Post on 29-Jan-2018
Social Media and the State Library
Why, What and Wherefore
Heather Lambert
Continuing Education Coordinator
Tennessee State Library and Archives
What is social media? Context, relevance and
why you should do it
How to do it better
Collection and curation of new media in
relationship to the state libraries mission
Web 2.0
UGC (user generated content)
The sum of all ways in which people make use of Social Media
1. Published on a publicly accessible website or
social networking site
2. Need to show certain amount of creative effort
3. Needs to have been created outside of
professional routine and practice
What is Social Media?
Social Media is a group of Internet-based
applications that build on the ideological and
technological foundations of Web 2.0, and that
allow the creation and exchange of User Generated
Content.
Andreas M. Kaplan, Michael Haenlein, Users of the world, unite! The challenges and opportunities of Social Media, Business Horizons, Volume
53, Issue 1, January–February 2010, Pages 59-68, ISSN 0007-6813, http://dx.doi.org/10.1016/j.bushor.2009.09.003.
(http://www.sciencedirect.com/science/article/pii/S0007681309001232)
Let’s look at EVERY social media tool available
Why Does Social Media Matter?
The Social Media Data Stacks
15
We start with a big number first: 53.5 billion
minutes per month. Facebook is dominating
the web brands.
In looking at a data snapshot of monthly
aggregate time spent on a site for Facebook
and the ROW (rest of the web), Facebook
has toppled some big names. The Nielsen
Company data show that even Yahoo users
come in a distant second with an average of
17.2 billion minutes per month, less than
one-third Facebook’s total.
YouTube ranks sixth, claiming 9.1 billion
user minutes per month.
Facebook and the ROW
Top 10 U.S. Web Brands by Aggregate Time SpentU.S. web users monthly minutes in billions, home and work Source: The Nielsen Company
53.5
17.2
12.5
11.4
9.5
9.1
4.5
4.3
4.3
3.4
Yahoo
AOL Media
MSN/WindowsLive/Bing
YouTube
Ebay
EA
Apple
Microsoft
95% of
users log in
daily
73% of users
access
Facebook via
Mobile
1.19
billionusers
20 billion– Number of Instagram pictures shared
250 billion – Estimated number of photos on Facebook.
4 billion – The number of YouTube video views per day.
100 hours – The amount of video uploaded to YouTube every minute.
500 million – number of tweets sent per day.
300 million- number of Google+ users.
70 million- number of Pinterest users
Garlic Cheesy Bread- Most Repinned Pinterest Pin
(105,220)
Way we interact is changing
Way we interact is changing
Way we consume is changing
Way we communicate has to change
Way ^we communicate has to change
Way ^we communicate has to change
What
Skimmers
Shallow superficial learning
Self Taught
The TRUTH:
Digital Natives ≠ digital literacy or information
literacy
Information Literacy Technological Literacy
Information and Technological Literacy
Technology is driving all of us, we can help people to
take control, make better choices and be critical
consumers
participatory cultures.
“A participatory culture is a culture with relatively low
barriers to artistic expression and civic engagement,
strong support for creating and sharing one’s
creations, and some type of informal mentorship
whereby what is known by the most experienced is
passed along to novices. A participatory culture is
also one in which members believe their
contributions matter, and feel some degree of social
connection with one another (at the least they care
what other people think about what they have
created)”
http://digitallearning.macfound.org/atf/cf/%7B7E45C7E0-A3E0-4B89-AC9C-
E807E1B0AE4E%7D/JENKINS_WHITE_PAPER.PDF
participatory media can be described as media
where the audience can play an active role in the
process of collecting, reporting, analyzing and
disseminating content
Many-to-many digital technologies are fostering
participatory user behaviors: choice,
conversation, curation, creation, and
collaboration.
What is participatory media?
Forms of participatory culture include:
Affiliations / Expressions
Collaborative Problem-solving / Circulations
The Participation Gap — the unequal access to the
opportunities, experiences, skills, and knowledge that will
prepare youth for full participation in the world of
tomorrow.
The Transparency Problem — The challenges young
people face in learning to see clearly the ways that media
shape perceptions of the world.
The Ethics Challenge — The breakdown of traditional
forms of professional training and socialization that might
prepare young people for their increasingly public roles as
media makers and community participants.
The Social Media Data Stacks
45
Social media networks, at the
moment, still complement traditional
TV viewing. A high percentage of
Twitter users who tweet while
watching a TV show discuss the
show they’re watching, more often
than Facebook users who log in
during a TV show, according to
TVGuide.com. The “TVGuide.com
User Research Study” indicates 50%
of Twitter users discuss a show they
are watching, one-third more than the
35% of Facebook users.
