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Social Media in an Academic Library: One piece of the puzzle Woolman, Jessica May 30, 2014

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   Social Media in an Academic Library: One piece of the puzzle          Jessica Woolman, UBC Library  Canadian Library Association conference May 30, 2014    Overview  About UBC Library Policies  Your Social Strategy Measurement  Engagement Next steps    About Me •  Worked in a variety of libraries, in a variety of roles: special, academic, public •  Experience in web design and promoting library services •  MLIS degree from UBC iSchool in 2009 UBC Library Communications and Marketing Office provides Library-wide support for 15 different branches and units across two campuses.      UBC at a Glance  57,706 students (Vancouver: 49,372; Okanagan: 8,334) 8,440 international students from 149 countries 11,836 degrees granted 275,000 alumni in 120 countries 10,186 faculty and 6,716 staff  UBC Library at a Glance  7 million items in our collections (print and electronic) 15 branches and units across 2 campuses (Vancouver and Okanagan) 200+ staff  Ranked 14 out of 115 Association of Research Libraries members    www.ubc.ca/facts    0 5 10 15 20 25 30 35 Blogs Twitter Facebook Flickr Pinterest Google + Social Media Accounts at UBC Library # of Accounts    Things to consider Does your library or organization have a governing body that would oversee social media? i.e. a committee or unit  If you have a “central” or “official” library-wide account, is there a process for setting up new accounts at the branch level?  How many people in your organization are involved in social media accounts?  Are your social media accounts easily labeled and easy to find? i.e. UBCLibrary, UBCLawLibrary or UBCLibrary_Law  Can your users easily differentiate between these accounts?  The “lifecyle” of users may be different depending on their stage within the university: undergraduate, graduate, post-doc, faculty member     Policies    Policies University-wide guidelines Professional guidelines  •  Before you start: staffing, planning and strategy •  Representing the university appropriately •  Copyright and privacy laws •  Liability •  Conduct online •  Dealing with negative feedback •  Evaluation  Personal guidelines  •  Privacy and personal conduct •  Usage at work •  Disclaimers for use     Policies Social Media Avatar guidelines for branding Main Account Sub-accounts    Policies Library-wide guidelines General principles •  Be accurate •  Clearly state your role at the university •  Be aware of copyright laws and restrictions •  Set measureable goals •  Think before you post – follow the social media response diagram •  Personal vs professional use Social media tools •  Process for starting a new account (ie. Who should be notified) •  Do’s and Don’ts for specific channels (blogs, Facebook, Twitter)     Sample response diagram from UBC.  Use your judgment on if/when to respond.          Strategy    Strategy or Action plan Plan (strategy) Do (implement) Check (analyze your key performance metrics) Act  (adjust) Observe (audit)    Setting your social media strategy •  Set goals and benchmarks •  Monitor conversations •  Identify communities and influencers that are relevant to you •  Create a content strategy •  Choose tools to deliver the content •  Engage and create discussions •  Monitor results     Objectives: examples •  Increase engagement on Facebook by 5% •  Plan and implement a Library-wide campaign during the next quarter •  Use video content more regularly on Twitter •  Increase web traffic referrals from social media by 10%     Managing multiple accounts •  Make sure everyone using social media is aware of any strategy or action plan you have created •  i.e. share your action plan at the committee or departmental level •  Offer training or meet-ups where people can interact and get tips from others •  Consider using branded avatars and standardizing names to make your accounts easier to find     Managing multiple accounts Coordinate content where possible with an editorial calendar  Examples Feb.  Contest X Mar.  Call for submissions for award X Apr.  National Library Month    Measurement     Why measure?  Measure your results often to increase engagement and align with your strategy and objectives Metrics can help you answer questions such as: •  Is our content as “shareable” as we think it is? •  Which content types are creating the most engagement? •  Are there specific day/time combinations for our audiences to engage more? •  Are we posting too frequently/not frequently enough?    