Going Deeper with Social Media
Published on Nov 07, 2017
Created by Lisa Bunker & Cesar Garza for Webjunction's Libraries and Social Media Webinar Series.
MORE DECKS TO EXPLORE
PRESENTATION OUTLINE
Intro: Lisa Bunker
at Pima County Public Library
LISA
Good afternoon everyone!
I have been the social media librarian for the Pima County Public Library since 2011, though we've been on social media much longer than that.
I train and oversee 32 Facebook pages, as well as accounts on Twitter, Instagram, & Snapchat, and I respond to reviews on Google and Yelp.
NEXT SLIDE: how we are organized.
Good afternoon everyone!
I have been the social media librarian for the Pima County Public Library since 2011, though we've been on social media much longer than that.
I train and oversee 32 Facebook pages, as well as accounts on Twitter, Instagram, & Snapchat, and I respond to reviews on Google and Yelp.
NEXT SLIDE: how we are organized.
PCPL social media org structure
- Team of media librarian (me) and branch staff at all levels
- Branch autonomy, allowed to use their own voice, reflect neighborhood
- I am a "Librarian I," and not a manager
- I work closely with Community Relations staff but usually write my own copy for social media
LISA
This is how we work it at Pima County...
Our social media is structured to maximize contributions from our branch libraries, and our training is very focused on WHY we are there, and on writing with authenticity and spontaneity. I oversee our branch writers but don't interfere a lot. I'm not a manager.
I work in the Communications and Systems Office with our PIO and website team, but I try to get out into libraries as often as I can. I coordinate loosely with our PIO and our content planning calendar, but tend to write my own copy.
For the last 3 years I have also taught local businesses and nonprofits about effective social media, with 2 monthly classes: one on strategy, and the other a Facebook lab where we get into the guts of an organization's page. I highly recommend that libraries share their expertise in this way.
NEXT SLIDE: Cesar is next.
This is how we work it at Pima County...
Our social media is structured to maximize contributions from our branch libraries, and our training is very focused on WHY we are there, and on writing with authenticity and spontaneity. I oversee our branch writers but don't interfere a lot. I'm not a manager.
I work in the Communications and Systems Office with our PIO and website team, but I try to get out into libraries as often as I can. I coordinate loosely with our PIO and our content planning calendar, but tend to write my own copy.
For the last 3 years I have also taught local businesses and nonprofits about effective social media, with 2 monthly classes: one on strategy, and the other a Facebook lab where we get into the guts of an organization's page. I highly recommend that libraries share their expertise in this way.
NEXT SLIDE: Cesar is next.
Intro: Cesar Garza, Austin Public Library (APL)
CESAR
APL social media org structure
- Centralized in a Social Media Advisory Team of staff from across APL system
- Team governs strategy and pages listed at library.austintexas.gov/social
- I am a Reference Librarian and current team chair who contributes content to APL Facebook, Twitter, Instagram, etc.
What we'll cover today
- What is "content curation" and how can you fit it into your workday?
- How you can use your strategic plan (etc) to create posts for social media
- How you can amplify your library's voice with the help of "ambassadors"
- How to add the spice of live broadcasts on Facebook.
CESAR
What we'll cover today
What is "content curation" and how can you fit it into your workday?
How you can use your strategic plan (etc) to create posts for social media
How you can amplify your library's voice with the help of "ambassadors"
How to add the spice of live broadcasts on Facebook.
What we'll cover today
What is "content curation" and how can you fit it into your workday?
How you can use your strategic plan (etc) to create posts for social media
How you can amplify your library's voice with the help of "ambassadors"
How to add the spice of live broadcasts on Facebook.
Photo by JFXie
What is "curation?"
Pulling information together from various sources for a specific purpose.
LISA
Curation: pulling information together from various sources for a specific purpose.
Here's a curatorial statement I just came up with: I want to selectively post material that supports and complements the breadth of our collections and programming so that at least once a month someone thinks to themselves: "Man, I love my library."
or
I want to surprise and delight the residents of [your area] with daily examples of how the library is relevent TODAY.
I don't see curation as a restrictive list of what you can and can't post. I see it as a mindset that gives you a framework so you can get out from behind your desk and see stories all around you.