Half of Twitter Users Discuss TV Shows
Social Media Commentary while Watching TV% of respondents, July 2011Source: TVGuide.com
50% 50%
35%
65%
I talk about the show I'm watching I talk about something else
Twitter users Facebook users
Making Social Media Work
The Social Media Data Stacks
49
Almost 30% of senior marketing executives
engaging in social media monitoring
incorporate the information into their
communications strategy, according to data
from WebLiquid and RSW/US.
Customer service enhancements – ranging
from automated search engine alerts to
specific data queries and third-party research
– followed at close to 20%.
Other relatively popular answers include
media planning (almost 15%) and organic
search optimization (more than 10%).
Social Media Data Feeds Strategy
Actionable Uses of Social Media Data% of respondents, August 2011Source: WebLiquid and RSW/US
5%
8%
10%
13%
14%
18%
27%
Other
Display advertisingoptimization
Paid searchoptimization
Organic searchoptimization
Media planning
Customer serviceenhancements
Communicationsstrategy
The Social Media Data Stacks
50
SocialMedia Examiner found that seven in
10 (71%) marketers who use social media
plan to increase their use of search engine
optimization (SEO) in the near future. Only
1% plan to decrease their use of SEO and
8% have no plans to utilize it.
Slightly less than half (46%) of social
marketers plan on increasing their online
advertising efforts, with 27% having no
plans to utilize online advertising. 24% will
keep online advertising levels the same and
3% will decrease them.
How are Marketing Budgets Affected?
Planned Use of SEO Marketing, Online Advertising% of respondents who are actively social media marketing, April 2011Source: SocialMedia Examiner
71%1%
20%
8%
Increase Decrease
46%
3%
24%
27%
SEO Marketing Online Advertising
The Social Media Data Stacks
51
Looking at ad growth on Facebook, spending
on and impressions of Facebook ads both
increased dramatically between Q2 2010
and Q2 2011, according to IgnitionOne.
Facebook ad spend of all clients increased
281% year-over-year in Q2, while Facebook
ad impressions of all clients grew 200%.
Facebook advertising spend is up 22% YOY
on a same-client-basis, with impressions up
11%.
Facebook: 281% Ad Spend Growth
Facebook Advertising Growth% change, Q2 2010 v. Q2 2011Source: IgnitionOne
281%
22%
200%
11%
All clients Same ClientSpend Impressions
The Social Media Data Stacks
58
NM Incite found that social network
users see the platforms as a useful
shopping and research tool, and
participate with the desire to view and
contribute to reviews of products and
services. 68% of social media users
(71% of parents and 64% of non-
parents) go to social networking sites to
read product reviews and more than
half use these sites to provide product
feedback, both positive and negative.
Getting coupons is also popular, with
58% overall usage (64% of parents and
56% of non-parents).
SocNet Users Want Deals, Discussion
Social Media Use for Products/Services Information% of respondents, October 2011Source: NM Incite
71%
64%
64%
59%
57%
64%
59%
56%
52%
49%
Read consumer feedback
Learn about products
Get coupons/promos
Give positive feedback
Give negative feedback
Parents Non-parents
The Social Media Data Stacks
59
3%
7% 6%
11%
26%
13%
28%
4%2%
More thanonce a day
Once a day
Every otherday
Twice a week
Oncea week
Twice amonth
Once amonth or
less
Never Other
The highest percentages of online consumers say products, services and
companies should communicate via social networks once a month or less and
once a week or less, according to a study from ROI Research and Performics.
28% of online consumers say social network communication should be
conducted once a month or less, while 26% say once a week or less.
1 in 4 Expect Weekly or Monthly Updates
Marketing Contact via Social Networks% of respondents (n=2,997) June 2011Source: ROI Research and Performics
The Social Media Data Stacks
60
comScore research found that the largest
portion of U.S. users’ time spent within
Facebook is on the individual’s homepage
which features the newsfeed. In May 2011,
27% of engagement on Facebook.com
occurred on the homepage and Newsfeed,
followed by profile viewing (21%), photo
viewing (17%) and usage of apps and tools
(10%).
27% of User Time is Spent on Newsfeed
How Users Spend Time on Facebook% of total engagement, September 2011Source: comScore
27%
21%
17%
10%
25%
Homepage/Newsfeed Profiles Photos Apps & Tools All Other
The Social Media Data Stacks
61
Social sign-in is another growing activity
among social media users. SSI allows users to
sign into a restricted access site using existing
sign-in data, rather than having to create a new
account.
About four in 10 (39%) users of the Janrain
Engage social connection service used
Facebook for social sign-in (SSI) during Q2
2011. This was 30% more than the 30% of
users who used number two SSI site Google.
