PATLIB2013, 23-25 April 2013

Social media in the world of PATLIB centres

Karen BlakemanRBA Information ServicesKaren.Blakeman@rba.co.uk

twitter.com/karenblakeman

http://www.rba.co.uk/

http://www.linkedin.com/in/karenblakeman

Slides will be available on http://www.authorstream.com and http://www.slideshare.com/

This presentation is licensed under a Creative Commons Attribution 3.0 License

This handout is just a framework for the workshop

Topics will be covered in more detail according to responses to the pre-workshop questionnaire and to questions on the day

Ask questions throughout the session

Slides and further resources available at http://www.rba.co.uk/web2

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Terms and definitions not always helpful

Web 2.0, social media, social networking [how can networking NOT be social?], user generated content, collaborative tools etc........

Think about what you want to do – promote your services, find out what people want, talk to your users, carry out research?

Choose the tool to fit the task and the intended audience

“Conversational tools”Adventures in conversation - nurturing customer relationships and capturing impact through service culture change. Kay Grieves & Michelle Halpin, Library Services, University of Sunderland. Internet Librarian International 2012, 30th-31st October 2012

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Why embrace social media?

Many people expect organisations to be present and contactable on their favourite social media platform

Search engines incorporate and emphasise social media in search results

Increased use of social media for “search”

Need to be aware of questions, conversations and discussions in your area

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Gary's Social Media Count | PERSONALIZE MEDIA : http://www.personalizemedia.com/garys-social-media-count/

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Possibilities if you have significant resources

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BASF

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Social media is expensive in terms of...

Time taken to assess relevance

Time taken to identify where your audience lurks and participates

Time taken to learn how to use the tools

Time taken to set up

Time taken to monitor and maintain

Time taken to respond and interact

Time taken to measure impact

Time taken to reassess involvement

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“Social media requires 12 months of stalking”

Social Media’s Dirty Little Secrets– http://www.socialmediaexplorer.com/social-media-marketing/social-medias-dirty-l

ittle-secrets/

Where does your audience participate?TwitterFacebookLinkedInGoogle+BlogsFlickrYouTubeForumsPinterestSlideshare, authorSTREAM

Use search tools to look at past activity, similar organisations

Case studies at conferences, articles, Slideshare presentations

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Strategy

Strategy essential

Even if you already have an established social media presence allocate time to review your strategy

5 Tips for Avoiding Social Media Burnout– http://socialmediatoday.com/rachel-strella/1255821/5-tips-avoidi

ng-social-media-burnout

– Don’t try to be everywhere

– Manage your time on key channels

– Choose topics you want to cover

– Play to your strengths

– Step away for a while - a day or even just a few hours

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Don’t replicate web pages on Facebook – think about a different approach

Tell people where you are

Links to and from web pages

blogsnewslettersTwitterFacebookeverything!

Implement share icons if possible

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Legal issues

Check copyright of all the material that you use

Laws of defamation and libel apply so be ready to deal with and take down suspect content

Have an easy mechanism by which people can contact you if there is a problem with your content or a comment

Quick take-down procedure in case of problems with content

Moderate comments on your blog – you are responsible for the content of your blog even if it is hosted on Google’s Blogger

It is NOT true that if you do not moderate comments you are not legally liable

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Moderating comments & discussions

Blogs– Blogger has built in spam detection for comments but still need

moderate “non-spam”

– Wordpress - e.g. Akismet, moderate “non-spam”

– Look for links to suspect sites (online gambling, diets, medicines)

– Close comments after a period of time? (several weeks, months?)

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Negative comments

Can happen on most social media platforms

Are they genuine?– Click on Twitter name to see other tweets – same comment to

dozens of other people?

– Search on the user name

Response depends on the nature of the comment– bad experience using your service?

– general negativity?

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Search tools

Twitter - http://search.twitter.com/

Topsy – http://www.topsy.com/

Icerocket – http://www.icerocket.com/

Whos Talkin – http://whostalkin.com/

Google Blogsearch http://www.google.com/blogsearch

Search within the network itself – Flickr, Facebook, Google+, LinkedIn, Youtube etc.

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Facebook – Leeds Inventors

http://www.facebook.com/leedsinventorsgroup

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Informationszentrum Patente Stuttgart http://www.facebook.com/pages/Informationszentrum-Patente-Stuttgart/185203518176787

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Valor_PI http://www.facebook.com/ValorPI

Videos

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patentovat.skhttp://www.facebook.com/patentovat.sk

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Facebook business pages – Page Insights

http://www.facebook.com/HippytheHappyHippopotamus

Need 30 “likes” before you can see statistics

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Facebook business pages – Page Insights

http://www.facebook.com/HippytheHappyHippopotamus

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Facebook instead of a web page?

