Using social media to drive user engagement in
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Social media can be used to drive user engagement in public libraries. It is important to start by defining goals and listening to your audience. A strategic plan should include tactics for sites like Facebook, Twitter, and blogs to share relevant content and connect with patrons. Regular posting of events, questions, and interesting articles can help libraries engage with their communities online.
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Using social media to drive user engagement in
- 1. How Social Media can drive User Engagement inPublic Libraries Mala Sarat Chandra mala.sarat.chandra@gmail.com @MalaChandra
- 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 7/10/2011 2 mala.sarat.chandra@gmail.com
- 3. Getting started with Social Media: Easy, Fast, Cheap. Getting Social Media Right: Complex, Creativity , Commitment. 7/10/2011 3 mala.sarat.chandra@gmail.com
- 4. Why Bother? Doing nothing is no longer an option. Social Media helps reinvent Public Libraries for the 21st Century. Percent of American adults Are actively engaged With Groups or Organizations. Source: Pew Internet 7/10/2011 4 mala.sarat.chandra@gmail.com
- 6. 33% create content tags
- 7. 32% contribute rankings and ratings
- 8. 30% share personal creations
- 9. 26% post comments on sites and blogs
- 10. 15% have personal website
- 11. 15% are content remixers
- 12. 14% are bloggers
- 13. 12% use Twitter
- 14. 4%-17%??? use location-sharing servicesSource: Pew Internet Research 7/10/2011 5 mala.sarat.chandra@gmail.com
- 15. Social Networking Growth 5x 5x 7x 5x 7/10/2011 6 mala.sarat.chandra@gmail.com
- 16. 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. 7/10/2011 7 mala.sarat.chandra@gmail.com
- 17. Social Media is = Word of Mouth mala.sarat.chandra@gmail.com 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
- 18. 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? 7/10/2011 9 mala.sarat.chandra@gmail.com
- 19. 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? 7/10/2011 10 mala.sarat.chandra@gmail.com
- 20. Social Content Keys to Success “Everytime you write, you have an opportunity to communicate and convince” - David Meerman Scott Successful online content Establishes you as a thought leader Builds online reputation and trust Informs and Educates Solves problems Entertains It is notblatant marketing brochures or promotions mala.sarat.chandra@gmail.com
- 21. Social Media Strategy Roadmap in 7 Steps 1. Goals 2. Objectives 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 7/10/2011 12 mala.sarat.chandra@gmail.com
- 22. Your Website should be your anchor! Provide easy navigation to all online properties, which point back to your website. 7/10/2011 13 mala.sarat.chandra@gmail.com Focus on major social media sites only. Provide relevant, topical content. Create multiple calls to action. Make content easy to find and share.
- 23. 7/10/2011 14 mala.sarat.chandra@gmail.com Case Study: New York Public Library
- 26. 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 Facebookas non-mobile users. 7/10/2011 17 mala.sarat.chandra@gmail.com Source: www.alexa.com Source: facebook.com
- 27. 7/10/2011 mala.sarat.chandra@gmail.com 18 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.
- 28. Easy access to all NYPL onine media Large Fan Base Promote innovative ways to connect 7/10/2011 19 mala.sarat.chandra@gmail.com
- 29. 7/10/2011 mala.sarat.chandra@gmail.com 20 Examples of Libraries using Social Media to drive Engagement News Polls Contests Questions Events Programs Seeley G Mudd Library, Appleton, Wisconsin
- 30. 7/10/2011 mala.sarat.chandra@gmail.com 21 Examples of Libraries using Social Media to drive Engagement
- 31. 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. 7/10/2011 22 mala.sarat.chandra@gmail.com
- 32. Website Link Events Classes Large # Followers Frequent Tweeting Follow 90 people Announcements Articles 7/10/2011 23 mala.sarat.chandra@gmail.com
- 33. Engaging with Patrons 7/10/2011 24 mala.sarat.chandra@gmail.com
- 34. 7/10/2011 mala.sarat.chandra@gmail.com 25 Examples of Libraries using Social Media to drive Engagement
- 35. Twettiquette Fill 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. 7/10/2011 26 mala.sarat.chandra@gmail.com
- 39. Mobile Facts and Figures Source: Pew Internet 7/10/2011 30 mala.sarat.chandra@gmail.com
- 42. Users checkin with their mobile devices to earn points. Badge winners eligible for prizes from NYPL. Users become ambassadors to NYPL services, programs 7/10/2011 33 mala.sarat.chandra@gmail.com
- 43. Examples of Libraries using Social Media to drive Engagement Enoch Pratt Free Library, Baltimore Mudd Library, Wisconsin Gleeson Library, University of San Francisco 34 7/10/2011 mala.sarat.chandra@gmail.com
- 44. Credibility is Key for Social Media Success Authentic Trustworthy Transparent Open to Feedback Responsive Engaged Respectful 7/10/2011 35 mala.sarat.chandra@gmail.com
- 45. Engagement Strategy Summary Good content is key to Engagement Enlightening, Entertaining , Relevant, Contextual mala.sarat.chandra@gmail.com 3 to 5 repeated viewings to become memorable Available on multiple media Promoted by Influencers Syndicated & Aggregated Link back to website (Hub) Available on demand 7 x 24 availability via Mobile, Web, Content Aggregators Engagement leads to Conversion Membership Loyalty Recommendation
- 47. Demographics by Social Network 7/10/2011 mala.sarat.chandra@gmail.com 38 Source: Alexa.com
- 48. Useful Twitter Resources 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/ 7/10/2011 39 mala.sarat.chandra@gmail.com
Editor's Notes
- This is the way Pew Internet measures content creation….
- Understanding audience: Demography, Psychography, SociographyDemographics: Marketing has two objectives in this regard: first to determine what segments or subgroups exist in the overall population; and secondly to create a clear and complete picture of the characteristics of a typical member of each of these segments. Once these profiles are constructed, they can be used to develop amarketing strategy and marketing plan. The five types of demographics in marketing are age, gender, income level, race and ethnicity. (Wikipedia)Psychographic variables are any attributes relating to personality, values, attitudes, interests, or lifestyles. They are also called IAO variables (for Interests, Activities, and Opinions). They can be contrasted with demographic variables (such as age and gender), behavioral variables (such as usage rate or loyalty), and firmographic variables (such as industry, seniority and functional area). (wikipedia)Sociography typically takes the form of loose commentary, although it may also be found as portions of novels that depict life in a given society (Wikipedia)