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A Social Media Workshop
Melissa McLimans, Digital Services Librarian, UW Digital Collections CenterEmily Passey, Assistant Director, Shorewood Public Library
Vicki Tobias, Images & Media Archivist, UW-Madison Archives
WiLSWorld 2015
Workshop Timeline1:30-1:35 - Welcome and housekeeping1:35-1:45 - #tweetyoself20151:45-2:05 - Why "do social media"?2:05-2:35 - Audience: the Who, Where, What & How2:35-3:00 - The Power of Partnership3:00-3:15 - Break (Thanks to Recorded Books!)3:15-3:45 - Social Media Strategy: a Recipe for Success3:45-4:15 - Get Interactive!4:15-4:30 - Wrap up and adjourn
Tweet Yo’self 2015! (10 mins)Write a tweet introducing yourself140 characters, use workshop hashtag (#tweetyoself2015) and be creativeThink about voice, audience and messageExamples:
● @VickiTobias: dogs wine genealogy @UWMadArchives #IShouldHaveWornAHat● @HillaryClinton: Wife, mom, grandma, women+kids advocate, FLOTUS, Senator,
hair icon, pantsuit aficionado.● @judyblume: Are you there, Twitter? It’s me.● @melissamclimans: Helping you avoid getting your work done by sharing old
photos & pop culture references via @uwdigicollec and @uwmadlibraries for 5+ years
● @emiLybrarian: @LawrenceUni & @Illinois_Alma #gslis alum greyhound mom sings in the car, assists in directing a library. #OhCanada #Packersfan #WI #MN #IL
Why “Do Social Media”?
And why not.
Why “Do Social Media”?
Community EngagementWe do this in real life (IRL) - it must continue to
the virtual world!
Why “Do Social Media”?
PromotionIf the online world is not part of your promotional strategy, you better hope your patrons don’t live
online.
Why “Do Social Media”?
AdvocacyMake people who Like and Follow you online, like
and follow you in real life.
Why NOT “Do Social Media”?1. Evaluate your goals.
a. Is social media the right appropriate method to reach those objectives?
b. Audience, message, voicec. Do you have the capacity to do it well?d. Think about staff, time, IT supporte. Building the audience and sustaining the
effort
Why NOT “Do Social Media”?2. Evaluate social media platforma. Choose platform to fit goals
and communication needsb. You don’t need to be on or use
ALL platforms for all communication work
c. Free vs. fee?d. Try a platform but be
comfortable leaving it if it doesn’t work for you
e. Experiment with new platforms
Why NOT “Do Social Media”?3. Other thoughts
a. Social media is 24/7 - are you? You don’t have to be but what is the expectation from your audience?
b. Redundancyc. ROI d. Accountability and expectations
Audience: the Who, Where, What & How
Who’s on what? Facebook71% of internet users are on FB
Broad usage (ahh, but what does use mean?) regardless of race, education, income or location
Important statistical changes from 2013-2014? People 65+ jumped 11 % in use
“Facebook is something we all got in middle school because it was cool but now is seen as an awkward family dinner party we can't really leave.”
Andrew Mann. “A Teenager’s View on Social Media.” https://medium.com/backchannel/a-teenagers-view-on-social-media-1df945c09ac6
Who’s on what? Twitter
23% of internet users are on TwitterFairly youthful group
Important statistical changes from 2013-2014? College graduates went from 18% use rate to 30%
Who’s on what? Instagram26% of internet users are posting pics
Dominated by kids (18-29 years olds)
Important statistical changes from 2013-2014? Instagram saw a 9% increase in use in one year.
What platform for what content?
FacebookImages, room for text, linkable
TwitterImages/video, GIFs, hashtags, reference accountsAvoid abbreviations, acronyms, check hashtags
Instagram Images, filters, easily repurposed
Tumblr: Images, text/story-telling, freedom of content Denny’s
1. Create a user profile for primary audience (K-12 or college student, genealogist, community member, etc.)
2. “Market research” - user survey at your organization
3. Use this profile to inform social media decisions● Age and background● Information sharing and seeking habits● Social media use - platforms, frequency, purpose● Relationship with your organization
Who is your audience?
Who is your audience?
USER PROFILE #1 - Sarah● 19● sophomore at UW-Madison● biology major, loves Badger hockey and running● instagram for photo sharing, Twitter for popular
culture and news, occasionally checks Facebook for events
● accesses via iPhone and laptop computer● studies at Steenbock library
Who is your audience?
