Mr. Nidal Mawas, Digital Media Director and Instructor @ American University of Beirut The presentation highlights the basics of social media, as well as delves into the social media techniques and strategies for a winning recipe on social media.

1. 2022
Social Media for Strong
Library Digital Presence
Lebanese Library Association

2. Agenda
• Introduction to workshop
• Social media trends and platforms
• Tips and etiquettes
• Consent and copyright ethical considerations
• Discussion on challenges and problems
• Content creation
• Content outreach
• Strategy and planning

3. What is social media?
• Interaction among people in which they
create, share and exchange content online
(web and mobile)
• Types: blogs, social networking sites (TikTok,
Instagram…), video websites (YouTube…),
forums…
• New opportunities for business, marketing
research, sales promotions, and customer
relationship

4. Social media policies
• Follow applicable policies of your organization
and the country you are in
• Do not post confidential information
• Do not discuss a situation involving named or
pictured individuals
• You are responsible for what you post, always
secure approval before posting or maintain a
mutual long term agreement
• Maintain transparency and accuracy

5. Social media policies cont’d
• Social media outlets are not intended for spam,
scam, hate speech, personal attack, violence or
harmful behavior, sexually explicit content,
religious issues or politics. Do not post and do
delete such related content.
• Respect copyright and fair use when posting.
• Obey the Terms of Service of any social media
platform employed.
• If you communicate in the public internet about
your employer, disclose your connection with
your employer and your role in it.

6. Social media general guidelines cont’d
• Respect your audience
• Monitor and reply to comments
• Delete spam and/or comments that are off-
topic
• Be accurate
• Be timely

7. Consent
• If you discover that someone posted personal information, photos or
videos of you on a social media site without your permission, the first
thing to know is that it is illegal.
• Invasion of Privacy – If the person who posted in a way that portrays you
falsely or in an offensive manner.
• Defamation – That means the image would harm your reputation or
create a false impression of you.
• Right of Publicity – In this case, someone uses a photo of you for
commercial purposes.
• Tagging – Never tag people or organizations without prior
consent/approval and make sure the tags are always relevant. Don’t over
tag.
• Haghtags – Always research well used hashtags before adding them to
your posts. Never make up new hashtags that have no engagement. Make
sure the hashtags are always relevant and don’t spam with too many
hashtags.

8. Unethical use
• The unethical use of social media has resulted in the breach of individual
privacy and impacts both physical and information security.
• While children and teenagers represent the largest social media user
groups, for the most part they do not know how to protect their personal
information and are the most vulnerable to cyber-crimes related to
breaches of information privacy.
• Social media has redefined privacy however as surveillance is no longer
limited to a certain pre-defined space and location. An understanding of
the problems and dangers of privacy in the digital space is therefore the
first step to privacy control.
• In May 2019 the General Data Protection Regulation (GDPR) clearly
outlined that it is unlawful to process personal data without the consent
of the individual (subject).

9. How does copyright work with social media?
• Social media, like Facebook and Instagram,
allow online posting of material that may be
copyrighted. The social media site does not
own the work that has been posted on their
site; the copyright is still retained by the
owner. But by agreeing to post works on the
site, you sign an agreement that gives the site
a license to use the work. In these cases, the
license is given without payment.

10. Protecting intellectual property on social media
• The best way to protect your intellectual property from
being appropriated on social media is to not put it up
there in the first place.
• Although you own the content you place on one of
these social media sites, you have granted a license to
the media site to use the content and for others to
view it. To protect content, include a copyright
statement on the file for photos. And be aware that
your property might get appropriated by someone (not
associated with the social media site). You must keep
track of possible violations and be quick to file
complaints. If you don't, you may not be able to
support your claims in a lawsuit.

11. Tips to avoid copyright infringement on social media
• How can you share content legally?
– Link directly to the original source where the content
resides by posting the URL/link with the title of the
content. You can also write your own description of
the content or paraphrase the material in your post.
– If you want to republish an article in whole or in part,
you must get permission to reprint from the copyright
holder, which is normally the author, publication, or
an organization. They may grant you free permission,
or charge a fee. Use the phrase: “Reprinted with
Permission” if you do re-publish.

12. Few rules to remember about sharing content
• Copyright laws pertain to social media and the
Internet, just as they do to other media.
• Pay attention for registered trademarks,
licensed images, and licensed text.
• Copyright laws are complex, but it is
important that you know the basics.

