Using Social Media To Drive User Engagement in

How Social Media can drive User Engagement in Public Libraries
Mala Sarat Chandra mala.sarat.chandra@gmail.com @MalaChandra
Social media isnt complicated. When you boil it down its about listening to your customers, being helpful by offering your knowledge and giving them interesting content to share and thereby advocate for you.
- SocialMediaToday.com
9/21/2012
mala.sarat.chandra@gmail.com
Getting started with Social Media: Easy, Fast, Cheap. Getting Social Media Right: Complex, Creativity , Commitment.
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Why Bother?
Doing nothing is no longer an option. Social Media helps reinvent Public Libraries for the 21st Century.
86 84 82 82 80 80 78 76 74 72 70 All Adults Internet Users SM Users Twitter Users 75 85
Percent of American adults Are actively engaged With Groups or Organizations.

Source: Pew Internet
9/21/2012
Networked creators among internet users

55% share photos 33% create content tags 32% contribute rankings and ratings 30% share personal creations 26% post comments on sites and blogs 15% have personal website 15% are content remixers 14% are bloggers 12% use Twitter 4%-17%??? use location-sharing services
Source: Pew Internet Research
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Social Networking Growth
5x
5x 7x 5x
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Start Engaging!
Connect with patrons, community, politicians, authors, advocacy groups. Drive conversations on topics of (local) interest. Publish in real time. Partner with the community. Reveal the real people making the library work. Enable Content Sharing, Leverage Word of Mouth.
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Social Media is = Word of Mouth

90% of WOM occurs offline Stimulate WOM Target communications at current users, not just potential users It cues up a Library and its services for conversation True WOM is about how Libraries serve community needs every day Give people a reason to talk about your Library Look for ways to make every user touch point a talking point Services Events Programs Collections
mala.sarat.chandra@gmail.c om
First things first!

Goals and Objectives: Know thyself.
What do you want people to know about you? Whom do you want to, or should engage with? What do you want to achieve?
Listen and Learn: Know thy audience.

What are other people saying about you? What are they saying about your competitors? Where are they most active?
Next, Develop your Social Media Strategic Plan. What stories do you need to tell, what activities will you sponsor, to reach the people you need to reach and get them to engage with you?
Social Content Keys to Success

Everytime you write, you have an opportunity to communicate and convince
- David Meerman Scott
Successful online content

Establishes you as a thought leader Builds online reputation and trust Informs and Educates Solves problems Entertains It is not blatant marketing brochures or promotions
Know
YOU
Like
Trust
Social Media Strategy Roadmap in 7 Steps

1. Goals 2. Objectives 3. Audience 4. Listening / Engagement 5. Strategy Facebook Twitter YouTube Flickr Digg
Blog
6. Tactics
Social Search Engines, SEO, Social Media Analytics, ROI

7. Monitoring and Measurement
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Your Website should be your anchor!

Provide easy navigation to all online properties, which point back to your website.
Focus on major social media sites only. Provide relevant, topical content. Create multiple calls to action. Make content easy to find and share.
Your Website
Case Study: New York Public Library
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Blogs
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Facebook Facts.
Second in traffic volume in the US and Globally. Source: www.alexa.com
750 Million Users.

Average user is connected with 80 pages, groups and events and creates 90 pieces of content each month. More than 30 billion pieces of content (web links, news stories, blog posts, notes, photo albums, etc.) shared each month. More than 250 million active users currently accessing Facebook through their mobile devices. People who use Facebook on their mobile devices are twice as active on Facebook as non-mobile users.
Source: facebook.com 9/21/2012 mala.sarat.chandra@gmail.com 17
Facebook for Libraries.

Create Page with Title that follows your social media naming guidelines. Provide links to easily access all your online sites. Ensure all posts of content are easily shareable. Engage in conversations, do not just publish. Publish regularly, frequently; set up a calendar. Use apps to engage people. Cross post content on all media, using the appropriate tone of voice.
Easy access to all NYPL onine media
Large Fan Base Promote innovative ways to connect

Examples of Libraries using Social Media to drive Engagement

News
Polls
Contests
Questions
Events
Programs
Seeley G Mudd Library, Appleton, Wisconsin
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Twitter for Libraries.