What to measure? And how often? Measure your results often to increase engagement and align with your strategy and objectives Growth (monthly) Content types (weekly) Shares (weekly, monthly) Referrals (monthly, quarterly) Sentiment, mentions (monthly, quarterly) Audits (quarterly, yearly)        Sentiment is much harder to track, but tools like socialmention make it easier.    Comprehensive Metrics (Auditing) Measure your results across all channels on a yearly basis  Output versus Outcome # of Library accounts per platform Growth, Klout scores # of tweets/posts in a given period % of library content vs. other content # of shares, RTs, likes, etc Types of content posted Topics of content # of conversations or Sentiment (negative, positive, neutral comments) Main influencers Reach, impressions, etc.    Comprehensive Metrics (Auditing) Measure your results across all channels on a yearly basis  Other things to consider:  •  How many people are using social media in your Library? And who are they? •  Who are your competitors?  •  What is being said about you? •  How can you improve? •  What opportunities are there?         Engagement    Get on the bandwagon Utilize existing trends to help your content get more engagement Sunday Funday Motivation Monday Music Monday Transformation Tuesday Wisdom Wednesday Throwback Thursday (Instagram, Facebook, Twitter) Follow Friday (Twitter)      Participate in campaigns University-wide campaigns: graduation celebrations (#UBCgrad); United Way giving; milestones (new president)  Department campaigns: faculty anniversaries, buildings, units; research week or reading week; events         Participate in campaigns City/community-wide campaigns: contests (Suzuki Foundation); Earth Day; holidays, city anniversaries, Stanley Cup  Library-wide campaigns: back to school/orientations; Food for Fines; feedback/LibQUAL; Library research guides      Know your audience Try targeted content    Know your audience Target content to give them what they want Located in Koerner Library on Level 2researchcommons.library.ubc.ca research.commons@ubc.ca Find us on Facebook (UBCResearchCommons) and Twitter (@UBCRCommons)!Koerner Library’s Research Commonspostcard_4x6.indd   1 2014-03-11   12:04 PM   Using social media personally/professionally •  Check your social media policy for guidelines.  •  Clearly indicate in your profile description whether the account is personal (“views are my own”) or professional (“I work at XX Library”). •  Remember that people might not always see a distinction. •  Good way to network with people across campus – faculty members, departments, units.     Next steps •  Look for guidelines or policies •  Create guidelines Library-wide •  Develop a strategy •  Plan, Do, Check, Act/Adjust and Observe •  Set up yearly auditing/observing period •  Revise as needed •  Don’t be afraid to experiment!    Thanks! Any questions? Jessica Woolman, MLIS UBC Library  Communications and Marketing  jessica.woolman@ubc.ca     Image credits Hands raised image. "96/365: Occupy Philly" by Kaytee Riek, Flickr. Plan B image. "Difficult employee.” Marsmett Tallahassee, Flickr. Recipe image. "Making Ginger Cookies" by liz west, Flickr. UBC Campus image courtesy of Martin Dee and UBC Public Affairs.  References  Dowd, Nancy. “Social media: Libraries are posting, but is anyone listening?” LibraryJournal. 7 May, 2013.    Kodak. “Social media tips: sharing lessons learned to help your business grow.”       Radian6. “Social Media Monitoring and Engagement Playbook.” Whitepaper. Released July 2010. http://www.slideshare.net/Radian6/radian6-monitoring-and-engagement-playbook     Schaeffer, Neal. Maximize your social. Hoboken, New Jersey: Wiley and Sons Publishing, 2013.   Social Media Strategies Summit. “Case study: How Adobe created a social business.” 18 October 2013.   UBC Social Media Guidelines, 2012.      Social Media in an Academic Library: One piece of the puzzle          Jessica Woolman, UBC Library  Canadian Library Association conference May 30, 2014    Overview  About UBC Library Policies  Your Social Strategy Measurement  Engagement Next steps    About Me •  Worked in a variety of libraries, in a variety of roles: special, academic, public •  Experience in web design and promoting library services •  MLIS degree from UBC iSchool in 2009 UBC Library Communications and Marketing Office provides Library-wide support for 15 different branches and units across two campuses.      