Rachel Folz is the Digital Marketing Manager at Campbell County Public Library. She has over 9 years of experience in digital content roles. The document provides information on popular social media platforms like Facebook, Pinterest, Instagram and Twitter. It discusses insights available on each platform that can help analyze audience demographics and content performance. Tips are provided on creating engaging content and using tools like Buffer to schedule posts. The document aims to help libraries effectively utilize social media for marketing and outreach.

1. SOCIAL MEDIA 102
BY RACHEL FOLZ
DIGITAL MARKETING MANGER CAMPBELL COUNTY PUBLIC LIBRARY

2. WHO AM I?
 Rachel Folz
 Digital Marketing Manager, Campbell County Public Library, 2.years
 Priors
 WXIX, Cincinnati – Digital Content Director, 2 Years
 WFIE, Evansville – Digital Content Director, 7 years

3. WHO USES SOCIAL NETWORKING?
72% for Facebook
31% for Pinterest
28% for Instagram
25% for LinkedIn
23% for TwitterINFORMATION FROM PEW INTERNET 2015

4. FACEBOOK
A DEEP DIG INTO THE INSIGHTS

5. POST INSIGHTS
INSIGHTS>POSTS
Sort your posts by reach and engagement to see
what kind of content works for your audience.
• Photos
• Videos
• Links
What times to users click your content the most?
Shape your content strategy to these times
• 9 AM
• Noon
• 8:30 PM

6. WHO ARE YOU TALKING TO?
Insights>People
• 80% female
• 46% are 25-44
• Live in Northern Kentucky

7. KNOW THEM WELL
Name them
Talk to them
Does your content speak to them?
Does it compel them to share?
Does it make them feel good?
Does it make them feel connected to your brand?
Mary is 36 and lives in Fort Thomas.

8. NEW FACEBOOK FEATURES FOR BUSINESSES
Your Business Story
•Using a few selected photos from
your profile, you make a video that
shows off your business and what it
does. It’s quick and easy.
Response Times
•Facebook started telling users how
quickly a page responds to messages.
Now admins can control what
response time shows publicly on their
Page. So even if a Page typically
responds to messages within an hour,
they can set their visible response
time to within a day so they don’t
disappoint their customers.
Instant Replies
•When you have messaging enabled
for your Page, you have the option of
turning on Instant Replies to send an
automated reply to anyone who
messages your Page.
Page Verification
•Show up higher in search results
•Have a verified badge to let visitors
know the Page is authentic
•Get early access to new features

9. FACEBOOK MARKETING CHALLENGES
Brand posts are showing up less and less
• Facebook wants you to purchase their advertising
• Algorithm changes
You are counting on your fans coming to your
page for updates
• This is not common user behavior

10. FACEBOOK ADS
Traceable Results
Likes, shares, clicks
Targeted
Where they live, what they like
Inexpensive
Buys start at $5
Note: Ad images can only be 20% text

11. CASE STUDY: A FACEBOOK AD
Blog post
• List
$15 budget
• Reached 6,796 people
• 26 shares
• 63 likes on post
• 9 page likes

12. PINTEREST Women, children & lifestyle content

13. PINTEREST USER INFO
INFORMATION FROM 2015 PEW INTERNET STUDY
31% of internet users
• 44% of women
• 16% of men
Most popular with:
• 18-49
• Some college or more
• $50k+
You need to be on Pinterest

14. ANATOMY OF A GREAT PIN
 Use multiple, dominant colors.
 Images with multiple, dominant colors receive more than 3 times the
repins per image than those with a single dominant color.
 Avoid human faces.
 Among images shared by brands, those without human faces are repinned 23
percent more often.
 Go with a spare background.
 Images made up of less than 30 percent background are repinned the
most. Repins drop off by 4 times for images composed of 40 percent or more
background.
 Choose red, orange, and brown instead of blue.
 These three colors outperform blue nearly 2:1 in repins.
 Maintain moderate light and color.
 Very light and very dark images are not repinned as often.
This picture embodies the characteristics of the
ideal popular Pinterest image. It has been
repinned 307,000 times.
Info from Wired.com