Yahoo (12%) and Twitter (8%) remain well
behind in third and fourth place, respectively.
4 in 10 Use Facebook for Social Sign-in
Social Sign-in Preferences across Web% of users, Q2 2011Source: Janrain
39%
30%
12%
8%
5%5% Facebook
Yahoo
Windows Live
Other (AOL,LinkedIn, PayPal)
The Social Media Data Stacks
62
Active social network users, according to
Nielsen, are 75% more likely to spend
heavily on music and 47% more likely to
heavily spend on clothing, shoes and
accessories. They are 45% more likely to
go on a date. Other areas where heavy
social network users show more likelihood
of participating include giving opinions on
TV programs (33%), giving opinions on
politics and current events (26%), attending
professional sporting events (19%) and
working out at a gym or health club (18%).
Active SocNet Users Take It Offline
Lifestyle Habits of Active Social Network Users% of total, compared to average internet users, Q3 2011Source: The Nielsen Company
18%
19%
26%
32%
33%
45%
47%
53%
75%
More likely to work out at a club
More likely to attend a pro sports event
More likely to give opinion on politics, current events
Already follow a celebrity
More likely to give opinion about TV programs
More likely to go on a date
More like to be heavyspenders on clothing,
accessories
Already follow a brand
More likely to be heavy spenders on music
https://blogs.monash.edu/presto/2013/04/08/social-media-and-curating-
for-change/
visual is powerful
http://s3-
ec.buzzfed.com/static/enhanced/web05/20
11/12/2/17/enhanced-buzz-wide-1392-
1322863709-9.jpg
Jaws-
Jaws-
• Determined that Shark was bigger than originally
thought
• Decided that they would need a bigger boat
P.O.S.T
People – Who are you trying to engage?
Objectives- What are you trying to achieve?
Strategies- What it will look like when it’s done?
Technologies- What tools will you use?
We used to talk about the 4 P’s
But now we talk about the 4 C’s
creativity
curating
connecting
culture
Combine online events with in person events
Follow your peers and people that intersect your mission
Let your staff in on your goals and message and the statistics
Write for the web and don’t make me scroll
Be Real
Engage in real time conversation
Have real conversations
Find your authentic voice- academic, advocacy,
local, etc but be conversational
A hashtag search on will help you follow all the conversations.
Use hashtags to include your content in active public conversations.
Make your blog and website mobile friendly and
search engine neutral
Engage people with
genuine discussion
not -“Do you still
wear gloves to
church?”
Build sustained
Conversations
Social media doesn’t
mean dumbed down
Don’t ask dead end questions.
Good Examples
• http://www.childrensmuseum.org/
• https://www.facebook.com/HispanicInterest
• http://worldwildlife.org/
• https://www.facebook.com/MadisonFriendsOfTheLibrary
• Https://www.facebook.com/ncghl?ref=ts
• http://pinterest.com/scstatelibrary/
• http://heritage.utah.gov/library
• http://www.britishmuseum.org/channel.aspx?ref=header
1. Visual
2. Participatory
3. Match the tool to the audience
4. Give them something/Swag
5. Check your rep, look for opportunities to contribute
6. Tie to your vision, choose your voice
7. Social Media is not an outlier- roll into your communication plan, marketing plan, strategic plan
8. Be human, dynamic, responsive
9. Dedicate the appropriate amount of resources
10. Know Your Brand
11. Create a Community Atmosphere
12. Be Intriguing
13. Be Timely
14. Play at Emotions (see 8)
How often and when?
Tools to help
Klout
Google Alerts
Google Analytics
Back Tweets
Yoono
Facebook Insights
HootSuite
Tweetdeck
Mention
PinPuff
Pinterest web analytics
Socialmention
Twentyfeet
Buffer
Crowdbooster
Peerindex
What is your library’s plan to collect social media
that is currently being produced?
How are you incorporating today’s diaries into
your collection?
• http://blacknashville.wordpress.com/
• http://anartistsadventure.blogspot.com/
• http://www.fortmillscliving.com/
• http://www.carolinaconsidered.com/test-page.html
• http://appalachiantraillife.blogspot.com/
• Sometimes marginalized voices only live online http://www.carolinaconsidered.com/test-page.html
If We don’t do it, someone else will
• http://www.sciway.net/ccr/sc-blogs.html
• http://blogs.loc.gov/loc/2010/04/how-tweet-
it-is-library-acquires-entire-twitter-archive/
• http://valueofsimple.com/ec-how-to-
archive-with-skill/
• http://mashable.com/category/content-
curation/
• http://www.archiveteam.org/index.php?title=Main_Page
• http://archiveteam.org/index.php?title=Deathwatch
• http://archiveteam.org/index.php?title=Fire_Drill
Questions?