Social media symposium

1. SOCIAL MEDIA:
THE STRATEGIC CONTEXT
Connie Crosby, MA, MLS - @conniecrosby
Social Media & Public Libraries
Toronto, Monday, October 3, 2016

2. Social Media:
The Strategic Context
Governance
Objectives
Social Media Strategy Framework

3. section
SOCIAL MEDIA FRAMEWORK

4. • Adapted from Social Media Strategy
Framework by Ross Dawson,
Advanced Human Technologies
• Creative Commons Attribution-Share
Alike 3.0 License
• ahtgroup.com
• Direction within the framework
depends on how you want to get
started
• Look and plan before you leap
• Get your feet wet and jump in
• First step is to LEARN!
SOCIAL MEDIA FRAMEWORK

5. LEARN
OBJECTIVES
GOVERNANCE
DEFINE
ACTIVITIES
DEVELOP
CAPABILITIES
MEASURE
ENGAGE
LISTEN
LEARN
OBJECTIVES
GOVERNANCE
DEFINE
ACTIVITIES
DEVELOP
CAPABILITIES
MEASURE
ENGAGE
LISTEN

6. • How do you keep up with the latest
developments in social media?
• Use social media yourself
• Study relevant case studies
• Educate senior executives
• Hear from practitioners
• Explore the latest trends
LEARN

7. • Identify relevant social media
monitoring tools
• Learn how you can best use the tools
• Discover what's said about you and
your library, your areas of interest, your
community or your audience
• Find relevant communication and
conversations
• Uncover key influencers
LISTEN

8. • Where is your audience online?
• How do you engage online
audiences?
• Enter the conversation
• Provide relevant content
• Build communities
• Engage with influencers
• Respond positively
• Forrester’s - Groundswell
• Social Technographics Ladder
http://empowered.forrester.com/groundswell/images/groundswell_figure_3-2.jpg
ENGAGE

9. • What measures will be meaningful?
• Set relevant measures of success
• Monitor measures routinely
• Capture and communicate success
stories
• Periodic reports to senior staff
• Tie it back to your strategy/objectives
• Refine your strategy and measures
MEASURE & REFINE

10. LEARN
OBJECTIVES
GOVERNANCE
DEFINE
ACTIVITIES
DEVELOP
CAPABILITIES
MEASURE
ENGAGE
LISTEN
LEARN
DEVELOP
CAPABILITIES
MEASURE
ENGAGE
LISTEN

11. • Identify internal champions for social
media
• Train and support champions and staff
• Keep abreast of developments
• Establish pilot program
• Develop a culture of responsible
transparency (change in culture)
• Organize your team (see
Governance)
DEVELOP CAPABILITIES

12. LEARN
OBJECTIVES
GOVERNANCE
DEFINE
ACTIVITIES
DEVELOP
CAPABILITIES
MEASURE
ENGAGE
LISTEN
LEARN
DEFINE
ACTIVITIES
DEVELOP
CAPABILITIES
MEASURE
ENGAGE
LISTEN OBJECTIVES
GOVERNANCE

13. section
OBJECTIVES

14. • How social media efforts can fit into
your existing strategies
• How different audiences or
communities have different levels of
engagement online
• Planning your organization’s method
for responding to queries and
comments
• Methods for building online
communities
• Look for measurement that is
meaningful
OBJECTIVES

15. • Marketing & Communications
• Public Relations
• Community Outreach
• Recruitment
• Content
SOME STRATEGIES SUPPORTED
BY SOCIAL MEDIA

16. • Strategy: Fill upcoming vacancies
with new staff members who will
advance the Library
• Objective: Use social media to recruit
quality candidates for 3 upcoming
positions.
• Tactic/activity: Develop Facebook
page to highlight careers at the
Library. Ask staff to join and invite their
friends.
• Tactic/activity: Hold career in the
Library Q&A on Twitter. Decide on a
unique hashtag.
EXAMPLE: RECRUITING

17. • Measures should flow from the
objectives and tactics
• From our previous example:
• track number of new people on
Facebook page and their
engagement (likes, comments,
questions, number of people signed
up for events)
• Number of people participating in
Twitter event, number of replies,
retweets, likes, and profile click-
throughs
• Ultimately: number of candidates
and success in hiring
MEASUREMENT
measure
measure
measure
measure

18. section
EXERCISE
OBJECTIVES

19. • Small group exercise
• Bullet out 4-6 objectives for your own
organization
• Share with the small group
• Select spokesperson to share with the
larger group
OBJECTIVES

20. section
GOVERNANCE

21. • Planning
• Who does what?
• Who is responsible?
• Identifying opportunities
• Understanding risks
• Mitigating risks
GOVERNANCE

22. • Decentralized
• Centralized
• Hub and spoke
• Multiple hub and spoke
• Holistic
• Source: Jeremiah Owyang
http://www.web-strategist.com/blog/2010/04/15/
MODELS FOR
ORGANIZING TEAMS

23. • No one group organizes efforts
• Efforts originate on the edges
DECENTRALIZED

24. • One group organizes all efforts from
the top down
• Used in regulated industries e.g.
healthcare, financial
CENTRALIZED

25. • Cross functional team organizes efforts
from the center
• Centralized resources
HUB AND SPOKE

26. • Also known as “dandelion”
• Multiple hubs and spokes organized
around a central cross-functional
team
• Usually organizations with sites in
multiple locations
MULTIPLE HUB AND SPOKE

27. • Everyone’s efforts are distributed
equally and consistently across the
organization
HOLISTIC

28. • Security
• Liability
• Personal Safety
• Reputation
• Negative reactions
• Expectations
• Participating vs. Not participating
• Participating badly!
UNDERSTANDING RISKS

29. • Set expectations
• Authenticity
• Honesty
• Transparency
• Set clear social media policies
• Communicate policies internally
MITIGATING RISKS

30. • Modify existing policy where possible
• E.g. HR staff policy
• Social media policy for the public
• Comment policy
• Privacy
• Sources:
•Other libraries
•Social Media Policy Database
http://socialmediagovernance.com/policies/
•Socialmedia.policytool.net
POLICIES

31. section
EXERCISE
SOCIAL MEDIA POLICY

32. • Individual exercise
• Social Media Policy Tool:
Use online tool to draft a social media
policy for your organization
• http://policytool.net/
SOCIAL MEDIA POLICY

33. section
DEFINE ACTIVITIES

34. • Which tasks will you focus and devote
your energies to?
• Define first and subsequent phases
• Target initial platforms
• Make sure this connects you with your
audience
• Identify resources required
• Establish responsibilities and time
commitment
• Link to offline marketing /
communications / advocacy /
outreach activities
• Consider live events
DEFINE ACTIVITIES

35. • Website or Blog at the centre
• Push content to/from social media
sites
HUB AND SPOKE - CONTENT

36. Thank you!
Connie Crosby
@conniecrosby / connie@crosbygroup.ca
Developed with
Daniel P. Lee
@yankeeincanada