UBC at a Glance  57,706 students (Vancouver: 49,372; Okanagan: 8,334) 8,440 international students from 149 countries 11,836 degrees granted 275,000 alumni in 120 countries 10,186 faculty and 6,716 staff  UBC Library at a Glance  7 million items in our collections (print and electronic) 15 branches and units across 2 campuses (Vancouver and Okanagan) 200+ staff  Ranked 14 out of 115 Association of Research Libraries members    www.ubc.ca/facts    0 5 10 15 20 25 30 35 Blogs Twitter Facebook Flickr Pinterest Google + Social Media Accounts at UBC Library # of Accounts    Things to consider Does your library or organization have a governing body that would oversee social media? i.e. a committee or unit  If you have a “central” or “official” library-wide account, is there a process for setting up new accounts at the branch level?  How many people in your organization are involved in social media accounts?  Are your social media accounts easily labeled and easy to find? i.e. UBCLibrary, UBCLawLibrary or UBCLibrary_Law  Can your users easily differentiate between these accounts?  The “lifecyle” of users may be different depending on their stage within the university: undergraduate, graduate, post-doc, faculty member     Policies    Policies University-wide guidelines Professional guidelines  •  Before you start: staffing, planning and strategy •  Representing the university appropriately •  Copyright and privacy laws •  Liability •  Conduct online •  Dealing with negative feedback •  Evaluation  Personal guidelines  •  Privacy and personal conduct •  Usage at work •  Disclaimers for use     Policies Social Media Avatar guidelines for branding Main Account Sub-accounts    Policies Library-wide guidelines General principles •  Be accurate •  Clearly state your role at the university •  Be aware of copyright laws and restrictions •  Set measureable goals •  Think before you post – follow the social media response diagram •  Personal vs professional use Social media tools •  Process for starting a new account (ie. Who should be notified) •  Do’s and Don’ts for specific channels (blogs, Facebook, Twitter)     Sample response diagram from UBC.  Use your judgment on if/when to respond.          Strategy    Strategy or Action plan Plan (strategy) Do (implement) Check (analyze your key performance metrics) Act  (adjust) Observe (audit)    Setting your social media strategy •  Set goals and benchmarks •  Monitor conversations •  Identify communities and influencers that are relevant to you •  Create a content strategy •  Choose tools to deliver the content •  Engage and create discussions •  Monitor results     Objectives: examples •  Increase engagement on Facebook by 5% •  Plan and implement a Library-wide campaign during the next quarter •  Use video content more regularly on Twitter •  Increase web traffic referrals from social media by 10%     Managing multiple accounts •  Make sure everyone using social media is aware of any strategy or action plan you have created •  i.e. share your action plan at the committee or departmental level •  Offer training or meet-ups where people can interact and get tips from others •  Consider using branded avatars and standardizing names to make your accounts easier to find     Managing multiple accounts Coordinate content where possible with an editorial calendar  Examples Feb.  Contest X Mar.  Call for submissions for award X Apr.  National Library Month    Measurement     Why measure?  Measure your results often to increase engagement and align with your strategy and objectives Metrics can help you answer questions such as: •  Is our content as “shareable” as we think it is? •  Which content types are creating the most engagement? •  Are there specific day/time combinations for our audiences to engage more? •  Are we posting too frequently/not frequently enough?    What to measure? And how often? Measure your results often to increase engagement and align with your strategy and objectives Growth (monthly) Content types (weekly) Shares (weekly, monthly) Referrals (monthly, quarterly) Sentiment, mentions (monthly, quarterly) Audits (quarterly, yearly)        Sentiment is much harder to track, but tools like socialmention make it easier.    Comprehensive Metrics (Auditing) Measure your results across all channels on a yearly basis  Output versus Outcome # of Library accounts per platform Growth, Klout scores # of tweets/posts in a given period % of library content vs. other content # of shares, RTs, likes, etc Types of content posted Topics of content # of conversations or Sentiment (negative, positive, neutral comments) Main influencers Reach, impressions, etc.    Comprehensive Metrics (Auditing) Measure your results across all channels on a yearly basis  Other things to consider:  •  How many people are using social media in your Library? And who are they? •  Who are your competitors?  •  What is being said about you? •  How can you improve? •  What opportunities are there?         