Great for events, campaigns, projects, raising awareness of products and services, opening times

No overheads of setting up and maintaining a web site

May work if part of your audience is on Facebook (but what about the rest?)

Still have to get people “liking” your page

Updates and news can get lost in their feed

Pages not picked up by Google very quickly and not highly ranked in searches

Still need somewhere else if you want an e-store

Can drive a surprising amount of traffic to your other sites

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Google+

http://plus.google.com/

Personal accounts and business pages

Follow people/pages and add to circles

Do not need permission to follow and add people to your circles

Share postings and information with selected circles or make totally public

Communities – “owned” and moderated by an individual or business

Google web search starting to emphasise Google+ pages in results

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Business & Patent Information Services

https://plus.google.com/u/0/115377073215408712604/posts

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Informationszentrum Patente Stuttgart - Google+ https://plus.google.com/107225859244582183514/posts

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https://plus.google.com/u/0/communities/115498379412971325591

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Google search results

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http://googleblog.blogspot.co.uk/2013/04/bringing-google-comments-to-blogger.html

PATENTU INFORMĀCIJA http://www.netvibes.com/patentu-biblioteka

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Netvibes.com

Pull together searches, news, tweets, RSS feeds, videos, photos

Can have multiple tabs (pages)

Use “widgets” to add content

Can change layout and arrangement

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Blogs

Blog postings picked up by search engines within seconds of being published

Quick and easy way to publish

Can be on Wordpress, Blogspot or hosted on own servers

Can be a major driver of traffic to website and pages on social media

Great way to promote services and provide information

Embed videos, slide presentations

Can be interactive by allowing comments (need to moderate)

People can follow blogs via RSS feeds or email

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Blogs generate link/Google juice

The Sixth Anniversary of the UK Web Focus Blog. UK Web Focus : http://ukwebfocus.wordpress.com/2012/11/01/the-sixth-anniversary-of-the-uk-web-focus-blog/ Interesting information on what drives traffic to the blog

“What does the evidence tell us about institutional repositories?” Brian Kelly, UKOLN University of Bath. Jenny Delasalle, University of Warwick. Presentation given at Internet Librarian International 2012 http://www.slideshare.net/jdelasalle/ili2012

Links on blogs main referrers of traffic to repositories

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http://ukwebfocus.wordpress.com/

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Business & Patent Information Services News

http://bapisleeds.blogspot.co.uk/

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Blogger/Blogspot statistics

Energy Balance – http://ergobalance.blogspot.com/

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Sitemeter http://www.sitemeter.com/

Add code to blog template or in a “widget”

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Videos

Educational, marketing, conference presentations, information on services, reporting on events

Youtube.com - may be blocked so also try vimeo.com

Check copyright of all material especially that you use in a video, especially music

Fill in all the “boxes” when you upload a video

Announce it to the world

Link to and/or embed video in your web page, blog, Facebook page, Google+ page

Monitor YouTube for what is being said about you

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British Library BIPC on YouTube

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Twitter

http://www.twitter.com/

140 character messages - tweets

Text, comments, news

Links to articles, videos, photos, presentations – URLs routinely shortened

Anyone can follow anyone else as long as the account is not “protected”

Can share or retweet (RT) other people’s tweets

Hashtags used to categorise or index a tweet, for example for conferences #patlib2013

Include username when commenting or replying to a tweet e.g. @EPOorg

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European Patent Office @EPOorg on Twitter

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@EPOorg Followers @EPOorg Following

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Slideshare – http://www.slideshare.net/authorSTREAM – http://www.authorSTREAM.com/

Share presentations

Can decide how people view the presentation and whether or not it can be downloaded

Can assign your preferred copyright license

Link to presentations or embed on websites and blogs

authorSTREAM better at keeping original formatting, animations and transitions

Limited statistics for free

Subscription account for customisation options and more detailed statistics

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Presentations

Once uploaded to the presentation sharing site tell the world about it!

Get the embed code so that you can display it within your web page/ blog or use the “widgets” in Facebook and LinkedIn to automatically display it

Tweet it

Blog it

Put it on your Facebook page

Put it on your Google+ page

Monitor number of views, embeds, downloads.

