Developing Your Social Media Strategy

Report
Developing Your Social Media
Strategy
Julie Theado, Social Media Manager
Columbus Metropolitan Library
@columbuslibrary
May 2, 2013
Social media
Why social media
• Build relationships with customers and media.
• Reputation brand management.
• Create consistent message.
• Immediate results.
• Find what interests your customers through
measurement.
Why we did it
• Social media is one area of our overall plan.
It’s part of the bigger picture and works together
with other communications tools.
• Every year we develop a social media plan based
on CML’s strategic plan.
Strategic Plan
We are driven by our strategic plan, with customer-focused strategies
to meet our customers’ rapidly evolving needs.
Our Purpose
Our social media strategy
• 2010: Sharing our value message. Levy year.
• 2011: Focusing on our collection,
eReaders and positioning us as industry leaders.
• 2012: Reader’s advisory, exceeding customers
expectations, measurement and new website.
• 2013: Reading, engaging customers, Robin Reads
Basic social media strategy
• Social media policy.
• Listen.
• Engage if/when it makes sense.
• Adjust – if it’s not working – stop.
• Start by using a few tools really well – Facebook,
YouTube and Twitter.
• Monitor and measure.
Rules of engagement
• 70-20-10.
• It’s about customers.
• Always monitor and respond.
• Know when to stop responding.
• Not every comment deserves a response.
• Keep your emotions in check.
Creating your online personality
• Don’t differ from your brand – tie back to strategic
plan.
• Share information that’s interesting to customers –
not self-serving.
• Friendly, human interactions – yet professional.
• Like other community pages or businesses.
Respond on their pages.
Cuyahoga County Public Library
Public Library of Cincinnati and Hamilton Co.
New York Public Library
What we do in social media
• Facebook
• Twitter
• Bloggers
• YouTube
• Pinterest
Facebook
• Develop editorial
calendar.
• Facebook Chats.
• Historic Photo
Fridays.
• What are you
reading Monday.
Robin Reads
Twitter
• Part of
conversation.
• CML_RobinReads.
• Positioning as
industry leader.
• Know audience.
FB and Twitter
followers aren’t
always the same.
Blogger relations
YouTube
• Share your story.
• Post videos on
other social media
formats.
• Upload views =
73,000
Pinterest
Results
Twitter Followers
Facebook Likes
30,000
25,000
20,000
15,000
10,000
5,000
0
12000
10000
8000
6000
4000
2000
0
What’s next
• Instagram.
• Google+.
• LinkedIn.
• Social media from destination to driver.
• More measurement and analytics.
QUESTIONS?

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