social media and libraries

1. Social Media and the Library
Heather Lambert
Continuing Education Coordinator
Tennessee State Library and Archives

2. What is social media?
context, relevance and why you should do it
How to do it better

3. Web 2.0

4. UGC (user generated content)
The sum of all ways in which people make use of Social Media
1. Published on a publicly accessible website or
social networking site
2. Need to show certain amount of creative effort
3. Needs to have been created outside of
professional routine and practice

5. What is Social Media?
Social Media is a group of Internet-based
applications that build onthe ideological and
technological foundations of Web 2.0, and that
allow the creation and exchangeof User Generated
Content.
Andreas M. Kaplan, Michael Haenlein, Users of the world, unite! The challenges and opportunities of Social Media, Business Horizons, Volume
53, Issue 1, January–February 2010, Pages 59-68, ISSN 0007-6813, http://dx.doi.org/10.1016/j.bushor.2009.09.003.
(http://www.sciencedirect.com/science/article/pii/S0007681309001232)

8. Why Does Social Media Matter?

10. The Social Media Data Stacks
10
We start with a big number first: 53.5 billion
minutes per month. Facebook is dominating
the web brands.
In looking at a data snapshot of monthly
aggregate time spent on a site for Facebook
and the ROW (rest of the web), Facebook
has toppled some big names. The Nielsen
Company data show that even Yahoo users
come in a distant second with an average of
17.2 billion minutes per month, less than
one-third Facebook’s total.
YouTube ranks sixth, claiming 9.1 billion
user minutes per month.
Facebook and the ROW
Top 10 U.S. Web Brands by Aggregate Time Spent
U.S. web users monthly minutes in billions, home and work
Source: The Nielsen Company
53.5
17.2
12.5
11.4
9.5
9.1
4.5
4.3
4.3
3.4
Facebook
Yahoo
Google
AOL Media
MSN/Windows
Live/Bing
YouTube
Ebay
EA
Apple
Microsoft

11. 95% of
users log in
daily
73% of users
access
Facebook via
Mobile
1.19
billion
users

12. 20 billion– Number of Instagram pictures shared

13. 250 billion – Estimated number of photos on Facebook.

14. 4 billion – The number of YouTube video views per day.

15. 100 hours – The amount of video uploaded to YouTube
every minute.

16. 500 million – number of tweets sent per day.

17. 300 million- number of Google+ users.

18. 70 million- number of Pinterest users

19. Garlic Cheesy Bread- Most Repinned Pinterest Pin
(105,220)

20. Way we interact is changing

21. Way we interact is changing
Way we consume is changing

22. Way we communicate has to change

23. Way ^we communicate has to change

24. Way ^we communicate has to change
What

25. Skimmers
Shallow superficial learning
Self Taught

27. The TRUTH:
Digital Natives ≠ digital literacy or information
literacy

29. Information Literacy Technological Literacy

30. Information and Technological Literacy

31. participatory cultures.
“A participatory culture is a culture with relatively low
barriers to artistic expression and civic engagement,
strong support for creating and sharing one’s
creations, and some type of informal mentorship
whereby what is known by the most experienced is
passed along to novices. A participatory culture is
also one in which members believe their
contributions matter, and feel some degree of social
connection with one another (at the least they care
what other people think about what they have
created)”
http://digitallearning.macfound.org/atf/cf/%7B7E45C7E0-A3E0-4B89-AC9C-
E807E1B0AE4E%7D/JENKINS_WHITE_PAPER.PDF

32. participatory media can be described as media
where the audience can play an active role in the
process of collecting, reporting, analyzing and
disseminating content
Many-to-many digital technologies are fostering
participatory user behaviors: choice,
conversation, curation, creation, and
collaboration.
What is participatory media?

33. Forms of participatory culture include:
Affiliations / Expressions
Collaborative Problem-solving / Circulations

34. The Participation Gap — the unequal access to the
opportunities, experiences, skills, and knowledge that will
prepare youth for full participation in the world of
tomorrow.
The Transparency Problem — The challenges young
people face in learning to see clearly the ways that media
shape perceptions of the world.
The Ethics Challenge — The breakdown of traditional
forms of professional training and socialization that might
prepare young people for their increasingly public roles as
media makers and community participants.

