10 point plan of good practice when (re)developing a Social Media Strategy

in an Academic Library

Rónán LynchLiaison Librarian to the School of Engineering

Institute of Technology, Carlow.

#1 Commitment

#2 Plan

# 3Policy

# 4 Implementation

#5 Content creation

#6 80 20 rule

#7 Promote your social media

#8 review, observe & learn

#9 Challenges

#10 Reflect

10 point plan of good practice when (re)developing a Social Media Strategy in an Academic Library

Some BackgroundWhy social media? -- outcome Perceptions of the Library -- relevance Promote Library brand Professional voice/authoritative presence Contributes to a sense of Virtual “Ownership” Outreach support/instruction Instant response, engagement# Survey User satisfaction -- feedback

Social media stats for Ireland

Survey of 1000 adults , 15yrs+ , conducted every 3 weeks IpsosMRBI

“Forty per cent of Irish kids aged 11-12 are active on social media despite age restrictions, with ownership of tablets and smartphones at a high level, too.” Source: siliconerepublic.com 10.02.2015

Social Media Age profile

As age profile gets older, social media use decreases. 15-35 peak user group. 70% uses facebook daily. Most popular facebook day is Monday Source eightytwenty.ie

40+ year old male most likely to not participate, “antisocial media”Social media fatigue-overwhelmed by social media

County By County Infograph: Facebook users

Source : eightytwenty.ie , 2013

# 1 Commitment Be informed, take charge , know your focus

• Social media is a recognised professional communication tool

• Social media is expected

• Everybody is doing it

• Your Library service is being discussed, take control of the conversation

• Outcome vs output

# 2 Plan• Form a Social Media Team

• Clarify purpose/mission

• Permissions and approval

• Weekly/monthly schedule

# 3 Policy = safeguard & controls • Timing / rota/ workflow• Tone• Content• Official account /brand/avatar “In our survey, 28% of libraries had already implemented a social media policy and 30% were planning to. However, a substantial proportion (42%) had no plans for introducing a policy “ Source Taylor&Francis 2014

From a US-based librarian interview: “The pros of the social media policy are that they remind us that we are posting as the institution, not the individual. The cons are that some people perceive that it restricts creativity and spontaneity.” Taylor&Francis , 2014

# 4 ImplementationDos Don'ts

Target your audience Get caught up on policy

Make it easy Loose momentum

Be Clear who's’ postingProfessional or personal account “views are my own”

Get drawn in by negativity

Have a plan /structure Overwhelm with information

Editorial Timetable Plagiarise—loose trust

Create relationships Rely on others

Be friendly

Set Goals

# 5 Content Creation – Be Fun!!!

• How to be fun• Jump on the bandwagon

• On this day• Fun Friday• Good read• Interesting Fact• Wisdom/Proverb for the day

• Use Visuals/Images• Holidays, national campaigns, festivals• Tap into local community events & achievements• Your own events & activities• Your own services/stats/publications/new acquisitions• Lost & found

#6 80/20 rule & Power Laws

Whos “driving” social media• the 1 Percenters help lead others to action.• Expect the minority to follow & participate(<20%)• 20 % of your posts should be about your Library

brand,product,services• 80% should be other “interesting content”

The Spike

The long Tail Image Source: Bergman, 2007.

#7 Promote your social Media•Distribution strategy

•Influencers

•Know your target audience

•Make it easy in subject & format

•Build, maintain, nurture

# 8 review, observe & learn

• Measurement • Goals: increase 5%• Patterns? • Time• Topic• Event• Frequency

• Influencers

# 9 Costs--AKA “The Challenges” • Varying skills and ability

• Resources

• Timely Response-direct messaging

• Ethical Issues

• Free?

#10 Critically reflect•Re-examine all points with your team

Social Media Strategy Checklist 10 point plan of good practice when (re)developing a Social Media Strategy in an Academic Library

#1 Commitment: Be informed: Take charge: know your focus output vs outcome

#2 Plan

# 3Policy = safeguards & control

# 4 Implementation dos & don’ts

#5 Content creation– be fun!!

#6 80 20 rule

#7 Promote your Social Media Channels

#8 Review, observe & learn

#9 Challenges

#10 Reflect: make any necessary changesImage Source: Q4launch.com

Finally

Thank you for your attention.

ronan.lynch@itcarlow.ie

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