Overview of social media landscape in late 2012, including Facebook's "pay-to-play" controversy for Pages and proposals for our library's response

1. Emerging Technology Trends
Mark Dellenbaugh
APL Virtual Services Supervisor

2.  Current state of the Major players in Social Media:
industry
 Where Social Media
seems be going
(with one large disclaimer)
 Our strategic response
to emerging trends
(with a few modest
proposals…)

4. Not to
scale.
http://www.dr4ward.com/dr4ward/2012/05/how-do-users-compare-on-facebook-
twitter-google-linkedin-and-pinterest-social-networking-sites-infog.html

5. http://www.dr4ward.com/dr4ward/2012/05/how-do-users-compare-on-facebook-
twitter-google-linkedin-and-pinterest-social-networking-sites-infog.html

6. http://www.dr4ward.com/dr4ward/2012/05/how-do-users-compare-on-facebook-
twitter-google-linkedin-and-pinterest-social-networking-sites-infog.html

7. http://www.dr4ward.com/dr4ward/2012/05/how-do-users-compare-on-facebook-
twitter-google-linkedin-and-pinterest-social-networking-sites-infog.html

8.  Out to pasture
◦ MySpace
 Primary players
◦ Facebook
◦ Twitter
◦ Flickr
◦ YouTube
 Not right for APL at this time, but on our radar and in our sandboxes
◦ Pinterest
◦ Foursquare
◦ Google+
◦ Tumblr
◦ Goodreads
 Contingency planning for rapid response
IFTTT can help us if we need to bring a new platform online quickly

9. ―The Social Library: How Public Libraries Are Using Social Media‖

10.  How many of you have personal Facebook
accounts that you actively use?
 Twitter accounts? Google+? Pinterest?
Tumblr? MySpace? Instagram? Others?
 For those who actively use Facebook, how
many are fans/likers of our page?
(Why not join your colleagues?)
 For those who actively use Twitter, how
many are followers of @ArlingtonTXLib?
(Why not join your colleagues?)

11. Click the button
on the SUV to launch a
video in a browser
window. Then continue
presentation!
Created by Socialnomics, discovered at Stephen’sLighthouse
Disclaimer: "Prediction is very difficult,
especially about the future." —Niels Bohr

12.  1) Are we using social
media as effectively as
possible in terms of
content??
 2) Do we have too many
eggs in Facebook’s
basket
 3) Is the era of the
―Free Lunch‖ over?

13. The Real Value of Facebook Is Friends of Fans
We will place greater emphasis on interactive posts that take
advantage of the social and interactive aspects of this media
to energize current fans to generate awareness with their
friends:
◦ Encourage interactions with content to build awareness
◦ Run contests or trivia where your fans reveal interesting
things about their personality
◦ Ask customers to post photos
◦ Feature customers on your Facebook
◦ Provide incentives for sharing
◦ Build contests for sharing and social spread, not to
maximize entries
◦ Create an extraordinary visual experience that customers
want to share
◦ Build mass momentum with events
Source: The Real Value of Facebook Isn’t Your Likes or Fans
http://www.opte.org/maps/ http://mashable.com/2012/11/20/business-facebook-engagement/

14.  No. Facebook has large & stable
enough market share that external
threats to their dominance are
effectively managed by either
imitation (Foursquare) or acquisition
…most Facebook users remain
(Instagram)
loyal, active, and engaged.
 Credible alternatives simply do not
exist right now, so despite the
popular Facebook pastime of
grumbling about changes…

15.  Facebook’s IPO and new
responsibilities to shareholders
mean additional pressures to
increase revenue
 Customers/personal account
holders cannot be a source
directly…

17.  Guesswork –
nothing official
 Monkey see,
Monkey do
 Logical flaw

20. ―The upshot is that brands can still
access fans of their Facebook pages
but they’ll have to pay to reach them
all.
Some may have assumed that they could
reach all their fans no matter what through a
Facebook post for free.
But because there is so much content going
through Facebook, they’ll have to pay.‖

21. We pay for printing…
bookmarks and
fliers and
posters and
newsletters.
We pay for email marketing

22. Let’s try a pilot to see if
promoting a handful of carefully
chosen Facebook posts that
support our biggest priorities is
money well-spent.
If we get to the point of a vote
for library construction, we’ll
want to make sure we have all
marketing tools primed and
ready for maximum impact!