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Marketing the Library with Social Media

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Andrew Smith

on 21 March 2014

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Transcript of Marketing the Library with Social Media

HOW
Marketing the Library
with Social Media

Andrew Smith, Project Librarian
WHAT
exactly IS social media?
where the users are (information received in their preferred format)
can be used effectively in reaching audience to promote and market materials, resources, & services
creates opportunities for additional dialogue between library & patrons
Summary & Review
A LEOtrain Technology Tutorial
This project is made possible by a grant from the Institute of Museum and Library Services to the Texas State Library and Archives Commission under the provisions of the Library Services and Technology Act. (2013)
the numerous, free PLATFORMS available via the Internet that allow users to CREATE and SHARE content, and CONNECT with friends & others
"SOCIAL MEDIA"
a wide VARIETY of these platforms exist (most are designed for a specific use, but many are customizable)
initially designed for individual use, platforms are now also used by businesses, groups, non-profits, & organizations to MARKET and PROMOTE services
Specialized Platforms
LinkedIn
Academia.edu
SoundCloud
Flickr
All-Purpose Platforms
Facebook
Twitter
Pinterest
YouTube
MySpace
Google +
WHY
use it?
Since many web users already use some form of social media (a trend almost guaranteed to continue), going where your potential audience is and reaching out to those users makes a lot of sense.
Libraries using social media are more visible to their patrons, which will expand their perception of how the library can be used, and encourage them to seek out the library's resources, materials, & services
ENHANCE THE LIBRARY'S "COOL" FACTOR!
do we use it?
so...
OK, but...
The 3 P's!
Purposes
Platforms
Products
Purposes =
8
connecting with others, period
encouraging collaboration, A/K/A "leveling the playing field"
getting information to users in their preferred format (whichever platform they like and use most frequently)
marketing, advertising, promoting
Platforms = Many
Facebook
Twitter
Pinterest
(a/k/a the 3 big ones)
Uses & Features
Uses & Features
Uses & Features
All-Purpose Social Platform
Post/share content (status updates, online links, photos, videos, etc.)
Message or chat with followers/friends
Create pages, groups, events
Tag people/locations in posts
Encourage more 'likes' by posting regularly
"Virtual Bulletin Board": pin/re-pin content (images); text limited to description/comments
Create boards organized around topics or themes, and collaborate on boards with others
Re-pin, like, and comment on others' pins
Utilize pins as links to outside websites
Gain followers by pinning regularly
"Microblog": succinct, creative posts due to 140 character restriction per post
"Tweets" = updates, content shares, retweets
Message followers (publicly or privately)
Mark tweets as favorites to remember them
Tag tweets for topical grouping/sorting
Encourage more 'follows' by tweeting regularly
Facebook Anatomy: Main (Timeline)
Twitter Anatomy: Home (Feed)
Pinterest Anatomy: Home
compose a tweet
read tweets
search hashtags
click tweeted links
see trending topics
browse/search
PROMOTING EVENTS!
SHARING CONTENT!
MARKETING
MATERIALS & SERVICES!
Products
[recommended resources for content ideas/templates]
ProQuest's Public Library toolkit (various platforms):
http://www.proquest.com/en-US/utilities/toolkits/tk-public.shtml
Working the Social (with Twitter): http://bit.ly/Z3zYyI
20 Ways Libraries are Using Pinterest: http://bit.ly/10uHyhq
Facebook for Libraries: http://bit.ly/Xb44wK
post/share content
edit/update page
Facebook Anatomy: Home (News Feed)
post/share content
search for users
"news feed" of users you follow
manage profile
Facebook Anatomy: About (Profile)
toggle screens
Twitter Anatomy: Main
compose a tweet
adjust settings, etc.
search users/topics
statistics
messaging
tweets
recommended users
Twitter Anatomy: About (Profile)
Update profile data, photo, etc.
view pins by users
connected to you
see recent activity
main/manage account
Pinterest Anatomy: Main
edit profile
create/edit boards
see boards/pins/likes
browse/search
Pinterest Anatomy: About (Edit Profile)
update profile information
'account settings' to link accounts, change p/w, etc.
What do I post/share/tweet/pin?
Products
[examples of how other libraries use social media]
Facebook Anatomy (Of A Post)
Before
After
See the number of people who viewed, liked, and commented
Compose a post (including media or tags), and click 'post'
Twitter Anatomy (Of A Tweet)
Before
After
Tweets must be 140 characters or less
Tweets can be "@" other users, and can be "#" tagged about a topic
Pinterest Anatomy (Of A Pin)
Before
After
Choose a file or web image to pin
Like/Share pin, read comments
What do I post/share/tweet/pin?
Products
What do I post/share/tweet/pin?
[adapted from www.socialmediatoday.com]
DO provide context for shared media, but DON'T insert personal opinion or political stances
DO participate in social media community (and share/re-tweet/re-pin others' content), but DON'T plagiarize :)
DO search for popular hashtags (Twitter), and tag users relevant to a post (Facebook, Twitter)
DON'T post content if there is any doubt to its authenticity (or if it may violate copyright).
Questions?
andrew.smith@tamuc.edu
tamuc.libguides.com/leotrain
www.facebook.com/TAMUClibraries
twitter.com/libonthecusp
pinterest.com/libonthecusp
Full transcript