Tag: social media

[This was first published at AMPed.]
Part V: Using Social Media for Outreach and PR, part ii: The Big Why
A couple of weeks ago I ended the post on advocacy with the following:

You might be asking yourself “Why should I do this?” Good question and also the point of this post: At the heart of library/archive advocacy is the active pursuit to continue to influence the community at large to the worth and purpose of the local library or archives.

In last week’s (fairly lengthy) post, I summarized the entire post with one sentence that gets to the heart of the matter:

Engage with your community.

In April of this year, ALA released their annual report, The State of American Libraries [pdf], with the beginning tag line, “Recession drives more Americans to libraries.” Statistically, ALA noted that library use has increased, nationally, on average of 20% since the last report. In addition, the ALA also found that 94% of American’s find presence of libraries in their communities as enriching their lives and that 71% of libraries report they are the only sources of free access to computers and interwebs in their community. Those statistics, to me, are pretty staggering and it would also suggest that if public libraries are so beloved, we’d do anything to keep them open and running, yes?
Well, not quite. Here is the reality of this year’s election results:
Tacoma, WA look to close branches
Buffalo, NY looks at $4M cut from their library system
Indy libraries cut 37 employees
And the cherry on top:
Troy, MI libraries set to close June 30, 2011
Let’s take a look at some other stats, this time from Pew Internet:
American adults (ages 18 and over):

• 83% have cell phones or smartphones.
  • 35% access the web from their phones.
  • 17% own a smartphone
• 74% use the Internet.
• 60% have broadband at home.
• 46% have a laptop.

The Pew Internet statistics validate that an ever growing number of Americans are not only getting online, but they are also accessing the web in a variety of ways, outside of a plain old home computer. Your patrons are not only going mobile, but your virtual front door is another portal for them to access. So why are you keeping that door closed?
Since I love statistics, here are more stats from ALA’s The State of American Libraries [pdf] 2010 report:

• 71% of public libraries provide their community’s only free public access to computers and the Internet.
• 60% [of Americans] renew their materials online
• 57% access their library’s website on a regular basis
• Number of social networking users has doubled in the last 2 years.

The research project that I’m currently working on with Kristin LaLonde, and presenting this week at Michigan Library Association Annual Conference, looks at how Michigan public libraries utilize and represent themselves online. Taking the information from the statistics listed above and applying them to our sampling data, we found that nearly 10% of Michigan public libraries did not have ANY kind of web presence (including a library website) and almost 50% of those that did have a website, were not updating most of the information, including even listing contact information or news bits. What makes this even more shocking is that the Library of Michigan has a FREE program in which they will build, deploy and train staff on using Plinkit to maintain their library website. FREE!
David Lee King is paraphrased in the The State of American Libraries [pdf] report that librarians who state they have no time for Lib2.0 projects or initiatives have bad time management. At first I thought this was very provocative but then I realized, he’s not softening the blow on the reality of the situation AND he also has an incredibly valid point.
There is no reason why any library, regardless of class size, cannot find or make the time to create and maintain their web presence online when 99.9% of the tools available are free, include tutorials, and can be operational in under 15 minutes. There is no longer a relative, logical or reasonable argument that money or time is the factor on why librarians/archivists and libraries/archives cannot do these things.
If libraries/archives need to engage with their community, and their community is going virtual, shouldn’t these institutions be engaging with their community where they are most likely to be found? Why continue to use promotions and services that are slowly becoming irrelevant or no longer useful?
How are YOU representing your institution online?

[This was first published at AMPed.]
Part IV: Using Social Media for Outreach and PR, part i
Last week, I talked about the difference between advocacy and public relations as well as presented a good base on how to create and use social media as advocacy outlets. Since the steps to create a social media outreach/PR campaign are similar to creating an advocacy campaign, I’ll discuss more on how to use social media effectively to create, maintain and engage with your community.
Because there is so much to cover with this topic, it is divided into two parts, the first of which covers creating a brand, connecting your social networks, engaging your users, and lastly, creating meaningful content. While I give examples to illustrate my points in this week’s post, next week I’ll spend more time on the WHY you should be doing this rather than just creating the approach to doing it.