13. No winning recipe in social media
• There is a great myth that a winning formula
exists for success in social media; that if you
deconstruct the most popular case studies, you’ll
find a winning recipe for your social media
strategy.
• Rather than seeking shortcuts, we should see
these examples as inspiration. In the end
however, we each have our own question we
need to answer…what do successful relationships
and experiences look like in social media for our
customers?

14. Great myths
• If we can introduce the right viral content we can
get more views or friends.
• If we can maintain a rhythmic editorial calendar
we can spark conversations that create a social
effect.
• If we can develop the most amazing app, we can
rise to the top of our customer’s attention span!
• If we get our company in social networks, we can
build better relationships with our customers.

15. Getty Museum Challenge
• In the height of the lockdown, Los Angeles’
Getty Museum challenged the public to share
simple recreations of its various artworks…
and the public responded in droves with
homages both hilarious and impressive.

16. Getty Museum Challenge

17. Getty Museum Challenge
• Creativity comes from constraint. By offering
followers a simple-yet-structured way to
showcase their passion, Getty sparked
inspiration for thousands of pieces of content.

18. How To Make Your Social Media
Content More Sharable

19. Imagery and videos work best
• Images and videos are easy to digest,
immediately accessible, and don’t require
effort on the part of the viewer. Research from
Socialbakers shows that photos and videos are
the most shared post types by brands on
Facebook at 77% and made up 93% of the
most shared brand posts across the site.

20. Keep content concise
• It may not always be possible to keep your
content/tweets short, but the reason for this
is to allow the chance for people to engage
with your content beyond just
posting/tweeting about it.

21. The importance of timing
• There are numerous theories out there about the best times to post
content and really, it’s worth finding out where your audience is
from so you can guess the best times to post. Normally logic would
say that late morning/early afternoon is a good time to post, but
different pages have different audiences so it’s up to you to
experiment and find out what works.
• This can be a case of trial and error as you figure out the best times
to post. Also, some content will do better than others so when
you’re testing out times, ensure that the content you’re posting is
relatively similar so you have something to compare them with.
• In the case of Twitter, there’s definitely scope for tweeting the same
content twice, provided there’s a decent passage of time separating
the two and you’re not tweeting the same thing twice. The reason
for this is you don’t want to be spamming people with the same
content and it looks bad if your feed has the same two or three
tweets in a row.

22. A snappy heading works wonders
• If content is what keeps people glued to your content,
then a catchy heading is what will draw them in. Never
underestimate the power of a snappy heading as it
gives context and plays a significant part in getting
people to read your content.
• It’s definitely worth taking a bit of time to decide what
type of heading to lead with, especially if it’s Twitter
where you only have text to rely on. If you’re struggling
for inspiration, then it could be worth looking at other
media sites to see how they get people clicking. We’re
not saying to go down the road of sensationalism, but
a good heading makes all the difference.

23. Make it relevant
• Your posts might be relevant to you, why wouldn’t you want people
to know about your latest addition or offer, but how is it relevant to
your followers? Sometimes we can be so keen to share or post
something that we don’t consider how our audience will react to it.
Is it something that we know they will be interested in, or is it
something that we just want to get out there. The same principal in
advertising applies to social media, if you don’t give people a
reason to be interested in your content, then why would they
interact with it in the first place?
• That’s why competitions are so effective in generating attention to
your site and why so many pages rely on them. However, you
should check up the rules for each site before you run one as
Facebook and Twitter have their own guidelines about what you
can and can’t do.

24. Track your results
• For one, you should track how well your posts do over time.
Certain posts will perform better than others but why? Was
it because of imagery? Was it a topic that people really
engaged with? Look at the context behind the engagement
and see whether it ties into your overall goals. Are you
looking to generate sales, page views or simply growing
your fan base for a future aim?
• If you don’t tie it into your overall marketing strategy, then
they’re posts for the sake of posts. You can focus on
building up likes and engagement through posts that may
not directly relate to your business, but if you’re only
posting cat images and you have no way of tying it into
what you’re offering, then you’re only digging yourself into
a hole.

25. Ask for a share
• This may sound counter-intuitive, especially
since you want all of your content to be
shared organically, but provided you don’t go
overboard with it, it can be incredibly helpful
in getting your content out there. People are
quite receptive, provided it’s not something
you do often, so if you’re announcing a once-
off topic like a job vacancy or deal, why not
ask for people to share it?

