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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.
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Engaging Communities Through Social Media
Sarah ColemanJefferson County Public Library
sarah.coleman@jeffcolibrary.org
Presentation Outline
Philosophy of Community EngagementSocial Media StrategyTacticsQuestions?
Philosophy
Strategy
Tactics
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/
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
Community Engagement Example: Sharpie’s Website
Community Engagement Example: Sharpie’s Instagram
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?
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
Strategy: Measuring Responses To Posted Content
Facebook Insights
Learn to Use Facebook Insights: http://goo.gl/DGtDN
Strategy: Measuring Responses To Posted Content
Pinterest Analytics
Learn to Use Pinterest Analytics: http://goo.gl/P857r
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
Tactics: A Picture Is Worth A Thousand Words
Tactics: Humor
Tactics: Infographic
Tactics: Get Them Involved
Tactics: Deal With Public Criticism
Tactics: Don’t Feed The Trolls
Tactics: Great Tweets
Tactics: Perfect Pins
Questions?
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