 36. Goal: Continue to build relationships with local bloggers Sub-goal: CML will be blogged about by 3 local bloggers in a positive way
  37. 37. Stop focusing on the numbers
  38. 38. Are your goals S.M.A.R.T.? Specific Measurable Achievable Realistic Timed
  39. 39. Paradigm shift
  40. 40. Measuring stuff You have to start somewhere.
  41. 41. ROI is actually kind of hard
  42. 42. Why measure? How else will you know if you succeeded?
  43. 43. Numbers are important, but… …numbers lie.
  44. 44. Quantitative goals •Website stats and conversions •Downloads •Likes, followers, views •Comments •Mentions in social media •Sharing of content •Inquiries offline
  45. 45. Qualitative goals •Positive vs. negative •Location •Relationship status •Monologue vs. dialogue
  46. 46. What metrics matter? •Reach •Engagement •Sentiment
  47. 47. Don’t give up. It’s worth it
  48. 48. What does this mean to me, Laura?
  49. 49. Know what social media success looks like, and measure for it.
  50. 50. Practice time •Option 1: Create a list of at least three (3) social media goals for a library. Explain why they are realistic goals, and how each will be measured. You can use sub-goals if that helps. •Option 2: Choose three (3) top-level goals from the list, below. Explain why those three are or are not well-crafted goals. For those that are good goals, how could they be measured? –Grow your Facebook page "Likes" –Engage with local garden clubs –Increase traffic to the library's blog –Make more local businesses aware of business-specific resources available –Increase attendance at teen programs –Increase circulation of new releases –Increase the number of repins on Pinterest
  51. 51. • Why have a social media policy (or not) • What should be in a policy • Some social media guidelines for participants
  52. 52. Any company, big or small, needs a social media policy to protect their reputations. Even if their company has no social media presence, their employees may be creating one by virtue of their actions online.” Aliah Wright, author of A Necessary Evil: Managing Employee Activity on Facebook, Twitter, LinkedIn…and the Hundreds of Other Social Media Sites
  53. 53. Discrimination policy Leave policy Vacation policy Social media policy
  54. 54.
  55. 55. The other side of the coin • Your people can be trusted • Social media is just one more way to communicate • More rules only make your company more bureaucratic • Formal policies only discourage people from participating • You probably already have policies that govern inappropriate behavior •
  56. 56. 1.Be specific 2.Write in a friendly tone 3.Consult a lawyer
  57. 57. “Always pause and think before posting. That said, reply to comments in a timely manner, when a response is appropriate. But if it gives you pause, pause. If you're about to publish something that makes you even the slightest bit uncomfortable, don't shrug it off and hit 'send.' Take a minute to review these guidelines and try to figure out what's bothering you, then fix it. If you're still unsure, you might want to discuss it with your manager or legal representative. Ultimately, what you publish is yours - as is the responsibility. So be sure.”
  58. 58. “Don't pick fights, be the first to correct your own mistakes, and don't alter previous posts without indicating that you have done so.”
  59. 59. Additional stuff from CML • Do not reference or cite Library clients, partners, or customers without their express consent • Library logos and trademarks may not be used without written consent. Social media policy, Columbus Metropolitan Library, Ohio
  60. 60. • NARA will delete comments that contain abusive, vulgar, offensive, threatening or harassing language, personal attacks of any kind, or offensive terms that target specific individuals or groups. • NARA will delete comments that are clearly off-topic, that promote services or products, or that promote or oppose any political party, person campaigning for elected office, or any ballot proposition. • NARA does not discriminate against any views, but reserves the right to remove posted comments that do not adhere to these standards.
  61. 61. Community Hospital of Monterey Peninsula Post material that infringes on the rights of any third party, including intellectual property, privacy, or publicity rights. We ask that you please respect copyright laws, and that you reference or cite sources appropriately. Plagiarism in any form is prohibited.
  62. 62. Resources • 3 Great Social Media Policies to Steal From ( ) • Social Media Governance—Policy database [approx. 250 policies!] (http://
  63. 63. Why aren’t we talking about Facebook???
  64. 64. Laura Solomon, MCIW, MLS OPLIN @laurasolomon (How to prevent Laurafrom unfollowingYOURlibrary onTwitter)
  65. 65. STATS
  66. 66. International distribution
  67. 67. A LOT of tweets 500 million per DAY
  68. 68. Mostly mobile
  69. 69. FIX THESE
  70. 70. Innovative or creepy?
