SOCIAL MEDIA TOOLS:CHOOSING THE RIGHT ONES FOR YOUR AUDIENCE

Connie Crosby, MA, MLS - @conniecrosbySocial Media & Public LibrariesToronto, Monday, October 3, 2016

SOCIAL MEDIA TOOLS

Audience Engagement

Selected Tools

Introduction to the Ecosystem

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INTRODUCTION TO THE ECOSYSTEM

• Social Networking• Social Media• Digital • Mobile

SOME TERMINOLOGY

• Focus today on public tools• Social intranets• More work to implement internally!

PUBLIC VS. INTERNAL

• Currently on Version 4.0• Originally developed in 2008

by futurist Brian Solis• Visual map of the social media

landscape• Available as a graphic and poster

https://conversationprism.com

THE CONVERSATION PRISM

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SELECTED TOOLS

• Flexible platform for wide range of uses

• Can serve as website• Good SEO• Hosts a range of media• Platform for thought leadership• Enables comments• Encourages multiple viewpoints

BLOGGING

• WordPress (.com and .org)• Blogger• Squarespace• Plugins• Templates / themes

BLOGGING TOOLS

• Twitter• Short posts • Added media (images, video)• #Hashtags• @Mentions

MICROBLOGGING

• Easily edited webpages• “Crowd sourcing” content• History of edits allows for roll-back to

previous versions• Pages can be ”locked down”• Encourage consensus

WIKIS

• Wikispaces• PBWorks• MediaWiki

WIKI TOOLS

• Photos & graphics•Instagram•Snapchat•Picasa•Flickr

• Pinning •Pinterest•Mint

• Infographics

IMAGES

• YouTube• Vimeo• Livestreaming – e.g. Facebook

VIDEO

• Podcasts• Music• Sounds

AUDIO

iTunes

Google Play

• Copyright• Open Source• Creative Commons• Royalty free• Podsafe music

COPYRIGHT & ALTERNATIVES

• Facebook• LinkedIn• WhatsApp• Reddit• Google+• …and many more

COMMUNITIES

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AUDIENCE ENGAGEMENT

• Where is your audience online?• Enter the conversation• Provide relevant content• Build communities• Engage with influencers• Respond positively• Community manager role

ENGAGE

• Groundswell, 2nd ed, 2011•By Charlene Li & Josh Bernoff•Forrester Research

• Social Technographics Ladderhttp://www.slideshare.net/jbernoff/social-technographics-defined-2010

ENGAGEMENT LADDER

• Forrester’s Social Technographics 2016• U.S. (and Canadian?) • available $$

• Insights West Canadian Social Media Monitor - see their 2016 report: http://www.insightswest.com/news/brands-find-it-hard-to-get-in-on-the-social-media-conversation/

• Other research• Develop your own

DEMOGRAPHICS

• What are people saying about your library?

• What do they think about your library?• What do they like or dislike about your

resources and services?• Are they making suggestions for

improving resources and services?• Can they connect you to potential

community members or advocate on your behalf?

• Is there an opportunity to provide relevant content?

• How are their preferences changing?

WHAT TO LISTEN FOR

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BUILDING STAFF CAPACITY:23 THINGS

• Started at the Charlotte Mecklenburg Library

• Adopted by many organizations as a model for bite-sized learning

• 10 Self-guided modules covering a range of tools and tasks in social media

• Uses wiki space or blog as platform• Some use a reward for completion to

encourage staff to start• Those that use a reward see more

people start but lower percentage complete the program than those without rewards

• https://en.wikipedia.org/wiki/23_Things

23 THINGS

LEARN

OBJECTIVES

GOVERNANCE

DEFINE ACTIVITIES

DEVELOPCAPABILITIES

MEASURE

ENGAGE

LISTEN

LEARN

OBJECTIVES

GOVERNANCE

DEFINE ACTIVITIES

DEVELOPCAPABILITIES

MEASURE

ENGAGE

LISTEN

• Blog• Facebook• YouTube• Twitter• Instagram

….............what would you choose?

GETTING STARTED

Thank you!

Connie Crosby@conniecrosby / conniecrosby@gmail.com

With content from

Daniel P. Lee@yankeeincanada