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Crosby social media the strategic context

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Social media symposium

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Crosby social media the strategic context

  1. 1. SOCIAL MEDIA: THE STRATEGIC CONTEXT Connie Crosby, MA, MLS - @conniecrosby Social Media & Public Libraries Toronto, Monday, October 3, 2016
  2. 2. Social Media: The Strategic Context Governance Objectives Social Media Strategy Framework
  3. 3. section SOCIAL MEDIA FRAMEWORK
  4. 4. • Adapted from Social Media Strategy Framework by Ross Dawson, Advanced Human Technologies • Creative Commons Attribution-Share Alike 3.0 License • ahtgroup.com • Direction within the framework depends on how you want to get started • Look and plan before you leap • Get your feet wet and jump in • First step is to LEARN! SOCIAL MEDIA FRAMEWORK
  5. 5. LEARN OBJECTIVES GOVERNANCE DEFINE ACTIVITIES DEVELOP CAPABILITIES MEASURE ENGAGE LISTEN LEARN OBJECTIVES GOVERNANCE DEFINE ACTIVITIES DEVELOP CAPABILITIES MEASURE ENGAGE LISTEN
  6. 6. • How do you keep up with the latest developments in social media? • Use social media yourself • Study relevant case studies • Educate senior executives • Hear from practitioners • Explore the latest trends LEARN
  7. 7. • Identify relevant social media monitoring tools • Learn how you can best use the tools • Discover what's said about you and your library, your areas of interest, your community or your audience • Find relevant communication and conversations • Uncover key influencers LISTEN
  8. 8. • Where is your audience online? • How do you engage online audiences? • Enter the conversation • Provide relevant content • Build communities • Engage with influencers • Respond positively • Forrester’s - Groundswell • Social Technographics Ladder http://empowered.forrester.com/groundswell/images/groundswell_figure_3-2.jpg ENGAGE
  9. 9. • What measures will be meaningful? • Set relevant measures of success • Monitor measures routinely • Capture and communicate success stories • Periodic reports to senior staff • Tie it back to your strategy/objectives • Refine your strategy and measures MEASURE & REFINE
  10. 10. LEARN OBJECTIVES GOVERNANCE DEFINE ACTIVITIES DEVELOP CAPABILITIES MEASURE ENGAGE LISTEN LEARN DEVELOP CAPABILITIES MEASURE ENGAGE LISTEN
  11. 11. • Identify internal champions for social media • Train and support champions and staff • Keep abreast of developments • Establish pilot program • Develop a culture of responsible transparency (change in culture) • Organize your team (see Governance) DEVELOP CAPABILITIES
  12. 12. LEARN OBJECTIVES GOVERNANCE DEFINE ACTIVITIES DEVELOP CAPABILITIES MEASURE ENGAGE LISTEN LEARN DEFINE ACTIVITIES DEVELOP CAPABILITIES MEASURE ENGAGE LISTEN OBJECTIVES GOVERNANCE
  13. 13. section OBJECTIVES
  14. 14. • How social media efforts can fit into your existing strategies • How different audiences or communities have different levels of engagement online • Planning your organization’s method for responding to queries and comments • Methods for building online communities • Look for measurement that is meaningful OBJECTIVES
  15. 15. • Marketing & Communications • Public Relations • Community Outreach • Recruitment • Content SOME STRATEGIES SUPPORTED BY SOCIAL MEDIA
  16. 16. • Strategy: Fill upcoming vacancies with new staff members who will advance the Library • Objective: Use social media to recruit quality candidates for 3 upcoming positions. • Tactic/activity: Develop Facebook page to highlight careers at the Library. Ask staff to join and invite their friends. • Tactic/activity: Hold career in the Library Q&A on Twitter. Decide on a unique hashtag. EXAMPLE: RECRUITING
  17. 17. • Measures should flow from the objectives and tactics • From our previous example: • track number of new people on Facebook page and their engagement (likes, comments, questions, number of people signed up for events) • Number of people participating in Twitter event, number of replies, retweets, likes, and profile click- throughs • Ultimately: number of candidates and success in hiring MEASUREMENT measure measure measure measure
  18. 18. section EXERCISE OBJECTIVES
  19. 19. • Small group exercise • Bullet out 4-6 objectives for your own organization • Share with the small group • Select spokesperson to share with the larger group OBJECTIVES
  20. 20. section GOVERNANCE
  21. 21. • Planning • Who does what? • Who is responsible? • Identifying opportunities • Understanding risks • Mitigating risks GOVERNANCE
  22. 22. • Decentralized • Centralized • Hub and spoke • Multiple hub and spoke • Holistic • Source: Jeremiah Owyang http://www.web-strategist.com/blog/2010/04/15/ MODELS FOR ORGANIZING TEAMS
  23. 23. • No one group organizes efforts • Efforts originate on the edges DECENTRALIZED
  24. 24. • One group organizes all efforts from the top down • Used in regulated industries e.g. healthcare, financial CENTRALIZED
  25. 25. • Cross functional team organizes efforts from the center • Centralized resources HUB AND SPOKE
  26. 26. • Also known as “dandelion” • Multiple hubs and spokes organized around a central cross-functional team • Usually organizations with sites in multiple locations MULTIPLE HUB AND SPOKE
  27. 27. • Everyone’s efforts are distributed equally and consistently across the organization HOLISTIC
  28. 28. • Security • Liability • Personal Safety • Reputation • Negative reactions • Expectations • Participating vs. Not participating • Participating badly! UNDERSTANDING RISKS
  29. 29. • Set expectations • Authenticity • Honesty • Transparency • Set clear social media policies • Communicate policies internally MITIGATING RISKS
  30. 30. • Modify existing policy where possible • E.g. HR staff policy • Social media policy for the public • Comment policy • Privacy • Sources: •Other libraries •Social Media Policy Database http://socialmediagovernance.com/policies/ •Socialmedia.policytool.net POLICIES
  31. 31. section EXERCISE SOCIAL MEDIA POLICY
  32. 32. • Individual exercise • Social Media Policy Tool: Use online tool to draft a social media policy for your organization • http://policytool.net/ SOCIAL MEDIA POLICY
  33. 33. section DEFINE ACTIVITIES
  34. 34. • Which tasks will you focus and devote your energies to? • Define first and subsequent phases • Target initial platforms • Make sure this connects you with your audience • Identify resources required • Establish responsibilities and time commitment • Link to offline marketing / communications / advocacy / outreach activities • Consider live events DEFINE ACTIVITIES
  35. 35. • Website or Blog at the centre • Push content to/from social media sites HUB AND SPOKE - CONTENT
  36. 36. Thank you! Connie Crosby @conniecrosby / connie@crosbygroup.ca Developed with Daniel P. Lee @yankeeincanada

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