Curation: pulling information together from various sources for a specific purpose.
Here's a curatorial statement I just came up with: I want to selectively post material that supports and complements the breadth of our collections and programming so that at least once a month someone thinks to themselves: "Man, I love my library."
or
I want to surprise and delight the residents of [your area] with daily examples of how the library is relevent TODAY.
I don't see curation as a restrictive list of what you can and can't post. I see it as a mindset that gives you a framework so you can get out from behind your desk and see stories all around you.
Photo by Alesah Villalon
What is "curation?"
- collection development + storytelling
- basing it all on community needs and aspirations (and the library's strategic plan)
LISA
What is "curation?"
Like a good collection development policy, a curatorial mindset helps you make decisions on the fly.
Have you ever made a mix tape or playlist? That's curation. Have you ever put a scrapbook together? That's curation. Have you ever selectively pulled a bunch of books on a subject for a customer? That's curation. Now picture doing it with the richness of the web.
I believe that a well-curated social media presence is one that is as helpful as the book collection, that shares timely news, and that tells the story of the library in ways that regular people can use, appreciate, and become a part of.
The opposite of curation is to wait for someone to send you something, regurgitate stuff from your calendar (I don't mean Facebook events here) or to create posts that could have come from ANY government social media account.
What is "curation?"
Like a good collection development policy, a curatorial mindset helps you make decisions on the fly.
Have you ever made a mix tape or playlist? That's curation. Have you ever put a scrapbook together? That's curation. Have you ever selectively pulled a bunch of books on a subject for a customer? That's curation. Now picture doing it with the richness of the web.
I believe that a well-curated social media presence is one that is as helpful as the book collection, that shares timely news, and that tells the story of the library in ways that regular people can use, appreciate, and become a part of.
The opposite of curation is to wait for someone to send you something, regurgitate stuff from your calendar (I don't mean Facebook events here) or to create posts that could have come from ANY government social media account.
Photo by Alesah Villalon
Why it's important
- Gives you focus so you can plan ahead & recognize opportunities
- When you know why you're there you see stories all around you
- Aligns with library & community goals
LISA
Why curation is important IN SOCIAL MEDIA
This webinar is about "Taking it deeper," right? One way to deepen what you offer is to articulate as a team why you're there, and who you are speaking to.
The curatorial mindset will unleash your creativity and spontaneity, because it isn't a straitjacket.
Gives you focus so you can plan ahead & recognize opportunities
Saves time because you have useful parameters for content.
When you know why you're there, you see stories all around you
Helps you align with library & community goals; I can guarantee that your admin folks will be more supportive of social media if you can demonstrate this.
Why curation is important IN SOCIAL MEDIA
This webinar is about "Taking it deeper," right? One way to deepen what you offer is to articulate as a team why you're there, and who you are speaking to.
The curatorial mindset will unleash your creativity and spontaneity, because it isn't a straitjacket.
Gives you focus so you can plan ahead & recognize opportunities
Saves time because you have useful parameters for content.
When you know why you're there, you see stories all around you
Helps you align with library & community goals; I can guarantee that your admin folks will be more supportive of social media if you can demonstrate this.
Photo by Alesah Villalon
Untitled Slide
LISA
Why curation is important IN SOCIAL MEDIA
As with our physical collections of books and movies, curation is only successful when you listen to what your users/customers/patrons value, what they find useful.
If you are only pushing out messages about the library you're not using social media to its fullest, and taking advantage of its unique opportunities.
If all you do is broadcast, you are not inviting customers to participate -- and you are sabotaging yourself -- because participation is how your audience grows.
You can broadcast, but you will be unhappy on social with the results.
True curation hits the sweet spot (green) between what you need to convey about the library, and what your readers will find useful and interesting. The highest compliment is when they share something you've posted with their friends.
Why curation is important IN SOCIAL MEDIA
As with our physical collections of books and movies, curation is only successful when you listen to what your users/customers/patrons value, what they find useful.
If you are only pushing out messages about the library you're not using social media to its fullest, and taking advantage of its unique opportunities.
If all you do is broadcast, you are not inviting customers to participate -- and you are sabotaging yourself -- because participation is how your audience grows.
