listening to the community
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Listening to the CommunityDouglas County Libraries Social Media Report
Analyzed by Darrell HoughtonFebruary 29, 2012
DarrellHoughton.com
Social Media Performance: Inputs
Source: Alterian SM2 - http://www.alterian.com/
Search term: “Douglas County Libraries”
Tool Used: Social Mention • Social media monitoring and analysis tool• Tracks conversations • Reviews positive/negative sentiment across social media channels • Other commercial tools available that are more comprehensive
Customer Perceptions
Positive; 24%
Neutral; 76%
Sentiment from 195 mentions
Key Findings• Positive posts were predominately from:
• flickr (20), YouTube (11) and Digg (5)• Neutral posts mainly mentions in blogs and news stories
What the community finds importantTop 3 Topics from 195 Mentions Posts
eBooks• Selling ebook files to DCL (21)• ebook vendors (4)• Digital Branch (2)
27
Authors at DCL/book club 10
Volunteer opportunities 5
Key Findings• Community members are excited about a larger selection of ebooks at DCL• Members enjoy meeting authors • Members are community oriented and look for volunteer opportunities
Customers’ Perceptions: Positives and Negatives
Key Influencers for Douglas County Libraries• Name: Chrissy Morin
• Twitter.com/ChrissyMorin
• Bio: News & Events in Douglas County CO, TV and Celebrity News and information along with WP, Blogging, Social Networking and Marketing thoughts
• Twitter Followers: 4,659; Following: 4,659
• Social Media Accounts: delicious, stumbleupon, Twitter, and YouTube
• Chrissy has used stumbleupon to tag 5 postings about Douglas County Libraries from ParkerBuzz.com and DenverBucketList.com
Key Influencers for Douglas County Libraries• Name: Susie Whiteford
• Twitter.com/swhitef4d
• Bio: Susie is a reference librarian at the Denver Pubic Library. She is also a trainer for staff and represents DPL at www.askcolorado.org
• Twitter Followers: 263; Following: 359
• Social Media Accounts: delicious (2), Facebook, Google Shared Stuff, DPL Librarian, and Twitter
• Susie has used stumbleupon to tag 6 postings about Douglas County Libraries including DCL Book Chat, GED Testing Dates, Readthebooks.com, and the Douglas County Newcomers Guide
Key Influencers for Douglas County Libraries• Name: Aspen Walker
• Twitter.com/AspenWalker
• Bio: Aspen is the Executive Assistant to the Director of the Douglas County Libraries.
• Twitter Followers: 871; Following: 934
• Social Media Accounts: Twitter, blog
• Aspen has Tweeted about the Douglas County Libraries Digital Branch & Digital Power Wall, the agreement signed with Colorado Independent Publisher, and Censorship, The Gay & Lesbian Fund for Colorado & Douglas County Libraries
Key Findings
Key influencers are heavily integrated in the library industry and print media
The key influencers’ posts reflect their community involvement and interests
Key Takeaways
The majority of mentions come from StumbleUpon (67) Analysis: Indicates your organization is posting relevant
items that are of interest to the community Relatively small number of influencers
Analysis: Opportunity to focus on finding and engaging new influencers
How I Can Help DCL: Matching Services to Community Needs
Increase engagement by monitoring and posting to online forums
Seek out and engage potential influencersCreate a network of influencers to support DCL’s
communication effortsMonitor keyword phrases that imply a need that can be
filled by DCLListen, learn, and help DCL match services to community
values
Thank you!About Darrell Houghton:• Experience in social marketing using email, Twitter, Facebook, blogs, forums, and YouTube• Proficient in HTML, SEO, SEM, Photoshop, WordPress, ebook production, video production, Google Analytics• Over 11 years of marketing experience
DarrellHoughton.com | darrell.houghton@gmail.com 310-948-6321
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