26. Tips for social media management
• Understand the Algorithms
• Answer Questions Promptly
• Generate Your Strategy Over Time
• Joke in Good Taste
• Qualified and Experienced Decisions
• Respect Cultures
• Shout-Out and Give Thanks
• Update Frequently
• Secure an Ads Budget

27. Photography and Videography Tips
on Social Media

28. Photography Tips
1. Take care of smartphone’s camera lens
Before taking any photo, open the camera
app and take a few test pictures for clarity. It
also helps to have a glass wipe or cleaner on
hand any time you plan on shooting a
photo.

29. Photography Tips
2. Consider a tripod or mount for
smartphone
If you don’t have a tripod, try this trick:
while holding the phone, keep your elbows
close to the body and keep your feet slightly
shoulder-width apart.

31. Photography Tips
3. Use back camera of smartphone with the
timer feature
Use the camera on the back of your
smartphone rather than the front-facing
(selfie) camera. For selfies enable the Timer
Feature in your Camera App while using a
tripod.

32. Photography Tips
4. Pay attention to lighting
Find sufficient and indirect natural lighting
from the sun if possible, and take advantage
of the first hour after sunrise and the last
hour of light before sunset. Avoid using
flash.

33. Photography Tips
5. Play with camera angles
Create the illusion of depth, and height by
shooting from above and below the subject
to create a new perspective.

34. Photography Tips
6. Enable grid lines on smartphone camera
The focal point of any photo should be
placed at the intersections of these gridlines.
This helps to create a more balanced photo,
thus allowing the viewer to interact with the
photo more easily.

36. Photography Tips
7. Avoid manual zoom
Move closer to the subject of the picture,
find a more creative background that
enhances the photo without being closer, or
use the crop tool, after.

37. Photography Tips
8. Don’t be afraid of being informal
Add a sense of variety to your social media
page and show audiences your honest side
and reveal the faces behind the
messaging. This can encourage engagement
across platforms and help users to feel more
connected.

38. Videography Tips
1. Use Landscape Mode
Social media channels are optimized to show
video in landscape mode, so they’ll always
look better and get more attention that,
therefore always hold your smartphone
horizontally.

40. Videography Tips
2. Use Natural Lighting
Making use of indirect sunlight will get the
best results. Having too much or too little
light makes the shot too bright or dark and
hard to see.

41. Videography Tips
3. Reduce Background Noise
Using a microphone is helpful if you have
one, but the primary thing is to try and film
in the quietest environment possible. Always
try to avoid crowd noise, traffic, or a
television or stereo blaring from the next
room.

42. Videography Tips
4. Upload in HD
Do this whenever you can, based on the size
limitations of uploads to the site. It just
looks better and people will receive your
message clearly.

43. Videography Tips
5. Don’t Forget the Text
Give your video a good title and a good
description that will draw attention. This
also helps with its ranking in search results
and attracts an audience for your video.
Subtitles are a big plus too.

44. TikTok
• TikTok, known in China as Douyin, is a video-focused social networking service
owned by Chinese company ByteDance.
• It hosts a variety of short-form user videos, from genres like pranks, stunts, tricks,
jokes, dance, and entertainment with durations from 15 seconds to three minutes.
• TikTok is an international version of Douyin, which was originally released in the
Chinese market in September 2016.
• TikTok was launched in 2017 for iOS and Android in most markets outside of
mainland China; however, it became available worldwide only after merging with
another Chinese social media service, Musical.ly, on 2 August 2018.
• Since its launch in 2016, TikTok rapidly gained popularity in East Asia, South Asia,
Southeast Asia, the United States, Turkey, Russia, and other parts of the world.
• As of October 2020, TikTok surpassed over 2 billion mobile downloads worldwide.
• Cloudflare ranked TikTok as the most popular website of 2021, leading Google.

45. TikTok cont’d
• TikTok tends to appeal to younger users, as 41% of its users are between
the ages of 16 and 24. Among these 90% say they use the app daily.
• TikTok has provided a platform for users to create content not only for fun,
but also for money.
• As the platform has grown significantly over the past few years, it has
allowed companies to advertise and rapidly reach their intended
demographic through influencer marketing.
• The platform's AI algorithm also contributes to the influencer marketing
potential, as it picks out content according to the user's preference.
• In 2021, The New York Times reported that viral TikTok videos by young
people relating the emotional impact of books on them, tagged with the
label "BookTok," significantly drove sales of literature. Publishers were
increasingly using the platform as a venue for influencer marketing.

