series resources - webjunction · series resources webinar series learner guide social media...
TRANSCRIPT
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Series Resources
Webinar Series Learner Guide
Social Media Starter Kit
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Today’s Presenters
Cesar GarzaReference Librarian, Chair Social Media Team, Austin Public Library (TX)
Lisa BunkerSocial Media Librarian, Pima County Public Library (AZ)
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Going Deeper with Social MediaA "Libraries and Social Media" Webinar
cc: Sander van der Wel - https://www.flickr.com/photos/40803964@N08
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Lisa Bunker, Pima County Public Library
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PCPL social media org structure
• Team of media librarian (me) and branch staff at all levels
• Branch autonomy, allowed to use their own voice, reflect neighborhood
• I am a "Librarian I," and not a manager• I work closely with Community Relations
staff but usually write my own copy for social media
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Cesar Garza, Austin Public Library (APL)
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APL social media org structure
• Centralized in a Social Media Advisory Team of staff from across APL system
• Team governs strategy and pages listed at library.austintexas.gov/social
• I am a Reference Librarian and current team chair who contributes content to APL Facebook, Twitter, Instagram, etc.
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What we'll cover today
• What is "content curation" and how can you fit it into your workday?
• How you can use your strategic plan (etc.) to create posts for social media
• How you can amplify your library's voice with the help of "ambassadors"
• How to add the spice of live broadcasts on Facebook
cc: JFXie - https://www.flickr.com/photos/50249715@N06
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What is "curation?"
Pulling information together from various sources for a
specific purpose.
cc: Alesah Villalon - https://unsplash.com/@kixville?utm_source=haikudeck&utm_medium=referral&utm_campaign=api-credit
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What is "curation?"
• Collection development + storytelling
• Basing it all on community needs and aspirations (and the library's strategic plan)
cc: Alesah Villalon - https://unsplash.com/@kixville?utm_source=haikudeck&utm_medium=referral&utm_campaign=api-credit
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Why it's important
• Gives you focus so you can plan ahead and recognize opportunities
• When you know why you're there you see stories all around you
• Aligns with library and community goals
cc: Alesah Villalon - https://unsplash.com/@kixville?utm_source=haikudeck&utm_medium=referral&utm_campaign=api-credit
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The good news is that you are already doing this at your
public service desks.
And have for years.
cc: Kat Northern Lights Man - https://www.flickr.com/photos/94828981@N08
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Examples of curated content
• Link to an article about a neighborhood's history
• Fun and games about books, reading, and libraries
• Real-time video of the child who came in to read you a poem
• Report on a big program you just had• Spectacular photos of where you live
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Reverse engineer this
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Examples of WHYs
cc: _Yogu - https://www.flickr.com/photos/89429056@N00
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What may be missing is how it can fit into the flow of
your other work.
cc: Dave_Gray - https://www.flickr.com/photos/88449067@N00
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APL storySocial Media Ambassadors
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APL Social Media Ambassadors
• Citizens who love the library and share that love on social media
• Simply sign up to an email list at library.austintexas.gov/ambassador
• Get a short, personal email from the library about once a month
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APL Social Media Ambassadors
• Use the program hashtag
#APLambassador as you wish and/or
the hashtag we email you about
• 1,100 Austin Public Library
ambassadors (as of December 2017)
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Why do we need them?Social Media Ambassadors
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https://blog.hootsuite.com/organic-reach-declining/
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http://www.socialmediatoday.com/social-business/new-study-finds-facebook-page-reach-has-declined-20-2017
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APL Social Media Ambassadors
A few reasons why we need them:
• Decline of organic (free) reach• Increasing emphasis on ads (money)• Increasing demands on staff time• Reality: no social media budget and no
social media staff at the library• So we share responsibility with
ambassadors
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Embody organic (free) reach and moreSocial Media Ambassadors
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Amplify Austin's #NewCentralLibraryExample: Social Media Ambassadors
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Amplify Austin's #NewCentralLibrary,over the long-term
• Nov 2015: APL launches ambassadors program
• Nov 2015 - Oct 2017: Occasionally APL emails them new library updates, they share updates on social media (organic / free reach)
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APL Social Media Ambassadors
• Oct 22, 2017: Ambassadors get a sneak preview of new library, they share photos and excitement on social media (more organic / free reach)
• Oct 28, 2017: New library opens to the public
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Preview Austin's #NewCentralLibrary 10/22/17
Social Media Ambassadors
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APL Social Media Ambassadors
• Most active on Facebook, Twitter and
• Browse #APLambassador and
#NewCentralLibrary for posts dated
10/22/17 (sneak preview day)
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Lessons & Tips
• Ambassadors share and thus amplify your community's #LibraryLove from the grassroots
• Ambassadors are a long-term strategy to both organize and build your library's online identity
cc: Knowsphotos - https://www.flickr.com/photos/9817828@N04
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Lessons & Tips
How to start your own ambassadors program:• Make it simple to sign up and, like the
library, open to everyone• Build an email list - APL uses
MailChimp, but Constant Contact and other email marketing services work
cc: Knowsphotos - https://www.flickr.com/photos/9817828@N04
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Lessons & Tips
• Strategize emails long-term based on your library's "big moments" - e.g., opening a new facility, launching a new service, program, partnership, etc.
