social media marketing for libraries
DESCRIPTION
Find out how blogs, Facebook, Twitter, and YouTube offer tremendous opportunities for libraries to grow their public presence and engage their communities.TRANSCRIPT
Texas Library Association Annual ConferenceThursday, April 25, 2013
Maximizing Social Media for Marketing
#TLXA13@resonancecont
I LOVE
LIBRARIES!
#TXLA13@resonancecont
#TXLA13@resonancecont
#TXLA13@resonancecont
#TXLA13@resonancecont
#TXLA13@resonancecont
WHY SOCIAL MEDIA?
It’s about people.
#TXLA13@resonancecont
A BRIEF TOUR OF “THE SOCIALHOOD”#TXLA13
Meet “The Big 4”
#TXLA13@resonancecont
YOUR BLOG: “THE OPEN HOUSE”
Your Blog: “The Open House”
• Blog (short for “weblog”) = online journal
• Text, images, audio, or video• Subscribers have new posts
delivered via email• Expand your reach through
guest blogging
#TXLA13@resonancecont
Your Blog: “The Open House”
Benefits• Open template• Can feature text,
images, audio, video, or a combination
• If self-hosted, you own the blog and all its content
Challenges• “Pull” tactic—need to
attract readers to it• May require some
HTML “tweaking”
#TXLA13@resonancecont
Your Blog: “The Open House”
Opportunities for Libraries• Gives you a longer format for communicating
with your audience• Open format — share images and video as
well as text• Readers can subscribe and have updates
delivered via email
#TXLA13@resonancecont
#TXLA13@resonancecont
FACEBOOK: “THE COFFEE SHOP”
Facebook: “The Coffee Shop”
• World’s largest social networking site
• 1.06 billion users worldwide• Average user spends more
than 7 hours a month on the site
• 1 billion pieces of content shared each day
#TXLA13@resonancecont
Facebook: “The Coffee Shop”
Benefits• World’s largest
networking site• Content types include
text, links, image, video• Apps allow creation of
content-rich Fan Pages
Challenges• Cultural mixed in with
personal … and the inane
• Poor search engine• You don’t actually own
your Facebook content
#TXLA13@resonancecont
Facebook: “The Coffee Shop”
Opportunities for Libraries• Share content daily to stay “front of mind”
with community members.• Interact with complementary organizations to
leverage their audiences.• Create a Group for your patrons.• Promote your blog posts.
#TXLA13@resonancecont
#TXLA13@resonancecont
#TXLA13@resonancecont
TWITTER: “THE SPEED DATE”
Twitter: “The Speed Date”
• 140-character posts• Over 200 million active
users• 400 million tweets per day• 1.6 billion search queries a
day
#TXLA13@resonancecont
Twitter: “The Speed Date”
Benefits• Easy to use• Excellent listening
mechanism• Auto-schedule tools• Initiate and follow
conversations around hashtags
Challenges• 140-character limit• Content limited to text
and links (can attach photos or videos)
• Average life span of a tweet is less than an hour
#TXLA13@resonancecont
Twitter: “The Speed Date”
Opportunities for Libraries• Establish authority by sharing relevant
content.• “Live tweet” from events.• Create conversations around current topics.• Embed Twitter feed into your website and
Facebook page.
#TXLA13@resonancecont
#TXLA13@resonancecont
#TXLA13@resonancecont
YOUTUBE: “THE PUBLIC ACCESS CABLE CHANNEL”
YouTube: “The Public Access Cable Channel”
• Video sharing social network
• The Web’s #2 search engine• More than 1 billion unique
users each month• More than 1 trillion views in
2011
#TXLA13@resonancecont
YouTube: “The Public Access Cable Channel”
Benefits• Most personal form of
social communication• Highly visible in search• Perfect for instructional
content (e.g., using online resources)
Challenges• Content limited to video• Video creation requires
some technical skill• Search engines don’t
recognize video content
#TXLA13@resonancecont
YouTube: “The Public Access Cable Channel”
Opportunities for Libraries• Engage with people on a highly personal level.• Create an online video library that’s highly search-
visible.• Post video tours of your facilities.• Create guided tutorials on how to use online
resources.• Record and share lectures and other live
events.#TXLA13@resonancecont
#TXLA13@resonancecont
It’s all about integration
#TXLA13@resonancecont
And there’s more …
#TXLA13@resonancecont
TIPS FOR ROCKING THE SOCIAL SCENE
70%
20%10%
#TXLA13
KNOW YOUR PATRONS … REALLY WELL#TXLA13@resonancecont
THE 70-20-10 RULE
Sharing valuable, relevant content
Sharing others’ posts
(retweets, shares, etc.)
Promoting your services
70%
20%10%
#TXLA13@resonancecont
RESPOND TO QUESTIONS PROMPTLY (EVEN IF YOU DON’T HAVE THE ANSWER)
70%
20%10%
#TXLA13 @resonancecont
70%
20%10%
POST IMAGES … LIKE, A LOT#TXLA13@resonancecont
70%
20%10%
SHOW YOUR COMMUNITY SPIRIT#TXLA13@resonancecont
70%
20%10%
ENGAGE WITH POLLS AND QUIZZES#TXLA13@resonancecont
70%
20%10%
HAVE FUN!#TXLA13@resonancecont
THANK YOU!#TXLA13@resonancecont