How the Pollak Library, at California State University Fullerton, uses social media.

1. Presentation to the CSUF Social Media Working Group
By Colleen Greene, Systems Librarian
January 14, 2010 (rev. 2/21/10)

3.  Formed in Fall 2009.
 Membership:
◦ 3 faculty librarians, 1 staff member, 1 manager (MPP).
 Clay Gediman: Reference Librarian.
 Colleen Greene (Chair): Systems Librarian.
 Elizabeth Housewright: Associate University Librarian.
 Joy Lambert: Collection Development Librarian.
 Sara Zaidi: Administrative Assistant & CSUF Student.
◦ All were identified as active social networkers.
 Duties:
◦ Coordinate and streamline the Library’s social media processes,
practices and tools.
 Currently does all social media posting.
 Starting to recruit other librarians and library staff.
◦ Develop a formal social media strategy that supports the
Library mission.

4.  Formed: Fall 2009.
 Membership:
◦ Sub-team of the larger Library Publicity Team.
◦ Bloggers include a mix of faculty and staff.
◦ Editors include representatives from all 4 library units.
 Duties:
◦ Bloggers are assigned to specific subject “beats”.
◦ Editors oversee the blog functionality and content.
◦ Editors take turns as Managing Editor each quarter.
 Minor substantive editing.
 Multimedia enhancements.
 Copy editing and link-checking.
 Schedule posts for publication.

6.  Brought all existing channels
under team administration.
 Established consistent
branding across all channels
with a library avatar.
 Continue to document
processes and best practices.
 Continue to identify 3rd party
tools that allow us to
repurpose content across
channels with minimal staff
time and work.

8.  Interact with library
patrons using
communication
tools they already
embrace.

9.  Provide
interactive or
appealing
content that
has an
immediate use
or starts a
conversation.

10.  Encourage the
campus
community to
use these tools
in a way that
promotes
academic goals
and student
involvement.

11.  Provide useful
credible content
and emphasize new
resources or
services, in addition
to reminding
patrons of existing
library materials
and services (I/M,
phone text, 24/7
chat, e-books,
etc.).

12.  Cross-link
between
services and
sources (i.e.,
Tweeting a
subject guide
link) to provide
different
avenues to
library
materials and
services.

13.  Share information and services by making
these easily and readily accessible via a
variety of communication tools.

14.  Encourage
feedback to
determine if
we are
meeting user
needs, and if
not, how we
can effectively
improve.

15.  Provide
patrons with
a public
feedback
and
response
channel.

16.  Demonstrate potential academic uses of
social media for the campus, instructors,
and students.

17.  Demonstrate
to the
campus our
innovative
use of social
media and
demographic
reach.

18.  Demonstrate responsible and appropriate
uses of social media to students.

19.  Keep abreast of, review, and evaluate new
social media tools and uses.

20.  Recommend those that meet our other
Social Media Goals and that might be of
value to our patrons.

21. Strategy isn’t the goal. It’s the path you plan
to take to get there. So, let’s put some goals
out, and then talk through how to build a
strategy to reach them.
-- Chris Brogan1

23.  2 public blogs:
◦ Pollak Library Blog for editorial content (started July 2008).
◦ Library Alerts for systems and facilities alerts (started October 2009).
 Macro news channel:
◦ RSS feeds are pushed to our home page and select library guides.
◦ RSS feeds are pushed directly to Twitter.
◦ Twitter auto-pushes these to Facebook and MySpace.
 Public feedback channel:
◦ Comments accepted, but moderated.
◦ Embedded surveys and polls.
 Logistics:
◦ Self-hosted Wordpress and Wordpress MU (migrating oldest to MU).
◦ Still using the original template.
◦ Will undergo a redesign as part of a full website redesign.
◦ Promotes our other social channels with sidebar widgets and icons.

24.  Joined in December of 2006.
 Micro news channel.
◦ Status updates are auto-fed by Twitter.
◦ We do not use the native blog client.
◦ Photos and video content need updating.
 Public feedback channel
◦ Can post Comments on our Profile.
◦ Can post Comments under each Status update.
 Patrons can chat live with a CSUF librarian
via the embedded Meebo chat widget.

25.  Joined May 2009 (started as a Group in 2008).
 Micro news channel.
◦ All other channels auto-post to the Wall.
◦ Have specific tabs for blog, Twitter and YouTube.
 Content is posted 3 ways:
◦ Auto-posted from Twitter (as status updates).
◦ Auto-posted from Posterous (displays visual thumbnails).
◦ Manually posted on the Wall (displays visual thumbnails).
 Public feedback channel.
◦ Patrons are allowed to post to the Wall.
◦ Can embed polls, or post questions for response.
 Patrons can chat live with a CSUF librarian via the
embedded LibraryH3lp widget.
 Patrons can search for library materials via the
embedded WorldCat search widget.

26.  Joined May 2009.
 Micro news channel.
◦ Status updates.
◦ Photos and videos.
 Patron interaction:
◦ Reference assistance (especially via CoTweet).
◦ Request and respond to public feedback.
 Our main tool for repurposing content:
◦ Cross-post Tweets to other channels.
◦ Auto-publish our blogs here as Tweets.
◦ ReTweet content from other Twitter users.
◦ Schedule Tweets to reach patrons different times of
the day, including when the Library is closed.

27. Channel-Specific Social Networking Site (SNS) Stats2
66% of younger SNS users (12-29 years old) use MySpace.
36% of older SNS users (age 30 and up) use MySpace.
71% of younger SNS users (12-29 years old) use Facebook.
75% of older SNS users (age 30 and up) use Facebook.
8% of teen SNS users (17-17 years old) use Twitter.
33% of young adult SNS users (18-29 years old) use Twitter or
another status updating service.
19% of adult SNS users (age 30 and up) use Twitter or another
status updating service.