• Turn a "big moment" into an incentive to sign up as an ambassador - e.g., a sneak preview of a new facility
cc: Knowsphotos - https://www.flickr.com/photos/9817828@N04
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PCPL story
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Remember our goals
• Man, I love my library• Wow, I didn't know I could do that
at the library!• The library helps make our
community strong• The library is everywhere• I am welcomed at my library
cc: rhett maxwell - https://www.flickr.com/photos/97479012@N00
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What do you always need more of?
• Stories of the library in people's lives• Examples of staff excellence• Ways to connect with people and
local business and community groups• Reinforce sense that the library is
synonymous with your community
cc: rhett maxwell - https://www.flickr.com/photos/97479012@N00
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Case study: Build capacity internally
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Staff are ambassadors, too
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Lessons & Tips
• Be hyperlocal• Share in real time more often than
you schedule• Empower front line staff with tools,
training and time• Have a camera or tablet handy
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APL storyFacebook Live
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APL Facebook Live
To date (December 2017):• 28 broadcasts, archived at
facebook.com/austinlibrary/videos• Topics: crafting, Austin history,
eBooks, live music, closing Old Central Library, etc.
• Viewership (during broadcast): avg. 0 - 30 viewers
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APL Facebook Live
• Viewership (after broadcast): 350 -6,100 video views
• Flagship series: "Q&APL Live" (19 episodes to date), we pose a library-related Question & Answer it live, viewers join with related Qs
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Why do we need it?Facebook Live
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http://www.forbes.com/sites/tjmccue/2017/09/22/top-10-video-marketing-trends-and-statistics-roundup-2017/
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Lessons & Tips
• Benefit of Facebook Live is straightforward: video = stronger customer engagement = more shares, more reach
• Now for some Facebook Live tips...
cc: Knowsphotos - https://www.flickr.com/photos/9817828@N04
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Tip 1: Borrow Ideas From Other Libraries
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Tip 2: Equip Yourself: Smartphone and Tripod
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Tip 3: Promote the Broadcast as a Library Event
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Tip 4: Broadcast a Fun, Focused Conversation
• Fun as in casual, not overly scripted (spontaneity, mistakes are OK)
• Focused on a question, topic, event• If possible, stage 3 people: 1 behind
camera, 1 on camera, 1 monitoring comments (chat amongst yourselves, invite viewers to join your conversation)
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Questions?
cc: Sander van der Wel - https://www.flickr.com/photos/40803964@N08
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Thank you!
cc: Sander van der Wel - https://www.flickr.com/photos/40803964@N08
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Have you taken the survey?
https://www.surveymonkey.com/r/libsSM
Initial analysis on 311 respondents, How Libraries Use Social Media
Survey closes tomorrow!
Final report available in early 2018
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Annotation ToolsFind the grey marker pen in top left corner of the presentation screen.
Click to open the tool buttons in a column on the left side; the marker pen will turn blue.
Check mark
▪ Click on square shape, half-way down.
▪ Use the drop-down menu and choose the check mark.
▪ Click on slide to indicate choice.
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We would like to start using social media more for:
Live streaming
Staff, volunteer and customer profiles
Focused engagement, e.g. Twitter chats
Images of work life behind the scenes
Provide reference or readers' advisory
Leveraging hashtags
Artwork made or displayed in the library
To advocate on public policy issues
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Social Media and Libraries Webinar Series
Part 1: Getting Started with Social Media for Your LibraryPresented by Jess Bacon and Amy Hitchner
Part 2: Social Media Analytics: What to Measure and WhyPresented by Molly Bacon and Cherise Mead
Part 3: Going Deeper with Social MediaPresented by Lisa Bunker and Cesar Garza
Connect with each other in Libraries & Social Media Facebook group