Melissa McLimans, Digital Services Librarian, UW Digital Collections Center Emily Passey, Assistant Director, Shorewood Public Library Vicki Tobias, Media Archivist, UW-Madison Archives Do you “do social media” for your library, but want to know how to do it better? You have lots of great things to share, but how and to whom? And why? This workshop will help you create an engaging social media presence through activities to identify your audience and your community social media partners, develop a social media strategy, and craft interesting communications to draw in your library users and stakeholders.

1. A Social Media Workshop
Melissa McLimans, Digital Services Librarian, UW Digital Collections Center
Emily Passey, Assistant Director, Shorewood Public Library
Vicki Tobias, Images & Media Archivist, UW-Madison Archives
WiLSWorld 2015

2. Workshop Timeline
1:30-1:35 - Welcome and housekeeping
1:35-1:45 - #tweetyoself2015
1:45-2:05 - Why "do social media"?
2:05-2:35 - Audience: the Who, Where, What & How
2:35-3:00 - The Power of Partnership
3:00-3:15 - Break (Thanks to Recorded Books!)
3:15-3:45 - Social Media Strategy: a Recipe for Success
3:45-4:15 - Get Interactive!
4:15-4:30 - Wrap up and adjourn

3. Tweet Yo’self 2015! (10 mins)
Write a tweet introducing yourself
140 characters, use workshop hashtag (#tweetyoself2015) and be creative
Think about voice, audience and message
Examples:
● @VickiTobias: dogs wine genealogy @UWMadArchives #IShouldHaveWornAHat
● @HillaryClinton: Wife, mom, grandma, women+kids advocate, FLOTUS, Senator, hair icon,
pantsuit aficionado.
● @judyblume: Are you there, Twitter? It’s me.
● @melissamclimans: Helping you avoid getting your work done by sharing old photos & pop
culture references via @uwdigicollec and @uwmadlibraries for 5+ years
● @emiLybrarian: @LawrenceUni & @Illinois_Alma #gslis alum greyhound mom sings in the
car, assists in directing a library. #OhCanada #Packersfan #WI #MN #IL

4. Why “Do Social Media”?
And why not.

5. Why “Do Social Media”?
Community Engagement
We do this in real life (IRL) - it must continue to the
virtual world!

6. Why “Do Social Media”?
Promotion
If the online world is not part of your promotional strategy,
you better hope your patrons don’t live online.

7. Why “Do Social Media”?
Advocacy
Make people who Like and Follow you online, like and
follow you in real life.

8. Why NOT “Do Social Media”?
1. Evaluate your goals.
a. Is social media the right appropriate method to
reach those objectives?
b. Audience, message, voice
c. Do you have the capacity to do it well?
d. Think about staff, time, IT support
e. Building the audience and sustaining the effort

9. Why NOT “Do Social Media”?
2. Evaluate social media platform
a. Choose platform to fit goals and
communication needs
b. You don’t need to be on or use ALL
platforms for all communication
work
c. Free vs. fee?
d. Try a platform but be comfortable
leaving it if it doesn’t work for you
e. Experiment with new platforms

10. Why NOT “Do Social Media”?
3. Other thoughts
a. Social media is 24/7 - are you? You don’t have to be
but what is the expectation from your audience?
b. Redundancy
c. ROI
d. Accountability and expectations

11. Audience: the Who, Where,
What & How

12. Who’s on what? Facebook
71% of internet users are on FB
Broad usage (ahh, but what does use mean?) regardless of race, education,
income or location
Important statistical changes from 2013-2014? People 65+ jumped 11 % in use
“Facebook is something we all got in middle school because it was cool but now
is seen as an awkward family dinner party we can't really leave.”
Andrew Mann. “A Teenager’s View on Social Media.”
https://medium.com/backchannel/a-teenagers-view-on-social-media-
1df945c09ac6

13. Who’s on what? Twitter
23% of internet users are on Twitter
Fairly youthful group
Important statistical changes from 2013-2014? College
graduates went from 18% use rate to 30%

14. Who’s on what? Instagram
26% of internet users are posting pics
Dominated by kids (18-29 years olds)
Important statistical changes from 2013-2014? Instagram
saw a 9% increase in use in one year.

15. What platform for what content?
Facebook
Images, room for text, linkable
Twitter
Images/video, GIFs, hashtags, reference accounts
Avoid abbreviations, acronyms, check hashtags
Instagram
Images, filters, easily repurposed
Tumblr:
Images, text/story-telling, freedom of content
Denny’s

16. 1. Create a user profile for primary audience (K-12 or
college student, genealogist, community member, etc.)
2. “Market research” - user survey at your organization
3. Use this profile to inform social media decisions
● Age and background
● Information sharing and seeking habits
● Social media use - platforms, frequency, purpose
● Relationship with your organization
Who is your audience?