46. TikTok cont’d
• In 2018, an addiction-reduction feature was added to TikTok. This
encouraged users to take a break every 90 minutes.
• Many were also concerned with users' attention spans with these videos.
Users watch short 15-second clips repeatedly and studies say that this
could result in a decreased attention span.
• Some countries have shown concerns regarding the content on TikTok, as
their cultures views it as obscene, immoral, vulgar, and encouraging
pornography.
• Concerns have been voiced regarding content relating to, and the
promotion and spreading of, hateful words and far-right extremism.

47. “Marketing that involves the creation and
sharing of media, and publishing content
with the aim of acquiring fans.”
Definition: What is content marketing?

48. • Grow Social Community
• Build Brand Awareness & Trust
• Increase Social Engagement
• Enhance SEO Ranking
• Increase Traffic (Organic & Referral)
• Generate leads
What can it do for you?

49. Content can be many things...

50. Definition: Social Listening
“The process of identifying and evaluating what is
being said about a company, individual, product or
brand on social media platforms. ”

51. Why listen?
▪ Pinpoint mentions of brand and competition; understand
where the conversation is taking place
▪ Uncover trends and identify opportunities to engage
▪ Define key influencers
▪ Sentiment and channel breakdown
▪ Report easily and quickly
▪ Flag for follow up and engagement if appropriate
▪ Monitor trends and emerging crises – set alerts and reports
to reveal events in real time

52. Content Marketing Campaigns
Good Content Campaigns Bad Content Campaigns
Defined objectives and goals No defined objectives and goals
Defined channel specific roles,
fleshed out ecosystem of touch
points
No defined channel roles
Focused content, to targeted
demographic segments
No audience/demographic focused content
Planned content calendar, resource
and content scheduling
No content calendar. Sporadic scheduled
content
Customised complementary paid-
media plan
No paid-media plan

53. Video
Creating high quality video content
1. Produce video with professional equipment for
a professional output
2. Keep short: No more than 2 minutes long
3. Resist the urge to use fancy transitions
4. Add strong CTAs
5. Ensure the use of copyright of music is granted
6. Testimonials, Case Studies, How-to FAQ’s are all
common examples

54. Infographics
• Allow you to show numbers & statistics in a more digestible
format
• Easy to read, visually appealing
• Popular with journalist community
• Infographics have seen a huge increase in usage, growing
from 38% of B2B marketers to 51%

55. Infographics
Creating high quality infographics
1. Source reliable, up-to-date and accurate information
2. Illustrate data to tell a story
3. Don’t overload with information
4. Focus each infographic upon a particular core message
5. Ensure professional design and formatting complies to
standard palette style
6. Keep it concise
7. Avoid hard-to-read font types

56. Images
Creating high quality images
1. Use stock photography
2. If photographing, shoot at the highest possible
resolution
3. Use web-friendly formats – PNG, JPEG, GIF
4. Use imagery that complements the story/content
5. Use professional tools to make edits/tweaks
6. Ensure professional use of images (Copyright)

57. Podcasts
Creating high quality audio content
1. Focus on a particular subject, issue or problem
2. Keep short – No more than 15 minutes
3. Keep fun and topical
4. Publish on the array of free podcast-hosting
platforms
5. Clear audio quality is paramount
6. Promote with articles and blog posts
7. Be organized and regularly update

58. User Generated Content
Sourcing high quality UGC
1. Blog interactions
2. Social Q&A sessions
3. Polls, competitions and contests
4. Co-authoring thought-leadership
pieces
5. Testimonials
6. Interviews

59. Demographic Profiling
Demographic profiling is
the standard form of
identifying target
audiences. This method
defines an audience in
terms of age, class, gender,
geographical area,
economic status and
religion.