Engagement    Get on the bandwagon Utilize existing trends to help your content get more engagement Sunday Funday Motivation Monday Music Monday Transformation Tuesday Wisdom Wednesday Throwback Thursday (Instagram, Facebook, Twitter) Follow Friday (Twitter)      Participate in campaigns University-wide campaigns: graduation celebrations (#UBCgrad); United Way giving; milestones (new president)  Department campaigns: faculty anniversaries, buildings, units; research week or reading week; events         Participate in campaigns City/community-wide campaigns: contests (Suzuki Foundation); Earth Day; holidays, city anniversaries, Stanley Cup  Library-wide campaigns: back to school/orientations; Food for Fines; feedback/LibQUAL; Library research guides      Know your audience Try targeted content    Know your audience Target content to give them what they want Located in Koerner Library on Level 2researchcommons.library.ubc.ca research.commons@ubc.ca Find us on Facebook (UBCResearchCommons) and Twitter (@UBCRCommons)!Koerner Library’s Research Commonspostcard_4x6.indd   1 2014-03-11   12:04 PM   Using social media personally/professionally •  Check your social media policy for guidelines.  •  Clearly indicate in your profile description whether the account is personal (“views are my own”) or professional (“I work at XX Library”). •  Remember that people might not always see a distinction. •  Good way to network with people across campus – faculty members, departments, units.     Next steps •  Look for guidelines or policies •  Create guidelines Library-wide •  Develop a strategy •  Plan, Do, Check, Act/Adjust and Observe •  Set up yearly auditing/observing period •  Revise as needed •  Don’t be afraid to experiment!    Thanks! Any questions? Jessica Woolman, MLIS UBC Library  Communications and Marketing  jessica.woolman@ubc.ca     Image credits Hands raised image. "96/365: Occupy Philly" by Kaytee Riek, Flickr. Plan B image. "Difficult employee.” Marsmett Tallahassee, Flickr. Recipe image. "Making Ginger Cookies" by liz west, Flickr. UBC Campus image courtesy of Martin Dee and UBC Public Affairs.  References  Dowd, Nancy. “Social media: Libraries are posting, but is anyone listening?” LibraryJournal. 7 May, 2013.    Kodak. “Social media tips: sharing lessons learned to help your business grow.”       Radian6. “Social Media Monitoring and Engagement Playbook.” Whitepaper. Released July 2010. http://www.slideshare.net/Radian6/radian6-monitoring-and-engagement-playbook     Schaeffer, Neal. Maximize your social. Hoboken, New Jersey: Wiley and Sons Publishing, 2013.   Social Media Strategies Summit. “Case study: How Adobe created a social business.” 18 October 2013.   UBC Social Media Guidelines, 2012.   Jessica Woolman CLA Social Media Presentation, May 2014    References   Dowd, Nancy. “Social media: Libraries are posting, but is anyone listening?” LibraryJournal. 7 May, 2013.    Kodak. “Social media tips: sharing lessons learned to help your business grow.”   Radian6. “Social Media Monitoring and Engagement Playbook.” Whitepaper. Released July 2010.   Schaeffer, Neal. Maximize your social. Hoboken, New Jersey: Wiley and Sons Publishing, 2013.  Social Media Strategies Summit. “Case study: How Adobe created a social business.” 18 October 2013.   UBC Social Media Guidelines, 2012.  Statistics on Social Media users • 10 Surprising Social Media Statistics, FastCompany, Nov. 2013 • Pew Internet. Social Media Update. December 2013. (includes demographics). • What happens in social media every 60 seconds. • Infographic on social media stats.  • Social Media stats, From the Social Skinny.
  - For tweets with links, 120-130 characters is the ideal range to maximize retweets.
  - 28% of Retweets on Twitter are due to inclusion of “please RT!”
  - 23% of Facebook users check their account more than 5 times a day
  - 350 photos are uploaded to Facebook every day • Social Media Intelligence Report, Adobe, October 2013.  Other social media articles • Facebook posts: things that work, and things that don't. Andrea Vahl. • Social media is overwhelming. Infographic. • Social Media Management checklist • Nancy Kim Phillips, ”Academic Library Use of Facebook: Building Relationships with Students” • Significance of Twitter in Academic Libraries.  Good resources for marketing and industry trends in social media  Mashable. Articles for all kinds of social media topics. http://mashable.com/social-media/   Social Media Examiner. Articles, webinars, events. http://www.socialmediaexaminer.com   Fast Company.com – design, creation and strategy for social media. http://fastcompany.com   Social Media Today. http://socialmediatoday.com 

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