Taming the Social Media Beast

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Social Media may seem to small/medium businesses and organizations like a big, hairy beast that we don’t really want to mess with. But with the right tools and practices, you can tame the social media beast in about 15 minutes each week. In my presentation I’ll talk about why our small library system has jumped on the social media bandwagon (and why it is just as important for other local organizations to do the same), how we have designed our social media goals, and how our staff manages to do all this in very little time with a big return on investment. I will talk about specific tools that we have used for social media organization and monitoring and give tips on such topics as ‘When do I jump into using a social media tool?’ and ‘What tools are best for my customers/users?’

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Taming the Social Media Beast

  1. 1. Taming the Social Media Beast Stephanie Small Public Relations Coordinator Defiance Public Library System
  2. 2. What is Social Media
  3. 3. Social =interactionMedia
  4. 4. Web 1.0
  5. 5. Web 2.0
  6. 6. Facebook Twitter LinkedIn Who is on?  Who is on?  Who is on? The personality  The personality  The personality Challenges  Challenges  Challenges Awesomeness  Awesomeness  AwesomenessNature of the Beast
  7. 7. 1: Facebook
  8. 8. Facebook Average User Figures SocialMediaToday.com; March 7, 2011 by Ken Burbary • 130 friends on the site • sends 8 friend requests per month • spends an average 15 hours and 33 minutes on Facebook per month • visits the site 40 times per month • spends an 23 minutes (23:20 to be precise) on each visit • connected to 80 community pages, groups and events • creates 90 pieces of content each month • 200 million people access FB via a mobile device each day • More than 30 billion pieces of content are shared each day • Users that access Facebook on mobile devices are twice as active on Facebook compared to non- mobile users • Facebook generates a staggering 770 billion page views per monthAll infographics courtesy of Hubspot.com (Great stats! Go there!)
  9. 9. Facebook Average User Figures SocialMediaToday.com; March 7, 2011 by Ken Burbary • 130 friends on the site • sends 8 friend requests per month • spends an average 15 hours and 33 minutes on Facebook per month • visits the site 40 times per month • spends an 23 minutes (23:20 to be precise) on each visit • connected to 80 community pages, groups and events • creates 90 pieces of content each month • 200 million people access FB via a mobile device each day • More than 30 billion pieces of content are shared each day • Users that access Facebook on mobile devices are twice as active on Facebook compared to non- mobile users • Facebook generates a staggering 770 billion page views per monthAll infographics courtesy of Hubspot.com (Great stats! Go there!)
  10. 10. Facebook’sChallenges• Gettingpeopleto like you
  11. 11. Facebook’sChallenges• Gettingpeopleto like you• Getting peopleto engage
  12. 12. Facebook’sChallenges• Getting people to like you• Getting people to engage• Youneed quick response time
  13. 13. Facebook’sAwesomeness• People willpromote foryou
  14. 14. Facebook’sAwesomeness• People willpromote foryou• Media Storage
  15. 15. Facebook’sAwesomeness• People will promote for you• Media Storage• Direct contact
  16. 16. Facebook’sAwesomeness• People will promote for you• Media Storage• Direct contact• Cross promotion
  17. 17. 2: Twitter
  18. 18. Twitter AverageUser FiguresWebsite-Monitoring.com•There are 106 million accounts on Twitter•The number of Twitter users increases by 300,000 every day•75% of twitter traffic comes from outside of Twitter.com•Twitter has over 180 million unique visitors each day•24% of Twitter users have 0 followers•97% of Twitter users have less than 100 followers•81% of Twitter users are following less than 100 people•Users send 55 million tweets per day
  19. 19. Twitter AverageUser FiguresWebsite-Monitoring.com•There are 106 million accounts on Twitter•The number of Twitter users increases by 300,000 every day•75% of twitter traffic comes from outside of Twitter.com•Twitter has over 180 million unique visitors each day•24% of Twitter users have 0 followers•97% of Twitter users have less than 100 followers•81% of Twitter users are following less than 100 people•Users send 55 million tweets per day
  20. 20. Twitter’sChallenges• Short format
  21. 21. Twitter’sChallenges• Short format• Not as profiledriven
  22. 22. Twitter’sChallenges• Short format• Not as profiledriven• Needs a bitmoreinvestment
  23. 23. Twitter’sChallenges• Short format• Not as profiledriven• Needs a bitmoreinvestment• Can beoverwhelming
  24. 24. Twitter’sAwesomeness• Short format!
  25. 25. Twitter’sAwesomeness• Short format!• Fewer barriers
  26. 26. Twitter’sAwesomeness• Short format!• Fewer barriers• Learning tool
  27. 27. Twitter’sAwesomeness• Short format!• Fewer barriers• Learning tool• More likely topromote
  28. 28. 3: LinkedIn