37. The Social Media Data Stacks
37
Social media networks, at the
moment, still complement traditional
TV viewing. A high percentage of
Twitter users who tweet while
watching a TV show discuss the
show they’re watching, more often
than Facebook users who log in
during a TV show, according to
TVGuide.com. The “TVGuide.com
User Research Study” indicates 50%
of Twitter users discuss a show they
are watching, one-third more than the
35% of Facebook users.
Half of Twitter Users Discuss TV Shows
Social Media Commentary while Watching TV
% of respondents, July 2011
Source: TVGuide.com
50% 50%
35%
65%
I talk about the show I'm watching I talk about something else
Twitter users Facebook users

38. Making Social Media Work

41. The Social Media Data Stacks
41
Almost 30% of senior marketing executives
engaging in social media monitoring
incorporate the information into their
communications strategy, according to data
from WebLiquid and RSW/US.
Customer service enhancements – ranging
from automated search engine alerts to
specific data queries and third-party research
– followed at close to 20%.
Other relatively popular answers include
media planning (almost 15%) and organic
search optimization (more than 10%).
Social Media Data Feeds Strategy
Actionable Uses of Social Media Data
% of respondents, August 2011
Source: WebLiquid and RSW/US
5%
8%
10%
13%
14%
18%
27%
Other
Display advertising
optimization
Paid search
optimization
Organic search
optimization
Media planning
Customer service
enhancements
Communications
strategy

48. The Social Media Data Stacks
48
NM Incite found that social network
users see the platforms as a useful
shopping and research tool, and
participate with the desire to view and
contribute to reviews of products and
services. 68% of social media users
(71% of parents and 64% of non-
parents) go to social networking sites to
read product reviews and more than
half use these sites to provide product
feedback, both positive and negative.
Getting coupons is also popular, with
58% overall usage (64% of parents and
56% of non-parents).
SocNet Users Want Deals, Discussion
Social Media Use for Products/Services Information
% of respondents, October 2011
Source: NM Incite
71%
64%
64%
59%
57%
64%
59%
56%
52%
49%
Read consumer feedback
Learn about products
Get coupons/promos
Give positive feedback
Give negative feedback
Parents Non-parents

49. The Social Media Data Stacks
49
3%
7% 6%
11%
26%
13%
28%
4%
2%
More than
once a day
Once
a day
Every other
day
Twice
a week
Once
a week
Twice a
month
Once a
month or
less
Never Other
The highest percentages of online consumers say products, services and
companies should communicate via social networks once a month or less and
once a week or less, according to a study from ROI Research and Performics.
28% of online consumers say social network communication should be
conducted once a month or less, while 26% say once a week or less.
1 in 4 Expect Weekly or Monthly Updates
Marketing Contact via Social Networks
% of respondents (n=2,997) June 2011
Source: ROI Research and Performics

50. The Social Media Data Stacks
50
comScore research found that the largest
portion of U.S. users’ time spent within
Facebook is on the individual’s homepage
which features the newsfeed. In May 2011,
27% of engagement on Facebook.com
occurred on the homepage and Newsfeed,
followed by profile viewing (21%), photo
viewing (17%) and usage of apps and tools
(10%).
27% of User Time is Spent on Newsfeed
How Users Spend Time on Facebook
% of total engagement, September 2011
Source: comScore
27%
21%
17%
10%
25%
Homepage/Newsfeed Profiles Photos Apps & Tools All Other

51. The Social Media Data Stacks
51
Active social network users, according to
Nielsen, are 75% more likely to spend
heavily on music and 47% more likely to
heavily spend on clothing, shoes and
accessories. They are 45% more likely to
go on a date. Other areas where heavy
social network users show more likelihood
of participating include giving opinions on
TV programs (33%), giving opinions on
politics and current events (26%), attending
professional sporting events (19%) and
working out at a gym or health club (18%).
Active SocNet Users Take It Offline
Lifestyle Habits of Active Social Network Users
% of total, compared to average internet users, Q3 2011
Source: The Nielsen Company
18%
19%
26%
32%
33%
45%
47%
53%
75%
More likely to work
out at a club
More likely to attend
a pro sports event
More likely to give opinion
on politics, current events
Already follow a celebrity
More likely to give
opinion about TV programs
More likely to go on a date
More like to be heavy
spenders on clothing,
accessories
Already follow a brand
More likely to be heavy
spenders on music

55. https://blogs.monash.edu/presto/2013/04/08/social-media-and-curating-
for-change/

58. visual is powerful

60. http://s3-
ec.buzzfed.com/static/enhanced/web05/20
11/12/2/17/enhanced-buzz-wide-1392-
1322863709-9.jpg

64. Jaws-

65. Jaws-
• Determined that Shark was bigger than originally
thought
• Decided that they would need a bigger boat

66. P.O.S.T
People – Who are you trying to engage?
Objectives- What are you trying to achieve?
Strategies- What it will look like when it’s done?
Technologies- What tools will you use?

