May 2, 2013

Julie Theado, Social Media ManagerColumbus Metropolitan Library

@columbuslibrary

Developing Your Social Media Strategy

Social media

Why social media• Build relationships with customers and media.• Reputation brand management.• Create consistent message.• Immediate results. • Find what interests your customers through measurement.

Why we did it• Social media is one area of our overall plan. It’s part of the bigger picture and works together with other communications tools.

• Every year we develop a social media plan based on CML’s strategic plan.

Strategic Plan We are driven by our strategic plan, with customer-focused strategies to meet our customers’ rapidly evolving needs.

Our Purpose

Our social media strategy• 2010: Sharing our value message. Levy year.

• 2011: Focusing on our collection, eReaders and positioning us as industry leaders.

• 2012: Reader’s advisory, exceeding customers expectations, measurement and new website.

• 2013: Reading, engaging customers, Robin Reads

Basic social media strategy • Social media policy. • Listen.• Engage if/when it makes sense. • Adjust – if it’s not working – stop.• Start by using a few tools really well – Facebook, YouTube and Twitter.• Monitor and measure.

Rules of engagement• 70-20-10.• It’s about customers.• Always monitor and respond. • Know when to stop responding.• Not every comment deserves a response.• Keep your emotions in check.

Creating your online personality• Don’t differ from your brand – tie back to strategic plan.• Share information that’s interesting to customers – not self-serving.• Friendly, human interactions – yet professional. • Like other community pages or businesses. Respond on their pages.

Cuyahoga County Public Library

Public Library of Cincinnati and Hamilton Co.

New York Public Library

What we do in social media• Facebook• Twitter• Bloggers • YouTube• Pinterest

Facebook

• Develop editorial calendar.

• Facebook Chats. • Historic Photo Fridays.

• What are you reading Monday.

Robin Reads

Twitter

• Part of conversation.

• CML_RobinReads.

• Positioning as industry leader.

• Know audience. FB and Twitter followers aren’t always the same.

Blogger relations

YouTube

• Share your story.

• Post videos on other social media formats.

• Upload views = 73,000

Pinterest

Results

May-09

January-10

2011

Today

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Facebook Likes

January-09

January-10

2011

Today

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Twitter Followers

What’s next • Instagram.• Google+.• LinkedIn.• Social media from destination to driver. • More measurement and analytics.

QUESTIONS?