15. SOME BOARD IDEAS
Book lists Craft ideas
Seasonal
decorations
Programs
Costume
ideas
Fandoms Lolz

16. PINTEREST ANALYTICS
Audience
Interests
May not be local
Top Pins
Strategy information
Trends to watch
Links from site
Shape your content
More eyes on your site

17. PINNING IS BETTER (EASIER) WITH FRIENDS Invite other relevant staffers to pin to boards

18. INSTAGRAM Now’s the time to have your voice heard

19. INSTAGRAM USER INFO
28% of internet
users
18-49
All incomes
Popular in
urban/suburban
INFORMATION FROM 2015 PEW INTERNET STUDY

20. KNOW YOUR STARS
People
Librarians
Patrons
Photos with faces liked 38% more
Programs
Visual
Fun
Information
Upcoming events
Closings

21. Video Example
• Librarian
• Shaving cream
• Cup
• Food coloring
• iMovie

22. STATS
No official stats for brands right
now
Measure by and comments
Growing audience is key
They have the opportunity to see
each of your posts

23. TWITTER News & Media Commentary

24. TWITTER USER INFO
INFORMATION FROM 2015 PEW INTERNET STUDY
23% of adult internet users
• +0% y-t-t
Most popular in 18-29 demo

25. TWITTER ANALYTICS
HTTPS://ANALYTICS.TWITTER.COM
• Change m-t-m
Tweets
• Number of times users saw the tweet on Twitter
Impressions
• Top tweet
• Top mention
• Top follower
Tweet Highlights

26. WHAT CAN WE DO WITH THIS DATA?
Review your content
• Look for trends
• Look for hits & misses
• Identify your loyal users
• Your strategy should be a living thing

27. WHERE AM I SUPPOSED TO GET THIS STUFF?
MY FAVORITE PLACES TO LOOK FOR GOOD CONTENT

28. TELL YOUR OWN STORY
Patron stories
Thank you notes
Series of programs
Book lists
Staff introductions
Community news

29. GETTING STARTED WITH DIY CONTENT
A blog
• On your site is best
A camera
• Or phone
Image editing
• Photoshop from
techsoup
• Fotor
A stock photo
service
• Clipart.com is $139 a
year
• Pablo

30. VIDEO MARKETING
Here’s what I am
working with
iPad
$500
Windows Movie
Maker & iMovie
Free
2 tripods
$50
Clip on
microphone
$30

31. • Edgy, ListsBuzzFeed Books
• Classic, new booksHuffPo Books
• Kids media infoCommon Sense Media
• Library love, reading listsPBS Kids
• Forward-thinking advocacy and storiesGeek the Library
• Why libraries are radWashington Post/NYT
• New info, photosReddit
• Regional & national library contentI Love Kentucky Public Libraries
• Library & eBook newsOverDrive for Libraries Facebook

32. OTHER SOCIAL NETWORKS TO CONSIDER
LinkedIn YouTube GoodReads

33. BRAND MANAGEMENT TOOLS

34. BUFFER
• Daily schedule, Chrome extension, highlighting, image sharingScheduling
• Bit.ly, buff.ly, j.mpLink Shortening
• Real photos instead of linksImage sharing
• Re-buffer and save to library options will let you repeat a post over a
period you define.
Identifying & re-sharing posts

35. GETTING STARTED WITH BUFFER
Buffer.com
• Free account allows 10 posts
• No Pinterest
Chrome extension
• Post any link on the fly
Try the Optimal Timing Tool
• Shows the most engaging times
• I check and adjust a few times a month
Create or link up your bitly account
• Track the effectiveness of your posts

36. BUFFER MADE EASY
Think
about
pro
account
$102 a year for non-profits
More posts in queue
Pinterest
Team members

37. KEEP TRACK OF YOUR STATS
Where you are
growing (or not)
Timeline
Future you

38. QUESTIONS?
BRING THEM ON!

39. LET’S CONNECT
 Twitter - @friendorfolz
 Email – rfolz@cc-pl.org
 LinkedIn - rachelfolz