Engaging strategically with Social Media
The Web of today
“Web 2.0 has moved beyond hype and become the Web of today -
social, mobile, ambient, volatile, and disruptive.”
The Scholarly Kitchen (2011)
2Flickr Image Capture Queen
Opportunities
Timely, targeted delivery of content
Modernising services
Reaching new users
Helping existing users get full value
Improve marketing and promotion
3Flickr Image Seattle Public Library
Challenges
Capacity
Motivating and training staff
Supporting users
Selecting the right tools
Measuring traffic, impact and success
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Flickr Image US Army
Barriers include…
Management
concerns about
inappropriate use
Technical issues
around capacity
and security
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Public and private
Social media can blur blur distinctions distinctions between public and private
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Perceptions
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Hype
Time wasting…Twitpic Image by Jane Bozarth
Banal….
Some content is banal and inappropriate (just like other media)
But some of it is really, really useful (just like other media)
Flickr image Jeremy Brooks9
First thoughts
Where’s the added value?
Any current use inhouse?
What are the barriers to getting started?
What can you learn from other libraries?
What does success look like?
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Implementation
Managing and resourcing
Choosing tools
Supporting staff and users
Measuring
Evaluating progress
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Listen and learn
Research your sector
Identify good practice
Become a digital resident
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Objectives
Spread the word?
Share information?
Shape the debate?
Call to action?
Educate?
Raise money?
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Audience
Who are they?
Where are they on the web?
What do they talk about?
How do you add value?
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Whichever platform you choose..
Customise with your brand
Develop a consistent profile across the platforms
Integrate with your website
Work across the platforms
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Management
Finding the capacity
Managing risk
Roles and responsibilities
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Roles and responsibilities
Content
Technical support
Marketing
Responding to comments
Monitoring
Critical friendsFlickr Image Library of Congress
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Managing Risk
Accountability
Reputation
Legal issues
Failure
Doing nothing
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Ampelmann Image Wikipedia
Evaluation
Buzz
Sentiment
Reach
Traffic
Feedback
Impact
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Do you need a policy?
Yes!
A good policy will fit with your
organisational goals, culture and attitude
to risk
Online database of Social Media policies
Sample Social Media policies for the public sector
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Policy elements
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CONTEXT Background and rationaleSupport for organisational goals
OBJECTIVES Intended outcomesLinks to strategic plans and related outcomes
PLATFORMS Which are most appropriate?Future proofing
OWNERSHIP Reputation and identityAccountability and account holders
CONTENT Editorial responsibility and content guidelinesVoice and tone
MANAGEMENT Roles, responsibilities, resourcingRisk management
AUDIENCES Target audiencesDealing with comments, responding and follow-up
PERSONAL USE Use by employeesUse in work time and outside
LEGAL Privacy, confidentiality and disclaimersCopyright –yours and others
MONITORING AND EVALUATION
Methods and toolsBenchmarking, reporting and policy review
Flickr image Matt Hamm
Always…
Try things out
Make use of it yourself
Use what’s useful
Dump what’s not
Take it seriously
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Last but not least …
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Attribution – Share Alike License
This presentation is available to reuse or adapt as long as credit is given to the author.http://creativecommons.org/licenses/by-sa/3.0/