  71. 71. Stop talking about the library
  72. 72. Don’t be a Debbie Downer
  73. 73. Don’t be a fire hose
  74. 74. Don’t play robot stalker
  75. 75. Don’t address tweets to the wrong people
  76. 76. Don’t exclude followers with @
  77. 77. Don’t recreate hashtags
  78. 78. Response time matters
  79. 79. Tweeting a link alone is…
  80. 80. Don’t jump into the stream
  81. 81. Don’t rapid-fire
  82. 82. DOING IT RIGHT
  83. 83. Be clear about who you are
  84. 84. Give glimpses behind the curtain
  85. 85. Be useful
  86. 86. Go local
  87. 87. Use hashtags
  88. 88. Reward your followers
  89. 89. Give them attention
  90. 90. Time it right
  91. 91. Give up control
  92. 92. Have a sense of humor
  93. 93. Don’t take yourself too seriously
  94. 94. Be human
  95. 95. It’s not about you
  96. 96. Find the right account
  97. 97. Follow back
  98. 98. Advanced Twitter search
  99. 99. Take the Twitter Audit • Look at your last 20 tweets. How many were @ replies? How many were retweets of other people’s work? • In your last 20 tweets, how many promote your own work versus pointing towards others’ ideas? • Do you have at least one ongoing Twitter search going? (use http:// to set one up. • Are the tweets you hope will be retweeted under 120 characters so people can retweet them? • Of the people you follow, how many are “influential” in some way, how many are potentially good for referrals, how many are just celebrities? • How often are you tweeting? Is less more? Is more more? Are you burying your good stuff? • How are you feeding Twitter? What are you giving your audience to consume? Do you share interesting articles? Do you point out your lunch du jour? What’s the plan? • Are you autotweeting your post titles? Is that bringing you lots of response? • Have you checked the click-through stats on your short links? For instance, if you use, take the URL of anything you’ve posted, copy it to a browser bar, and add a +, like this: “” , and you’ll see the stats. How are you doing? • How many folks are you gaining a day? Not that this matters greatly, but it sometimes gives you a sense of whether someone’s into what you’re saying. •
  100. 100. Examples
  101. 101. The internet computers are not available this morning due to maintenance. Argh! Power surge took down a server; no internet here this morning —sorry!
  102. 102. Mango Languages is a new online resource available to users of all public libraries in our state. It includes a variety... [LINK] Learn a new language. Today. For Free. Online. With your library card. Introducing Mango Languages: [LINK]
  103. 103. National Library Week, April 10-16. [LINK] Who CARES?
  104. 104. I posted 6 photos on Facebook in the album "Cool Crafts 2011” [LINK] Geodomes made with gumdrops, constructed with care by our local kids. See the pics [LINK]
  105. 105. Author Rob Smith is coming to the library tonight at 7 pm. WHO?
  106. 106. Local author Rob Smith (, author of the McGowan Chronicles is here tonight at 7 pm [LINK]
  107. 107. Practice Time
  108. 108. People are REALLY busy
  109. 109. Make sure there’s a payoff for the patron
  110. 110. Social media does NOT equal promotion
  111. 111. Putting It All Together (The things that matter, in the end)
  112. 112. 6 Social Media Myths
  113. 113. Myth #1: Social media is a great marketing tool
  114. 114. Myth #2: It’s quick
  115. 115. Myth #3: It’s cheap
  116. 116. Myth #4: You need to be everywhere
  117. 117. “Focus less on the venues for where the conversation will happen; focus more on creating the sparks that will ignite it.” Molly Flat
  118. 118. Myth #5: There are no rules The 11 Rules of Social Media Etiquette etiquette.html
  119. 119. Myth #6: Social capital doesn’t matter
  120. 120. So let’s think about social capital for a bit.
  121. 121. Let’s go back in time…
  122. 122. So how can social capital be EARNED?
  123. 123. Idea #1: Thank them
  124. 124. Idea #2: Post other stuff* *not yours
  125. 125. RT @patron: Libraries are great! Libraries are great! Idea #3: Retweet @patron @library
  126. 126. Idea #4: Provide stuff of value
  127. 127. Idea #5: Do customer service
  128. 128. Idea #6: Create a viral experience
  129. 129. Know your balance
  130. 130. But…how do you spend it?
  131. 131. 80%:20%
  132. 132. Ration capital requests
  133. 133. Measurin g Stuff
  134. 134. What do you want to achieve? 3. Better reputation 2. More use of expensive resources 1. More people in the doors
  135. 135. Can you benchmark success?
  136. 136. CONVERSIONS
  137. 137. “It’s hard to establish show- me-the-money metrics if there are no transactions to paint a picture of consumer intent. “ Tom Managan, writing about social media ROI
  138. 138. It’s all about behavior
  139. 139. Re-writing posts* *Yes, you have to work now.
  140. 140. What the library wants Great post What the reader wants
  141. 141. We’re looking for a new library trustee [LINK] Not everyone is cut out to be a library trustee—are you? We’re looking for a new one for next year [LINK]
  142. 142. Come to “Local Herbalist Shares History of Herbal Medicines” today at 7pm [LINK] Curious about the history of herbal medicines? Local herbalist tells all at 7pm tonight [LINK]
  143. 143. Check out the Second National Bank’s window on Main St. for a great display put up by staff! It took 2 hours, 4 staff & more than 500 yds of streamers. What do you think of the display we did at the Main St. National Bank? [LINK TO PHOTO]
  144. 144. What does this mean to me, Laura?
  145. 145. Your big take-aways for today: 1. Payoffs matter. A lot. 2. Don’t drain your social capital account. 3. Know the goals and what you’re measuring, beyond the numbers.
  146. 146. (Absolutely shameless plug)
  147. 147. Laura Solomon, MCIW, MLS @laurasolomon Questions? More Information?