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Social media #i know thebasicswhat'snext_final_cheryl kathleen yanek_sla2012
- 2. #sla2012
• Use #sla2012
when tweeting
• @CatalystInc
• @cherylkathleen
Fanie Gregoire, Creative Commons Flickr.
http://www.flickr.com/photos/fanieart/4086054666/ © Catalyst 2012 2
- 3. Why should you care about pushing
social media to the next level?
• The basics aren’t enough
• Expand reach beyond traditional audience
• Norm for communication today
• In-the-moment
• Spread awareness
• Direct traffic to website and events
© Catalyst 2012 3
- 5. Evolution of Catalyst Social Media
Self-experimentation
Resistance
Experimentation
Success!
Twitter Team
Michael Holden, “Sunrise at the Temple,” Creative Commons Flickr
(2009). http://www.flickr.com/photos/michaelholden/4503255435 / © Catalyst 2012 5
- 10. Video
© Catalyst 2012 10
- 11. Blogs
© Catalyst 2012 11
- 12. MARC
© Catalyst 2012 12
- 14. How do we use social media?
• Knowledge
sharing
• Answering
Questions
• Surveying
Nationaal Archief, “Man en vrouw delen broodjes / Man and
woman sharing their sandwiches,” Flickr Creative Commons.
http://www.flickr.com/photos/nationaalarchief/4900465601/ © Catalyst 2012 14
- 15. Twitter Team
• Cross-departmental, cross-region
• 1 librarian, plus 1 CKO as advisor
• 1 VP consultant
• 2 researchers
• 2 members of our membership team
• 1 writer turned social media manager
• 1 website planner
© Catalyst 2012 15
- 17. Develop a Strategy
• What is a successful tweet/post – FOR
YOU
• Who are your followers?
• How much do you interact?
• Get support from the top
• Handle unrealistic goals
© Catalyst 2012 17
- 18. Buy In
• Constant education and awareness raising
• Create a business case
• What is the competition doing?
• Working across the organization
• Marketing – externally and internally
• Get social media on the agenda
• Share your successes!
• Keep pushing!
18
© Catalyst 2012
- 19. The Voice
• Clear message
• Same tone
• Evolution
• Learned by responses
“7 Steps for Creating Effective
Social Media Strategies,” Flickr
Creative Commons.
http://www.flickr.com/photos/krisolin
/7390533438/ © Catalyst 2012 19
- 20. Twitter Voice
DOs DON’Ts
Provide
Don’t criticize
commentary
our member
on current
companies
events/news
Represent Represent
the Catalyst our individual
POV POV
Engage with
Fight/argue
followers on
with followers
D&I issues
Try and use a Take
witty, tongue- ourselves too
in-cheek tone seriously!
© Catalyst 2012 20
- 21. What Gets Measured Gets Done
• Keep track of metrics,
including:
• # of Followers
• Types of Followers
• Lists
• RTs
• Top RTs
• Mentions
• Follow Fridays
• Likes
Chandra Marsono, “Measuring Distance,” Creative
Commons.
http://www.flickr.com/photos/chandramarsono/4324
373384/ © Catalyst 2012 21
- 22. Current Metrics
• Followers: 9,000
• Following: 1,609
• Klout: 59.1
• RTs: 5,600 (90 days)
• Mentions: 1,300 (90 days)
• Popular RTs
© Catalyst 2012
22
- 23. Recent Popular Tweets
“You can actually run the world in heels and
pantsuits.” Hillary Clinton
Is being too busy making you miserable?
If only our stemware was this shatterproof…The
glass ceiling still hovers above Wall Street.
Pictures are worth a thousand…stereotypes. Stock
photos of women are ridiculous.
Fairy godmothers! The facts are in. Pass it on, & pay
it forward. © Catalyst 2012 23
- 24. What does it mean?
• Likes
• Comments
• RTs
• MTs
• @ mentions
• Hashtags
• Follow Friday
• DM
© Catalyst 2012 24
- 25. How to Grow
• Engagement
• Revision
• Interaction
• Don’t stop learning
• Be honest about
what’s working/what’s
not
• Ask
Victor Nuno, “Grow/Crece,” Creative Commons.
© Catalyst 2012 25
http://www.flickr.com/photos/victornuno/438067899/
- 26. Engagement
• Who are your
users?
• Where are
your users?
• How do your
users
interact?
Mowt, “Cat,” Creative Commons.
http://www.flickr.com/photos/54844390@
N05/5110833180/ © Catalyst 2012 26
- 27. Ensuring Team Success
• Honest about daily tasks
• Help each other
• Share ideas
• Proper orientation
© Catalyst 2012 27
- 28. Don’t Be Afraid to Fail!
• Take risks!
• Learn from
your mistakes
• Be careful
Lamentables, “Careful,” Flickr Creative Commons.
http://www.flickr.com/photos/lamentables/393762904
8/
© Catalyst 2012 28
- 29. What is success?
• You define success!
• The good
• The bad
• The ugly
© Catalyst 2012 29
- 30. How to Stay On Top
• Read, read, read!
• Ragan
• Nonprofits Tech 2.0
• Constant interaction
• Ask for input
Christchurch City Libraries,
“Reading,” Flickr Creative
Commons.
http://www.flickr.com/photos/c
hristchurchcitylibraries/68828
65663/ © Catalyst 2012 30
- 33. “I’m fabulous!”
• Remind
others of your
success
• Update
metrics
• Presence on
marketing
materials
• …Ask for
help!
© Catalyst 2012 33
- 34. Internal Code of Conduct
• Be respectful
• Be responsible
• Follow all rules of your
organization
• Stay out of politics
Kierra Anna-a, “Code of Conduct,” Creative
Commons.
http://www.flickr.com/photos/keiramellis/272
4359030/ © Catalyst 2012 34
- 35. Create New Plans
• Evolve!
• Support all aspects of your organization,
even ones you didn’t think about before
© Catalyst 2012 35
- 36. Resistance…is futile (but frustrating)
• Generational divide
• Didn’t understand use
• Approve every tweet
• Education, lots of patience, and success
won them over!
• To keep executive staff supportive, work
with them – not against
• WWDST?
© Catalyst 2012 36
- 37. Social Media Manager
• Formalize social
media
• Push approved
messaging
• Create a cohesive
strategy for social
media
Mr. Nightshade, “Burning Man 2009,” Creative Commons.
http://www.flickr.com/photos/carnivillain/3901155981/
© Catalyst 2012 37
- 38. Lessons Learned
• What gets a RT/like/share/comment
• Right # of tweets and posts per day
• Don’t overwhelm your followers
• Prioritize sources
• How to tweet when there’s nothing to tweet
• Ask others if you can share what they say
• Re-follow
• Metrics!
• Training
© Catalyst 2012 38
- 39. What’s Next?
• Educate!
• Trends!
• Continue to toot your own
horn!
• Don’t give up!
Lily Monster, “Day 59: NeXt Interpersonal Computing,”
Creative Commons.
© Catalyst 2012 http://www.flickr.com/photos/lilymonster/6116993147/ 39
- 40. Questions?
• Answers!
Cheryl Kathleen Yanek
cyanek@catalyst.org
Horia Varlan, “Question Mark Made of Puzzle Pieces,”
Creative Commons.
http://www.flickr.com/photos/horiavarlan/4273168957/ © Catalyst 2012 40