June 2, 2011
Introductions
Meet the NJ State Library Marketing Team
Agenda
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What is Social Media?
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Social Media Strategy
Social Media Tools
Rules of Engagement
Web and mobile
based technologies
which are used to
turn communication
into interactive
dialogue between
organizations,
communities, and
individuals.
What Does This Mean for Library Marketing?
 Start relevant conversations with your
community
 Encourage people to pass on information
about your library
 Create relationships with your community
influencers
 Engage your target audiences
NJSL Social Media Strategy
Content
Twitter
Website
Facebook
Forums
&
Listservs
Define the Social Media Plan
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Outline your objectives
Define your target audiences
Develop a policy
Choose your tools
Determine your capacity and commitment
Content Strategy
Announce
Ask
Comment
Content Strategy
Share
Create
Curate
Blog: Thought Leadership
• Take a stand
• Tell them something they don’t
already know
• Develop your voice
• Listen
• Curate content
Social Media Tools
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Casual Tone & Style
Organization Profile
Wall Posts (Interactive)
Like
Suggest to Friends
Uses:
Announcements
Tips
Events
Comments
Photos
Conversations
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Professional
Recruit
Network
Learn best practices
Share job tips
Monitor issues
Prospect
Find Opportunities
• Uploading Videos
– Captions and descriptions
– Tagging
– Categorizing
• Building Community
– Favorite
– Likes
– Subscribing to other channels
• Tal
• Talk to people about THEIR
interests
• Quick alerts
• Share useful links
• Give advice, blog posts,
pictures, etc.
Anatomy of a Tweet
• Twitter limit = 140 characters
• Apps will keep count for you
• Best practice: Keep it to 120 or less
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Makes it easier for followers to retweet
Hashtags organize content
@reply starts a conversation
Curate content by linking
Retweet
• Share good content
– by people you follow
– with people who follow you
– Gain respect and credibility
• Steps:
– Copy or retweet post
– Add to beginning: RT @username
– Tell why you like it!
#Hashtag
• Folksonomy: Tag content so it’s easier to
find
• #estateplanning
• #FollowFriday or #FF
• Post to other platforms, #fb
• #fail
Other Twitter Conventions
• DM = Direct Message
– Private message to followers
• URL shorteners: Bit.ly
– Converts lengthy URLs to just a few
characters
– Helps keep you within limit
– Track clickthroughs
Social Media Etiquette
• Tone
– Conversational
• Open and transparent
• Honest
• Silence is NOT golden
Copyright
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Intellectual property
Copyrightable material
Trademarks
Fair use
Web linking
Fair Use Doctrine
• Permits limited use of copyrighted material
without permission
• Fair use includes:
– Criticism, comment, news reporting
– Teaching, scholarship, research
Copyright Best Practices
• Link to original material rather than cut
and paste
• Clearly identify the creator
• Review copyright notices and trademark
guidelines first
• When in doubt, leave it out
Libel & Slander
• What is it?
– Communications that hurt the reputations
of others
• Libel - written
• Slander - verbal or gestures
• Libel & Slander are in the eyes of the
beholder
• Best practices:
– Remain professional in all interactions
– Before posting, consider other
perspectives
Difficult Situations
• Negative comments
– Air Force Blog Response Decision Tree
• Crossing the privacy line
– Know when to take it offline
Social Engagement Policy
• You are a brand ambassador
• In your social media channels:
– Reinforce core values
– Stay on topic
– Be transparent and honest, but don’t
violate organization’s trust
– Share your expertise
– Defer to colleagues when appropriate