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Social Media's Role in Library Advocacy
- 1. Role of Social Media In Library Advocacy Patrick “PC” Sweeney www.pcsweeney.com @pcsweeney
- 2. What is Social Media Advocacy? PC Sweeney
- 3. Social Capital is the Power PC Sweeney
- 5. Most Importantly You control the message PC Sweeney
- 6. ROI is a Numbers Game PC Sweeney
- 7. It used to be this… PC Sweeney
- 8. Now It’s This PC Sweeney
- 9. How the Numbers Work PC Sweeney
- 10. Email By the Numbers PC Sweeney
- 11. PC Sweeney
- 12. Don’t Give Up on This Though… PC Sweeney
- 14. Let’s Focus on What Works (for now) PC Sweeney
- 15. How to Make Them Work • What to Use Them For PC Sweeney
- 16. How to Make Them Work • What to Use Them For • Every Opportunity To Grow PC Sweeney
- 17. How to Make Them Work • What to Use Them For • Every Opportunity To Grow • Measure Engagement PC Sweeney
- 18. How to Make Them Work • What to Use Them For • Every Opportunity To Grow • Measure Engagement • Subject Lines/Headlines PC Sweeney
- 19. How to Make Them Work • What to Use Them For • Every Opportunity To Grow • Measure Engagement • Subject Lines/Headlines • Staying On Message PC Sweeney
- 20. How to Make Them Work • What to Use Them For • Every Opportunity To Grow • Measure Engagement • Subject Lines/Headlines • Staying On Message • Good Writing? PC Sweeney
- 21. How to Make Them Work • What to Use Them For • Every Opportunity To Grow • Measure Engagement • Subject Lines/Headlines • Staying On Message • Good Writing? • Urgency is Key PC Sweeney
- 22. How to Make Them Work • What to Use Them For • Every Opportunity To Grow • Measure Engagement • Subject Lines/Headlines • Staying On Message • Good Writing? • Urgency is Key • What was Accomplished PC Sweeney
- 23. How to Make Them Work • What to Use Them For • Every Opportunity To Grow • Measure Engagement • Subject Lines/Headlines • Staying On Message • Good Writing? • Urgency is Key • What was Accomplished • Bullets and Pictures PC Sweeney
- 24. How to Make Them Work • What to Use Them For • Every Opportunity To Grow • Measure Engagement • Subject Lines/Headlines • Staying On Message • Good Writing? • Urgency is Key • What was Accomplished • Bullets and Pictures • Sending (email specific) PC Sweeney
- 25. How to Make Them Work • What to Use Them For • Every Opportunity To Grow • Measure Engagement • Subject Lines/Headlines • Staying On Message • Good Writing? • Urgency is Key • What was Accomplished • Bullets and Pictures • Sending (email specific) • Testing PC Sweeney
- 26. How to Make Them Work • What to Use Them For • Every Opportunity To Grow • Measure Engagement • Subject Lines/Headlines • Staying On Message • Good Writing? • Urgency is Key • What was Accomplished • Bullets and Pictures • Sending (email specific) • Testing • How often and When PC Sweeney
- 27. Likes Don’t Matter PC Sweeney
- 28. Facebook Ad(s)vocacy • Text • Picture • Audience • Budget • Frequency PC Sweeney
- 29. Did it go Viral? PC Sweeney
- 30. PC Sweeney
- 31. Social Media Advocacy Success Stories PC Sweeney
- 32. Email Success Stories PC Sweeney
- 33. Some Tips for Other Social Media PC Sweeney
- 35. Role of Social Media In Library Advocacy Patrick “PC” Sweeney www.pcsweeney.com @pcsweeney
Notes de l'éditeur
- Put your highest level of resources in the markets that have the most reach and do the things that you want to do.
- Email is only 85% of the population. Not a huge difference between email and FB users but a HUGE difference between FB/Email and the next highest thing. Put your highest level of resources in the markets that have the most reach. Let’s say you captured all of the twitter market, that would just be 18% of the American Public. Talk about the difference between speaking in millions and speaking in percentages. It sounds impressive to say that there are 3 million users, but that’s just less than 1% of the public.
- Good writing is just good writing. -heading/title clearly represent the contend. Pyramid model – most important thing first, details below. Paragraphs brief, fewer words the better, use white space, links are meaningful to the content and not repititious,
- Give them a sense of urgency for action. If you can’t, don’t send or post it. If you don’t have something, make it up.
- Let them know what happened- IE – 250 people came to the cat knitting program! Or Sold out crowds to….
- Pictures with faces, NO CLIPART, bullets….
- Constant contact, mailchimp, email groups and targeting email lists
- Don’t be afraid to send the same emails to different lists to test headlines or run the same FB ad twice with different targeting or headings
- Twice a week? Tuesdays? What works in your community. DO NOT SEND IT ONCE A MONTH- constant reminders, rule of sevens in marketing.
- Don’t focus on likes, focus on good ads and good content
- Text shouldn’t require clicking to read more, whenever possible put your logo on your photos, lots of photos with Creative Commons on Flickr, NO CLIPART, your budget gives you a good estimate of reach- The reach is different from city to city and changes with targeting settings, boost for multiple days, saves your targeting settings, one ad a week for five days is generally great.
- It used to be that something had to “go viral” on FB for people to see it. Not with ads that doesn’t matter. They WILL see you message whether they like it or not. The problem with viral is that your community probably isn’t big enough for anything to go viral and so it’d have to get out of your community to go viral and if someone in Madagascar LOVES your content, who cares.