You can broadcast, but you will be unhappy on social with the results.
True curation hits the sweet spot (green) between what you need to convey about the library, and what your readers will find useful and interesting. The highest compliment is when they share something you've posted with their friends.
The good news is that you are already doing this at your public service desks.
And have for years.
LISA
The good news is that you are already doing this at your public service desks, AND HAVE FOR YEARS.
We know storytelling. We know how to hold an audience's attention. We know how to listen to our community's needs and aspirations.
If your workflow is to copy and paste from the calendar or website, you are not going to capture the energy of what is going on at the beating heart of your library. You're not going to take it deeper.
Be the show and not the commercial.
The good news is that you are already doing this at your public service desks, AND HAVE FOR YEARS.
We know storytelling. We know how to hold an audience's attention. We know how to listen to our community's needs and aspirations.
If your workflow is to copy and paste from the calendar or website, you are not going to capture the energy of what is going on at the beating heart of your library. You're not going to take it deeper.
Be the show and not the commercial.
Photo by Kat Northern Lights Man
Examples of curated content
- Link to an article about a neighborhood's history
- Fun and games about books, reading, and libraries
- Real-time video of the child who came in to read you a poem
- Report on a big program you just had
- Spectacular photos of where you live
LISA
Examples of curated content (both scheduled & live)
Link to an article about a neighborhood's history
Fun and games about books, reading, and libraries
Real-time video of the child who came in to read you a poem
Report on a big program you just had
Spectacular photos of where you live
BE THE SHOW AND NOT THE COMMERCIAL
Examples of curated content (both scheduled & live)
Link to an article about a neighborhood's history
Fun and games about books, reading, and libraries
Real-time video of the child who came in to read you a poem
Report on a big program you just had
Spectacular photos of where you live
BE THE SHOW AND NOT THE COMMERCIAL
Untitled Slide
LISA
But how do you decide what to curate? What topics and messages to focus on?
It's a great idea to brainstorm the messages to convey via social media. This is a list of some of the things we want more people to be aware of about our 26 libraries.
WE ARE A WELCOMING SPACE FOR EVERYONE, AND WE'RE BUSY
WE UNDERSTAND WHAT TUCSON WANTS AND NEEDS
WE ARE A PLACE WHERE PEOPLE GET SURPRISED & INSPIRED
These statements can come from the Strategic Plan, but also include negative perceptions that you want to counter (like "the library is out-of-touch.")
But how do you decide what to curate? What topics and messages to focus on?
It's a great idea to brainstorm the messages to convey via social media. This is a list of some of the things we want more people to be aware of about our 26 libraries.
WE ARE A WELCOMING SPACE FOR EVERYONE, AND WE'RE BUSY
WE UNDERSTAND WHAT TUCSON WANTS AND NEEDS
WE ARE A PLACE WHERE PEOPLE GET SURPRISED & INSPIRED
These statements can come from the Strategic Plan, but also include negative perceptions that you want to counter (like "the library is out-of-touch.")
Untitled Slide
LISA
This is our CONTENT STRATEGY CALENDAR.
It uses the free database software called AirTable, and we review what's coming up in our weekly Communications & Systems Office meeting. The list is also shared with staff to encourage booklists and blog posts.
But you know what? I pay more attention to what people are talking about that morning on Facebook when there is a library angle. Where is the day's energy headed? This is curation too, a commitment to listening to what people are concerned about AT THAT MOMENT.
This is our CONTENT STRATEGY CALENDAR.
It uses the free database software called AirTable, and we review what's coming up in our weekly Communications & Systems Office meeting. The list is also shared with staff to encourage booklists and blog posts.
But you know what? I pay more attention to what people are talking about that morning on Facebook when there is a library angle. Where is the day's energy headed? This is curation too, a commitment to listening to what people are concerned about AT THAT MOMENT.
Reverse engineer this
LISA Reverse Engineer This
In this section I want you to think about how they are curation, and WHY they were chosen.
How this is curation: part of a series of library posts suggesting focused acts of kindness. Yes, we want the library to be associated with active kindness, but more importantly, we want people to see acts of civic good as an antidote to despair. Our library is one of the local voices
WHY did this series work? Boring photo, too much text, more than one link.
