Outreach in 140 characters
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A workshop presentation given at the annual conference of the Academic & Special Libraries Section, Library Association of Ireland "Smashing Stereotypes: Librarians get Loud!" Karolina Badzmierowska & Prof Susan Schreibman 12 February 2016 Dublin http://www.aslibraries.com/#!asl2016-programme-/nlr8m
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Outreach in 140 characters
- 1. Academic & Special Libraries Section Annual Conference 2016 12 February 2016 Karolina Badzmierowska, Prof Susan Schreibman
- 2. Goal and Vision The Letters of 1916 project is the first public humanities project in Ireland. It is creating a crowd-sourced digital collection of letters written around the time of the Easter Rising (1 November 1915 – 31 October 1916). This online collection, co-created by cultural institutions and the public is adding a new perspective to the events of the period of the Rising, a confidential and intimate glimpse into early 20th Century life in Ireland, as well as how Irish politics was viewed internationally. Letters are on a range of topics, including the Easter Rising, literature and art, the Great War, politics, business, official documents of government, and ordinary life. Through these letters we are bringing to life the written words, the last words, the unspoken words, and the forgotten words. Speak to us later about collaborating
- 3. TEAM Susan Schreibman - Project Director and Editor in Chief Karolina Badzmierowska - Researcher Roman Bleier - Researcher Emma Clarke - Researcher Vinayak Das Gupta - Researcher Richard Hadden - Researcher Hannah Healy - Researcher Shane McGarry - Software Engineer Neale Rooney - Researcher Linda Spinazzè - Researcher
- 4. LETTERS OF 1916 in numbers Allen Library | American Irish Historical Society | Cloyne Diocesan Archives | Conradh na Gaeilge | Cork City and County Archives | Cork Public Museum | Irish Capuchin Provincial Archives | Limerick Diocesan Archives | Irish Jesuit Archives | Maynooth University Library | Medical Missionaries of Mary | Military Archives of Ireland | New York Public Library | National Archives of Ireland | National Library of Ireland | National Museum of Ireland | Public Record Office of Northern Ireland | St. Patrick’s College Maynooth | The National Archives, UK | Trinity College Dublin | University College Cork | University College Dublin | Waterford County Archive 23 collaborating institutions Launched: 27 September 2013 Correspondence documents uploaded: 2312 Uploaded items from 45 private collections and 23 collaborating institutions Registered users: 1270 Transcribed characters: 2570498
- 6. OUTREACH Private Collections Featured profiles and posts Progress update Upload events SFI DISCOVER Community Engagement events Teacher’s Workshop Talks & lectures and SOCIAL MEDIA Twitter, Facebook, Storify
- 7. Letters of 1916 project on Twitter: September 2013 = 0 followers September 2014 = 1170 followers (+1170 in the first year) September 2015 = 3476 followers (+2306 in the second year) February 2016 = 4134 followers (+658 in 5 months)
- 8. different strategies different messages different impact • general public • research community • education communities • media outlets • cultural institutions • other DIFFERENT AUDIENCES
- 9. GENERAL PUBLIC • engage: re-tweet, tweet back, like, respond to DM • be careful about ‘trolling’ – take action! • one of the best and FREE marketing ‘tools’: WORD OF MOUTH • great way to network & brainstorm • hugely rewarding
- 10. RESEARCH COMMUNITY • identify and connect with ‘the best matches’, e.g. universities, departments, conferences, publications, scholars • use relevant hashtags, e.g. #CONF, #CFP • share your research and acknowledge your researchers • great potential for future collaborations (and recruitment!)
- 11. EDUCATION COMMUNITY • to educate through engagement vs. to engage with educators • use relevant hashtags, e.g. #EDUCHATIE, #EDUCHAT, #EDUCATION, #TEACH1916 • great potential for future collaborations
- 12. MEDIA OUTLETS • identify and follow all relevant media platforms (local/national/international) • make it easy to share your content, e.g. links, images, complete information • use relevant hashtags, also mainstream ones e.g. #IRELAND, #DUBLIN, #NEWS • get attention from the media – get your news out there
- 13. CULTURAL INSTITUTIONS • make ‘friends’ • acknowledge collaborations, link to relevant content, #FF – be part of the community • use relevant hashtags, e.g. #LIBRARIES, #LIBRARIANS, #asl2016 • have fun, e.g. #LIBRARYLIFE, #LIBRARYSELFIE, #LIBRARIANPROBLEMS • great potential for future collaborations
- 14. What to tweet? • general public, e.g. engaging, interesting • research community, e.g. conferences, publications • education communities, e.g. resources, workshops • media outlets, e.g. news, events, milestones • cultural institutions, e.g. common topics, support and more…
- 15. What to tweet? • links to new blog posts, news, updates, events • links to your resources and collections to discover • images – very important! • light-hearted commentary on trending events • reminders about events, CFP, conferences • relevant acknowledgements • recommendations • ‘memory lane’ type; anniversaries and more…
- 16. What to tweet? • #OnThisDay – a way to share items from your collections from specific days • #AskLetters1916 – Twitter chat; a monitored chat on Twitter for anyone to join in • Tell people you are on Facebook, YouTube, Soundcloud, Linkedin, etc. • Ask for feedback: #Ilovelibraries because… • #Caturday – Saturday for cat lovers:-)