• Create a (consistent) brand
  This is one thing I did not cover last week, but is an incredibly important part of your social media strategy/policy. When creating accounts on social media or blog networks, make sure the username you create is consistent AND searchable across the network. For example, Detroit Public Library (DPL) is known as DetroitLibrary on Twitter. At first glance, this username doesn’t seem unrealistic given the public library’s name, but actually it is problematic. Since Twitter (and most social networks in general) has a character limit for username creation, the word “Public” was dropped. Since there was also a character limit in the “Name” field, the word “Public” was again dropped. Why is this a problem? Because if you decided to search and friend DPL on Twitter using the keywords “Detroit Public Library,” you would not be able to find them.¹
  Here is another example: Traverse District Library. A search for them on Twitter by name reveals nothing. So I searched Google instead. Aha! Found them. Their username is not indicative of who the account is for and while their institution name is in their bio, Twitter does not search the bio via keyword searches, and their account was only found via Google search. Secondly, consistent name across social networks. If I find a library and I’m curious to see their presence across the social web, I’ll search for the same username across those networks. 90% of the time, these institutions are not using a consistent name across the social web. I end up finding these institutions by searching for their full name, adding or removing words as necessary until I can either find them or give up and mark it as a loss. With character limitations, names already used by other entities and such can be an issue, the idea is to create a single username or similar enough name that your patrons can find you. For example, Alpena (MI) County Library has direct links to their Facebook and Twitter accounts of their main page of their website – great! Not great – Their Twitter username isAlpenaCoLibrary, their Facebook username is Alpena County George N. Fletcher Public Library and a non-linked Flickr account is AlpenaCountyLibrary. With very little consistency, if they had not linked their Twitter and Facebook pages from their website, as a patron and unable to find them otherwise, I would have never have known they had online presences since searching for them via those social network websites initially turned up no results.The question to ask yourself is, “If my patrons are using Facebook/Twitter/Flickr/YouTube, can they find my institution via search?” Then search for your institution. If you cannot find your institution via the social network’s search function or using Google, then neither can your patrons.
• Connect your networks
  Have a blog? Facebook page? Multiple Facebook pages? Twitter or Flickr account? Do the patrons who visit your website know that you do? Make sure that you provide links or badges or widgets pointing your users/community to these other virtual front doors. Detroit Public Library has two large, easy to find badges hyperlinking to their accounts on other social networks. Links, badges, and widgets should be eye-catching, easy to find and correctly link to these social networks. They should also be available on all of the sites. For example, you should have links on Facebook to your main website, blog, and other social network accounts in your info tab or in the about me section. On your blog/website, add badges or widgets to link back to your other networks. On social networks that only have space for one website link (like Twitter), make sure that link goes to your main virtual front door.In my research on Michigan public libraries and the status of their online presence, 85% of those libraries that have a Facebook page (or a presence on any other social networks) do not advertise it anywhere else – even on their own website. How did I find out about the library having a Facebook page if it’s not on their website? I searched Facebook directly and found them. But I also know that not everyone is like me, so to assume that your patrons should or will automatically know to search the social networks for your presence is a dangerous assumption that may cost you big in the long run.Another interesting phenomenon is that most of libraries with a Facebook page were incredibly active by routinely engaging with their community while their other presences (website, blog, whatever) were nearly stagnant. Yes, you should go to where your online community is located but it should not be assumed that all of your online community is going to be in one centralized location. Having at least a public website will provide the basic information of hours, services, catalog search and other pertinent information to the public at large AND makes it searchable via search engines. Remember, for services like Facebook which require logins to participate, many people do not feel comfortable with creating accounts or providing information they feel is private AND the content is not searchable via search engines or viewable to the public without an account.
