like, tweet, pin: a guide to growing your library’s social ...€¦ · average increase of 2...
TRANSCRIPT
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Like, Tweet, Pin: A Guide to Growing Your Library’s Social Media Presence
ACLA 2018 Conference
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Presenter
Dawn Behrend
Lenoir-Rhyne University
Instruction and Reference Librarian
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What is Social Media?
Websites and applications that enable users to create and
share content or to participate in social networking.
Oxford English Dictionary
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Who Uses Social Media?❖ Younger adults have the highest use of social media (88% of 18- to
29-year-olds)
❖ The majority of Americans ages 18 to 64 use social media.
❖ The lowest use is by older adults age 65 and older (37%)
http://www.pewinternet.org/2018/03/01/social-media-use-in-2018/
Image: https://hop-online.com/blog/startups-user-acquisition-through-social-media/
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What Social Media is Being Used?❖ Facebook is used by the majority of Americans
❖ Pinterest is most popular with women
❖ Instagram and Twitter are used more by younger adults
❖ The median American uses 3 out of 8 social media platforms
http://www.pewinternet.org/2018/03/01/social-media-use-in-2018/
Image: https://hop-online.com/blog/startups-user-acquisition-through-social-media/
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Why Use Social Media?
❖ Marketing
❖ Outreach/Engagement
❖ Information literacy
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General Guidelines❖ Responsibility
❖ Add value with relevant content
❖ Give credit
❖ Collaborate with other campus/community entities to cross-
promote
❖ Avoid tagging
❖ Use a consistent hashtag for branding
❖ Assessment
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Communication
❖ Respond quickly to comments/questions
❖ Use a conversational, respectful tone
❖ Elicit engagement
❖ Be positive and upbeat
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Privacy
❖ Verbal consent
❖ Release form
❖ FERPA
❖ NAIA Regulations
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Social Media Policy
❖ Purpose
❖ Prohibitions
❖ Operation
❖ Guidelines for each platform used
❖ Assessment
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Social Media Platforms at LRU
❖ Facebook: Carl A. Rudisill Library
❖ Twitter: @LRLibrary
❖ Instagram: @LRLibrary
❖ Pinterest: Rudisill Library
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Facebook❖ Post 2 to 5 times weekly, no more than 2X/day
❖ Use page type “Local Business/Place”
❖ Reply to all comments
❖ Create an event
❖ Schedule posts ahead of time
❖ Use photos and videos
❖ Videos: max of 1.75 GB and 45 minutes
Image: https://www.mnn.com/family/pets/stories/meet-the-cats-that-rule-facebook
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Facebook-Assessment
❖ Insights
❖ Export Data:
- Page data: lifetime likes
- Post data: average post reach
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Facebook-What We Did❖ Featuring SLAs
❖ Posts about library staff
❖ Changes to hours
❖ Videos
❖ Giveaways during special events
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Facebook-How We’re Doing❖ Average increase of 2 likes per month
❖ Average post reach = 81
❖ 4th highest in NC for Like % Increase
https://libres.uncg.edu/ir/wcu/f/Ellern_They_2018.pdf
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Twitter❖ Post several times weekly
❖ Follow other libraries, campus centers, etc.
❖ Use hashtags: #BearsBooks
❖ Retweet relevant content
❖ Informational
❖ You can post images and videos
❖ Videos max of 2 min, 20 sec
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Twitter-Assessment
❖ Analytics
- # tweets
- Top tweet
- Impressions
- # of followers
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Twitter-What We Did
❖ Literary quotes (#LitearyInsults)
❖ Information: hours, events
❖ More videos and images
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Twitter-How We’re Doing❖ Average increase of 2 new followers per month
❖ Average of 7 tweets per month
❖ Last two months-videos were the top tweets
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Instagram❖ Photos and short videos (max of 1 minute)
❖ Comment briefly on postings
❖ Use hashtags
❖ “Human” side of the library
image:http://www.dailymail.co.uk/femail/article-2335343/Meet-Tuna-Chihuahua-Dachshund-mix-melted-hearts-375-000-Instagram-
followers-line-merchandise.html
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Instagram-Assessment
❖ Posts
❖ Followers
❖ # of hearts
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Instagram-What We Did
❖ Revamped use in September 2017 after over a year of
no activity
❖ Began to use videos
❖ Feature SLAs, library staff
❖ Library events
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Instagram-How We’re Doing❖ Average increase of 4 new followers per month
❖ Average of 2 posts per month
❖ Video posted in February was most popular post ever
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Pinterest❖ Photos with text or link
❖ Create boards to organize subjects
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Pinterest-Assessment
❖ Analytics
- # followers
- # public boards
- Top pin impressions
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Pinterest-What We Did
❖ Created a virtual board of a library display
❖ New bestsellers
❖ Read the movie
❖ Visiting Writers series
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Pinterest-How We’re Doing❖ Average increase of 2 new followers per month
❖ 672 pins
❖ 736 monthly viewers
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Student Workers❖ Student perspective, young adult demographic
❖ Have new hires spend time reviewing past posts
❖ Avoid over editing their posts--keep their voice
❖ Work ahead to schedule postings
❖ Flexible scheduling
❖ Transition to employment after graduation
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Q & A
Image: http://wikiclipart.com/question-mark-clipart_3781/
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