But it beat the algorithm! The reach was almost 300% of the number of likes that the page had.
Why did it work? Timing, listening, writing from the heart. Hyperlocal. All of this is curation.
Credit: Lupita Chavez. I'm working with Lupita right now to create a year-long kindness project.
In this section I want you to think about how they are curation, and WHY they were chosen.
How this is curation: part of a series of library posts suggesting focused acts of kindness. Yes, we want the library to be associated with active kindness, but more importantly, we want people to see acts of civic good as an antidote to despair. Our library is one of the local voices
WHY did this series work? Boring photo, too much text, more than one link.
But it beat the algorithm! The reach was almost 300% of the number of likes that the page had.
Why did it work? Timing, listening, writing from the heart. Hyperlocal. All of this is curation.
Credit: Lupita Chavez. I'm working with Lupita right now to create a year-long kindness project.
Untitled Slide
LISA Reverse Engineer This
How this is Curation: intended to illustrate our history of innovation, and decades of experience helping area residents. Hyperlocal.
This photo did all that, but was also fascinating in its own right, and a modest success.
Those ties! The huge CPU! Where are the women!? No internet? This post had 16 comments and 9 shares. Our most popular post came from one of our branches, and went over 1 million, 425 thousand in reach -- but this is still a very successful post.
How this is Curation: intended to illustrate our history of innovation, and decades of experience helping area residents. Hyperlocal.
This photo did all that, but was also fascinating in its own right, and a modest success.
Those ties! The huge CPU! Where are the women!? No internet? This post had 16 comments and 9 shares. Our most popular post came from one of our branches, and went over 1 million, 425 thousand in reach -- but this is still a very successful post.
Untitled Slide
LISA Reverse Engineer This
A rare example of almost straight library marketing messages being successful. I think it works, because it is REAL.
Credit for this goes to the Caro Area District Library, and is a fabulous example of important library messaging that hits a nerve. Erin told us that it is a regular series of theirs to post a photo of the library marquee, so she didn't expect this one to be so huge. Let's reverse engineer it.
Why was it so successful? Do you think it would have done as well as the officially branded "Libraries Transform" image?
Timing, clarity, simplicity, message+hyperlocal=real
March 30, 2017 and "fake news" was being discussed everywhere.
A rare example of almost straight library marketing messages being successful. I think it works, because it is REAL.
Credit for this goes to the Caro Area District Library, and is a fabulous example of important library messaging that hits a nerve. Erin told us that it is a regular series of theirs to post a photo of the library marquee, so she didn't expect this one to be so huge. Let's reverse engineer it.
Why was it so successful? Do you think it would have done as well as the officially branded "Libraries Transform" image?
Timing, clarity, simplicity, message+hyperlocal=real
March 30, 2017 and "fake news" was being discussed everywhere.
Untitled Slide
LISA Reverse Engineer This
Curation: offer simple challenges that make it irresistible to respond.
This post recently got 188 comments, and it was simple to do. I took a photo of my hand with a pen and added the text and library watermark.
These are always a risk. What I've learned;
--you need a decent following for it to work.
--make the "ask" super easy.
--make the ask super simple (not more than 1, not complicated)
--make it something that helps people shine online, and define themselves
--make it irresistible
--make it emotional but not icky privacy-wise
Curation: offer simple challenges that make it irresistible to respond.
This post recently got 188 comments, and it was simple to do. I took a photo of my hand with a pen and added the text and library watermark.
These are always a risk. What I've learned;
--you need a decent following for it to work.
--make the "ask" super easy.
--make the ask super simple (not more than 1, not complicated)
--make it something that helps people shine online, and define themselves
--make it irresistible
--make it emotional but not icky privacy-wise
Untitled Slide
LISA Reverse Engineer This
Curation: offer simple challenges that make it irresistible to respond.
Other popular challenges:
--what book was so scary you REFUSE to read it again?
--type the title of the last book you read into the Facebook GIF search and post the results
--write a haiku about [something everyone is super excited about -- for us it might be a rainstorm]
Curation: offer simple challenges that make it irresistible to respond.
Other popular challenges:
--what book was so scary you REFUSE to read it again?