- 17. What NOT to tweet? • anything your institution and your boss wouldn’t be happy about (!) • inappropriate & incorrect content • copyrighted images • personal content; sensitive data • judgmental, controversial, political, religious commentary and more…
- 18. When to tweet? • audience specific - mornings, evenings, lunch breaks, weekends; • event specific – in advance / during / after the event • time zones - important for reaching audiences abroad Schedule tweets: Hootsuite, Tweetdeck Engage outside 9-5 if necessary
- 19. How to tweet? • 140 characters • link = 23 characters • shorten the links: Bitly, Google URL Shortener • save space, e.g. 20/2 or 20 Feb instead of 20 February J.Doe instead of John Doe 10am instead of 10.00am Info: instead of Click here for information CFP instead of Call for Papers
- 20. How to tweet? • use Twitter handle instead of a full name when mentioning an account in a tweet, e.g. @letters1916 instead of The Letters of 1916 Project @NLIreland instead of The National Library of Ireland
- 21. Tweet after-life? • use Storify to tell a story made of tweets • keep record of ‘important tweets’ • get statistics What for? • refer to in any outreach related material, e.g. event report, grant proposal • share your Storify on Twitter and acknowledge tweets from others • learn from your statistics
- 22. THANK YOU
- 23. 75 Of The Coolest Librarians To Follow On Twitter Libraries on Twitter Top Twitter Hashtags for Librarians Michelle Dalton, "What Would I Tweet?": Exploring New Professionals’, 2013, Journal of Library Innovation, 4 (2): 101-110 Twitter basics Twitter Basics: 5 Simple Steps to Get You Started Find out more: Basics & Support:
- 24. HOME - my feed NOTIFICATIONS who is tweeting / re-tweeting / liking my tweets? MESSAGES – Direct Messages (“DM”) SEARCH TWITTER for words, users, hashtags (#) YOU TWEET!
- 25. YOUR tweets & replies PROFILE PHOTO recommended dimensions are 400x400 pixels HEADER PHOTO recommended dimensions are 1500x500 pixels EDIT PROFILE
- 26. Location Your Website Date joined Your name Your Twitter handle Your Bio maximum 160 characters Your tweets Who you follow Who follows you Tweets you like Lists
- 27. A. Develop an action plan to encourage new users to come to the Library for events, training, etc. This can be your general series or specific lectures, training. B. Develop a short action plan for a weekly activity to engage with the public on Twitter, e.g. #AskALibrarian, #LibraryAfterHours, #LibraryPeople, #MyLibraryMemory, etc. A. Develop a hashtag-based campaign to engage with the library/collection, 7 hashtags (one for each day of the week), e.g. #ManuscriptMonday, #FridayFind, etc B. Develop a short social media plan for an event around e.g., Easter Rising / St.Patrick's Day / Spring Each Twitter campaign should address the following: 1. vision and goals of campaign 2. frequency of tweets and retweets 3. linked and attached content 4. resources needed to carry out the campaign 5. target audience/s 6. how far in advance should the campaign start? how long should it last? (for ongoing campaigns how to avoid twitter exhaustion where your messages do not get noticed) 7. strategies for encouraging retweets and likes 8. hashtags to use to find new users/communities 9. develop at least five sample tweets for your campaign
Notas del editor
- Letters 1916 project was launched in September 2013. Its Twitter account was created a few days before the launch. After 1 year we had 1170 followers, the following year, 2015 – 3476 (almost 200% increase). In February 2016 we have 4134 followers (increase of almost 20% since September 2013). While the number of followers is still growing, it has slowed down in the past 5 months. Most of the people interested in the project, or in the Easter Rising topic, have followed us on Twitter in the first two years.
- It is important to identify your audiences. Most of cultural institutions, as well as digital projects and collections, target more than just one audience. They differ in size, character, even tone of communication. We reach to different audiences for different reasons, but these may overlap too.
- You should always respond to individuals on Twitter regardless if ‘relevant’ or not to your outreach goals. Engage & interact by re-tweeting and liking relevant tweets, tweet back, answer private messages via DM. Be careful with so-called ‘trolling’ – be polite, but take an action. Remember about your institution / project and its communication style and manners. If needed, block or report. General public is a great audience to spread the word, both good and bad. Keep that in mind. This audience might help you to discover new connections, work on new ideas, evaluate your some elements of your work. This audience is hugely rewarding – there is nothing better than a genuine support for your project from individuals.
- It’s important to know what research communities are the most relevant for your institution / project. Identify the some hashtags that are commonly used by this group. Share your research and acknowledge your researchers, this is not only a great way to get feedback, spread the work about your work, utilize your research, but it is also ‘a nice’ thing to do for your staff. The engagement with research communities might lead to collaborations in future – acknowledge the current ones too! You might find ‘the best fit’, potential new staff.
