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