USER PROFILE #2 - Bill● 62● retired high school teacher, genealogist● researching family history in Wisconsin● Facebook for sharing photos from family events
and research trips● accesses via desktop and laptop computer● visits library in winter months, attends
workshops
Activity - Who is your audience?
Identify your organization’s audience for Facebook and Twitter:
1. Who is your audience for each platform?2. List 1-2 primary users for each.3. What information are they expecting from
you on each platform? How often?
Share back with group.
Reaching your AudienceHow do you say what you want to say to the people who need to hear it?
Find your voice! It…● Should align with your mission/organizational
purpose● Should create a positive, appropriate perception of
your organization● Is written: voice includes language, grammar - even
punctuation● Should be consistent among multiple staff sharing
responsibility for work● Should provoke curiosity and engagement!
Business to business
Community-oriented
Hyper social
Professional/Trade
Activity - Find your Voice
Compose a tweet to your identified audience using the voice you think works.
Formal vs. informalInformational vs. celebrationalPersonal vs. professional
The Power of Partnership
Partnering -- UWDC
Partnering -- UWMadLibraries
Partnered with people throughout Madison and UW campus.
Asked for Twitter handles from participants…and used them!
Results:
New Twitter followers - 129
New Facebook followers - 20
Likes and shares way up.
Best engagement numbers. Ever.
Activity - Partner for a Purpose
For the scenario you choose, answer:● Who might you partner with to help you
reach your target audience?● What would that partnership look like (how
does it benefit you, and them)?● What are your goals for that partnership?
Service Scenarios1) Your library is getting ready to launch a
technology “petting zoo” or lab. People in your community can come to the library and try out (with librarians to assist) any number of new technologies.
2) Your library is now the only place people in your community can get paper tax forms, and access to digital forms.
Event Scenarios1) The UW College of Agriculture and Life
Sciences is celebrating its 125th anniversary. The archives would like to leverage this event to share materials of historic significance.
2) Your public library is hosting a series of guests to raise awareness of diabetes prevention and management. These guests include one physician, one nutritionist, and a fitness instructor from the YMCA.
Collection Scenarios1) The archives just acquired a collection of
historic film documenting the UW Dance department.
2) Your library has just built a new collection of Spanish-language adult fiction and nonfiction.
Social Media Strategy: Recipe for Success
Creating a StrategyStrategy = a recipe. (For success, hopefully)● You determine how strictly you will follow it!● It evolves over time - it does not start out perfectly.
Best practices - the key ingredients in your strategy:● Content & container● Timing● Measurements
Creating a StrategyContent & Container:● Pick your platforms● Use the right content and leverage the “social” aspect:
including what makes the platform perform (hashtags, tagging, likes, shares)
● Keep it consistent with your voice, for your audience● Keep content fresh
Creating a StrategyTiming:● When to post where● Scheduling: Hootsuite, Tweetdeck, etc. for managing
campaignMeasurement:● Collect & use data effectively to tweak the recipe
Data Analysis
You can do this too! http://www.davidleeking.com/2014/08/26/analytics-for-social-media-summary-2/
Data Analysis
Editorial CalendarA planning document that gives you (and your team) a central plan. It can be as detailed or as simple as you want.
That’s it. Seriously.
UW Madison Libraries Editorial
UWDC Editorial
Activity - Editorial Calendar
Activity: create draft calendar for a week.● List events/services/people/milestones/successes that you want
to highlight or promote
● What tools will you use to promote?
● When will you use it? Before event, during, after?
● Who is doing it…have a name attached if necessary.
Creating an Interactive Social Media Campaign
Go beyond targeted, strategic passive posting – demand a response with an interactive campaign!
Interactive Social Media Campaigns
● Twitter contest for Constitution Day (225th anniversary) - Storify: https://storify.com/USNatArchives/constitution-225-tweet-the-preamble?utm_source=embed_header
● Madison Public's readers' advisory
● Shorewood Public Library’s trivia
● Lester Public Library’s (Two Rivers, WI) fine forgiveness contest
Packers Trivia
Activity - Interactive Campaign
What kind of interactive campaign could you offer/have you offered?
- Shout out interactive ideas that get your community responding to and engaging with your posts/tweets/etc.
- Who is the audience? What tone do you use? How often do you contribute content to this campaign?
Wrap UpQ & A
Final thoughts?
Find us if you have questions - we’re here to help!
Drop us a lineMelissa McLimans, UW Digital Collections Center,
Emily Passey, Shorewood Public Library,[email protected]
Vicki Tobias, UW-Madison Archives, [email protected]
Thank you!
