Building a Social Media Presence for Special Libraries
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Public and academic libraries use social media to connect to patrons. Special libraries (medical, business, law, etc.) can do the same. However, they are sometimes beholden to institutional regulations that public and academic librarians are not. These slides are from a presentation done 4/23/2014 on how librarians in special libraries might start to use social media and how their brand is more than just their library it reflects on the institution as a whole.
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Social Media Marketing & PR Tips Gift from Pam Perry
1. The document provides an overview of how to build your brand and get publicity through social media and public relations tactics. It discusses setting up profiles on sites like Facebook, Twitter, LinkedIn and engaging with influencers and your target audience through sharing content, commenting on blogs, and participating in online conversations.
2. Specific tactics covered include creating social media profiles for your business, engaging with your contacts and followers by sharing relevant content and information, using sites like Twitter to have conversations and build relationships, and commenting on blogs related to your industry to become an expert source.
3. The document emphasizes the importance of engaging authentically with others online, sharing valuable information, and building relationships over time in order to attract clients
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The document provides guidance on using social media for personal and business branding. It outlines a 7-step strategy: 1) Assess your digital footprint, 2) Identify expectations like increasing exposure, 3) Define a social media plan, 4) Create a personal or business brand, 5) Implement the plan by regularly engaging on selected platforms, 6) Assess results after 30-60 days, and 7) Tweak the plan based on evaluation of results. The key is to think of social media as facilitating conversations rather than campaigns, and establish an authentic brand through consistent personality, products/services, and qualities that distinguish you.
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Building a Social Media Presence for Special Libraries
- 1. Michelle Kraft MLS, AHIP Senior Medical Librarian Cleveland Clinic Alumni Library
- 2. Create a Plan Goals Why blog, tweet, Facebook, etc. Metrics and measure success Logistics Updates Who? Know your institution/audience
- 3. Institution & Audience Special libraries are different Institutional rules Platforms, standards Access issues Patrons are different Usage Professional hesitancy Work/life balance
- 4. Branding A brand is a promise delivered. It is your reputation and your legacy. Branding is the practice of producing trust and is at the heart of all marketing endeavors. When we market our services or organization, we do so with a promise to meet or exceed the expectations of the audience who must find us relevant. -Linda Citroen, LIDA360
- 5. Online Presence Your online presence impacts your brand How do you want to be known Control the message Monitor “your” feeds Tweetdeck/Hootsuite, Googling, Analytics Lockdown, Avoid, or Alter Ego Facebook, Instagram, Twitter
- 6. Choosing a Persona Are you the library Official voice Others can participate Are you the librarian Official voice Just you Are you a librarian Not the official voice Disclaimers?
- 7. What’s in a Name What do you want to convey Memorable Shortish Keep it consistent http://namechk.com “What's in a name? that which we call a rose By any other name would smell as sweet.” ― William Shakespeare, Romeo and Juliet
- 8. Specials in Social Media
- 9. Specials in Social Media
- 10. Specials in Social Media
- 11. Social Capital Similar to having credibility Provide value, promote other content Earned over time Reputation does not equal social capital May gain followers based on reputation but they won’t stay What’s in it for them? -Engagement Follow, RT, share, or like items of interest to your patrons
- 12. Engagement in Specials Subscribe to feeds important to your patrons and share them CEO’s state of the company Trade journals, organizations, associations Legal issues, trade news/trends, grants Encourage Feedback Solicit comments on feeds Tamiflu new snake oil? Have policy, try for anonymous
- 13. Evaluate & Adjust Monitor your brand RTs, Likes, Shares, Google Analytics, etc. Feedback Analyze successful posts, duplicate? Posting strategies Shedule, topics, popular feeds Remain on top of institutional issues Different from PR/Marketing arm Changes in IntRAnet to IntERnet or private/public Evaluate
- 14. Final Thoughts Ask other librarians Your discipline Outside librarians helpful too Librarian’s Nitty Gritty Guide to Social Media KNOW THY PATRON Questions? Contact me @krafty