June 2, 2011

Introductions

Meet the NJ State Library Marketing Team

Social Media Strategy

Social Media Tools

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Agenda

Rules of Engagement

What is Social Media?

Web and mobile based technologies which are used to turn communication into interactive dialogue between organizations, communities, and individuals.

What Does This Mean for Library Marketing?

Start relevant conversations with your community

Encourage people to pass on information about your library

Create relationships with your community influencers

Engage your target audiences

Website

Facebook

TwitterContent

Forums &

Listservs

NJSL Social Media Strategy

Define the Social Media Plan

• Outline your objectives• Define your target audiences• Develop a policy• Choose your tools• Determine your capacity and commitment

Content Strategy

Create

Curate

Share

CommentAsk

Announce

Content Strategy

Blog: Thought Leadership

• Take a stand

• Tell them something they don’t already know

• Develop your voice

• Listen

• Curate content

Social Media Tools

• Casual Tone & Style • Organization Profile• Wall Posts (Interactive)• Like• Suggest to Friends

Uses:AnnouncementsTipsEventsCommentsPhotosConversations

• Professional

• Recruit

• Network

• Learn best practices

• Share job tips

• Monitor issues

• Prospect

• Find Opportunities

• Uploading Videos

– Captions and descriptions

– Tagging

– Categorizing

• Building Community

– Favorite

– Likes

– Subscribing to other channels

• Tal

• Talk to people about THEIR interests

• Quick alerts• Share useful links

• Give advice, blog posts, pictures, etc.

Anatomy of a Tweet

• Twitter limit = 140 characters• Apps will keep count for you• Best practice: Keep it to 120 or less

– Makes it easier for followers to retweet

– Hashtags organize content

– @reply starts a conversation

– Curate content by linking

Retweet

• Share good content – by people you follow – with people who follow you– Gain respect and credibility

• Steps:– Copy or retweet post– Add to beginning: RT @username– Tell why you like it!

#Hashtag

• Folksonomy: Tag content so it’s easier to find

• #estateplanning• #FollowFriday or #FF• Post to other platforms, #fb• #fail

Other Twitter Conventions

• DM = Direct Message– Private message to followers

• URL shorteners: Bit.ly– Converts lengthy URLs to just a few

characters– Helps keep you within limit– Track clickthroughs

Social Media Etiquette

• Tone– Conversational

• Open and transparent• Honest• Silence is NOT golden

Copyright

• Intellectual property • Copyrightable material• Trademarks• Fair use• Web linking

Fair Use Doctrine

• Permits limited use of copyrighted material without permission

• Fair use includes:– Criticism, comment, news reporting– Teaching, scholarship, research

Copyright Best Practices

• Link to original material rather than cut and paste

• Clearly identify the creator• Review copyright notices and trademark

guidelines first• When in doubt, leave it out

Libel & Slander

• What is it?– Communications that hurt the reputations

of others

• Libel - written• Slander - verbal or gestures• Libel & Slander are in the eyes of the

beholder• Best practices:

– Remain professional in all interactions– Before posting, consider other

perspectives

Difficult Situations

• Negative comments– Air Force Blog Response Decision Tree

• Crossing the privacy line– Know when to take it offline

Social Engagement Policy

• You are a brand ambassador• In your social media channels:

– Reinforce core values– Stay on topic– Be transparent and honest, but don’t

violate organization’s trust– Share your expertise– Defer to colleagues when appropriate