Creating a Social Media
Strategy
The beginning
• You can not do this alone:
Create a Team!
• Ask yourself some questions!
SWOT
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Strengths
Weaknesses
Opportunities
Threats
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.
Key Questions
• Who is our audience?
Customers of the OCLS, members of the
Central Florida Media, Local social media
influencers, and families.
Audience
• Facebook Insights!
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.
Key Questions
• What are our resources?
Social Media Specialist
Team Social Media
Key Questions
• Which Social Media platforms?
Facebook
Twitter
Foursquare
Goodreads
Google +
Instagram
Tumblr
You Tube
Pinterest
Blogs
RSS
Key Question
• Where can we promote our Social Media
Presence?
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Website
Posters
Newsletters
Emails
Window clings
Flyers
Bookmarks
Online Catalog
Key Questions
• What is our measurement for
success?
Interaction
Reach
Increased Library Use
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…
Reach: 2475
Engaged Users: 290
Talking About This: 255
Virality Rate: 10.3%
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.
Analytics
• Likes, Followers, Check In’s
• Facebook Insights
– 1.92% average virality, 1% average goal, not just about
overall likes!
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Hootsuite Pro
Klout
Commun.it
Pinterest Analytics
Library Use
• Hard to measure!
• Social Media is Public Relations!
When to Post?
• Twitter
Best Overall: Mondays
Best Time Overall: 9&11a.m. /1&4p.m.
Weekends: 12-2p.m./3-4p.m.
Weekdays: 3-6p.m.
www.tweroid.com
When to Post?
• Facebook
Best Days: Wednesday, Thursday,
Sunday
Best Times*: ?
www.edgerankchecker.com
What to Post?
• “Content is King.”
• Experiment & find what works!
• Use your Social Media Strategy to find
focus.
What to Post?
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Ask Questions
“Like” if you have your library card memorized.
I wish ____________ had a sequel.
Cool graphics.
Photos
What’s 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
What to Post?
• Content Calendar
• Google
Content Calendar
Basic Content Plan
Schedule Posts
• Facebook Scheduler
• Hootsuite
Reputation Management
• How do we handle a social media crisis?
• Yelp
www.netvibes.com
www.socialmention.com
Strategic Goals for Social Media
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I. Strategic Goal: Enhance Facebook Timeline Page.
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II. Strategic Goal: Increase system-wide involvement in Social
Media.
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III. Strategic Goal: Create social media campaigns focusing on
content creation.
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IV. Strategic Goal: Develop relevant system of Social Media
Measurement.
– Maintain an average virality rate of 1% or over on Facebook
posts.
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V. Strategic Goal: Connect to Local social media and blogging
community.
Helpful Resources
www.mashable.com
www.marismith.com
www.socialmediaexaminer.com
Social Media Plan Template: http://teachtofishdigital.com/library/documents-downloads/
http://edgerankchecker.com/blog/2012/03/what-is-the-average-virality-rate-for-a-facebook-pages-posts/
www.tweroid.com
www.edgerankchecker.com
www.hootsuite.com
www.netvibes.com
www.socialmention.com
Thank You!
Lynette Schimpf
email: schimpf.lynette@ocls.info
Facebook: Orange County Library System (FL)
www.ocls.info/facebook
Twitter: @oclslibrary