• Engage with your users
  First sub-rule of this rule? Do NOT utilize your institution’s social media accounts for personal use. I mutter “They’re doin’ it wrong.” a lot when I look at social media accounts linked to public institutions and the person running the account is using it for personal use. Personal use means engaging in behavior that would not be associated with the public face of a public institution, such as discussing what you ate for lunch, how sick your pets are or how big your behind looks in that day’s outfit. Second sub-rule of this rule? Only follow people on public services (such as Twitter) that accurately reflect your institutions goals or services. I live in the Detroit-metro area. On my personal Twitter account, I get followed A LOT by public libraries across the globe. On one hand, it’s flattering. On the other, I’m perplexed as to why a local library in Colorado or Sweden who only tweets about what’s happening in their particular branches is following someone who is clearly not in their community. If you find someone you think is interesting then create you own personal Twitter account and engage with that person outside of the “professional” account. Last week I talked about creating a social media policy – this type of issues and behaviors would be covered quite nicely in that policy.Now that I’ve covered two sub-rules: Here is the main crux of this post: Engage with your community. There are dozens if not hundreds of ways to engage with your community virtually. How?
  • Host contests (and offer prizes) for your patrons only via Twitter or Facebook or your blog or whatever social network(s) you use.
  • Feed your blog into Facebook², so that you can streamline your posting process across multiple social networks so that you are spending less time updating all of your social networks and more time responding and engaging with your community. Use a free online tool, such as HootSuite, which allows you to monitor your social networks, cross-post, post-date and autopost your posts and much more, all in one tool.
  • Dedicate a short (15 minute) chucks of time several times a day to check your accounts, respond to messages and provide status updates. Lots of libraries use Twitter and Facebook for Reader’s Advisory and quick reference questions, incorporate checking into your social networks and responding to your patrons inquiries part of your daily duties.
• Create meaningful content
  This is the second emphasis of this post: Create meaningful content. Meaningful content is anything that is related or of interest to your institution and the community you serve. Use social networking to promote upcoming programs, events, author signings or any other happenings at your library and don’t be shy on promoting as often as you need. Several libraries will post about a big event on Twitter several times a day for a week or two leading up to the event, which is then pushed forward by their followers retweeting it for them. Or create multiple reminders in Facebook for their fans and have those reminders forwarded on to other Facebook fans. Other types of content to provide is historical or fun facts about the library, archives or community. Create auto-posts to post couple times a week reminding the community of the services you provide and vary the posts.Does your library offer services that are underused such as ILL, typewriters or special services for the physically impaired? Self-checkout down? Printers jammed? Wireless gone the way of the dodo? Did an author come in and do an impromptu signing? Is a popular book that is constantly checked out now have multiple copies available? Offering a one day only dismissal of fines for some reason? You can use social networking to broadcast the great to the mundane and it is communicated to your patrons quickly and efficiently.The Orkney Library in Scotland Twitter account does all the above beautifully as they combine humour, promotion and fun facts while also engaging with their community. Some examples of their tweets,

