Get yourself connected! - Creating A Joined-Up Social Media Presence For Your Library Service.
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Get yourself connected! Creating A Joined-Up Social Media Presence For Your Library Service. Mark Clowes & Rebecca Stevenson
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Get yourself connected! - Creating A Joined-Up Social Media Presence For Your Library Service.
- 1. Get yourself connected! Creating A Joined-Up Social Media Presence For Your Library Service Mark Clowes & Rebecca Stevenson
- 2. Overview i) The scope and day-to-day operation of social media activities at two library services ii) Selecting content iii) Linking different platforms (for non-techies) iv) Building your network v) Measuring the impact and value of social media activity
- 3. Social media & libraries 1. 61% of libraries have been using social media 3 years or more 2. 30% post to social media daily 3. 25% of libraries have more than 5 individuals updating their social media pages 4. Facebook is the most popular social media channel 5. 72% of libraries have no social media policy or plan in place Survey conducted by Taylor & Francis (2014) reported at: http://www.cilip.org.uk/cilip/blog/ 5-ways-libraries-are-using-social-media
- 4. What we mean by “joined-up” • Connected to your audience(s) • Consistent in tone and style across multiple contributors • Connected across multiple platforms to increase visibility 06/10/2015 © The University of Sheffield
- 5. Some of the platforms we use… Twitter YouTube Blogger WordPress Paper.li
- 6. Choosing the right platform Image by Chris Lott used under a CC-BY licence
- 8. Team work Image by Amanda used under a Creative Commons licence.
- 9. Content How do we choose what to post? Sources Audience Platform Organisational policies (and politics)
- 10. Sources Table of contents alerts News websites Current awareness bulletins/blogs Charities/organisations Social media
- 11. Content How do we choose what to post? Sources Audience Platform Organisational policies (and politics)
- 12. Technical aspects of linking different platforms (for non-techies) • Linking accounts • Allowing users to find them all in one place Your Site
- 13. Building your network • Who to follow • Building your audience • Follow you, follow me? • Retweets • Promoting your feeds • Email signatures • Conference presentations
- 15. Image by Andrea (Used under a CC-BY licence) IMPACT
- 16. Increasing impact What do you want to achieve? 1. For your library 2. For the organisation you serve 3. For your professional career 06/10/2015 © The University of Sheffield
- 17. source: sumall.com How’d your week go?
- 19. Altmetrics “No one can read everything. We rely on filters to make sense of the scholarly literature, but the narrow, traditional filters are being swamped. However, the growth of new, online scholarly tools allows us to make new filters; these altmetrics reflect the broad, rapid impact of scholarship in this burgeoning ecosystem.” http://altmetrics.org/manifesto/
- 20. Image by Peyri Herrera (used under CC licence)
- 21. Conclusions • Using social media needn’t be technically demanding nor time-consuming, as long as you run things efficiently • Success comes from knowing your audience and what interests them • Find new content regularly by choosing the right people to follow • Monitor your impact and make sure you’re achieving your objectives
- 22. Thanks for listening Image by SEO Used under a CC-BY licence m.clowes@sheffield.ac.uk r.stevenson@sheffield.ac.uk
Editor's Notes
- MARK Introductions What we’re here for. I’m guessing from the fact that you’ve chosen to come to this conference you don’t really need persuading of the value of using social media. But some of you may work in organisations where your managers need persuading – either because they’re increasingly cost-conscious (and see this as a waste of staff time for little return) or risk-averse (and don’t want a “back channel” of communication circumventing the controls of the official marketing department). So I hope by sharing a bit about how we run our two social media profiles we might give you some ideas on how to (i) reflect on what you want to achieve with social media (ii) increase the reach of your activities in this area with relatively little effort; as well as giving you some of the arguments you can use to justify what you’re doing to your senior managers.
- MARK So I’m going to start with some stats from a survey conducted by Taylor & Francis last year…
- Listening as well as broadcasting TO your audience “Joining the conversation…”
- The library at ScHARR (School of Health and Related Research at the University of Sheffield) has developed a social media profile which spans multiple platforms including Blogger, Twitter, Netvibes, YouTube, Vimeo and LibraryThing. In addition to serving useful functions such as providing current awareness for our own customers, these activities have helped to grow the professional network and reputation of the service.
