Social Media Ringmaster
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Transcript of Social Media Ringmaster
Not in the Show
• We will not teach you how to use these
media.
• By now most of us are using some social
media in our libraries, We assume you know
the basics.
Program
• An introduction to the philosophy weÊve
developed at Rutherford Library for social
media management.
• Tips, Tricks, Examples and Ideas.
• Some more profound food-for-thought about a
social media work.
Context
• Social media at the University of Alberta
Libraries developed organically.
• The result has created distinct identities
between unit libraries.
• We have one system-wide Twitter
account - but each unit uses has their
own accounts as well.
• Examples will be from Rutherford
LibraryÊs Facebook, Twitter and
Pinterest accounts — and the system
wide Twitter account.
Broader Context • What is the current state of the relationship between
libraries and social media? • How are libraries using social media more meaningfully now than 5 or 7 years ago?
• What are librariansÊ feelings and impulses about social media?
Polkinghorne & Hoffman 2006-2008 • 2 Studies using a critical discourse analysis framework. • Used 2 data sources: published articles and
conversations among librarians on the ILI-L email listserv. • Identified several main themes and trends about
how librarians were using social media.
Polkinghorne & Hoffman 2006-2008 Marketing
One of the main trends the study revealed was that
libraries and library staff primarily saw social media
as a marketing tool: to get users to using the library
collection and programs.
Polkinghorne & Hoffman 2006-2008 Control
The study also found that social media tested library workersÊ
inherent need for things to be organized, orderly and in control.
Our enthusiasm was curbed because using social media to its full
potential would require we give up some control over the
conversation.
As a result: early social media use by libraries was quite
superficial.
Social Media Today
• Libraries have become more comfortable with social media.
• Many, many, many, library users are now using social media
regularly, It has been integrated into our every day lives.
Libraries are now using SM to show the world who they are and
how much they contribute to their usersÊ lives and communities.
Libraries are encountering and engaging their users in social
media.
Clarify your Social Media Identity
What do you want to look like to your
followers? Informative? Academic?
Professional? Laid-back? Fun?
Approachable?
How do you decide?
Who are your followers? What are
they like? What do they share? What
do they „like‰ ?
Hint: Follow them!
Choose content to reflect your identity
Be genuine, inauthenticity is easily
detected, even on the internet.
Be mindful of the tone of your texts.
Does it seem like youÊre ÂtellingÊ or
sharing?
NOTE: each post is a permanent
impression of what your library isÂlikeÊ.
A Social Media Philosophy and Policy
1. DO have a policy document that
frames what your library will or
will not do in social media .
2. DO have a philosophy about what
your are trying to accomplish,
what your identity is and what
types of posts are appropriate.
3. DONÊT let No.1 stifle No.2
SOCIAL MEDIA PLATFORMS
Decide what medium is right for you. What is the best way to express your
social media persona?
Facebook, Pinterest, Tumblr, Instagram are more visual mediums
Twitter is more of a text-based medium
Use Mediums to their fullest Potential. Mediums like Facebook, Pinterest are visual and require images or links to capture peopleÊs attention.
Source: h*p://omnomedia.wordpress.com/2013/03/21/facebook-‐photo-‐size-‐cheat-‐sheet/
Use relevant hash tags to spread your tweets out to a wider audience
www.hashtags.org trends, tracking and dictionary
Use Mediums to their fullest Potential. Mediums like Facebook, Pinterest are visual and require images or links to capture peopleÊs attention.
Source: h*p://omnomedia.wordpress.com/2013/03/21/facebook-‐photo-‐size-‐cheat-‐sheet/
Use relevant hash tags to spread your tweets out to a wider audience
Images bring out Facebook posts
Use Mediums to their fullest Potential. Mediums like Facebook, Pinterest are visual and require images or links to capture peopleÊs attention.
Source: h*p://omnomedia.wordpress.com/2013/03/21/facebook-‐photo-‐size-‐cheat-‐sheet/
Use relevant hash tags to spread your tweets out to a wider audience
Proper hash tags spread your message to a wider audience.