--type the title of the last book you read into the Facebook GIF search and post the results
--write a haiku about [something everyone is super excited about -- for us it might be a rainstorm]
Untitled Slide
LISA Reverse Engineer This
Speaking of rainstorms!
Curation: always looking for examples of what it is like to live here: beauty, weather, history. this was a simple 30-second video I took on my lunch hour of a normally bone-dry riverbed.
Story: HUGE reach, but better than that was the conversations we had in the comments. People shared stories of floods, wondered about the history of the river, and discussed rain storm safety. I was able to participate AS THE LIBRARY, posting articles that answered questions, historic photos, and share links to other amazing local storm photography.
Message: We, the library staff, live here too, and We. Get. Tucson. We are family. And, the library makes everything better.
Speaking of rainstorms!
Curation: always looking for examples of what it is like to live here: beauty, weather, history. this was a simple 30-second video I took on my lunch hour of a normally bone-dry riverbed.
Story: HUGE reach, but better than that was the conversations we had in the comments. People shared stories of floods, wondered about the history of the river, and discussed rain storm safety. I was able to participate AS THE LIBRARY, posting articles that answered questions, historic photos, and share links to other amazing local storm photography.
Message: We, the library staff, live here too, and We. Get. Tucson. We are family. And, the library makes everything better.
Untitled Slide
LISA Reverse Engineer This
Curation: I'm always looking for high-quality resources on the web that complement our collection.
Reverse engineer this:
Great graphic, simple helpful lead-in, conversational tone, link spoke for itself.
Review your posts like we just did here. Could they be happening anywhere? Do they sound like a real person? Is the post something *you* would share with your friends?
Curation: I'm always looking for high-quality resources on the web that complement our collection.
Reverse engineer this:
Great graphic, simple helpful lead-in, conversational tone, link spoke for itself.
Review your posts like we just did here. Could they be happening anywhere? Do they sound like a real person? Is the post something *you* would share with your friends?
Examples of WHYs
LISA
You can't be a curator is you don't know why you're there.
When I train staff I start with a brainstorming session about why we're on social media in the first place. Staff realize they know more than they think they do, and I can share real examples or drawbacks of some of the goals.
EXAMPLES
• We want to drive people to our library website
• We want to build loyalty and trust with my customers
• I have lots of customers who are online and I want to provide customer service to them
• I frequently have news I need to get out quickly
• We have programming that taxpayers should know about that is never advertised.
• We have customers outside our immediate area; we want to entice them back for another visit
It's the best tool we have where we can share the deeper story of the library IN REAL TIME, in our own voices.
You can't be a curator is you don't know why you're there.
When I train staff I start with a brainstorming session about why we're on social media in the first place. Staff realize they know more than they think they do, and I can share real examples or drawbacks of some of the goals.
EXAMPLES
• We want to drive people to our library website
• We want to build loyalty and trust with my customers
• I have lots of customers who are online and I want to provide customer service to them
• I frequently have news I need to get out quickly
• We have programming that taxpayers should know about that is never advertised.
• We have customers outside our immediate area; we want to entice them back for another visit
It's the best tool we have where we can share the deeper story of the library IN REAL TIME, in our own voices.
Photo by _Yogu
Untitled Slide
LISA
This is a sample of one of the handouts you can download that support this webinar. There are multiple correct answers -- it's more to help people think about the curating posts that work on many levels for the library.
This is a sample of one of the handouts you can download that support this webinar. There are multiple correct answers -- it's more to help people think about the curating posts that work on many levels for the library.
Untitled Slide
LISA
This is another download, 10 questions that may spark some great ideas for photos, videos, and posts.
This is another download, 10 questions that may spark some great ideas for photos, videos, and posts.
What may be missing is how it can fit into
the flow of
your other work.
LISA
We haven't talked about time. We don't know your workload, or how strong your team is. the reality is, that most of us have to fit social media into a hectic workday.
Theoretically, I am the social media librarian, but I am also on the web content and intranet creation teams, our new Community Cafe team, and I do all my own graphics and most of the photography. I know I still have it easy.
Here's the advice I have
--know your whys
--always have a smartphone or tablet with a good camera handy
--learn to use the simple and quick photo and video editing apps that let you work right on the phone.
