SOCIAL MEDIA:THE STRATEGIC CONTEXTConnie Crosby, MA, MLS - @conniecrosbySocial Media & Public LibrariesToronto, Monday, October 3, 2016

Social Media:The Strategic Context

Governance

Objectives

Social Media Strategy Framework

sectionSOCIAL MEDIA FRAMEWORK

• Adapted from Social Media Strategy Framework by Ross Dawson, Advanced Human Technologies

• Creative Commons Attribution-Share Alike 3.0 License

• ahtgroup.com• Direction within the framework

depends on how you want to get started

• Look and plan before you leap• Get your feet wet and jump in• First step is to LEARN!

SOCIAL MEDIA FRAMEWORK

LEARN

OBJECTIVES

GOVERNANCE

DEFINE ACTIVITIE

S

DEVELOPCAPABILITIE

S

MEASURE

ENGAGE

LISTEN

LEARN

OBJECTIVES

GOVERNANCE

DEFINE ACTIVITIE

S

DEVELOPCAPABILITIE

S

MEASURE

ENGAGE

LISTEN

• How do you keep up with the latest developments in social media?

• Use social media yourself• Study relevant case studies• Educate senior executives• Hear from practitioners• Explore the latest trends

LEARN

• Identify relevant social media monitoring tools

• Learn how you can best use the tools• Discover what's said about you and

your library, your areas of interest, your community or your audience

• Find relevant communication and conversations

• Uncover key influencers

LISTEN

• Where is your audience online?• How do you engage online

audiences?• Enter the conversation• Provide relevant content• Build communities• Engage with influencers• Respond positively• Forrester’s - Groundswell• Social Technographics Ladder

http://empowered.forrester.com/groundswell/images/groundswell_figure_3-2.jpg

ENGAGE

• What measures will be meaningful?• Set relevant measures of success• Monitor measures routinely• Capture and communicate success

stories• Periodic reports to senior staff• Tie it back to your

strategy/objectives• Refine your strategy and measures

MEASURE & REFINE

LEARN

OBJECTIVES

GOVERNANCE

DEFINE ACTIVITIE

S

DEVELOPCAPABILITIE

S

MEASURE

ENGAGE

LISTEN

LEARN

DEVELOPCAPABILITIE

S

MEASURE

ENGAGE

LISTEN

• Identify internal champions for social media

• Train and support champions and staff

• Keep abreast of developments• Establish pilot program• Develop a culture of responsible

transparency (change in culture)• Organize your team (see

Governance)

DEVELOP CAPABILITIES

LEARN

OBJECTIVES

GOVERNANCE

DEFINE ACTIVITIE

S

DEVELOPCAPABILITIE

S

MEASURE

ENGAGE

LISTEN

LEARN

DEFINE ACTIVITIE

S

DEVELOPCAPABILITIE

S

MEASURE

ENGAGE

LISTEN OBJECTIVES

GOVERNANCE

section

OBJECTIVES

• How social media efforts can fit into your existing strategies

• How different audiences or communities have different levels of engagement online

• Planning your organization’s method for responding to queries and comments

• Methods for building online communities

• Look for measurement that is meaningful

OBJECTIVES

• Marketing & Communications• Public Relations• Community Outreach• Recruitment• Content

SOME STRATEGIES SUPPORTED BY SOCIAL MEDIA

• Strategy: Fill upcoming vacancies with new staff members who will advance the Library

• Objective: Use social media to recruit quality candidates for 3 upcoming positions.

• Tactic/activity: Develop Facebook page to highlight careers at the Library. Ask staff to join and invite their friends.

• Tactic/activity: Hold career in the Library Q&A on Twitter. Decide on a unique hashtag.

EXAMPLE: RECRUITING

• Measures should flow from the objectives and tactics

• From our previous example:• track number of new people

on Facebook page and their engagement (likes, comments, questions, number of people signed up for events)

• Number of people participating in Twitter event, number of replies, retweets, likes, and profile click-throughs

• Ultimately: number of candidates and success in hiring

MEASUREMENT

measure

measure

measuremeasure

sectionEXERCISEOBJECTIVES

• Small group exercise• Bullet out 4-6 objectives for your

own organization• Share with the small group• Select spokesperson to share with

the larger group

OBJECTIVES

section

GOVERNANCE

• Planning • Who does what?• Who is responsible?• Identifying opportunities• Understanding risks• Mitigating risks

GOVERNANCE

• Decentralized• Centralized• Hub and spoke• Multiple hub and spoke• Holistic

• Source: Jeremiah Owyang http://www.web-strategist.com/blog/2010/04/15/framework-and-matrix-the-five-ways-companies-organize-for-social-business/

MODELS FORORGANIZING TEAMS

• No one group organizes efforts• Efforts originate on the edges

DECENTRALIZED

• One group organizes all efforts from the top down

• Used in regulated industries e.g. healthcare, financial

CENTRALIZED

• Cross functional team organizes efforts from the center

• Centralized resources

HUB AND SPOKE

• Also known as “dandelion”• Multiple hubs and spokes organized

around a central cross-functional team

• Usually organizations with sites in multiple locations

MULTIPLE HUB AND SPOKE

• Everyone’s efforts are distributed equally and consistently across the organization

HOLISTIC

• Security• Liability• Personal Safety• Reputation• Negative reactions• Expectations• Participating vs. Not participating• Participating badly!

UNDERSTANDING RISKS

• Set expectations• Authenticity• Honesty• Transparency• Set clear social media policies• Communicate policies internally

MITIGATING RISKS

• Modify existing policy where possible• E.g. HR staff policy

• Social media policy for the public• Comment policy

• Privacy• Sources:

•Other libraries•Social Media Policy Databasehttp://socialmediagovernance.com/policies/•Socialmedia.policytool.net

POLICIES

sectionEXERCISESOCIAL MEDIA POLICY

• Individual exercise• Social Media Policy Tool:

Use online tool to draft a social media policy for your organization

• http://policytool.net/

SOCIAL MEDIA POLICY

section

DEFINE ACTIVITIES

• Which tasks will you focus and devote your energies to?

• Define first and subsequent phases• Target initial platforms• Make sure this connects you with your

audience• Identify resources required• Establish responsibilities and time

commitment• Link to offline marketing /

communications / advocacy / outreach activities

• Consider live events

DEFINE ACTIVITIES

• Website or Blog at the centre• Push content to/from social media

sites

HUB AND SPOKE - CONTENT

Thank you!

Connie Crosby@conniecrosby / connie@crosbygroup.ca

Developed withDaniel P. Lee

@yankeeincanada