Be sure to fill in the bio field!
Tweet about events, e.g., Readings, Lectures, Book Sales. Tweet to raise awareness and build advocacy. Tweet about news and information, e.g., new library hours, new additions to collections.
Tweet and lead or encourage patrons to lead book discussions.

Tweet interesting pictures and videos. Tweet to share tips e.g., finding online resources, tools and facilities. Tweet links to interesting articles on literacy or other libraries. Link back to library website for indepth information.
Website Link
Events
Classes Large # Followers Frequent Tweeting Follow 90 people Announcements
Articles
Engaging with Patrons
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Twettiquette
Fill out the bio section. Dialog not Broadcast. Post frequently, at least once a day. Follow people who follow you. Enforce a naming scheme for all your Twitter handles.
search.twitter.com for mentions about you & handle appropriately.
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Mobile Facts and Figures
Source: Pew Internet

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Users checkin with their mobile devices to earn points. Badge winners eligible for prizes from NYPL. Users become ambassadors to NYPL services, programs
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Enoch Pratt Free Library, Baltimore Mudd Library, Wisconsin
Gleeson Library, University of San Francisco
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Credibility is Key for Social Media Success
Authentic Trustworthy Transparent Open to Feedback Responsive Engaged Respectful

Engagement Strategy Summary

Good content is key to Engagement 3 to 5 repeated viewings to become memorable Enlightening, Entertaining , Relevant, Contextual Available on multiple media Promoted by Influencers Syndicated & Aggregated Link back to website (Hub) 7 x 24 availability via Mobile, Web, Content Aggregators Membership Loyalty Recommendation
Available on demand Engagement leads to Conversion
Backup
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Demographics by Social Network
Source: Alexa.com 9/21/2012 mala.sarat.chandra@gmail.com 38
Useful Twitter Resources

http://www.libsuccess.org/index.php?title=Twitter
http://www.twellow.com/categories/librarians http://justtweetit.com/education/librarians/ http://lis5313.ci.fsu.edu/wiki/index.php/Twittering_Libraries http://www.infotoday.com/cilmag/may09/Milstein.shtml http://twitterhighlight.net/twitter-tools/best-twitter-tools-collection2011-for-multiple-tasks/
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How Social Media can drive User Engagement in Public Libraries

Mala Sarat Chandra mala.sarat.chandra@gmail.com @MalaChandra

Percent of American adults Are actively engaged With Groups or Organizations.

Networked creators among internet users

Social Networking Growth

Social Media is = Word of Mouth

First things first!

Listen and Learn: Know thy audience.

Social Content Keys to Success

Successful online content

Social Media Strategy Roadmap in 7 Steps

Social Search Engines, SEO, Social Media Analytics, ROI

Your Website should be your anchor!

Case Study: New York Public Library

750 Million Users.

Facebook for Libraries.

Easy access to all NYPL onine media

Large Fan Base Promote innovative ways to connect

Examples of Libraries using Social Media to drive Engagement

Examples of Libraries using Social Media to drive Engagement

Twitter for Libraries.

Tweet and lead or encourage patrons to lead book discussions.

Classes Large # Followers Frequent Tweeting Follow 90 people Announcements

Engaging with Patrons

Examples of Libraries using Social Media to drive Engagement

search.twitter.com for mentions about you & handle appropriately.

Mobile Facts and Figures

Source: Pew Internet

Examples of Libraries using Social Media to drive Engagement

Gleeson Library, University of San Francisco

Credibility is Key for Social Media Success

Authentic Trustworthy Transparent Open to Feedback Responsive Engaged Respectful

Engagement Strategy Summary

Available on demand Engagement leads to Conversion

Demographics by Social Network

Source: Alexa.com 9/21/2012 mala.sarat.chandra@gmail.com 38

Useful Twitter Resources

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