  29. 29. LinkedIn AverageUser FiguresSocialMediaToday.com; March 7, 2011by Ken Burbary• LinkedIn had a revenuegrowth increase of 115%from 2010 to 2011• Over 150 Million registeredmembers•Over 60 million US users• “Company Pages…was createdto help both job seekers andprofessionals conduct research oncompanies that are representedon LinkedIn.” –Neal Schaffer,Socialmediatoday.com
  30. 30. LinkedIn AverageUser FiguresSocialMediaToday.com; March 7, 2011by Ken Burbary• LinkedIn had a revenuegrowth increase of 115%from 2010 to 2011• Over 150 Million registeredmembers•Over 60 million US users• “Company Pages…was createdto help both job seekers andprofessionals conduct research oncompanies that are representedon LinkedIn.” –Neal Schaffer,Socialmediatoday.com
  31. 31. LinkedIn’sChallenges• Different Culture
  32. 32. LinkedIn’sChallenges• Different Culture• Different Strategy
  33. 33. LinkedIn’sChallenges• Different Culture• Different Strategy• Couldhave negative feedback
  34. 34. LinkedIn’sChallenges• Different Culture• Different Strategy• Couldhave negative feedback• Industry Specific
  35. 35. LinkedIn’s Awesomeness• Trusted Source
  36. 36. LinkedIn’s Awesomeness• Trusted Source• Client Recommendations
  37. 37. LinkedIn’s Awesomeness• Trusted Source• Client Recommendations• Find new hires
  38. 38. LinkedIn’s Awesomeness• Trusted Source• Client Recommendations• Find new hires• Resume builder
  39. 39. When to jump in?
  40. 40. Question 1: Are myusers on it? Talk to staff Ask customers Ask your friends Search for other local businessesWhen to jump in
  41. 41. Question 2: Do I have time for it?  Be realistic  Ask for help  ROI ◦ Reach new people? ◦ Gain new attention?http://some.ly/jwdckQ ◦ Take place of other marketing?When to jump in
  42. 42. Why should I care?
  43. 43. The Marketing/Advertising Argument: It’s where your customers areWhy should I care?
  44. 44. The Marketing/Advertising Argument:
  45. 45. The Marketing/Advertising Argument: It’s where your customers are The F wordWhy should I care?
  46. 46. The Marketing/Advertising Argument: It’s where your customers are The F word New audiencesWhy should I care?
  47. 47. The Marketing/Advertising Argument: It’s where your customers are The F word New audiences New connectionsWhy should I care?
  48. 48. The Marketing/Advertising Argument: It’s where your customers are The F word New audiences New connections You can be seen as tech leaderWhy should I care?
  49. 49. The Marketing/Advertising Argument: It’s where your customers are The F word New audiences New connections You can be seen as tech leader AdaptableWhy should I care?
  50. 50. What do I post?
  51. 51.  You have expertiseWhat do I post?
  52. 52.  You have expertise What’s in it for them?What do I post?
  53. 53.  You have expertise What’s in it for them? Interact with cultureWhat do I post?
  54. 54.  You have expertise What’s in it for them? Interact with culture Silliness (that relates to your business)What do I post!?
  55. 55.  You have expertise What’s in it for them? Interact with culture Silliness (that relates to your business) Ask questionsWhat do I post!?
  56. 56.  You have expertise What’s in it for them? Interact with culture Silliness (that relates to your business) Ask questions Post photosWhat do I post!?
  57. 57. Social MediaManagement Tools
  58. 58. • Monitor multiple accounts • Allow multi-user access • Schedule updates • See feedback • Organize groups of informationhttp://bit.ly/oukYFLTaming the Beast: Management Tools
  59. 59. • Hootsuite •Tweetdeck •SocialOomph •Ping.fm •Postling •Sprout Social •Nutshell MailTaming the Beast: Management Tools
  60. 60. • Hootsuite •Tweetdeck •SocialOomph •Ping.fm •Postling •Sprout Social •Nutshell MailTaming the Beast: Management Tools
  61. 61. • Hootsuite •Tweetdeck •SocialOomph •Ping.fm •Postling •Sprout Social •Nutshell MailTaming the Beast: Management Tools
  62. 62. Good Practices
  63. 63.  Follow trends (lazily)Good Practices
  64. 64.  Follow trends (lazily) Research other pagesGood Practices
  65. 65.  Follow trends (lazily) Research other pages Market it!Good Practices
  66. 66.  Follow trends (lazily) Research other pages Market it! Engage!Good Practices
  67. 67.  Follow trends (lazily) Research other pages Market it! Engage! Don’t get discouragedGood Practices
  68. 68. What no one else will tell you…Good Practices
  69. 69. What no one else will tell you… You can always drop it if it doesn’t work ◦ Be an observer for awhile ◦ Open a personal account ◦ Close it out, if it doesn’t fit ◦ You can pick it back upGood Practices
  70. 70. On the Horizon
  71. 71.  Google+ On the Horizon
  72. 72.  Google+ On the Horizon Spotify
  73. 73.  Google+ On the Horizon Spotify Pinterest
  74. 74.  Google+ On the Horizon Spotify Pinterest SchoolFeed
  75. 75.  Google+ On the Horizon Spotify Pinterest SchoolFeed Foursquare/FB Places
  76. 76. Not so scary after all Stephanie Small Defiance Public Library System ssmall@defiancelibrary.org @smallphanie @defiancelibrary Facebook.com/steph.small Facebook.com/dplslibrariesIt’s tamed!

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