- After the initial workload of horizon scanning and piloting different technologies, the effort required is now minimal. Responsibility for providing content is shared by a team of Information Resources staff as part of their ongoing CPD activities. Individual members also use personal accounts on LinkedIn, Twitter and SlideShare to further disseminate posts from the team account and improve ranking by Twitter algorithms. Choosing the right platform(s) - willingness to experiment / take risks but also knowing when to quit if something is not the right fit for your organisation Get the tone right – every platform is different. Twitter – concise, instantaneous – but transient – easy for messages to be lost. Get a debate going on your Facebook page and it will turn up in the notification feed of those who join it FOREVER! But some think that Facebook should be kept for personal use while Twitter is better for professional purposes. (ASK THE AUDIENCE?) So how do you make sure that your activities on all these different platforms get noticed?
- MARK Can anyone tell me who this handsome devil is? Yes, it’s Tory MP Grant Shapps who ALLEGEDLY used multiple anonymous internet accounts (known as “sock puppets”) to edit his Wikipedia page. (Copyright free image taken from shapps.com)
- MARK We haven’t quite gone down the road of sock puppets; but team members amplify our presence and further disseminate tweets and blog posts to our individual followers. (Rebecca has stolen most of these ideas for Rotherham)
- Joining it up!
- MARK Building your network - following the right people (on Twitter / JISCmail / Feedly) to ensure there is a steady input stream of information which you can then filter and redistribute to your own audience ***MANAGE FLITTER***
- This is Manage Flitter, a service that analyses who you follow on Twitter according to a number of criteria (choose which are of interest to you). Not necessarily a problem if you follow people who don’t follow you back – let’s face it, my relationship with BBC Health News is pretty much about one-way traffic Nor is it necessarily a problem if people are “quiet” (i.e. don’t tweet much) – personally I’d rather have a way to diminish the frequency of tweets from a few very prolific self-promoters; but if you engage with any of their tweets then the rest will tend to increase in prominence and suffocate your feed. I think the main thing to ask when deciding whether or not to continue following someone is whether the *majority* of their contributions are of potential interest. In the ScHARR Twitter account we try and deliver a mix of health news and policy; research (our own, or other people’s from journals we follow) and stuff of interest to librarians (about IS, or libraries, or social media, or learning). Something for everybody, in other words! Hopefully the right tweets get retweeted to the right people.
- What sort of impact are you looking for? 1. Increased visibility of the library / increased footfall / borrowing / enquiries (be careful what you wish for) Should you encourage enquiries via Twitter / Facebook? Read an interesting piece by Phil Bradley where he said if he has a complaint these days, he no longer e-mails the company – he posts it on their Facebook page so it can be dealt with publicly. Incidentally, whether it’s directed at you in the form of an enquiry or complaint or not, Twitter “mentions” can be a useful (if not entirely representative) way of capturing feedback. In a previous role I was responsible for collating Leeds University Library’s portfolio of evidence for Customer Service Excellence accreditation, and our assessor really liked these direct quotes from customers (and perhaps more importantly the fact that we were listening to them) as evidence of our compliance with the CSE standard. 2. For the organisation you serve Well this would depend on the kind of library you work in, but obviously being situated within an academic department we are dependent on the success of our academic colleagues and we can help them out by highlighting their work. We know the SchARR library account has followers in many different settings (clinical as well as academic) and so by drawing people’s attention to ScHARR research we can help it to get read and cited. 3. For your professional career While for some people this may be the prime reason for using Twitter, for others it might be a happy side effect. Without wishing to be too Machiavellian about this, in an age where there’s no such thing as a job for life there’s no harm in maintaining cultivating your professional networks – it can make the transition a lot easier if you do find yourself looking for a new job. And of course there’s always the possibility you’ll be invited to speak at a conference in glamorous locations like Sheffield…
- Some stats from SumAll, a popular tool to monitor your social media reach.
- CLIP from Charlie Brooker’s “How video games changed the world” – and how Twitter operates in much the same way as many games. 1:33:30 to 1:36:07 end with “…if you’re a sociopath” Keep your goals in mind and don’t feel you have to compete for followers with Stephen Fry or Kanye West, or even Andy Tattersall; but acknowledge that there IS an element of competition for attention going on here. We’re no longer in an age where librarians are gatekeepers of information, choosing what to buy for their collections and providing a walled garden for their customers to browse. We’re moving towards a world where information is ubiquitous and the scarce resource is our customers’ time and attention – so we should be helping them spend that resource wisely by steering them towards what is relevant, useful and of good quality.
- You may feel ambivalent about adding to the cacophony of big data; but non-participation is not an option. If you’ve been listening to the Today programme this week you’ll have heard a lot of talk about how more and more jobs are threatened with replacement by machines and that’s a depressing thought. But at the moment we still have the upper hand – we’re better at recognising what is of interest to our users than the algorithms. You can drive yourself mad worrying about this, or you can just accept it and get on with your life but keep in the back of your mind that everything you engage with online has consequences in terms of nudging certain pieces of information into the limelight.