building a social media presence for special libraries

Michelle Kraft MLS, AHIPSenior Medical Librarian

Cleveland Clinic Alumni Library

Create a PlanGoals

Why blog, tweet, Facebook, etc.Metrics and measure success

LogisticsUpdatesWho?

Know your institution/audience

Institution & AudienceSpecial libraries are

differentInstitutional rulesPlatforms, standardsAccess issues

Patrons are differentUsage Professional

hesitancyWork/life balance

BrandingA brand is a promise delivered. It is your

reputation and your legacy. Branding is the practice of producing trust and is at the heart of all marketing endeavors. When we market our services or organization, we do so with a promise to meet or exceed the expectations of the audience who must find us relevant.

-Linda Citroen, LIDA360

Online PresenceYour online presence impacts your brand

How do you want to be knownControl the messageMonitor “your” feeds

Tweetdeck/Hootsuite, Googling, Analytics

Lockdown, Avoid, or Alter EgoFacebook, Instagram, Twitter

Choosing a PersonaAre you the library

Official voice Others can

participateAre you the librarian

Official voiceJust you

Are you a librarianNot the official voiceDisclaimers?

What’s in a NameWhat do you want to conveyMemorableShortishKeep it consistent

http://namechk.com

“What's in a name? that which we call a roseBy any other name would smell as sweet.”― William Shakespeare, Romeo and Juliet

Specials in Social Media

Specials in Social Media

Specials in Social Media

Social CapitalSimilar to having credibility

Provide value, promote other contentEarned over time

Reputation does not equal social capitalMay gain followers based on reputation but

they won’t stayWhat’s in it for them? -Engagement

Follow, RT, share, or like items of interest to your patrons

Engagement in SpecialsSubscribe to feeds important to your patrons

and share themCEO’s state of the companyTrade journals, organizations, associationsLegal issues, trade news/trends, grants

Encourage FeedbackSolicit comments on feeds

Tamiflu new snake oil?Have policy, try for anonymous

Evaluate & AdjustMonitor your brand

RTs, Likes, Shares, Google Analytics, etc.Feedback

Analyze successful posts, duplicate?Posting strategies

Shedule, topics, popular feedsRemain on top of institutional issues

Different from PR/Marketing armChanges in IntRAnet to IntERnet or

private/public

Evaluate

Final ThoughtsAsk other librarians

Your discipline Outside librarians helpful too

Librarian’s Nitty Gritty Guide to Social MediaKNOW THY PATRON

Questions? Contact me @krafty