60. Audience Profiling
1. Age
2. Gender
3. Race/Ethnicity
4. Family Status
5. Income
6. Education
7. Sexuality
8. Language

61. Definition: Content Calendar
“a central document used to control the
process of creating content across multiple
stakeholders and platforms”

62. Scheduling Components
Methods to increase social media reach
• Create a content strategy
• Know when customers are online
• Reply to incoming messages
• Repost previous top performing updates
• Add social sharing widgets to your
website
• Use traditional channels to promote
social channels
• Be aware of constant algorithm updates
• Keep messages short and consistent

63. Content Audit Components
• KPI and objectives review
• Content inventory
• Content forms/types
• Current audience segments
• Website performance + UX
• Social platform review
• Tools

64. Metrics for Content Marketing Success
• Web Traffic (conversions/leads ) & Time
spent on website
• Subscriber Growth
• Sales Leads Quantity & Quality
• Direct Sales & Cross-selling
• Social Media Sharing
• SEO Ranking
• Inbound Links
• Lift of Brand/Product/Service Awareness
• Increased Customer Loyalty

65. Advertisements
• Get More Fans: Reach people who aren’t
connected to your Page yet. You’ll be asked
to design your ad including headline, body
text and image
• Promote Posts: Promote a specific post;
giving you increased reach and increasing
your chance of placement in the news feed

66. Reach the right audience
• Have an idea of the ideal customer you want to
target. After choosing your ads and sponsored
stories, you will be able to choose the specific
audience for your ad
• The estimated audience size indicates the total
number of people your ad will have the
opportunity to reach if your bid and budget are
high enough
• Location, Age and Gender allow you to choose
the basic demographics of the audience you
want to reach

67. Definition: What is Content Seeding?
“Spreading content across multiple
online and digital platforms. ”

68. Content Seeding Value
1. Reach niche demographics within specific networks
2. Seeding improves the SEO relevance of content
shared via social media
3. Allows people to find you and your content on the
networks they are comfortable using
4. Increase brand footprint across the web

69. Content Seeding Challenges
1. Can be resource heavy
2. Hard to monitor and control conversations
3. Difficult to benchmark impact without proper
tracking in place
4. Forever increasing volume of platforms to allocate
resources to

70. Paid, Owned and Earned Channels
Examples
Paid Owned Earned
Paid search Website WOM
Display Ads Mobile site Buzz
Sponsorship deals Company blog ‘Viral’
Twitter Profile Bloggers
Facebook/Instagram Page Organic mentions

71. Keyword Research
Search Term Indication
‘cheap football jersey’ Price-conscious customer. Possibility to convert.
‘signed football jersey’
Premium-type customer. More likely to convert. Unsure as to what
jersey to buy, so therefore best to send to a generic landing page.
‘buy football jersey’
Likely to convert, with the intention to ‘buy’. Unsure as to what jersey to
buy, so therefore best to send to a generic landing page.
‘England 96 football jersey’
Unlikely to convert to a paying customer. Could be searching for
informational purposes only.
‘cheap England 96 football jersey’
A highly focused, premium-type customer. Very likely to convert. Sent to
relevant landing page.

72. Platform Specific KPIs
Network Platform specific KPIs
Facebook and
Instagram
Number of posts, number of likes, number of updates, number of interactions,
score on post quality, number of discussion posts, number of reviews, number of
mentions, new subscriptions, unsubscribes, etc.
Twitter
Total Followers, traffic, conversions, impressions, engagements, engagement rate,
spend, eCPE and CPF.
LinkedIn
First/second/third connections, profile views, search result appearances, numbers
of likes, number of comments, number of shares, number of Page follows,
number of Group members, number of discussions, impressions, clicks, CTR (Click
through rate), leads and site visits
YouTube
Video views, minutes watched, subscribers, engagement (likes/dislikes),
comments, shares, favourites, top geographies, keywords, sources and audience
retention

73. 1. Approach
• Process
• Principles
• Planning
Strategy & Planning Process
•Effective Strategy & Planning is an Iterative Process
2. Audience
• Situation Analysis
• Information
Gathering
• Audience Definition
4. Analysis
• Measurement
• Analysis
• Iteration
3. Activities
• Objectives
• Tools
• Action Plan
• Budget

74. • Set out some SMART Objectives:
• Specific (usually a number)
• Measurable (systems are in place to track
results)
• Actionable (the required actions are within
your power)
• Realistic (reasonable to achieve)
• Timed (calendar bound.)
Social Marketing Objectives

75. Strategy & Planning
Optimizing through analytics
1. Improve KPI specific metrics: e.g. lower CPC cost, improved
conversation rate, lower bounce rate, higher CTR (Click-Through
Rate), improved AOV (Average Order Value)
2. Try and evaluate analytics performance as frequently as possible,
with it being beneficial to the campaign
3. Benchmark future campaigns based upon previous metrics
4. Deploy tools that allow full reporting and analysis of campaign
efforts (in real-time if possible)

76. Thank you!