1.
Doing Social Media Like You Mean it
May 15 & 16, 2014

2.
Laura Solomon, MCIW, MLS
Library Services Manager, OPLIN
@laurasolomon
*

3.
"Social media is like teen
sex. Everyone wants
to do it. No one
actually knows how.
When finally done,
there is surprise it's
not better."
Avinash Kaushik, Google's analytics
evangelist

4.
1. Ways to FAIL at the START

5.
http://www.flickr.com/photos/nathanwells/867602573/in/photostream/

6.
Profiles matter

7.
2. Ways to to
fail DURING

8.
You
are
HERE

9.
Talk to
us…
…or kiss
us
goodbye.

10.
http://www.flickr.com/photos/jugbo/3262710210/

11.
Consider these…
• Join our new Book Discussion Group!
[LINK]
• Be a member of our new Patron Advisory
Board [LINK]
• Try our new research database for your
next assignment [LINK]

12.
Join our new Book Discussion Group! [LINK]
Can't stop talking about that
book you just read? Yeah, us
too. Now we've got a group for
that: [LINK]

13.
Be a member of our new Student Advisory
Board [LINK]
Looking for opinionated people who
want to talk about the library.
Cookies at every meeting and a
chance to make a difference [LINK]

14.
Try our new research database for your next
assignment [LINK]
Wikipedia not good enough
for your prof? Show ‘em you're
a smart cookie and try a free
resource from us [LINK]

15.
Consider these:
• Please take our brief survey!
• Want to hang with Brad Pitt, Johnny Depp,
and Kristen Stewart this weekend?
They’re waiting for you in the Media
Center…check them out and take them
home!
• Questions about printing and scanning?
Get answers at Copy Services in the 24/7
Study Area!

16.
From 2006 to 2010, Harvard
spawned 39 start-up
companies, 216 patents,
and 1,270 faculty
inventions.
#numberswednesday

17.
Be careful in the heat this
week. Stay cool (and
classy) with these tips:
[LINK]

18.
Check out our hottest
summer DVD releases!

19.
Read Dan Porat's The
Boy : A Holocaust
Story. To be ordered
on 11/21

20.
Today at 3:45, we are
showing a new release on
our BIG projector screen!
Hope to see you there. Free,
no need to register.

21.
3. Failing when RESPONDING

22.
Social Media: Planning for Success
Laura Solomon, MCIW, MLS
OPLIN

23.
Failure to plan is a plan to fail
Figuring goals
Measuring stuff
Agenda
Phase 3

24.
Are you
PLANNING
at all?

25.
Problem #1: Effort without benchmarks

26.
Problem #2:
Disregard for ROI

27.
Problem #3: Inconsistent efforts

28.
Problem #4: Ineffective accounts

29.
Without goals, you get nowhere
How do you know if you’re failing?

30.
A lot of libraries just
drift

31.
Why? Why here?
•We are using Pinterest to promote new releases
at the library.
•Our library uses Instagram to post event photos.
•Google+ is where we engage with our local
maker community.
•Our Facebook account is where we boost traffic
to our library's blog and website.

32.
Recipe for failure

33.
What about numbers?

34.
Columbus Metropolitan Library

35.
•Customize features for identified customer
audiences (i.e., genealogy, small business, teens,
etc.)
•Utilize social media in the rollout and launch of
columbuslibrary.org
•Continue to build relationships with local
bloggers
•Integrate Friends, Foundation and Volunteers
into our communication efforts as it relates to
social media

36.
Goal:
Continue to build relationships with local
bloggers
Sub-goal:
CML will be blogged about by 3 local bloggers in
a positive way

37.
Stop focusing on the numbers

38.
Are your goals S.M.A.R.T.?
Specific
Measurable
Achievable
Realistic
Timed

39.
Paradigm shift

40.
Measuring stuff
You have to start somewhere.

41.
ROI is actually kind of hard

42.
Why measure?
How else
will you
know if you
succeeded?

43.
Numbers are important, but…
…numbers
lie.

44.
Quantitative goals
•Website stats and conversions
•Downloads
•Likes, followers, views
•Comments
•Mentions in social media
•Sharing of content
•Inquiries offline

45.
Qualitative goals
•Positive vs. negative
•Location
•Relationship status
•Monologue vs. dialogue

46.
What metrics matter?
•Reach
•Engagement
•Sentiment

47.
Don’t give up. It’s worth it

48.
What does this mean to me, Laura?

49.
Know what
social media
success looks
like, and
measure
for it.

50.
Practice time
•Option 1: Create a list of at least three (3) social media goals for a
library. Explain why they are realistic goals, and how each will be
measured. You can use sub-goals if that helps.
•Option 2: Choose three (3) top-level goals from the list, below.
Explain why those three are or are not well-crafted goals. For those
that are good goals, how could they be measured?
–Grow your Facebook page "Likes"
–Engage with local garden clubs
–Increase traffic to the library's blog
–Make more local businesses aware of business-specific resources available
–Increase attendance at teen programs
–Increase circulation of new releases
–Increase the number of repins on Pinterest

