Social media marketing
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Social media marketing
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Social media marketing
- 1. June 2, 2011
- 2. Social Media Strategy Social Media Tools 4 3 2 1 Agenda Rules of Engagement What is Social Media?
- 3. Web and mobile based technologies which are used to turn communication into interactive dialogue between organizations, communities, and individuals.
- 6. What Does This Mean for Library Marketing? Start relevant conversations with your community Encourage people to pass on information about your library Create relationships with your community influencers Engage your target audiences
- 8. Define the Social Media Plan • Outline your objectives • Define your target audiences • Develop a policy • Choose your tools • Determine your capacity and commitment
- 10. Blog: Thought Leadership • Take a stand • Tell them something they don’t already know • Develop your voice • Listen • Curate content
- 12. • Casual Tone & Style • Organization Profile • Wall Posts (Interactive) • Like • Suggest to Friends Uses: Announcements Tips Events Comments Photos Conversations
- 13. • Professional • Recruit • Network • Learn best practices • Share job tips • Monitor issues • Prospect • Find Opportunities
- 14. • Uploading Videos –Captions and descriptions –Tagging –Categorizing • Building Community –Favorite –Likes –Subscribing to other channels
- 15. • Tal • Talk to people about THEIR interests • Quick alerts • Share useful links • Give advice, blog posts, pictures, etc.
- 16. Anatomy of a Tweet • Twitter limit = 140 characters • Apps will keep count for you • Best practice: Keep it to 120 or less – Makes it easier for followers to retweet – Hashtags organize content – @reply starts a conversation – Curate content by linking
- 17. Retweet • Share good content – by people you follow – with people who follow you – Gain respect and credibility • Steps: – Copy or retweet post – Add to beginning: RT @username – Tell why you like it!
- 18. #Hashtag • Folksonomy: Tag content so it’s easier to find • #estateplanning • #FollowFriday or #FF • Post to other platforms, #fb • #fail
- 19. Other Twitter Conventions • DM = Direct Message – Private message to followers • URL shorteners: Bit.ly – Converts lengthy URLs to just a few characters – Helps keep you within limit – Track clickthroughs
- 20. Social Media Etiquette • Tone – Conversational • Open and transparent • Honest • Silence is NOT golden
- 21. Copyright • Intellectual property • Copyrightable material • Trademarks • Fair use • Web linking
- 22. Fair Use Doctrine • Permits limited use of copyrighted material without permission • Fair use includes: – Criticism, comment, news reporting – Teaching, scholarship, research
- 23. Copyright Best Practices • Link to original material rather than cut and paste • Clearly identify the creator • Review copyright notices and trademark guidelines first • When in doubt, leave it out
- 24. Libel & Slander • What is it? – Communications that hurt the reputations of others • Libel - written • Slander - verbal or gestures • Libel & Slander are in the eyes of the beholder • Best practices: – Remain professional in all interactions – Before posting, consider other perspectives
- 25. Difficult Situations • Negative comments – Air Force Blog Response Decision Tree • Crossing the privacy line – Know when to take it offline
- 26. Social Engagement Policy • You are a brand ambassador • In your social media channels: – Reinforce core values – Stay on topic – Be transparent and honest, but don’t violate organization’s trust – Share your expertise – Defer to colleagues when appropriate
Notas do Editor
- By 2014, 1.85 billion people will use social networks on a monthly basis.
- Allows the creation and exchange of user-generated content Universally accessible, and enabled by scalable communication techniques Encourages information sharing and collaboration In contrast to websites where users are limited to the passive viewing of content that was created for them, social media allows users to interact and dialogue
- Don’t commit random acts of social media marketing!
- What’s your message, why are you using this med
- Thought leaders have a point of view Thought leadership centers on earning trust and credibility Get noticed by offering something different – ideas, insights, information
- Groups allow for targeted audiences
- Don’t just point out interesting things about your library, point out interesting things in the industry Ask questions. Twitter is GREAT for getting opinions.