1. Social Media 101
By Rachel Folz
Digital Marketing Manger Campbell County Public Library

2. Who am I?
 Rachel Folz
 Digital Marketing Manager, Campbell County Public Library, 2 years
 Priors
 WXIX, Cincinnati – Digital Content Director, 2Years
 WFIE, Evansville – DigitalContent Director, 7 years

3. Glossary of
terms
 Algorithm - A rules-based procedure for making
calculations or solving problems. Social media sites use
them to show what’s popular.
 Fan – Someone who likes you on Facebook
 Follower – Someone who follows you onTwitter and/or
Instagram
 Hashtag - A word or phrase preceded by a hash or
pound sign (#) and used to identify messages on a
specific topic.
 Example: “#KPLASpringConference is the best one
yet!”
Trending – A look at what it popular on a given social
network.

4. Social
networking
stats
Nearly two-thirds of American
adults (65%) use social networking
sites, up from 7% when Pew
Research Center began
systematically tracking social media
usage in 2005.

5. Platform
growth
Information from PEW Internet 2015

6. How we got
here
85% of adults
are internet
users
67% are
smartphone
users.
The iPhone is
only 9 years
old
Information from PEW Internet 2015
iPhone 1
2G
4 GB

7. The big boys
Practical social networking sites for the modern library

8. Facebook
The Most Popular Social Network

9. Facebook
demographics
More women
than men
Pretty racially
even
Across all
income
brackets

10. Facebook user
info
Information from 2014 PEW Internet Study
Membership
growing in internet
users 65+, other
growth is stagnant
70% of users
engage with the
site daily

11. What works on
Facebook
Entertain
If your post is
either funny or
entertaining in
some way, it
will get shared
more.
Educate
When you
educate your
audience
about your
niche or
provide a
helpful tip,
your post will
perform
better.
Experience
Move your
audience
emotionally,
then your post
will get more
comments,
likes, and
shares.

12. What works on
Facebook
cont…
• Engaging, and eye catchingGreat photos
• Uploaded to Facebook’s native player, not just
YouTube linksShort videos
• It’s not all about you but the things your fans would
be interested in
Articles related to your
cause or organization
• Look for related and relatable humorGood, clean laughs
• Keep your fans in the loop
Organizational
information
• Share news about related organizationsCommunity news

13. Facebook
Insights
 Page Likes
 Likes & unlikes
 Growth over time
 Post Reach
 The number of people your
post was served to
 Organic and paid
 Engagement
 The number of unique
people who liked,
commented, shared or
clicked on your posts

14. Make the
whole page
work for you
Profile
photo
Cover
photo
Featured
video
Action
button
Events

15. Facebook
Photo sizes
Cover Photo
• 851x315
Profile Photo
• 180x180
Link Image (article)
• 1200x630

16. Facebook
marketing
challenges
Brand posts are
showing up less and
less
• Facebook wants
you to purchase
their advertising
• Algorithm changes
Events & video are
still places of
opportunity
• Frequently seen
and shared
• User-friendly

17. Pinterest for
your library
Pin it to win it

18. My how things
change
Used to be an add-on, now it is essential
31% of adult online audience

19. Pinterest
Lingo
 Board
 Think of boards as content buckets of similar content. You can
capture content and add it to these boards where they become
easily shareable.
 Pin
 A pin is an image that you have captured and added to a board.
 RePin
 The act of sharing someone’s pin to one of your boards.
 Comments and Likes
 Similar to Facebook, Pinterest allows you to like someone’s pin or
leave a comment on the pin.
 Pin it button
 This can be added to your browser allowing you to easily pin
anything you want to share.
List taken from SteamFeed.com

20. Some board
ideas
Book lists Craft ideas
Seasonal
decorations
Programs
Costume
ideas
Fandoms
Lolz

21. Instagram
Pretty Pictures & Powerful Marketing

22. Information from 2015 PEW Internet Study
28% of online
adults
55% of 18-29
Growth in every
demo
This is a mobile
product

23. What works on
Instagram
• Well-framed and taken with the medium in mindPhotos are the key
• Photos with faces in them get 38% more likesSmile
• Spread your posts outDon’t be to posty*
• Helps your posts syndicate organicallyHashtag
• Conversations should be two wayLike & follow back
• Promotes partnershipRegram great content
• It can be very powerfulDon’t forget about video
*I made this word up

24. Photo size
It’s hip to
be square
615x615
minimum
App allows
cropping
Kentucky the Owl from Critters in the Classroom knows how to give some fierce eye contact.