Who has “favorited” it

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BIPC – Neil Infield

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Björn Jürgens, Analyst | SlideShare http://www.slideshare.net/bjurgens

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Free Slideshare statistics – Karen Blakeman

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Slideshare emailed “Performance Summary”

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authorSTREAM statistics – Pro account

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Presentations

What about older presentations?

“Retire” them or leave them up?

Depends on content– can be useful historical information

– indicate in the description that it is older archival material

– “Archive” banner across title slide?

– but slides detailing services no longer available, old opening times etc. should be removed

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Flickr

http://www.flickr.com/

Put photos of events, significant “happenings”, celebrations on Flickr

– decide on default copyright license – consider Creative Commons

– give your photos meaningful titles and fill in as many “boxes” as possible (tags, description, map location) so that they can be easily found

– organise them into sets

Embed photos in your web site, blog, Facebook page, Google+ etc

Be careful about being too commercial or you’ll be blocked – talk to Flickr about guidelines and what is acceptable if you’re worried

Flickr Pro account ($24.95/yr) gives you unlimited uploads and sets, and statistics

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Flickr

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Flickr statistics – Karen Blakeman Pro account

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LinkedIn – http://www.linkedin.com/

Primarily for individuals

Promote skills and expertise

“Connections” have to be accepted by the person you want to link to

Settings can be used to specify type of acceptable communications, for example invitations to apply for a job

Company pages

Groups for discussions – can be open or private

Subscription account needed to see even most basic statistics

Several levels of subscription

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European Patent Office http://www.linkedin.com/company/european-patent-office

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LinkedIn groups

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Other

XING - The professional network – http://www.xing.com/

draugiem.lv – http://www.draugiem.lv/

Researchgate– https://www.researchgate.net/

ORCID– http://orcid.org/

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https://www.researchgate.net/profile/Brian_Kelly/

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Profile photos, backgrounds, “cover” photos

Size and format of images for profile photos, background images, “cover” photos are different for all of the social media and professional networks

Cover Photo Guidelines on Facebook, Google+, Twitter, & LinkedIn

– http://courtneyengle.com/2013/03/26/cover-photo-guidelines-on-facebook-google-twitter-linkedin/

Complete Image Size Chart For Facebook, Twitter, Pinterest, YouTube & Other Social Networks

– http://www.hypebot.com/hypebot/2012/12/complete-image-size-chart-for-facebook-twitter-pinterest-youtube-other-social-networks.html

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Ever decreasing circles? Draw a map!

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Photo: http://www.flickr.com/photos/rbainfo/5633975305/

Posting to multiple networks

Think carefully before automatically sending tweets, blog headlines, Slideshare, Flickr content etc. using automated tools

– may not be relevant or appropriate

– different audience

– longer posts in Facebook and Google+ compared with Twitter

– Twitter shorthand (hashtags, abbreviations) can confuse people on other networks

– You can end up going round in circles – where is everything going?

– It can look lazy

Twitter, Facebook and LinkedIn are controlling and restricting how and if tools can cross-post

Means more time needed to post and check accounts

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Updating your Facebook status

Via an external service e.g. Tweetdeck

Directly in Facebook

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Follow, add to circles, connect, Like, +1,

retweet, share

Comment

Respond

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Must monitor what is happening in your timeline, twitterstream, comments etc especially for replies, questions and direct messages

Must be ready to reply, comment and say thank you

Respond to negative comments or criticism

Check that your blog or Twitter account has not been hacked

If you don’t have time then rethink your strategy

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ROI?

Return on investment impossible to measure accurately

Most tools are free - your time is going to be the biggest expense

Statistics measuring “hits”, views, downloads etc available for some social media but not comprehensive or always reliable

Measuring “sentiment”- positive, negative, neutral comments – prone to error and unreliable (even priced services)

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ROI?

Monitor the impact your social media strategy is having

– more visitors to your web site, blog, online store?

– increased use of services?

– increased sales?

– more productive discussions with users and customers?

– increased mentions in the press?

– greater awareness of you, your services and products?

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Next steps

1. Have a strategy – audit existing use and/or plan new projects, see what others in your sector are doing, share expertise

2. Assess different audiences on different platforms and how content needs to be tailored to those audiences. Should you be using them all?

3. Awareness of the legal issues - you do not have to be an expert but be aware of the essential points

4. Monitor and regularly reassess progress

5. Be ruthless, be prepared to fail and drop “stuff” that does not work

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Thank you

Please feel free to like, share, tweet, +1 !

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