51.
• Why have a social
media policy (or
not)
• What should be in
a policy
• Some social media
guidelines for
participants

52.
Any company, big or small, needs a
social media policy to protect their
reputations. Even if their company
has no social media presence, their
employees may be creating one by
virtue of their actions online.”
Aliah Wright, author of A Necessary Evil: Managing Employee Activity on
Facebook, Twitter, LinkedIn…and the Hundreds of Other Social Media Sites

53.
Discrimination policy
Leave policy
Vacation policy
Social media policy

54.
http://www.nlrb.gov/resources/national-labor-relations-act

55.
The other side of the coin
• Your people can be trusted
• Social media is just one more way to
communicate
• More rules only make your company more
bureaucratic
• Formal policies only discourage people from
participating
• You probably already have policies that govern
inappropriate behavior
• http://michaelhyatt.com/five-reasons-why-your-company-doesn%E2%80%99t-need

56.
1.Be specific
2.Write in a
friendly tone
3.Consult a
lawyer

57.
“Always pause and think before posting. That said, reply
to comments in a timely manner, when a response is
appropriate. But if it gives you pause, pause. If you're about
to publish something that makes you even the slightest bit
uncomfortable, don't shrug it off and hit 'send.' Take a
minute to review these guidelines and try to figure out
what's bothering you, then fix it. If you're still unsure, you
might want to discuss it with your manager or legal
representative. Ultimately, what you publish is yours - as is
the responsibility. So be sure.”

58.
“Don't pick fights, be the first
to correct your own
mistakes, and don't alter
previous posts without
indicating that you have
done so.”

59.
Additional stuff from CML
• Do not reference or cite Library clients,
partners, or customers without their
express consent
• Library logos and trademarks may not be
used without written consent.
Social media policy, Columbus Metropolitan Library, Ohio

60.
Archives.gov
• NARA will delete comments that contain abusive, vulgar,
offensive, threatening or harassing language, personal
attacks of any kind, or offensive terms that target specific
individuals or groups.
• NARA will delete comments that are clearly off-topic, that
promote services or products, or that promote or oppose
any political party, person campaigning for elected office,
or any ballot proposition.
• NARA does not discriminate against any views, but
reserves the right to remove posted comments that do
not adhere to these standards.
http://www.archives.gov/social-media/policies/facebook-comment-policy.html

61.
Community Hospital of Monterey
Peninsula
Post material that infringes on the rights of
any third party, including intellectual
property, privacy, or publicity rights. We
ask that you please respect copyright
laws, and that you reference or cite
sources appropriately. Plagiarism in any
form is prohibited.
http://www.chomp.org/terms-conditions/social-media-website-participation-policy

62.
Resources
• 3 Great Social Media Policies to Steal
From (
http://mashable.com/2009/10/02/social-media-
)
• Social Media Governance—Policy
database [approx. 250 policies!] (http://
socialmediagovernance.com/policies.php)

