leveraging social media as a communications tool
DESCRIPTION
A Library 2.0 presentation for the Texas Library Association 2011 conference.TRANSCRIPT
Leveraging Social Media as a Communications Tool
Sandra FernandezManager of Public Relations
Houston Public Library
Old Media to New
Leveraging Social Media
New Ways of Connecting
Leveraging Social Media
Social Media is a conversation…
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…between actual humans
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Basics of social networking
Online communitiesMembers feel a sense of belongingUsers create “profiles”They look for and add friends Receive recommendations from their networkEasy for members to share creatively: photos, videos, music, etc
Leveraging Social Media
Social Media in Public Relations
The purpose of PR hasn’t changed – we build relationshipsSocial Media creates better opportunities to interact with customers/audiencesNo longer filtering information through traditional media
Leveraging Social Media
Libraries
The library has no barriers – available to everyoneThe library brings down the walls surrounding information – everyone can access everything
Leveraging Social Media
Libraries
The library invites participation – we want YOU!The library creates community – spaces and groups
Leveraging Social Media
Libraries
The library is human – connects with real people at all levels of service
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Library 2.0 – social media in libraries
Reduces barriers – updates are available 24/7Brings down the walls surrounding information – can be accessed from anywhere (Internet)Invites participation – we want to hear from YOU!Creates community – spaces and groups online to extend real life
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Getting Started
So… where do you start?
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4 Ps of Social Media
PreparePick your starting pointPay attentionParticipate
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PrepareConvince others
Why use social media?Word of mouth communication is the oldest and most powerful form of communicationWe trust what our friends tell usWe trust what our friend’s friends tell usWe trust anything enough people tell us
From Lach Mullen, Fort Bend County Office of Emergency Management
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PrepareGoals & strategy
What is success? What are your social media goals?Examples:
Return on Engagement (ROE)PromotionBuild rapport
Make it part of your overall communications plan:Integrate social media into daily activityMake sure your updates are in line with the priorities and messages of your organization
Leveraging Social Media
Prepare
ResourcesMoney
most things are free, but not everythingdo you have a budget for accounts, equipment, access?
PeopleWho is going to monitor/participate social media?Will this need to be added to their job descriptions? employee evaluations?
Leveraging Social Media
Prepare
Resources, cont.Equipment
Are you behind a firewall? Can you access the networks needed?Do you have a digital camera? video camera? web enabled mobile phone? computer that will allow you to install tools such as TweetDeck?Do you have mobile internet access?
Leveraging Social Media
PreparePolicies & procedures
Time issuesHow quickly can you respond?How much time will this take?
Do you need official policy?Who is empowered to respond?Which departments/personnel need to be brought into the project?
ITPRCustomer Service
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PrepareTarget
Who are you trying to reach?ResidentsBusinesses/IndustryMediaOther government officials
Know your targetNetworksLanguageDirect communication
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Prepare
Other itemsMake sure you have master file of access logins, with others aware of its existence and location
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Pick your starting point
Choose your social media networksPick one based on your targets
Social Networks – FacebookMeeting, finding, connecting, promoting, discussing
Multimedia – YouTube, SlideshareSharing, learning
Bookmarking – Delicious, Diigo Link sharing, “the cloud”
News – Digg News sharing, opinion sharing
Leveraging Social Media
Pick your starting pointPick one based on your targets, cont.
Reviews – Yelp Sharing reviews of companies, services
Blogs – Blogger, WordpressOpinion sharing, news sources
Microblogs – Twitter, Yammer Sharing short updates
Wikis – Wikipedia Collaboration
Location based social media (newest trend)Foursquare, Gowalla
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Pick your starting pointRecommendations
FACEBOOKMore than 500 million active users50% of our active users log on to Facebook in any given dayAverage user has 130 friendsPeople spend over 700 billion minutes per month on FacebookFastest Growing Demographic on Facebook: Women Over 55
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Pick your starting pointRecommendations
YouTubeSecond most used search engine onlineShare your videosFavorite recommended videosEmbed on your siteFree hostingCity Channel
Leveraging Social Media
Pick your starting pointRecommendations
TwitterMicropublishingFree opt-in SMS and Mobile updatesAs easy to use as textingClean, simple, fastCan be tied into PIERLots of buzz!
Leveraging Social Media
Pick your starting pointRecommendations
WordPressPopular blogging toolSet up a blog in 15 minutesLets you control message informallyGives you a personal touch
Leveraging Social Media
Pick your starting pointOpen personal account
Get comfortableStart!
Create plan for your organizationOpen organizational account.Start!
If your resources are available, pick another and start there.
Leveraging Social Media
Pick your starting point
Build your networkFriendsColleagues Directories:
TwellowIndustry listings
Leveraging Social Media
Pick your starting point
Start Today!
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Pay attentionListen to what’s being said about your organization, your city
Twitter SearchGoogle Search (blogs & news)Social Mention
Read what others are writingRSS Feeds
Google ReaderBloglines
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Pay attention
Who are others following, talking aboutFriend your friend’s friends
What is being said about your topicAre other blogs linking to yours?
Watch the trendsTechnology & toolsTopics and discussions
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Houston Public Library
Participation
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Houston Public LibraryUpdates
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Houston Public Library
PROMOTEPROMOTEPROMOTE
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Houston Public LibraryPROMOTEPROMOTEPROMOTE
www.facebook.com/houstonlibrary
www.twitter.com/houstonlibrary
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Participate
Be authenticBe honestSpend time to build trustContribute to the conversation
Respond to questions, clarify, add more infoPress releases aren’t enough
Promote via your non-social networksStay engaged
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Participate
How to use FacebookSet up a page for your organization
http://www.facebook.com/pages/create.phpAddress, Hours, WebsiteAdvertise your Page
Get a “vanity url” for your pageMonitor results
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Participate
How to use TwitterPost short recaps of News ReleasesPost quirky things: show your personalityPost dataChat with peopleVirtual police scanner“Hashtag” yourself and use Hashtags
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Participate
How to use YouTubeLoad “backgrounder” videosLoad informal commentary on News ReleasesLoad relevant breaking news as appropriateCapture video of interviews and post uneditedFavorite other relevant videosComment, comment, comment!
Leveraging Social Media
Houston Public Library
SuccessesCreated strong online communities for library customersIncreased customer participation, support and actions in response to social media updatesEffective use of social networks to reach influencers and “publishers”
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Things I’ve learned
The tool isn’t what’s important, what’s important is how you use it. Be aware of what you’re trying to do. It’s important to have a goal when approaching these tools. Be aware of your limitations. Social media can be time intensive, and most of us have limited resources, so don’t try to do everything at once.
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Things I’ve learnedGet everyone on the same page.
If you begin engaging your audiences, then be prepared to start receiving complaints, suggestions and questions via those new channels, whether that’s your intent or not. You will need to have public relations or community relations, information technology, and your organization’s customer service department all aware of the activities, and have made decisions on how you’re going to handle inquiries before you receive them.
Leveraging Social Media
Things I’ve learnedTraditional media is reaching less and lessSocial media can help youTake it slowInvest the timeBuild trustLearn from othersGet startedLEARN FROM WHAT YOU’VE DONE, & ADJUST.
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Contact me
Sandra [email protected]
www.twitter.com/sandrasays
www.sandrasays.comwww.librarypr.org
Leveraging Social Media