engaging strategically with social media 2011 revised

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

4

Flickr Image US Army

Barriers include…

Management

concerns about

inappropriate use

Technical issues

around capacity

and security

5

Public and private

Social media can blur blur distinctions distinctions between public and private

6

Perceptions

7

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?

10

Implementation

Managing and resourcing

Choosing tools

Supporting staff and users

Measuring

Evaluating progress

11

12

Listen and learn

Research your sector

Identify good practice

Become a digital resident

13

Objectives

Spread the word?

Share information?

Shape the debate?

Call to action?

Educate?

Raise money?

14

Audience

Who are they?

Where are they on the web?

What do they talk about?

How do you add value?

15

Whichever platform you choose..

Customise with your brand

Develop a consistent profile across the platforms

Integrate with your website

Work across the platforms

16

Management

Finding the capacity

Managing risk

Roles and responsibilities

17

Roles and responsibilities

Content

Technical support

Marketing

Responding to comments

Monitoring

Critical friendsFlickr Image Library of Congress

18

Managing Risk

Accountability

Reputation

Legal issues

Failure

Doing nothing

19

Ampelmann Image Wikipedia

Evaluation

Buzz

Sentiment

Reach

Traffic

Feedback

Impact

20

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

21

Policy elements

22

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

24

Last but not least …

25

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/