1) How to Fail at Social Media a) How to fail when you’re just starting out b) How to fail while doing social media c) How to fail when responding in social media d) Summary & questions ***BREAK*** 2) Fine-Tuning Facebook a) Why Facebook matters to libraries b) Profiles versus pages c) Facebook profile tweaks d) Facebook features e) Facebook Timeline and options f) Facebook strategies that work g) Facebook strategies that don’t work h) Working with Facebook Insights i) Examples of the good, the bad and the ugly j) Summary & questions ***BREAK*** 3) Tweaking Twitter a) Twitter stats you actually should know b) Things to stop doing on Twitter c) Ways to do Twitter right d) Tweet makeovers e) Summary & questions ***BREAK*** 4) Putting It All Together a) Social media myths b) Social capital c) Measuring stuff d) Interactive: rewriting of Tweets e) Summary & questions

1. Social Media Bootcamp
NICCL
September 25, 2013

2. Laura Solomon, MCIW, MLS
Library Services Manager, OPLIN
@laurasolomon
*

3. "Social media is like teen
sex. Everyone wants
to do it. No one
actually knows how.
When finally done,
there is surprise it's
not better."
Avinash Kaushik, Google's analytics
evangelist

7. 1. Ways to FAIL at the START

9. http://www.flickr.com/photos/nathanwells/867602573/in/photostream/

10. Profiles matter

15. Building DOES NOT EQUAL brand

19. 2. Ways to to
fail DURING

20. You
are
HERE

21. Talk to
us…
…or kiss
us
goodbye.

25. http://www.flickr.com/photos/jugbo/3262710210/

27. Consider these…
• Join our new Book Discussion Group!
[LINK]
• Be a member of our new Patron Advisory
Board [LINK]
• Try our new research database for your
next assignment [LINK]

35. Consider these:
• Please take our brief survey! [LINK]
• Crafts and Fun Around the World! Grades
K-4, Thursday, 10:30 - 11:30am!
Registration Required, Call [PHONE
NUMBER] for more information!
• Don't forget to register for the Princess
Party this Friday! [LINK]

37. From 2006 to 2010, Harvard
spawned 39 start-up
companies, 216 patents,
and 1,270 faculty
inventions.
#numberswednesday

38. Be careful in the heat this
week. Stay cool (and
classy) with these tips:
[LINK]

40. Check out our hottest
summer DVD releases!

41. Read Dan Porat's The
Boy : A Holocaust
Story. To be ordered
on 11/21

42. Today at 3:45, we are
showing a new release on
our BIG projector screen!
Hope to see you there. Free,
no need to register.

43. 3. Failing when RESPONDING

52. Fine-Tuning
Laura Solomon
Library Services Manager
OPLIN

53. Seriously?

55. 1/3

57. ?
Yesterday Today Tomorrow

58. Profile Page
Has friends Has fans (likes)
Can only go up to 5K
friends
No limit on “likes”
No analytics Has Insights
Harder to promote Widgets available
ILLEGAL Legal

60. Profile Page

61. NOW
what?

62. Reality sets in…
0%
5%
10%
15%
20%
25%
30%
35%
2010 2012
Users following
brands

63. Vanity URL
https://www.facebook.com/oplin.org#!/pages
/Your-Public-Library/173841629326038
versus
http://www.facebook.com/oplin.org

64. Be complete!

67. Admin roles

69. Scheduling posts

70. What about Questions?

71. What about custom landing pages?
What about custom landing pages?

72. What’s with Timeline?

73. Timeline apps

74. http://mashable.com/2013/01/08/facebook-timeline-change-new/

75. Pinning & highlighting

76. Milestones

77. So…what
WORKS?

78. Think more
about
PHOTOS

79. But…change it up

80. http://www.dreamgrow.com/facebook-cheat-sheet-sizes-and-dimensi

81. Use albums

82. Time it properly
• 7 am
EST
• 5 pm
EST
• 11 pm
EST

83. Length matters

84. 1. Post
2. Comment
3. Tell us
Use the right words

85. Thank one fan in a really BIG way

86. Promote
outside
of
Facebook

87. “Social media has never been inexpensive,
just different expensive. But now, the last
vestiges of false assumptions about the
true cost of social marketing are being
wiped away. Facebook’s changes to
EdgeRank essentially require that Pages
pay a fee to reach more than 15 out of
every 100 of their fans. How long until
Twitter follows?”
Jay Baer, social media expert

