Thursday, September 4, 2014
11:00 am – 12pm
Penny Hummel Consulting
Feels like social media that there are a lot of mouths to feed and there’s always something more.
Rural/urban differences social networking (as of 2008)
- Fewer social media friends
- friends located closer to home
- set profiles to private at higher rate
PEW Research Center Social media update (2013)
Urban users 71% Facebook, 21% Pinterest
Rural users 71% Facebook, 17% Pinterest
Pinterest and Facebook are the highest for Rural Areas
Rural people are using Facebook and Pinterest at a high rate. They like to connect to people closer to home.
Small and Rural Libraires: less likely to have social media presence, serve a lower portion of highly engaged users, serve a higher proportion of non-user
Social media is like teen sex:
“Everyone wants to to do it. No one actually knows how. When finally done, there is a surprise it’s not better.” March 2009 tween by Google Analytics evangelist Avenish Kaushik
“Librarians often envision the role of the library as a community center. Social media allows them to put this philosophy into practice. ” Laura Soloman, Library Services Manager, Ohio Public Library
Social Media = communication from many to many
Has to benefit everything we’re doing… just not the likes we get on Facebook.
1. Listen, Follow what’s going on
Create and save a search (or searches) in Twitter for your library’s name
Do the same in Google Alerts
2. Create a strong foundation
- Meet your patrons in their “social neighboorhood”. Facebook for the most part
- Establish clear goals
- Create a social media policy
- Allocate sufficient staff resources
25% listening, 50% commenting and communicating, 25% creating
Facebook – what matters?
- Post reach – how many ppl see an individual post from your library
- Page reach – how many people see your content during a particular time
- Number of followers
- Likes, comments, shares, clicks
What makes a great post?
- photos, video
- open-ended questions
- pulling heartstrings
- That “I want to share this” feeling
Think about magazine headlines. Why do they grab you?
- Successful posts:
25 literary pun names for your cat
- Mobile library post with book covers and post with books to read in June
- Take a selfie of yourself reading and be entered into a drawing to win free gas
- This week in history post… (tbt) Elephant breaks into Restaurant, eats pies
- Freegal post (Topeka and Shawnee Public Library) used album cover
- Quizzes (Who was your favorite Sherlock?)
- Funny Book Memes
- Promoting events (Pretend Play)
“… a call to action draws on social capital.” – Laura Soloman, The Librarian’s Nitty Gritty Guide to Social Media. Everytime you promote the library, you’re making a withdrawl. Think about social capital and spend it wisely.
Not all about blowing the library’s own horn all of the time. Do more than just promoting things and issuing invitations.
How to build social capital – thank ppl for comments, respond promptly, pass on useful links, provide info ppl care about, ask for opinions and encourage feedback. Think about this the most when people complain – respond promptly.
Someone in the audience had a teenage daughter tweeting about authors and had several respond to her. Great feeling!
- Think of it as curating
- Use a conversation calendar and schedule them in advance. tbt posts
- Post same kind of content on the same day each week
- re-pin important posts back up at the top of your Facebook page.
- Reveiw Facebook’s page insights
What increases FB engagement:
- Posts on Thursdays or Friday: 18%
- Posts outside of business hours: 20%
- Shorter posts, more engagement
- Open-ended questions
Certain types of questions get more comments:
- Word of mouth offline
- Add social media URLs to publications and business
Whether ppl like it, click a link, share it, etc… This is what Facebook tracks. The more interaction you get, the more followers see your posts with Facebook algorithms.
- Tips for power users:
- Pose questions that spark nostalgia or a really good feeling
- Use compelling images
- Share quotes that are inspirational to your audience
- Maintain a casual, friendly tone…
Advertising on Facebook:
- Case study: 7 libraries of varying sizes each committed $10/day to advertise for 28 days.
- Ads targeted each library’s demographics and zip code. Increase in followers for each library ranged from 101%-427%
Most popular categories on Pinterest
Food and Drink
DIY and Crafts
Holidays and Events
… Most popular non-ficton
- Current Books
- Gardening (resources on the web from area, books)
- Parents and Kids
- Library Cats
- Great Gatsby
- Library Rennovation
- Community Board
- Holmes Public Library (26 different boards) Technology Boards
- Bookstore Books
- Local Businesses, Kindergarten READiNESS (resources to crafts, links to materials)
- Book Love
- Homeschooler Resources
How to get Started:
- Allocate Staff Resources
- Commit to a plan
- Set up initial boards with at least 9 things each
- Links to social media
- Add pin it button to website
- Facebook and Pinterest places to be
- It’s about curation
- Spend social capital wisely
- Set measurable goals and allocate staff resources
- Stay abreast of changes, try new things, and continuously adapt.
Teens are using Instagram more and more.
Creating identity and brand..
Check out Ben Bizzle’s site. He’s a thought leader on advertising and what photos work well on Facebook.