Using social media to drive user engagement in
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How Social Media can drive User Engagement in Public Libraries Mala Sarat Chandra m [email protected] @ MalaChandra
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Transcript of Using social media to drive user engagement in
How Social Media can drive User Engagement in
Public Libraries
Mala Sarat [email protected]
@MalaChandra
04/10/2023 [email protected] 2
“Social media isn’t complicated. When you boil it down it’s about listening to your customers, being helpful by offering your knowledge and giving them interesting content to share and thereby advocate for you.”
- SocialMediaToday.com
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Getting started with Social Media:Easy, Fast, Cheap.
Getting Social Media Right: Complex, Creativity , Commitment.
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Why Bother?
Doing nothing is no longer an option.
Social Media helps reinvent Public Libraries for the 21st Century.
All Adults Internet Users SM Users Twitter Users70
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Percent of American adultsAre actively engagedWith Groups or Organizations.Source: Pew Internet
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Networked creators among internet users
• 55% share photos• 33% create content tags • 32% contribute rankings and ratings• 30% share personal creations • 26% post comments on sites and blogs• 15% have personal website• 15% are content remixers • 14% are bloggers• 12% use Twitter• 4%-17%??? use location-sharing servicesSource: Pew Internet Research
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Start Engaging!
Connect with patrons, community, politicians, authors, advocacy groups.
Drive conversations on topics of (local) interest.
Publish in real time.
Partner with the community.
Reveal the real people making the library work.
Enable Content Sharing, Leverage Word of Mouth.
Social Media is = Word of Mouth
90% of WOM occurs offline
Stimulate WOM Target communications at current users, not just potential users It cues up a Library and its services for conversation True WOM is about how Libraries serve community needs every day Give people a reason to talk about your Library
Look for ways to make every user touch point a talking point Services Events Programs Collections
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First things first!
Goals and Objectives: Know thyself.What do you want people to know about you?Whom do you want to, or should engage with?What do you want to achieve?
Listen and Learn: Know thy audience.What are other people saying about you?What are they saying about your competitors?Where are they most active?
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Next, Develop your Social Media Strategic Plan.
What stories do you need to tell, what activities will you sponsor, to reach the people you need to reach and get them to engage with you?
Social Content Keys to Success
Successful online contentEstablishes you as a thought leaderBuilds online reputation and trustInforms and EducatesSolves problemsEntertains
It is not blatant marketing brochures
or promotions
“Everytime you write, you have an opportunity to communicate and convince”- David Meerman Scott
Like
Trust
Know
YOU
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Social Media Strategy Roadmap in 7 Steps 1. Goals
3. Audience
4. Listening / Engagement
5. Strategy
Facebook Twitter YouTube Flickr Digg Blog
6. Tactics
Social Search Engines, SEO, Social Media Analytics, ROI
7. Monitoring and Measurement
2. Objectives
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Your Website
Your Website should be your anchor!Provide easy navigation to all online properties, which point back to your website.
Focus on major social media sites only.
Provide relevant, topical content.
Create multiple calls to action.
Make content easy to find and share.
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Facebook Facts.Second in traffic volume in the US and Globally.
750 Million Users.
Average user is connected with 80 pages, groups and events and creates 90 pieces of content each month.
More than 30 billion pieces of content (web links, news stories, blog posts, notes, photo albums, etc.) shared each month.
More than 250 million active users currently accessing Facebook through their mobile devices.
People who use Facebook on their mobile devices are twice as active on Facebook as non-mobile users.Source: facebook.com
Source: www.alexa.com
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Facebook for Libraries.
Create Page with Title that follows your social media naming guidelines.
Provide links to easily access all your online sites.
Ensure all posts of content are easily shareable.
Engage in conversations, do not just publish.
Publish regularly, frequently; set up a calendar.
Use apps to engage people.
Cross post content on all media, using the appropriate tone of voice.
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Easy access to all NYPL onine media
Large Fan Base Promote
innovative ways to connect
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Examples of Libraries using Social Media to drive Engagement
News
Polls
Contests
Questions
Events
Programs
Seeley G Mudd Library, Appleton, Wisconsin
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Twitter for Libraries.Be sure to fill in the bio field!
Tweet about events, e.g., Readings, Lectures, Book Sales.
Tweet to raise awareness and build advocacy.
Tweet about news and information, e.g., new library hours, new additions to collections.
Tweet and lead or encourage patrons to lead book discussions.
Tweet interesting pictures and videos.
Tweet to share tips e.g., finding online resources, tools and facilities.
Tweet links to interesting articles on literacy or other libraries.
Link back to library website for indepth information.
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Announcements
Events
Classes
Articles
Website Link
Large # FollowersFrequent TweetingFollow 90 people
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TwettiquetteFill out the bio section.
Dialog not Broadcast.
Post frequently, at least once a day.
Follow people who follow you.
Enforce a naming scheme for all your Twitter handles.
search.twitter.com for mentions about you & handle appropriately.
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Users checkin with their mobile devices to earn points.
Badge winners eligible for prizes from NYPL.
Users become ambassadors to NYPL services, programs
Examples of Libraries using Social Media to drive Engagement
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Enoch Pratt Free Library, BaltimoreMudd Library, Wisconsin
Gleeson Library, University of San Francisco
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Credibility is Key for Social Media Success
AuthenticTrustworthyTransparentOpen to FeedbackResponsiveEngagedRespectful
Engagement Strategy Summary
Good content is key to Engagement
Enlightening, Entertaining ,
Relevant, Contextual
3 to 5 repeated viewings to become memorable
Available on multiple mediaPromoted by InfluencersSyndicated & AggregatedLink back to website (Hub)
Available on demand 7 x 24 availability via Mobile, Web, Content Aggregators
Engagement leads to Conversion
Membership LoyaltyRecommendation
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http://www.libsuccess.org/index.php?title=Twitter
http://www.twellow.com/categories/librarians
http://justtweetit.com/education/librarians/
http://lis5313.ci.fsu.edu/wiki/index.php/Twittering_Libraries
http://www.infotoday.com/cilmag/may09/Milstein.shtml
http://twitterhighlight.net/twitter-tools/best-twitter-tools-collection-2011-for-multiple-tasks/
Useful Twitter Resources
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