88. Things that DON’T work
•Automating posts
•Video/photo contest
•“Like” blocking
•Splitting locations

89. #skiphashtags

90. Working with Facebook Insights

91. Insights overview

92. Insights by post

93. Insights--Demographics

95. Metrics are about
the long term

105. Facebook takes WORK

106. Laura Solomon, MCIW, MLS
OPLIN
@laurasolomon
(How toprevent
Laurafrom
unfollowingYOUR
libraryonTwitter)

107. STATS

108. How many?
0%
2%
4%
6%
8%
10%
12%
14%
16%
Use Twitter
Use it daily

109. Tweeters are active
76%
post status
updates

110. A LOT of tweets
50 million
per
DAY

111. Mostly mobile

112. FIX
THESE

113. Innovative or creepy?

114. Stop talking about the library

116. Don’t be a Debbie Downer

117. Don’t be a fire hose

118. Don’t play robot stalker

119. Don’t address tweets to the wrong people

120. Don’t exclude followers with @

121. Don’t ask for DMs

122. Don’t recreate hashtags

123. Response time matters

124. Tweeting a link alone is…

125. Don’t jump into the stream

126. Don’t rapid-fire

127. DOING
IT
RIGHT

128. Be clear about who you are

129. Give glimpses behind the curtain

130. Be useful

131. Go local

132. Reward your followers

133. Give them attention

134. Time it right

135. Give up control

136. Have a sense of humor

137. Don’t take yourself too seriously

138. Be human

139. It’s not about you

140. Find the right account

141. Follow back

142. Advanced Twitter search

143. Take the Twitter Audit
• Look at your last 20 tweets. How many were @ replies? How many were
retweets of other people’s work?
• In your last 20 tweets, how many promote your own work versus pointing
towards others’ ideas?
• Do you have at least one ongoing Twitter search going? (use http://
search.twitter.com to set one up.
• Are the tweets you hope will be retweeted under 120 characters so people can
retweet them?
• Of the people you follow, how many are “influential” in some way, how many
are potentially good for referrals, how many are just celebrities?
• How often are you tweeting? Is less more? Is more more? Are you burying your
good stuff?
• How are you feeding Twitter? What are you giving your audience to consume?
Do you share interesting articles? Do you point out your lunch du jour? What’s
the plan?
• Are you autotweeting your post titles? Is that bringing you lots of response?
• Have you checked the click-through stats on your short links? For instance, if
you use bit.ly, take the URL of anything you’ve posted, copy it to a browser bar,
and add a +, like this: “http://bit.ly/iOGhJ2+” , and you’ll see the stats. How are
you doing?
• How many folks are you gaining a day? Not that this matters greatly, but it
sometimes gives you a sense of whether someone’s into what you’re saying.
• http://www.chrisbrogan.com/take-a-twitter-audit/

144. Examples

145. The online catalog is unavailable
this morning due to maintenance.
Aw, snap! Catalog is down. We're
working on fixing that ASAP.

146. Mango Languages is a new online resource available
to users of all public libraries in our state. It
includes a variety... [LINK]
Learn a new language. Today. For
Free. Online. With your library
card. Introducing Mango
Languages: [LINK]

147. National Library Week,
April 10-16. [LINK]
Who
CARES?

148. Consider these…
• Join our new Book Discussion
Group! [LINK]
• Be a member of our new Patron
Advisory Board [LINK]
• Try our new research database
for your next assignment [LINK]

150. Join our new Book
Discussion Group! [LINK]
Can't stop talking about that
book you just read? Yeah, us
too. Now we've got a group for
that: [LINK]

151. Be a member of our new Patron
Advisory Board [LINK]
Looking for opinionated folks who
want to talk about the library.
Cookies at every meeting and a
chance to make a difference [LINK]

152. Try our new research database for
your next assignment [LINK]
Wikipedia not good enough
for your teacher? Show ‘em
you're a smart cookie and try
a free resource from us
[LINK]

153. I posted 6 photos on Facebook in the album "Cool
Crafts 2011” [LINK]
Geodomes made with
gumdrops, constructed with
care by our local kids. See the
pics [LINK]

155. People are REALLY busy

156. Make sure there’s a payoff for the patron

157. Social media does NOT equal promotion

158. Putting It All
Together
(The things that matter, in the end)

159. 6 Social Media
Myths

160. Myth #1: Social media is a great marketing tool

161. Myth #2: It’s quick

162. Myth #3: It’s cheap

163. Myth #4: You need to be
everywhere

164. •“Focus less on the venues for where
the conversation will happen; focus
more on creating the sparks that will
ignite it.”
•Molly Flat

165. Myth #5: There are no rules
•The 11 Rules of Social Media
Etiquette
•http://www.digitallabz.com/blogs/the-11-rules-of-social-media-etiquette.html

166. Myth #6: Social capital doesn’t
matter

167. So let’s think about
social capital for a bit.

168. Let’s go back in time…

169. So how can
social capital
be
EARNED?

170. Idea #1: Thank them

171. Idea #2: Post other stuff*
•*not yours

172. RT @patron:
Libraries are great!
Libraries are
great!
Idea #3:
Retweet
@patron
@library

173. Idea #4: Provide stuff of value

174. Idea #5: Do customer service

175. Idea #6: Create a viral
experience

176. Know your balance

177. But…how do you spend it?

178. •80%:20
%

179. Ration capital requests

180. Measuring
Stuff

181. What do you want to achieve?
•3. Better reputation
•2. More use of
expensive resources
•1. More people in the
doors

182. Can you benchmark success?

183. •CONVERSIONS

184. •“It’s hard to establish show-me-
the-money metrics if there are no
transactions to paint a picture of
consumer intent. “
•Tom Managan, writing about social media ROI

185. It’s all about behavior

186. Re-writing posts*
*Yes, you have to work now.

187. What the
library wants
Great post
What the
reader wants

188. We’re looking for a new library trustee [LINK]
Not everyone is cut out to be a library trustee—are
you? We’re looking for a new one for next year
[LINK]

189. Come to “Local Herbalist Shares History of Herbal
Medicines” today at 7pm [LINK]
Curious about the history of herbal medicines?
Local herbalist tells all at 7pm tonight [LINK]

190. Check out the Second National Bank’s window on Main St.
for a great display put up by staff!
It took 2 hours, 4 staff & more than 500 yds of streamers. What do you
think of the display we did at the Main St. National Bank? [LINK TO
PHOTO]

191. I posted 6 photos on Facebook in the album “Cool
Crafts 2013” [LINK]
Geodomes made with gumdrops, constructed with
care by our local kids. See the pics: [LINK]

192. What does this
mean to me,
Laura?

193. Your big take-aways for today:
1. Payoffs matter. A lot.
2. Don’t drain your social capital account.
3. Know the goals of measurement, beyond
the numbers.

194. (Absolutely shameless plug)

195. •Laura Solomon, MCIW, MLS
•laura@oplin.org
•@laurasolomon
•Meanlaura.com
Questions?
More
Information?