63.
Why aren’t we talking about
Facebook???

64.
Laura Solomon, MCIW, MLS
OPLIN
@laurasolomon
(How to prevent Laurafrom
unfollowingYOURlibrary
onTwitter)

65.
STATS

66.
International distribution

67.
A LOT of tweets
500 million
per
DAY

68.
Mostly mobile

69.
FIX
THESE

70.
Innovative or creepy?

71.
Stop talking about the library

72.
Don’t be a Debbie Downer

73.
Don’t be a fire hose

74.
Don’t play robot stalker

75.
Don’t address tweets to the wrong people

76.
Don’t exclude followers with @

77.
Don’t recreate hashtags

78.
Response time matters

79.
Tweeting a link alone is…

80.
Don’t jump into the stream

81.
Don’t rapid-fire

82.
DOING
IT
RIGHT

83.
Be clear about who you are

84.
Give glimpses behind the curtain

85.
Be useful

86.
Go local

87.
Use hashtags
http://danzarrella.com/new-data

88.
Reward your followers

89.
Give them attention

90.
Time it right

91.
Give up control

92.
Have a sense of humor

93.
Don’t take yourself too seriously

94.
Be human

95.
It’s not about you

96.
Find the right account

97.
Follow back

98.
Advanced Twitter search

99.
Take the Twitter Audit
• Look at your last 20 tweets. How many were @ replies? How many were
retweets of other people’s work?
• In your last 20 tweets, how many promote your own work versus pointing
towards others’ ideas?
• Do you have at least one ongoing Twitter search going? (use http://
search.twitter.com to set one up.
• Are the tweets you hope will be retweeted under 120 characters so people can
retweet them?
• Of the people you follow, how many are “influential” in some way, how many
are potentially good for referrals, how many are just celebrities?
• How often are you tweeting? Is less more? Is more more? Are you burying your
good stuff?
• How are you feeding Twitter? What are you giving your audience to consume?
Do you share interesting articles? Do you point out your lunch du jour? What’s
the plan?
• Are you autotweeting your post titles? Is that bringing you lots of response?
• Have you checked the click-through stats on your short links? For instance, if
you use bit.ly, take the URL of anything you’ve posted, copy it to a browser bar,
and add a +, like this: “http://bit.ly/iOGhJ2+” , and you’ll see the stats. How are
you doing?
• How many folks are you gaining a day? Not that this matters greatly, but it
sometimes gives you a sense of whether someone’s into what you’re saying.
• http://www.chrisbrogan.com/take-a-twitter-audit/

100.
Examples

101.
The internet computers are not available
this morning due to maintenance.
Argh! Power surge took down a
server; no internet here this morning
—sorry!

102.
Mango Languages is a new online resource available
to users of all public libraries in our state. It
includes a variety... [LINK]
Learn a new language. Today. For
Free. Online. With your library
card. Introducing Mango
Languages: [LINK]

103.
National Library Week,
April 10-16. [LINK]
Who
CARES?

104.
I posted 6 photos on Facebook in the album "Cool
Crafts 2011” [LINK]
Geodomes made with
gumdrops, constructed with
care by our local kids. See the
pics [LINK]

105.
Author Rob Smith is
coming to the library
tonight at 7 pm.
WHO?

106.
Local author Rob Smith (
http://wmightwrite.net), author
of the McGowan Chronicles is
here tonight at 7 pm [LINK]

107.
Practice
Time

108.
People are REALLY busy

109.
Make sure there’s a payoff for the patron

110.
Social media does NOT equal promotion

111.
Putting It All
Together
(The things that matter, in the end)

112.
6 Social Media
Myths

113.
Myth #1: Social media is a great
marketing tool

114.
Myth #2: It’s quick

115.
Myth #3: It’s cheap

116.
Myth #4: You need to be
everywhere

117.
“Focus less on the venues for where
the conversation will happen;
focus more on creating the sparks
that will ignite it.”
Molly Flat

118.
Myth #5: There are no rules
The 11 Rules of Social
Media Etiquette
http://www.digitallabz.com/blogs/the-11-rules-of-social-media-
etiquette.html

119.
Myth #6: Social capital doesn’t
matter

120.
So let’s think about
social capital for a bit.

121.
Let’s go back in time…

122.
So how can
social
capital be
EARNED?

123.
Idea #1: Thank them

124.
Idea #2: Post other stuff*
*not
yours

125.
RT @patron:
Libraries are great!
Libraries are
great!
Idea #3:
Retweet
@patron
@library

126.
Idea #4: Provide stuff of
value

127.
Idea #5: Do customer service

128.
Idea #6: Create a viral
experience

129.
Know your balance

130.
But…how do you spend it?

131.
80%:20%

132.
Ration capital requests

133.
Measurin
g Stuff

134.
What do you want to
achieve?
3. Better reputation
2. More use of
expensive resources
1. More people in the
doors

135.
Can you benchmark
success?

136.
CONVERSIONS

137.
“It’s hard to establish show-
me-the-money metrics if there
are no transactions to paint a
picture of consumer intent. “
Tom Managan, writing about social media ROI

138.
It’s all about behavior

139.
Re-writing posts*
*Yes, you have to work now.

140.
What the
library wants
Great post
What the
reader wants

141.
We’re looking for a new library trustee [LINK]
Not everyone is cut out to be a library trustee—are
you? We’re looking for a new one for next year
[LINK]

142.
Come to “Local Herbalist Shares History of Herbal
Medicines” today at 7pm [LINK]
Curious about the history of herbal medicines?
Local herbalist tells all at 7pm tonight [LINK]

143.
Check out the Second National Bank’s window on Main St.
for a great display put up by staff!
It took 2 hours, 4 staff & more than 500 yds of streamers. What do you
think of the display we did at the Main St. National Bank? [LINK TO
PHOTO]

144.
What does this
mean to me,
Laura?

145.
Your big take-aways for
today:
1. Payoffs matter. A lot.
2. Don’t drain your social capital
account.
3. Know the goals and what you’re
measuring, beyond the numbers.

146.
(Absolutely shameless plug)

147.
Laura Solomon, MCIW, MLS
laura@oplin.org
@laurasolomon
Meanlaura.com
Questions?
More
Information?