  Enjoying the Autumnwatch seals? Find out more about the folklore and mythology of selkies in Orkney with a book from 398 Y

  and

  Stromness Library Reading Group is canceled this evening due to a swarm of killer eagles circling the town

  Which was followed up by:

  RE: Stromness Library Reading Group. That should have read canceled due to illness.

Next week: Part V: Using Social Media for Outreach and PR, part ii

1. The person who runs DPL’s Twitter is aware of the naming issue. While the word “Public” is in the Twitter bio, the Twitter search algorithm does not search bios when doing keyword searches. However, if you search Google for “Detroit Public Library Twitter”, DPL’s Twitter account does come up. Since the account has been active for a year or two, renaming it would be more of a pain than it is worth. So be careful when selecting usernames on social networks.
2. I wrote about “Feeding Your Blog Into Facebook” a year ago and of course, the whole process has changed AGAIN as Facebook has changed its API setup. If you’re using WordPress, using the Notes import tool in Facebook is haphazard at best. A plugin I’ve started using recently on my personal blog is WPBook. There is few extra steps than what I describe in the post above, but it is consistent AND reliable, which is pretty significant.

[This was first published at AMPed.]
Part III: Using Social Media for Advocacy
When I began to outline this series, my goal was to make sure that each weekly topic flowed into the next so that the current week built upon the previous weeks discussions. As I spent time moving topics around so that each week would (hopefully) flow seamlessly to the next, I kept getting a nagging feeling that something was just not right. Two of my topics, advocacy and public relations/outreach, were the culprits and I finally realized why. The nagging comes in because at first blush, I tend to personally use the words advocacy and public relations pretty interchangeably and I wondered if I did that, it wouldn’t be too far of a stretch to believe that others might do so as well. So what is the difference between the two and why are each of them important?
In very broad terms, the definition of advocacy is the active support for a cause by influencing those in public, political or societal groups who allocate monetary and other resources that can help the cause out. Public relations/outreach, on the other hand and which I will cover next week, is the art of promoting and maintaining goodwill of a product/service/person to the public. The difference between the two is slight, but enough to necessitate that libraries/archives need to utilize both approaches.
It is also easy to see why I used these words interchangeably with the other, but the distinction between them is important to note. In the library/archives world, the public doesn’t necessarily see how much the services provided by these institutions are vital to their community until it is almost too late. Thanks to social media, the face of library advocacy is quickly changing but it is still not enough as we need to start and continue to do more. Advocacy, regardless of how it is done, should not be something that is done when the library/archives are in dire need but rather it should be kept up even in good times. This is where the public relations aspect comes in but since advocacy is more about, and I hate to use this word, pleading for monetary and other resources, advocacy should not be discontinued once the financial or resource goals are met.
Here are some steps, using social media, an institution can use to begin and maintain their advocacy:

• Create a social media plan or policy
  If your institution does not have a social media plan or policy, it should probably draft one as it will not only protect you but also your patrons. This will be your cornerstone for any type of social media you use or engage in, regardless for what purpose. Tame the Web and Mashable have excellent tips on creating social media policies for your institution.
• Define what services to use and why
  When constructing your social media policy, do not worry about the intricacies as this will always be a living document, but one thing you do want to concentrate on is what services you should use and why. Other than your website and blogging, the major services are Facebook and Twitter, withMySpace/LinkedIn/YouTube/Flickr and other smaller or lesser used services making up the backlist.
• Create a portal 
  I’m currently doing research on the online presence of public libraries in Michigan and nearly 20% of public libraries Michigan do not have a web presence in ANY form (website, Facebook, MySpace, Twitter, whatever). For those that have web presence, the presences are not connected. For example, it was not unusual for a library to have a website AND a Facebook page, but the Facebook page was almost never linked off their website or vice versa via Facebook info page. Whatever you decide to do, whether it is a single presence (website OR Facebook) or many presences, make sure you choose one as the main portal (aka jumping off point) to the rest of your web presences. This will also make it easier to scale and add web presences as they are needed.
• Create a blog 
  If you have little time (or money or hours or employees or whatever) to update your website but you want to keep your patrons and community current on what is happening via online, you can always create a blog on one of the many free sites such as WordPress or Blogger. With the learning curve low, support and additional free features high, these sites are attractive option for libraries on limited budget or time. To make your time even more efficient, you can automatically feed your blog into your Facebook page or just update your Facebook page when you update your blog via cut/paste.
• Email lists 
  I’m a big proponent of email lists and I know that many other people are as well. Why? Email lists are great for those of us who are not diligent in visiting a website, logging into Facebook or reading RSS feeds on a regular basis. Creating and maintaining a mailing list is an excellent way to keep in touch with your patrons without depending them to come to you for that information. When creating social presences, we often think that if we are on X social networking site, so too will the people we wish to engage with will be as well. This is not necessarily true. I have friends who refuse to use Facebook, refuse to use Twitter and only read my blog via RSS feed. Mailing lists, with the option to opt out of course, allows you to push information to the community without requiring the community to participate with you. The other nice thing is that you don’t necessarily have to format your mailing lists differently than your blog posts. You could, for intents and purposes, just cut/paste your blog post into your email and viola! Instant newsletter.
• “Friends of”
  Another thing I have noticed in my research is that the “Friends of” support of whatever library’s website I’m looking at is almost always missing. This does not mean that that particular library does not have a “Friends of” affiliation, almost every public library has a “Friends of” board/group, but their information is almost always missing from the website/Facebook/blog itself. “Friends of” groups are hugely paramount in gaining and maintaining financial support of their particular library and because of the work that “Friends of” groups do, they too need their own space. Why? Since “Friends of” groups operate separately from the library, they should be treated as separate entities. Many “Friends of” pages were used to successfully campaign for money, resources, supplies while keeping the community up to date on donations, programming, speakers, and other activities happening in the community and the library. For many libraries, “Friends of” groups are directly responsible for maintaining support for the library.

