Social networking tools for libraries
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Using Social Networking Toolsfor Libraries
Nathan Turnere-Resources Librarian
Parramatta City Library
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What is 'Social Media'?
Social media essentially is a category of online media where people are talking, participating, sharing, networking, and bookmarking online... It's more of a two-way conversation, rather than a one-way broadcast like traditional media.
~Ron Jones
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Possible uses of social media
Raise patron awareness Boost public engagement with the library Educate or inform patrons Increase the library’s reputation Interact with industry colleagues
Half the money I spend on advertising is wasted; the trouble is I don't know which half.
~John Wanamaker
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Where to begin?
What are your goals or objectives?
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Before you begin…
Choose simple, defined goals for a limited set of social media tools for your first experience: don’t try to do everything on every platform!
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What to consider?
Twitter followers
Facebook friends
Website visitors
Positive press
Emails
YouTube viewsNegative pressOnline mentions
Retweets
Social mentions
Blog comments
Customer complaints
Visits to a physical branch
Online signups
Online loans/renewals
Program participation
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Strategic Planning Cycle
Goals
Target
UniquenessTools
Analysis
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Goals
What do you want to achieve with social media?
Goals for a strategic plan need to be S.M.A.R.T.
Sound strategy starts with having the right goal.
~Michael Porter
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TargetWho is your target audience, & how do they use
social media?
Infographic © Forrester Research
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Uniqueness
Why should someone go to your library instead of another, or even Google?
How can you differentiate your library service?
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Tools
Which social media tools/platforms are you going to establish a presence on & send your message?
Remember it can be better to be really good at a couple of platforms rather than being mediocre at half-a-dozen.
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Analysis
Ask yourself:
How are we doing? How can we do it better?
Are we meeting our goals?
Ask your patrons:
How are we doing? What do you like? What do you dislike? What do you want more of?
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Ingredients of a Strategic Plan (1)
1. Your Baseline Metrics
2. Comparable Library Benchmarks
3. Goals and Objectives
4. Naming Strategy
5. Staffing Plan
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Ingredients of a Strategic Plan (2)
6. Content Calendar
7. Partner Integration
8. Your Creative Ideas!
9. Examples
10. Reporting and Analysis
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Social Media Policy
Also called “Acceptable Use Policy” Corporate code of conduct providing guidelines Sets expectations for appropriate behaviour Can be 30 pages or just “Be real and use your
best judgement” Internal, external or both.
http://www.youtube.com/v/8iQLkt5CG8I&
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Identifying popular social media tools
Wikipedia 'List of social networking websites' regularly updates registered user numbers
Google 'most popular social media sites in Australia'
www.ebizmba.com/articles/social-networking-websites – Top 15 based on monthly traffic
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Finding new social platforms
(2010)
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Top 15 sites, July 2012
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An embarrassment of riches...RSSTwitterFacebookTechnoratiRedditMySpaceLinkedInWebonewsDeliciousDiggFlickrStumbleUponNewsvineYouTube
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Some popular platforms
FacebookYounger average users. Minimal maintenance but must be updated frequently to retain user interest
LinkedInProfessional collaboration tool
TwitterOlder average users: micro-messaging. Use Seesmic to schedule messages
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'Virtual pinboard' Bookmark internet ephemera to share, store or
classify Graphics-based
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QR Codes
Quick Response Codes URLs and 'Augmented Reality' interfaces Need an app to scan
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Assessing new platforms
Is my target audience part of its demographic? Does the take-up rate make it look like it will be
around for a while? Can I port content to this platform easily, or
easily create new content for it? How much time will I need to spend learning,
creating & updating for this platform?
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Service planning
What can I do with which?
Is my content & message style appropriate to the platform's demographic?
Is my content appropriate to the platform itself?
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Variety Matters
No one communication channel will reach everyone in your audience
No single tool will cover every channel No tool is perfect!
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Final thoughts
Libraries that were early adopters of social media have more visits, more loans, and more program attendance.
It's not enough to pick one and go with it; we need to be ready to abandon one tool/site as it becomes less popular, & move to another.
Success comes through rapidly fixing our mistakes rather than getting it right first time.
Create a space where people can share, co-create & collaborate.