- Education is a broad community, so think who do you need/want to engage with? Teachers? Students? Summer schools? Courses? Identify and use relevant hashtags. Do you want others to use your material in education? Do you want to help educators to learn how to use your material? Do you want students to give you feedback about your resources? Think about those and other questions relevant to your institution / project. Also, this is another way that might help you to find collaborators in future.
- It’s important to know ‘your’ media and engage with them. Keep reminding the media about you. Make your news and content easily shareable: link to a full news piece / article / page / programme, add title / credit / copyright information to your pics, keep tweets short and informative. Look for commonly used hashtags in mainstream media, event specific hashtags, trending hashtags – as long as they are relevant! Get your news out there – journalists use Twitter a lot, you never know who is going to pick up your news item!
- Make friends with similar institutions / projects to yours. Twitter is more about support than unhealthy competitions. Share to be shared by others. Use #FF (Follow Friday) to get ‘the friends’ together! Use ‘industry’ specific hashtags. Create and spread the word about your hashtags. Have fun and get new followers and supporters. Show the ‘human’ side of your institution. Any cats in the collection? There are many hashtags that ‘unite’ institutions sharing the everyday joys and struggles (general public likes it a lot!). Another great way to foster collaborations.
- What to tweet? Whatever you think is worth sharing with the public and you can fit into 140 characters. There are some audience specific ‘favourites’, but they overlap a lot.
- It’s important to maintain the connection between all your online platforms (unless platform specific), e.g. website, Twitter, Facebook. The more you link between them the better (up to date, coherence, online traffic). Show off your resources and collections, give a ‘teaser’, but link to the full record. Images are very important, they always help your tweets to stand out in the feed. Participate in trending events, but keep is positive, polite, light-hearted, safe. Send reminders about dates and deadlines. Acknowledge any collaborators, participants, etc. currently working or those from the past too. Recommend relevant sources, articles, books, etc. Walk down ‘memory lane’ – tweet about anniversaries or milestone events from the past.
- Some other ideas for tweets.
- Some of the following are well known traps. Think twice before tweeting – think about your boss, the reputation of the institution and ask yourself is this is ok to tweet. If you have any doubts – do not tweet! Make sure your information is correct and appropriate, double check dates and spelling, especially names. Copyrighted images – this might cost you/your employer money. Use images that you know are safe to use, don’t take the risk. Unless there is a bot (Internet/Web robot), there is always a human, or a few, behind each Twitter account. Be careful about any personal content and sensitive data. Avoid tweeting / taking part in discussions that might involve bad language, judgmental or any inappropriate comments, any controversial political or religious arguments, and so on. Stay neutral and make sure whatever you tweet represents you institution /project in 100%.
- Depending on the statistics you look at, the best and worst times to tweet vary. In general don’t tweet all your tweets for the day in one go; the usual times when people mostly use social media are outside working hours (commuting, lunch breaks, evenings, etc.). But there is no rule to that, so try and see what works the best for you. If case of events – tweet about is as soon as you have it confirmed, remind every now and then, tweet during the event (and encourage to tweet by providing wifi and a hashtag), also follow up after the event. Schedule tweets using Hootsuite or Tweetdeck, but monitor notifications regularly. Although most of us work 9-5pm, Twitter operates 24/7. The use of Twitter outside working hours should be agreed in-house. Most of the time, you can wait with reply til the morning the next day, but on rare occasions you might need to respond to a tweet in the evening for example, outside working hours.
- So how to outreach in 140 characters? Every character matters, so choose wisely. Shorten the links – they will take the same number of characters, but will look better. Shorten dates, times, names for examples.
- If a person / project / institution is on Twitter – use their Twitter handle instead of the full name
- Create a Storify account and use it to aggregate tweets into ‘stories’. You can also add links to websites, images, Facebook posts, blog posts, etc. Storify is usually used to create a story, a kind of a recording of Social Media activity related to en event, topic. Keep record of ‘important tweets’, ideally links, optionally also screenshots, for re-use in future. Get statistics and learn from them. What worked, what didn’t?
- The tab on the top of the page includes the following options / sections: HOME – will bring you to your main feed NOTIFICATIONS – about any Twitter activity that involves you (e.g. someone mentions your Twitter account/profile/handle) or your tweets (e.g. someone tweets you, re-tweets your tweet, likes your tweet, responds to your tweet) MESSAGES – internal, direct messages (DM) that allow people to have private conversations (no word limit!) SEARCH TWITTER – allows for searching words, phrases, users, hashtags, etc (there are many options to refine your search!) YOU / YOUR PROFILE – log out, settings, etc. TWEET – click and start writing your tweet
- The header photo can be used to include other information (e.g. email address) or simply act as a background (preferable relevant to your account). The profile photo should include your logo or any other easily recognizable image. Remember that this profile picture will be much smaller in the feed, so make sure is not too detailed. Also, as people usually memorize this picture while scrolling down their feed – make sure you don’t change it too often. In this view you can see all your tweets, replies (conversations), re-tweets, etc. By clicking on EDIT PROFILE you will be able to change your header and profile photos and edit information about your account.