Now that I’ve listed steps on how to get your advocacy group up and running from the ground up, I’ve also included web links below for additional sources on library/archives and advocacy. You might be asking yourself “Why should I do this?” Good question and also the point of this post: At the heart of library/archive advocacy is the active pursuit to continue to influence the community at large to the worth and purpose of the local library or archives. This pursuit should not be only when the institution is in danger, but constant to remind the community just how important and needed the institution is. Local libraries/archives will always be “in need” whether it is for resources, volunteers, money, supplies or something else and it is always good to keep the presence of the library favorable in the community’s opinion.
To paraphrase a presentation from #ALA10, “We are at war. Your portal/blog/website is your castle. Your community is your army to fight for you. Your social media policy is your battle plan. Use your battle plan to mobilize and deploy your army to help keep your library.”

Resources:

• ALA 2010: REFORMA Advocacy & Social Media: Library Services for All in the Community – Breakdown of the presentation at ALA annual, presented by Andy Woodworth.
• ALA’s Clearinghouse for Advocacy & Legislation
• Everyday Advocacy: Making a case for libraries is easy with web tools.
• i love libraries – ALA’s website dedicated to grassroots advocacy and organization, geared for the general public.
• Save Libraries! – Nationwide grassroots listing hub of library advocacy campaigns.
• Wikipedia: Public Library Advocacy

 
Next week: Part IV: Using Social Media for Outreach/PR

[This was first published at AMPed.]
Part II: Social Media Simply Explained
When we presented on social media at AMIA last year, we opined that social media could be easily explained by two statements:

• Social networking is about connecting people with similar interests on a much larger scale.

AND

• It is about conversations.

A year later, I still firmly believe that it really is that simple. As I said last week, the problem, however, is that in the last year there seems to be plethora of presentations, sites, workshops, and classes (to name a few) that will push the need for social media in libraries and archives but rarely will define what social media is. One hand, this is great as it gets the word out for the need of using social media as part of a librarians or archivists daily job routine. On the other hand, the pushing of the tool without defining the tool is still causing huge resistance in using that particular tool.
Why?
One answer is that the approach seems to be, “Everyone is doing it, so should you.” This approach is hugely problematic. If one cannot understand the foundation of using a particular tool, one is less likely to even use the tool. It is with this understanding that I believe is one of the reasons why social media has yet to be adopted more widely across libraries and archives.
I would like to add one more statement to the above list:

• Social media is your institution’s virtual front door.

Just as one would not barricade the entrance to an institution’s physical location, why would one barricade or remove the front door to your virtual institution?
It is easier for an institution to visualize that, “No, we won’t barricade the front door of our library!” because by doing so would be incredibly silly. By applying the same logic to their virtual presences, it provides a better rationale (perhaps even logical) way to approach the why on using social media.
Many institutions still firmly believe that their virtual presence is not as important as their physical one, while the Pew Internet & American Life project illustrates the complete opposite. Information seeking behavior, according to Pew, is constantly changing and as such, content providers (i.e. the Internet) need to make sure they are keeping up with those changes. For example, within a year (2009 to 2010), the amount of seniors (defined as those aged over 50) using social media has doubled from 22% to 42%. While Pew documented that were also huge jumps across other age groups, the largest was with seniors.
What does this mean? It reshapes the perspective that the only ones getting online and using online tools are the younger generations and also illustrates the growth in the older market, as it were, is only going to increase as the population ages.
Let’s take a step back for a moment: The reason for this series is to explain social media and networking, what it is, why you should use it as well as giving tips and tricks to making the most out of it. So, let us answer the questions posed at the beginning of this post:
What is social media?

• Social networking is about connecting people with similar interests on a much larger scale.
  It allows for libraries, archives, communities of any type or sort to create advocacy, marketing, public relations, transliteracy and communication device to its community both near and far while also acting as a discovery tool for that community.
• It is about conversations. 
  Social media is dynamic. It allows the institution to engage with community and for the community to participate and be a part of the institution.
• Social media is your institutions virtual front door. 
  Just as an institution is concerned with its physical appearance, it too should be concerned with not only having a presence online but also how the presence is being utilized. Having a website is good, having an active website is even better. Engaging with your patrons and community via your online presence is ideal.

Next week: Part III: Using Social Media for Advocacy