Crosby social media the strategic context
•Download as PPT, PDF•
1 like•324 views
Social media symposium
Recommended
More Related Content
What's hot
What's hot (20)
Viewers also liked
Viewers also liked (20)
Similar to Crosby social media the strategic context
Similar to Crosby social media the strategic context (20)
More from Stephen Abram
More from Stephen Abram (20)
Recently uploaded
Recently uploaded (20)
Crosby social media the strategic context
- 1. SOCIAL MEDIA: THE STRATEGIC CONTEXT Connie Crosby, MA, MLS - @conniecrosby Social Media & Public Libraries Toronto, Monday, October 3, 2016
- 2. Social Media: The Strategic Context Governance Objectives Social Media Strategy Framework
- 4. • Adapted from Social Media Strategy Framework by Ross Dawson, Advanced Human Technologies • Creative Commons Attribution-Share Alike 3.0 License • ahtgroup.com • Direction within the framework depends on how you want to get started • Look and plan before you leap • Get your feet wet and jump in • First step is to LEARN! SOCIAL MEDIA FRAMEWORK
- 6. • How do you keep up with the latest developments in social media? • Use social media yourself • Study relevant case studies • Educate senior executives • Hear from practitioners • Explore the latest trends LEARN
- 7. • Identify relevant social media monitoring tools • Learn how you can best use the tools • Discover what's said about you and your library, your areas of interest, your community or your audience • Find relevant communication and conversations • Uncover key influencers LISTEN
- 8. • Where is your audience online? • How do you engage online audiences? • Enter the conversation • Provide relevant content • Build communities • Engage with influencers • Respond positively • Forrester’s - Groundswell • Social Technographics Ladder http://empowered.forrester.com/groundswell/images/groundswell_figure_3-2.jpg ENGAGE
- 9. • What measures will be meaningful? • Set relevant measures of success • Monitor measures routinely • Capture and communicate success stories • Periodic reports to senior staff • Tie it back to your strategy/objectives • Refine your strategy and measures MEASURE & REFINE
- 11. • Identify internal champions for social media • Train and support champions and staff • Keep abreast of developments • Establish pilot program • Develop a culture of responsible transparency (change in culture) • Organize your team (see Governance) DEVELOP CAPABILITIES
- 14. • How social media efforts can fit into your existing strategies • How different audiences or communities have different levels of engagement online • Planning your organization’s method for responding to queries and comments • Methods for building online communities • Look for measurement that is meaningful OBJECTIVES
- 15. • Marketing & Communications • Public Relations • Community Outreach • Recruitment • Content SOME STRATEGIES SUPPORTED BY SOCIAL MEDIA
- 16. • Strategy: Fill upcoming vacancies with new staff members who will advance the Library • Objective: Use social media to recruit quality candidates for 3 upcoming positions. • Tactic/activity: Develop Facebook page to highlight careers at the Library. Ask staff to join and invite their friends. • Tactic/activity: Hold career in the Library Q&A on Twitter. Decide on a unique hashtag. EXAMPLE: RECRUITING
- 17. • Measures should flow from the objectives and tactics • From our previous example: • track number of new people on Facebook page and their engagement (likes, comments, questions, number of people signed up for events) • Number of people participating in Twitter event, number of replies, retweets, likes, and profile click- throughs • Ultimately: number of candidates and success in hiring MEASUREMENT measure measure measure measure
- 19. • Small group exercise • Bullet out 4-6 objectives for your own organization • Share with the small group • Select spokesperson to share with the larger group OBJECTIVES
- 21. • Planning • Who does what? • Who is responsible? • Identifying opportunities • Understanding risks • Mitigating risks GOVERNANCE
- 22. • Decentralized • Centralized • Hub and spoke • Multiple hub and spoke • Holistic • Source: Jeremiah Owyang http://www.web-strategist.com/blog/2010/04/15/ MODELS FOR ORGANIZING TEAMS
- 23. • No one group organizes efforts • Efforts originate on the edges DECENTRALIZED
- 24. • One group organizes all efforts from the top down • Used in regulated industries e.g. healthcare, financial CENTRALIZED
- 25. • Cross functional team organizes efforts from the center • Centralized resources HUB AND SPOKE
- 26. • Also known as “dandelion” • Multiple hubs and spokes organized around a central cross-functional team • Usually organizations with sites in multiple locations MULTIPLE HUB AND SPOKE
- 27. • Everyone’s efforts are distributed equally and consistently across the organization HOLISTIC
- 28. • Security • Liability • Personal Safety • Reputation • Negative reactions • Expectations • Participating vs. Not participating • Participating badly! UNDERSTANDING RISKS
- 29. • Set expectations • Authenticity • Honesty • Transparency • Set clear social media policies • Communicate policies internally MITIGATING RISKS
- 30. • Modify existing policy where possible • E.g. HR staff policy • Social media policy for the public • Comment policy • Privacy • Sources: •Other libraries •Social Media Policy Database http://socialmediagovernance.com/policies/ •Socialmedia.policytool.net POLICIES
- 32. • Individual exercise • Social Media Policy Tool: Use online tool to draft a social media policy for your organization • http://policytool.net/ SOCIAL MEDIA POLICY
- 34. • Which tasks will you focus and devote your energies to? • Define first and subsequent phases • Target initial platforms • Make sure this connects you with your audience • Identify resources required • Establish responsibilities and time commitment • Link to offline marketing / communications / advocacy / outreach activities • Consider live events DEFINE ACTIVITIES
- 35. • Website or Blog at the centre • Push content to/from social media sites HUB AND SPOKE - CONTENT
- 36. Thank you! Connie Crosby @conniecrosby / connie@crosbygroup.ca Developed with Daniel P. Lee @yankeeincanada