Creating a Social Media Strategy

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Creating a Social Media Strategy
2
The beginning

• You can not do this alone
• Create a Team!
• Ask yourself some questions!

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SWOT

• Strengths
• Weaknesses
• Opportunities
• Threats

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Key Questions

• What do we want to accomplish?
• Main Objective To cultivate interactive
  relationships with the customers of the Orange
  County Library System and promote OCLS programs,
  services and information.

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Key Questions

• Who is our audience?
• Customers of the OCLS, members of the Central
  Florida Media, Local social media influencers,
  and families.

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Audience

• Facebook Insights!

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Key Questions

• What Message do we want to convey?
• We are an indispensible value to our community
  and offer many services. We are cool and
  technologically engaged.

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Key Questions

• What are our resources?
• Social Media Specialist
• Team Social Media

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Key Questions

• Which Social Media platforms?
• Facebook
• Twitter
• Foursquare
• Goodreads
• Google
• Instagram
• Tumblr
• You Tube
• Pinterest
• Blogs
• RSS

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Key Question

• Where can we promote our Social Media Presence?
• Website
• Posters
• Newsletters
• Emails
• Window clings
• Flyers
• Bookmarks
• Online Catalog

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Key Questions

• What is our measurement for success?
• Interaction
• Reach
• Increased Library Use

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Interaction

• How many times someone retweeted, replied,
  favorited a tweet or commented or liked a
  Facebook or other Social Media site post.
• If you want interaction post things like this

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Reach 2475 Engaged Users 290 Talking About
This 255 Virality Rate 10.3
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Reach

• Observation Text only posts get more reach then
  other posts most of the time but not all of the
  time. But they get less interaction.

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Analytics

• Likes, Followers, Check Ins
• Facebook Insights
• 1.92 average virality, 1 average goal, not just
  about overall likes!
• Hootsuite Pro
• Klout
• Commun.it
• Pinterest Analytics

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Library Use

• Hard to measure!
• Social Media is Public Relations!

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When to Post?

• Twitter
• Best Overall Mondays
• Best Time Overall 911a.m. /14p.m.
• Weekends 12-2p.m./3-4p.m.
• Weekdays 3-6p.m.
• www.tweroid.com

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When to Post?

• Facebook
• Best Days Wednesday, Thursday, Sunday
• Best Times ?
• www.edgerankchecker.com

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What to Post?

• Content is King.
• Experiment find what works!
• Use your Social Media Strategy to find focus.

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What to Post?

• Ask Questions
• Like if you have your library card memorized.
• I wish ____________ had a sequel.
• Cool graphics.
• Photos
• Whats happening right now.
• Trends use good ideas you find from others.
• Post, retweet, like other organizations
  comments.
• 80/20 or 90/10
• Experiment!
• Google Alerts

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What to Post?

• Content Calendar
• Google

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Content Calendar
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Basic Content Plan
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Schedule Posts

• Facebook Scheduler
• Hootsuite

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Reputation Management

• How do we handle a social media crisis?
• Yelp
• www.netvibes.com
• www.socialmention.com

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Strategic Goals for Social Media

• I. Strategic Goal Enhance Facebook Timeline
  Page.
• II. Strategic Goal Increase system-wide
  involvement in Social Media.
• III. Strategic Goal Create social media
  campaigns focusing on content creation.
• IV. Strategic Goal Develop relevant system of
  Social Media Measurement.
• Maintain an average virality rate of 1 or over
  on Facebook posts.
• V. Strategic Goal Connect to Local social media
  and blogging community.

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Helpful Resources

• www.mashable.com
• www.marismith.com
• www.socialmediaexaminer.com
• Social Media Plan Template http//teachtofishdig
  ital.com/library/documents-downloads/
• http//edgerankchecker.com/blog/2012/03/what-is-th
  e-average-virality-rate-for-a-facebook-pages-posts
  /
• www.tweroid.com
• www.edgerankchecker.com
• www.hootsuite.com
• www.netvibes.com
• www.socialmention.com

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Thank You!

• Lynette Schimpf
• email schimpf.lynette_at_ocls.info
• Facebook Orange County Library System (FL)
• www.ocls.info/facebook
• Twitter _at_oclslibrary