engaging communities through social media

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Engaging Communities Through Social Media Sarah Coleman Jefferson County Public Library [email protected] g

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You’ve created a Facebook account, sent a Tweet and pinned a few items to Pinterest. Now what? To engage your community, you’ll need a social media strategy, and a philosophy of engagement that wins the hearts and minds of your followers. This session assumes familiarity with social media sites Facebook, Twitter and Pinterest.

TRANSCRIPT

Page 1: Engaging communities through social media

Engaging Communities Through Social Media

Sarah ColemanJefferson County Public Library

[email protected]

Page 2: Engaging communities through social media

Presentation Outline

Philosophy of Community EngagementSocial Media StrategyTacticsQuestions?

Philosophy

Strategy

Tactics

Page 3: Engaging communities through social media

Philosophy of Community Engagement

Goal: Create emotionally invested followers for your organization or cause.

Image credit: http://blog.kromamarketing.com/blog/2012/10/15/emotional-investment-emotional-capital/

Page 4: Engaging communities through social media

Philosophy of Community Engagement

Create a space for followers to interact with each other, and you

Deliver content that has value to your followers; put yourself in their shoes

Ask your followers what they wantDo not talk ‘like a brand’ with followers, give your

organization a human voiceNO overt advertising/marketing

Page 5: Engaging communities through social media

Community Engagement Example: Sharpie’s Website

Page 6: Engaging communities through social media

Community Engagement Example: Sharpie’s Instagram

Page 7: Engaging communities through social media

Social Media Strategy

Who will manage social media accounts?

How many times a week will you post?

I don’t have time for multiple social media accounts! Scheduling posts with HootSuite

Time to answer comments/interact?

Page 8: Engaging communities through social media

Strategy: Planning Your Social Media Content

Dynamic vs. Pre-Planned Content

The Power of the ImageUsing HumorRe-Posting Content From Friends’ Feeds

Examples of Pre-Planned Topics Examples of Dynamic Topics

Holidays (Thanksgiving, Christmas, etc.)

Local festivals and events Library programs Library Friends’ Book Sales E-books for Beginners

Book-of-the-day Response posts for trending topics

on Google New book and movie release

information Sharing content from friends’

accounts

Page 9: Engaging communities through social media

Strategy: Measuring Responses To Posted Content

Facebook Insights

Learn to Use Facebook Insights: http://goo.gl/DGtDN

Page 10: Engaging communities through social media

Strategy: Measuring Responses To Posted Content

Pinterest Analytics

Learn to Use Pinterest Analytics: http://goo.gl/P857r

Page 11: Engaging communities through social media

Strategy: Maintaining a Two-Way Conversation

Dealing with complaints, negativity

Answer followers in a timely fashion

Images via: http://www.pamorama.net/2013/06/09/7-types-of-social-media-fans-how-to-connect-infographic/#more-7906

Page 12: Engaging communities through social media

Tactics: A Picture Is Worth A Thousand Words

Page 13: Engaging communities through social media

Tactics: Humor

Page 14: Engaging communities through social media

Tactics: Infographic

Page 15: Engaging communities through social media

Tactics: Get Them Involved

Page 16: Engaging communities through social media

Tactics: Deal With Public Criticism

Page 17: Engaging communities through social media

Tactics: Don’t Feed The Trolls

Page 18: Engaging communities through social media

Tactics: Great Tweets

Page 19: Engaging communities through social media

Tactics: Perfect Pins

Page 20: Engaging communities through social media

Questions?