17. Who is your audience?
USER PROFILE #1 - Sarah
● 19
● sophomore at UW-Madison
● biology major, loves Badger hockey and running
● instagram for photo sharing, Twitter for popular culture
and news, occasionally checks Facebook for events
● accesses via iPhone and laptop computer
● studies at Steenbock library

18. Who is your audience?
USER PROFILE #2 - Bill
● 62
● retired high school teacher, genealogist
● researching family history in Wisconsin
● Facebook for sharing photos from family events and
research trips
● accesses via desktop and laptop computer
● visits library in winter months, attends workshops

19. Activity - Who is your audience?
Identify your organization’s audience for Facebook and
Twitter:
1. Who is your audience for each platform?
2. List 1-2 primary users for each.
3. What information are they expecting from you on
each platform? How often?
Share back with group.

20. Reaching your Audience
How do you say what you want to say to the people who need to hear it?
Find your voice! It…
● Should align with your mission/organizational purpose
● Should create a positive, appropriate perception of your
organization
● Is written: voice includes language, grammar - even
punctuation
● Should be consistent among multiple staff sharing
responsibility for work
● Should provoke curiosity and engagement!

21. Business to business
Community-oriented
Hyper social
Professional/Trade

22. Activity - Find your Voice
Compose a tweet to your identified audience
using the voice you think works.
Formal vs. informal
Informational vs. celebrational
Personal vs. professional

23. The Power of Partnership

24. Partnering -- UWDC

25. Partnering -- UWMadLibraries
Partnered with people
throughout Madison and UW
campus.
Asked for Twitter handles from
participants…and used them!
Results:
New Twitter followers - 129
New Facebook followers - 20
Likes and shares way up.
Best engagement numbers. Ever.

26. Activity - Partner for a Purpose
For the scenario you choose, answer:
● Who might you partner with to help you reach your
target audience?
● What would that partnership look like (how does it
benefit you, and them)?
● What are your goals for that partnership?

27. Service Scenarios
1) Your library is getting ready to launch a technology
“petting zoo” or lab. People in your community can
come to the library and try out (with librarians to assist)
any number of new technologies.
2) Your library is now the only place people in your
community can get paper tax forms, and access to
digital forms.

28. Event Scenarios
1) The UW College of Agriculture and Life Sciences is
celebrating its 125th anniversary. The archives would
like to leverage this event to share materials of historic
significance.
2) Your public library is hosting a series of guests to raise
awareness of diabetes prevention and management.
These guests include one physician, one nutritionist,
and a fitness instructor from the YMCA.

29. Collection Scenarios
1) The archives just acquired a collection of historic film
documenting the UW Dance department.
2) Your library has just built a new collection of Spanish-
language adult fiction and nonfiction.

30. Social Media Strategy:
Recipe for Success

31. Creating a Strategy
Strategy = a recipe. (For success, hopefully)
● You determine how strictly you will follow it!
● It evolves over time - it does not start out perfectly.
Best practices - the key ingredients in your strategy:
● Content & container
● Timing
● Measurements

32. Creating a Strategy
Content & Container:
● Pick your platforms
● Use the right content and leverage the “social” aspect: including
what makes the platform perform (hashtags, tagging, likes,
shares)
● Keep it consistent with your voice, for your audience
● Keep content fresh

33. Creating a Strategy
Timing:
● When to post where
● Scheduling: Hootsuite, Tweetdeck, etc. for managing campaign
Measurement:
● Collect & use data effectively to tweak the recipe

34. Data Analysis
You can do this too! http://www.davidleeking.com/2014/08/26/analytics-for-social-media-summary-2/

35. Data Analysis

36. Editorial Calendar
A planning document that gives you (and your team) a
central plan. It can be as detailed or as simple as you want.
That’s it. Seriously.

37. UW Madison Libraries Editorial

38. UWDC Editorial

39. Activity - Editorial Calendar
Activity: create draft calendar for a week.
● List events/services/people/milestones/successes that you want to
highlight or promote
● What tools will you use to promote?
● When will you use it? Before event, during, after?
● Who is doing it…have a name attached if necessary.

40. Creating an Interactive Social Media Campaign
Go beyond targeted, strategic passive posting – demand a
response with an interactive campaign!

41. Interactive Social Media Campaigns
● Twitter contest for Constitution Day (225th anniversary) -
Storify: https://storify.com/USNatArchives/constitution-225-
tweet-the-preamble?utm_source=embed_header
● Madison Public's readers' advisory
● Shorewood Public Library’s trivia
● Lester Public Library’s (Two Rivers, WI) fine forgiveness contest

42. MadMatches
Promo Video

43. Packers Trivia

44. Activity - Interactive Campaign
What kind of interactive campaign could you offer/have
you offered?
- Shout out interactive ideas that get your community
responding to and engaging with your posts/tweets/etc.
- Who is the audience? What tone do you use? How often
do you contribute content to this campaign?

45. Wrap Up
Q & A
Final thoughts?
Find us if you have questions - we’re here to help!

46. Drop us a line
Melissa McLimans, UW Digital Collections Center,
melissa.mclimans@wisc.edu
Emily Passey, Shorewood Public Library,
emily.passey@mcfls.org
Vicki Tobias, UW-Madison Archives,
vicki.tobias@wisc.edu
Thank you!