67. We used to talk about the 4 P’s
But now we talk about the 4 C’s
creativity
curating
connecting
culture

68. Combine online events with in person events
Follow your peers and people that intersect
your mission
Let your staff in on your goals and message
and the statistics
Write for the web and don’t make me scroll

69. Be Real
Engage in real time conversation
Have real conversations
Find your authentic voice- academic, advocacy,
local, etc but be conversational

70. A hashtag search on will help you follow all the conversations.
Use hashtags to include your content in active public conversations.

72. Make your blog and website mobile friendly and
search engine neutral

75. Engage people with
genuine discussion
not -“Do you still
wear gloves to
church?”
Build sustained
Conversations
Social media doesn’t
mean dumbed down
Don’t ask dead end questions.

76. Good Examples
• http://www.childrensmuseum.org/
• https://www.facebook.com/HispanicInterest
• http://worldwildlife.org/
• https://www.facebook.com/MadisonFriendsOf
TheLibrary
• Https://www.facebook.com/ncghl?ref=ts
• http://pinterest.com/scstatelibrary/
• http://heritage.utah.gov/library
• http://www.britishmuseum.org/channel.aspx?r
ef=header

77. 1. Visual
2. Participatory
3. Match the tool to the audience
4. Give them something/Swag
5. Check your rep, look for opportunities to contribute
6. Tie to your vision, choose your voice
7. Social Media is not an outlier- roll into your communication
plan, marketing plan, strategic plan
8. Be human, dynamic, responsive
9. Dedicate the appropriate amount of resources
10. Know Your Brand
11. Create a Community Atmosphere
12. Be Intriguing
13. Be Timely
14. Play at Emotions (see 8)

79. How often and when?

80. Tools to help
Klout
Google Alerts
Google Analytics
Back Tweets
Yoono
Facebook Insights
HootSuite
Tweetdeck
Mention
PinPuff
Pinterest web analytics
Socialmention
Twentyfeet
Buffer
Crowdbooster
Peerindex

82. brand storytelling {for libraries}
Heather lambert hlambert@tn.gov

83. define: Brand
A brand is the set of expectations, memories, stories and
relationships that, taken together, account for a consumer’s
decision to choose one product or service over another. If the
consumer (whether it’s a business, a buyer, a voter or a donor)
doesn’t pay a premium, make a selection or spread the word, then
no brand value exists for that consumer.
A brand's value is merely the sum total of how much extra people
will pay, or how often they choose, the expectations, memories,
stories and relationships of one brand over the alternatives.
--Seth Godin

84. define: Storytelling
Stories are how we assign meaning to things. Humans are "creatures
of context" and we always are looking for ways to put things in
context.
Stories are patterns made up of events that are put together in a
particular order and this order gives it meaning.
-- Bill Harley
Storytelling is the interactive art of using words and actions to reveal
the elements and images of a story while encouraging the listener’s
imagination.
Storytelling involves a two-way interaction between a storyteller and
one or more listeners.
--National Storytelling Network

85. define: Content Marketing
A marketing technique of creating and distributing valuable,
relevant and consistent information to attract and acquire a clearly
defined audience – with the objective of driving profitable customer
action.
--
contentmarketinginstitute.com

86. People like storytelling because it tells
them whether brands ‘have a clear sense of purpose’ and
‘create their own world’. It makes people ‘intrigued to see
what they’ll do next’.
--AESOP marketing

87. storytelling storytelling storytelling storytelling storytelling

88. stop counting things
start tracking outcomes

89. no context, no outcomes, no personalization- no story

90. A good story is an end in itself. Whether or not it helps define
a brand, sell a product, or make a point, a story must stand on
its own. If it only exists to thinly disguise a marketing
message, you’re not fooling anybody.
-- Rob Walker

91. we can no longer push our messages across, we
need to pull customers in with engaging,
useful content.

92. we know stories. we own storytelling.
we are the good guys. we have amazing stories.

93. be the source of information people with which
people want to engage.

94. how to start

95. broaden your perspective on storytelling.

96. create an organizational culture of
storytelling.

97. get organized
assign responsibility
pull on the same rope
measure your impact
don’t forget to distribute
have something to say
content sandwich - Rachel Metscher

98. learn from others.