Tailor Your Message to the Medium Tools exist to link social media accounts • This is handy in terms of saving time. • Not always compatible across mediums —
ex. hash tags in Facebook
Resize image to appear properly in the Facebook Feed
Source: h*p://omnomedia.wordpress.com/2013/03/21/facebook-‐photo-‐size-‐cheat-‐sheet/
Facebook size cheat sheets are available all over the web — just Google
„Facebook Image Size Cheat Sheet‰
Resizing enables users to see your message without extra effort.
If using Pinterest for virtual book displays, ensure your book covers are engaging: Pinterest DOES judge a book
by its cover.
Let the mediums play off each other: Tweet and share Pinterest Boards via
Facebook and Twitter
Use link shorteners that allow you to measure how many clicks these posts
receive.
In the early days of the Rutherford Facebook page our posts did not get a lot of
engagement.
During a campus outage we attempted to take a humorous twist to the situation and discovered that memes and humour got our
users to be more engaging.
Viral Marketing Research Adam J. Mills "Virality in the Social Media: the SPIN framework‰ Analyzes viral marketing campaigns to dissect what makes them viral. (Old Spice: ‰The Man Your Man Could Smell Like") Suggests 4 factors to virality: Spreadability, Propagativity, Integration and "Nexus".
Leonardo Bruni, Chiara Francalancia, Paolo Giacomazzi "The Role of Multimedia Content in Determining the Virality of Social Media Information‰ • Analyzed 2 million tweets from July 2011 about particular
cities from a tourism perspective and clustered tweets with multimedia content and with out it to see if there were trends in how frequently and how quickly either were retweeted.
• Findings supported the hypotheses that multimedia plays an important role in determining the volume and speed of retweeting.
Jonah Berger and Katherine L. Milkman "What Makes Online Content Viral?‰ • Took a look at virality in social media from a psychological
perspective: "emotional valence and social transmission": Does the emotion aroused by a story or digital artifact influence whether it is "shared".
• Analyzed 7000 articles from the New York Times, clustered them by their topic matter and then investigated their virality.
Jonah Berger and Katherine L. Milkman "What Makes Online Content Viral?‰
• Conducted additional studies with participants who were asked to read articles about the same news stories, but written in a different tone (to arouse different emotions). They then asked participants whether they would share the story.
• Findings showed that positive content is more viral. Also content that evokes anger is more viral than content that evokes sadness.
• Amusement scored high in terms of virality.
Applying what we learned from our own interactions and what we read in the research we continued to produce memes and
humourous posts — to find that students engaged with us more.
Community relevant humour and social causes seem to be what our users enjoyed and wanted to share.
Making Memes The Tools: someecards.com, Frabz, or just Google „meme generator‰ Do some research first. Search „memes‰ on Google. There are thousands!
1. Memes need to be genuinely funny. Irony, satire, exaggeration and even sarcasm is required. Don't be afraid to make fun of yourself!
2 . Know your audience. Let your users and community be central in the humour, find inspiration from your users.
3. Be in good taste and good grammar There is a fine line between what is funny and offensive. Be careful and ask others whether they find it funny. Keep the spelling and grammar clean, unless it is central to the humor of your meme or be prepared to be corrected!
4. Memes wonÊt work in every medium. Not everything that works on Facebook will work on Twitter and vice versa.
5. Participate - share appropriate content made by others you follow. This makes them likely to share your content.
Negative Feedback
It happens!
• Acknowledge it.
• Diffuse it by offering
a venue for further
discussion —off stage.
Awe the crowd with
answers and work-
arounds!
Some examples of negative feedback and how we handled it.
And there typically are more positive comments as well
Social media is always changing so make sure to keep up to date. Follow the main feeds for Twitter, Facebook etc. and be prepared for what is coming down the pipe. Read about what otherÊs are
doing — keep the show fresh and vibrant!