28. Site Traffic Comparison3 MySpace Facebook Twitter
Unique Visitors (01/2010) 50,615,444 133,623,529 23,573,178
Change in Unique Visitors -13.56% +94.91% +294.26%
(since 01/2009)
Even though Twitter currently has a much lower percentage of SNS
users, its site traffic is climbing at too high a rate to ignore.

29.  Joined in August 2008.
 Primarily a social video repository:
◦ Public videos we have rights to share.
◦ Private videos we don’t yet have the rights to share.
◦ Includes videos created by us and for us.
 Can add videos 2 ways:
◦ Manually upload.
◦ Auto-post via Posterous.
 Can easily repurpose content:
◦ Librarians and library staff can embed code to use videos in our
blogs and library guides.
◦ Students, professors, campus, and public can embed our public
videos in classroom materials, assignments, blogs, etc.
◦ Can link to videos via Twitter, Facebook and MySpace.
 Can share useful videos from other organizations.

30.  Joined October 2009 (used exist as a Group).
 Primarily a social photo repository:
◦ Doesn’t use up our server space or bandwidth.
◦ Public albums for photos we have rights to share.
◦ Private albums for photos for we can’t yet share.
 Can add videos 2 ways:
◦ Manually upload.
◦ Auto-post via Posterous.
 Can easily repurpose content:
◦ Librarians and library staff can embed code to use photos
and photo slideshows in our blog or library guides.
◦ Students, professors, campus, public can use our public
photos in classroom materials, assignments, blogs, etc.
◦ Can link to photos via Twitter, Facebook and MySpace.

31.  Joined December 2009.
 2 Posterous sites:
◦ @pollaklibrary’s posterous (image stream):
 Archives all Tweeted photos and videos.
 Allows us to simultaneously post to Twitter, Facebook,
MySpace, and YouTube or Flickr.
 Allows librarians, library staff and library supporters to
easily post photos and videos via email.
 Holds items in moderation queue for admin approval.
 Can post mobile at events if have mobile email.
◦ Pollak Library Photo Contest (image stream):
 Student social photo contest that will go-live in March.
 Allows students to post contest entries via email, and
library to publish live from moderation queue.
 Allows library to auto-publish across our channels.

32.  Added venue December 2009.
 Check-ins can show up in social channels:
◦ Only if users choose to display in streams.
◦ Added #CSUF hashtag to our venue, so check-ins
can display in campus Twitter feed.
 We are testing as a fun interactive way to
get users to try library-related actions:
◦ Specific library tasks To Do and Tips.
◦ Tasks are cross-listed under the campus’s venue.

34.  CoTweet (daily):
◦ Our mandatory main Twitter application.
◦ Supports multiple accounts and editors.
◦ Can schedule future Tweets.
◦ Unlike HootSuite, allows us to:
 Assign incoming Tweets to a particular librarian or staff member.
 Identify which librarians and staff are monitoring the channel.
◦ Integrates with bit.ly URL shortening service for statistics.
 Recommended mobile clients:
◦ UberTwitter or Seesmic for Blackberry.
◦ Seesmic for Anroid.
◦ All allow multiple accounts.
 Posterous:
◦ Tweets photos and videos across channels.
◦ Allows mobile uploads at events via mobile email.
◦ Allows photos and videos to be held for moderation.

35.  OAuth:
◦ Enables auto-posting Twitter to Facebook and MySpace.
◦ Integrates with our Twitter posting clients.
◦ Accessible at https://twitter.com/account/connections.
 Selective Twitter Status:
◦ Allows us to choose which Tweets to send to Facebook by
appending those Tweets with the #fb.
◦ Helps us avoid overloading our Facebook Fan’s news feeds with
too many Facebook posts.
 Twitter Tools Plug-in for Wordpress:
◦ Auto-publishes each blog post to Twitter.
◦ Includes bit.ly integration for stats.
◦ Supports #fb as as an appending hashtag.
 Involver.com:
◦ Feeds our latest blog posts, Tweets, and YouTube videos to our
Facebook Page under 3 separate tabbed sections.
◦ New customers can only get 2 of these tabs for free now.

36.  Bit.ly: Tracks click-through stats for
shortened Twitter links generated by
supporting apps.
 Facebook Fan Page Insights: Tracks
demographic stats of our Fans, as well as
engagement stats based on our posts.
 Google Analytics: Tracks site traffic and
page views on our Wordpress blogs and
Posterous sites.
 Feedburner: Tracks feed subscriber counts
on our Wordpress blogs and Posterous sites.

37. 1 Brogan, C. (2008, June 13). Starting a Social Media
Strategy. ChrisBrogan.com. Blog. Retrieved December 3,
2009, from http://www.chrisbrogan.com/starting-a-social-
media-strategy/
2 Pew Internet & American Life Project. (2010, February 3).
Social Media & Mobile Internet Use Among Teens and You
ng Adults. Website. Retrieved February 21, 2010, from
http://www.pewinternet.org/Reports/2010/Social-Media-
and-Young-Adults.aspx
3 Compete, Inc. (2010, January). Site Comparison of
twitter.com (rank #41), facebook.com (#2), myspace.com
(#14). Website. Retrieved February 21, 20100, from
http://siteanalytics.compete.com/twitter.com+facebook.com
+myspace.com/

38.  The Pollak Library. (2010). Pollak Library
social media buttons. Retrieved from
http://www.flickr.com/photos/crobledo/437
0518351/
 Pew Internet & American Life Project.
(2010). Teens and young adults converge in
enthusiasm for social networking sites.
Retrieved from
http://www.flickr.com/photos/crobledo/435
2796496/