--pitch to your leadership about what you COULD be doing with social media that aligns with your library's strategic direction.
--get admin buy in to train and enable frontline staff to capture stories in real time
--have a curatorial mindset and start seeing the stories that are all around you.
We haven't talked about time. We don't know your workload, or how strong your team is. the reality is, that most of us have to fit social media into a hectic workday.
Theoretically, I am the social media librarian, but I am also on the web content and intranet creation teams, our new Community Cafe team, and I do all my own graphics and most of the photography. I know I still have it easy.
Here's the advice I have
--know your whys
--always have a smartphone or tablet with a good camera handy
--learn to use the simple and quick photo and video editing apps that let you work right on the phone.
--pitch to your leadership about what you COULD be doing with social media that aligns with your library's strategic direction.
--get admin buy in to train and enable frontline staff to capture stories in real time
--have a curatorial mindset and start seeing the stories that are all around you.
Photo by Dave_Gray
APL story
Social Media Ambassadors
CESAR
APL Social Media Ambassadors
- Citizens who love the library and share that love on social media
- Simply sign up to an email list at library.austintexas.gov/ ambassador
- Get a short, personal email from the library about once a month
APL Social Media Ambassadors
- Use the program hashtag #APLambassador as you wish and/or the hashtag we email you about
- 1,100 Austin Public Library ambassadors (as of December 2017)
CESAR
Why do we need them?
Social Media Ambassadors
CESAR
Untitled Slide
APL Social Media Ambassadors
- A few reasons why we need them:
- Decline of organic (free) reach
- Increasing emphasis on ads (money)
- Increasing demands on staff time
- Reality: no social media budget and no social media staff at the library
- So we share responsibility with ambassadors
CESAR
Embody organic (free) reach & more
Social Media Ambassadors
CESAR
Amplify Austin's #NewCentralLibrary
Example: Social Media Ambassadors
CESAR
APL Social Media Ambassadors
- Amplify Austin's #NewCentralLibrary over the long-term:
- Nov 2015: APL launches ambassadors program
- Nov 2015 - Oct 2017: Occasionally APL emails them new library updates, they share updates on social media (organic / free reach)
CESAR
APL Social Media Ambassadors
- Oct 22, 2017: Ambassadors get a sneak preview of new library, they share photos and excitement on social media (more organic / free reach)
- Oct 28, 2017: New library opens to the public
CESAR
Preview Austin's #NewCentralLibrary 10/22/17
Social Media Ambassadors
CESAR
APL Social Media Ambassadors
- Most active on Facebook, Twitter and Instagram
- Browse #APLambassador and #NewCentralLibrary for posts dated 10/22/17 (sneak preview day)
CESAR
Untitled Slide
CESAR
Lessons & Tips
- Ambassadors share and thus amplify your community's #LibraryLove from the grassroots
- Ambassadors are a long-term strategy to both organize and build your library's online identity
CESAR
Photo by Knowsphotos
Lessons & Tips
- How to start your own ambassadors program:
- Make it simple to sign up and, like the library, open to everyone
- Build an email list - APL uses MailChimp, but Constant Contact and other email marketing services work
CESAR
Photo by Knowsphotos
Lessons & Tips
- Strategize emails long-term based on your library's "big moments" - e.g., opening a new facility, launching a new service, program, partnership, etc.
- Turn a "big moment" into an incentive to sign up as an ambassador - e.g., a sneak preview of a new facility
CESAR
Photo by Knowsphotos
PCPL story
LISA
Remember our goals
- Man, I love my library
- Wow, I didn't know I could do that at the library!
- The library helps make our community strong
- The library is everywhere
- I am welcomed at my library
LISA
We're talking about how to take your social media further, right?
So let me ask: are you building the capacity for your staff to be ambassadors too? Are you giving them the tools and permission to capture the stories at your frontline desks? The following were all created independently of my office!
We're talking about how to take your social media further, right?
So let me ask: are you building the capacity for your staff to be ambassadors too? Are you giving them the tools and permission to capture the stories at your frontline desks? The following were all created independently of my office!
Photo by rhett maxwell
What do you always need more of?