Social Media is a difficult job for
just one person to manage.
Discussing content prior to posting
is helpful.
Social Media requires regular
supervision and everyone needs a
vacation!
Social media management can seem like a lot of work but remember there are rewards!
It is about getting to know your users in a place they are comfortable, and breathing life into the LibraryÊs
image.
ENJOY THE APPLAUSE!
The Ringmaster IS in charge of
the show but cannot control every
detail. The Ringmaster CANÊT control:
• Every single comment or
engagement.
• The tone of comments or
engagements.
• PatronÊs independent posts
(which they would make
whether the library is on
social media or not).
The Ringmaster IS in charge of
the show but cannot control every
detail.
The Ringmaster can control:
• Persona, identity and style.
• The level of service.
• The focus of the content.
• How negative situations are
handled.
• How social media engagement
is measured.
The Ringmaster canÊt control:
• Every sing comment or
engagement.
• The tone of comments or
engagements.
• PatronÊs independent posts
(which they would make
whether the library is on
social media or not)
Credits
The Rutherford Social Media Team: Sarah Polkinghorne
Jorden Smith Nicole LaPointe
Photo credits Photos Obtained Under CreaCve Commons License from Flickr
www.flickr.com: Applauding Hand: Irene2727
Applause: Neekoh.fi Fire Eater: Scriblenz
Tent Upward View: PJVanf Lego Juggler: Helico
Lego Clowns: WiredforLego Roaring Lion: Tambako the Jaguar
Sleeping Lion: KaC Koae Upside Down Trapeze: Paco CT Dangling Trapeze: hbp_pix Ringmaster: Ant Smith
Bearded Lady Poster: A Jimenez via “LaCn American Ilustraćion” Memes obtained and created at someecards.com. frabz.com and
h*p://imgflip.com/memegenerator All other illustraCons created by Hanne Pearce
Bibliography Berger, Jonah, and Katherine L Milkman. "What Makes Online Content Viral??." Journal Of MarkeCng Research (JMR) 49, no. 2 (April 2012): 192-‐205. Business Source Complete, University of Alberta Libraries (accessed April 10, 2013) Bruni, Leonardo, Chiara Francalanci, and Paolo Giacomazzi. "The Role of MulCmedia Content in Determining the Virality of Social Media InformaCon." InformaCon (2078-‐2489) 3, no. 3 (September 2012): 278. University of Alberta Libraries. (accessed April 10, 2013). Mills, Adam J. "Virality in social media: the SPIN Framework." Journal Of Public Affairs (14723891) 12, no. 2 (May 2012): 162-‐169. Business Source Complete, University of Alberta Libraries (accessed April 3, 2013)
Bibliography Hoffman, C., & Polkinghorne, S. (2010, June). Discourse, idenCty, pracCce: Analyzing instrucCon librarians’ conversaCons about informaCon literacy and the social Web. Canadian AssociaCon for InformaCon Science, Montreal, QC. Extended abstract: h*p://www.cais-‐acsi.ca/conf_proceedings_2010.htm Polkinghorne, S., & Hoffman, C. (2009, April). InformaCon literacy and librarianship in the age of the social Web: A criCcal discourse analysis of ILI-‐L posCngs. LOEX Annual Conference, Albuquerque, NM. Polkinghorne, S., & Hoffman, C. (2009). “Crown jewel” or “pure evil”? Wikipedia through an informaCon literacy lens. Feliciter 55(3), 101-‐103. Hoffman, C., & Polkinghorne, S. (2008). Sparking Flickrs of insight. In P. Godwin & J. Parker (Eds.), Informa.on literacy meets Web 2.0. London: Facet Publishing. Hoffman, C., & Polkinghorne, S. (2007, May). Launching ‘InfoLit 2.0’? Considering Web 2.0’s potenCal to support criCcal thinking and higher-‐level learning in informaCon literacy pracCce. Workshop on InstrucCon in Library Use, York University, Toronto, ON.