HootSuite in the Library -- A NYPL Case Study
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Case Study: New York Public Library Case Study: NYPL | 1 HootSuite Media Inc. Educational and cultural institutions, museums, NGOs and NPOs will find this case study useful as an example of using HootSuite for social media management and social marketing. HootSuite for the Team The New York Public Library uses HootSuite to coordinate a decentralized team of contributors to help manage a multitude of social profiles and maintain an online presence as the leading public library on Facebook and Twitter worldwide. Empowering a team with scheduling and assignment tools Introduction The New York Public Library (@NYPL) is one of the leading online public libraries on Twitter worldwide. But before a coordinated social media team was in place, a decentralized team of contributors managed the multitude of social networks. Looking to streamline workflow, expand and maintain the Library’s social media presence, drive website visits and make @NYPL a discovery tool for library resources, content and expertise, the New York Public Library created a brand awareness campaign with HootSuite. The Challenge In addition to the flagship profiles @NYPL and NYPL Facebook Page, individual neighborhood libraries and divisions within the Library total over 100 social media profiles. With no dedicated social media teams, coordinating a large team of decentralized contributors was a major challenge. To maintain a consistent voice and volume of messaging, the Library needed a way to streamline workflow and manage their messaging from all facets of their organization in order to accurately represent the depth and range of the Library’s staff, services and collections.
description
The New York Public Library uses HootSuite to coordinate a decentralized team of contributors to help manage a multitude of social profiles and maintain an online presence as the leading public library on Facebook and Twitter worldwide.
Transcript of HootSuite in the Library -- A NYPL Case Study
Case Study: New York Public Library
Case Study: NYPL | 1HootSuite Media Inc.
Educational and cultural institutions, museums, NGOs and NPOs will find this case study useful as an example of using HootSuite for social media management and social marketing.
HootSuite for the Team
The New York Public Library uses HootSuite to coordinate a decentralized team of contributors to help manage a multitude of social profiles and maintain an online presence as the leading public library on Facebook and Twitter worldwide.
Empowering a team with scheduling and assignment toolsIntroduction
The New York Public Library (@NYPL) is one of the leading online public libraries on Twitter worldwide. But before a coordinated social media team was in place, a decentralized team of contributors managed the multitude of social networks. Looking to streamline workflow, expand and maintain the Library’s social media presence, drive website visits and make @NYPL a discovery tool for library resources, content and expertise, the New York Public Library created a brand awareness campaign with HootSuite.
The Challenge
In addition to the flagship profiles @NYPL and NYPL Facebook Page, individual neighborhood libraries and divisions within the Library total over 100 social media profiles. With no dedicated social media teams, coordinating a large team of decentralized contributors was a major challenge. To maintain a consistent voice and volume of messaging, the Library needed a way to streamline workflow and manage their messaging from all facets of their organization in order to accurately represent the depth and range of the Library’s staff, services and collections.
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HootSuite Media Inc. Case Study: NYPL | 2
The Solution
To accomplish their objectives of streamlining workflow and expanding online presence, the New York Public Library relies on the following tools in the HootSuite Dashboard:
Scheduler: Several NYPL staff members contribute to and curate the @NYPL Twitter feed. In order to spread messaging out and collaborate with teams across the entire organization, they looked to the scheduler feature.
Shared search streams: Team members needed to be able to respond and monitor from many locations, so the teams shared their search streams in the dashboard with the appropriate team members to collaborate effectively and to divide and conquer.
HootSuite Assignments: Using HootSuite Assignments feature, team members sharing the same streams to monitor conversations could assign social messages to others members for follow-up or respond directly and mark it as such to avoid duplication. This also ensures that the appropriate people are responding to your audience for the most effective audience engagement.
Analytics: The New York Public Library was able to measure success on Twitter using HootSuite’s analytics tools like Google Analytics and Twitter and Facebook Insights for up-to-date analysis of campaigns.
Using the right tools and educating staff helped NYPL meet their social media goals and plan an effective strategy for the entire organization. The Library identified staff in various units to educate them on how to use Twitter as a communication tool and to take initiative as brand ambassadors. The resulting streamlined workflow has been a measure of success.
The Results
The results of The New York Public Library’s flagship @NYPL Twitter campaign showed incredible growth directly stemming from their coordinated efforts. As a result of their initial HootSuite roll-out, the Library’s following grew from just under 7,000 to over 90,000, while increasing the number of visits to nypl.org coming from Twitter by 353.98% over the previous year.
Find the time
The HootSuite scheduling feature allows you to draft and schedule up to 50 messages in advance so that you can release multiple messages at appropriate intervals and reach your audience at the time that they’re most likely to be online.