- Stories of the library in people's lives
- Examples of staff excellence
- Ways to connect with people and local biz and community groups
- Reinforce sense that the library is synonymous with your community
LISA
Historically have done a lousy job telling our own story. Social finally allows us the chance to tell the deeper story of the library in our own words.
Staff are your "you are there" reporters that can capture the stories as they happen.
Historically have done a lousy job telling our own story. Social finally allows us the chance to tell the deeper story of the library in our own words.
Staff are your "you are there" reporters that can capture the stories as they happen.
Photo by rhett maxwell
Case study: Build capacity internally
LISA
These are just examples of the WONDERFUL content that our branches have created for their Facebook pages. We have gotten great use out of them on Facebook, Twitter, Instagram, and our website.
To me, they are great examples of how rewarding it is to have front-line staff telling the library story from their point of view, and capturing library awesomeness as it happens.
Photo by staff at our Eckstrom-Columbus Library, which has made a concerted effort to hire staff with language skills that are used in their extremely diverse neighborhood. This is only 1/3 of the photo!
I'll say something else about empowering branches to tell their own story -- you get great stuff that you can use beyond social media. Blog post, Instagram, website, etc.
These are just examples of the WONDERFUL content that our branches have created for their Facebook pages. We have gotten great use out of them on Facebook, Twitter, Instagram, and our website.
To me, they are great examples of how rewarding it is to have front-line staff telling the library story from their point of view, and capturing library awesomeness as it happens.
Photo by staff at our Eckstrom-Columbus Library, which has made a concerted effort to hire staff with language skills that are used in their extremely diverse neighborhood. This is only 1/3 of the photo!
I'll say something else about empowering branches to tell their own story -- you get great stuff that you can use beyond social media. Blog post, Instagram, website, etc.
Staff are ambassadors too
LISA
Photo by staff member at Main Library of Read to a Dog program.
Photo by staff member at Main Library of Read to a Dog program.
Untitled Slide
LISA
[what's her name?] came into our Sahuarita Library and told Tenecia the librarian that she had a poem to share. Tenecia got goosebumps as she was reciting it, and when [name] was done Tenecia asked her (and her mom) if she would recite again on camera, for Facebook (there was also a written consent form).
There is no way I could have captured this moment without Tenecia.
[what's her name?] came into our Sahuarita Library and told Tenecia the librarian that she had a poem to share. Tenecia got goosebumps as she was reciting it, and when [name] was done Tenecia asked her (and her mom) if she would recite again on camera, for Facebook (there was also a written consent form).
There is no way I could have captured this moment without Tenecia.
Lessons & Tips
- Be hyperlocal
- Share in real time more often than you schedule
- Empower front line staff with tools and training and time
- Have a camera or tablet handy
LISA
APL story
Facebook Live
CESAR
APL Facebook Live
- To date (December 2017):
- 28 broadcasts, archived at facebook.com/austinlibrary/videos
- Topics: crafting, Austin history, eBooks, live music, closing Old Central Library, etc.
- Viewership (during broadcast): avg 0 - 30 viewers
APL Facebook Live
- Viewership (after broadcast): 350 - 6,100 video views
- Flagship series: "Q&APL Live" (19 episodes to date), we pose a library-related Question & Answer it live, viewers join with related Qs
Why do we need it?
Facebook Live
CESAR
Lessons & Tips
- Benefit of Facebook Live is straightforward: video = stronger customer engagement = more shares, more reach
- Now for some Facebook Live Tips...
CESAR
Photo by Knowsphotos
Tip 1: Borrow Ideas From Other Libraries
Tip 2: Equip Yourself: Smartphone & Tripod
CESAR
Tip 3: Promote the Broadcast as a Library Event
Tip 4: Broadcast a Fun, Focused Conversation
- Fun as in casual, not overly scripted (spontaneity, mistakes are OK)
- Focused on a question, topic, event
- If possible, stage 3 people: 1 behind camera, 1 on camera, 1 monitoring comments (chat amongst yourselves, invite viewers to join your conversation)
CESAR
Thank you!
Lisa.Bunker@pima.gov
Cesar.Garza@ austintexas.gov
Photo by Sander van der Wel