25. Find a good
example to
follow
NewYork Public Library
@NYPL
•Behind the scenes
•Shelfie Day
•Archival Photos
•Bookface

26. Twitter
News & Media Commentary

27. Twitter isn’t a
new kid
anymore
Twitter averaged 320M monthly
active users in Q4 of 2015. Slowest
rate of growth since they began
reporting data.

28. Twitter user info
Information from PEW 2015
38% of users engage daily
US usage is highest among urban
residents, adults under 50 and people
in upper-income brackets.
Most popular in 18-29 demo
23% of adult internet users

29. Twitter Lingo
@ The @ sign is used to call out usernames inTweets. People will use your @username to
mention you inTweets, send you a message or link to your profile.
Ex: "Hello @twitter!"
@username A username is how you're identified onTwitter, and is always preceded immediately by the @
symbol. Ex: Katy Perry is @katyperry., Scholastic is @scholastic
Mention (v.,
n.)
Mentioning other users in yourTweet by including the @ sign followed directly by their
username is called a “mention.” Also refers toTweets in which your @username was included.
Ex: “@FriendorFolz is my favorite webmistress and #KPLA presenter”
Retweet
(n.), RT
ATweet that you forward to your followers is known as a Retweet. Often used to pass along
news or other valuable discoveries onTwitter, Retweets always retain original attribution.
Ex: “RT @campbellkylib: Read to reduce your stress. pic.twitter.com/NqeCqygT7V”
MT A retweet that you’ve modified for length.You should note this in your tweet.
Ex: “MT: @FriendorFolz is my favorite webmistress”
Glossary taken in part from twitter.com

30. What works on
Twitter
Do
• Watch & react to trends
• Be Useful
• Be Compelling
• Be Funny
• Be Informative
• Use the whole page
Don’t
• Be Boring
• Give Old News
• GoToo Heavy OnThe
#Hashtags

31. Don’t waste
your tweets
Verified accounts
Check your tags

32. Etc.
Yes, there are many more

33. TUMBLR
Tumblr is a microblogging
platform and social networking
website that allows users to
post multimedia and other
content to a short-form blog.
Big for fandoms, art, memes, &
jokes.
In a video game there would definitely be something
hidden behind this wall.

34. Your own marketing channel
More storage than social but
still essential

35. Job postings
Legitimize your
organization to
potential
employees

36. Reddit
Reddit is an entertainment, social networking service and news website where
registered community members can submit content, such as text posts or direct links.
Users can then vote submissions "up" or "down" to organize the posts and
determine their position on the site's pages.
Content entries are organized by areas of interest called "subreddits".
• Ex: http://www.reddit.com/r/Libraries
Public figures and people with interesting work do user chats called AMAs.
• AMA means ask me anything.
Great for looking for other social content and trends.
Reddit images are uploaded using IMGUR.

37. Where I get my
content
BuzzFeed Books
•Edgy, Lists
HuffPo Books
•Classic, new books
Common Sense Media
•Kids media info
PBS Kids
•Library love, reading lists
Washington Post/NYT
•Why libraries are rad
Reddit
•New info, photos
I Love Kentucky Public Libraries
•Regional & national library content
OverDrive for Libraries Facebook
•Library & eBook news
DIY
•More on that in 102

38. Questions?
Bring them on!This is a safe space.

39. Join me forSocial Media 102
Twitter - @friendorfolz
Email – rfolz@cc-pl.org