Presentation Outline


Social Media Background


(Online) Community Research


Un-marketing with Social Media









MSU Social Media Surveys

Fall 2013, Fall 2014



2013













2013                                           2014













“If [social site] can help cultivate a brand that expands beyond books, students may discover that the library is more relevant and approachable than previously perceived, and a valued part of their personal networks.” 

Phillips, 2011




Where



How




“Be Interesting, Be Interested.”


Glazer, 2012

 


Research Question



How is community formed?



Community Analysis

Quantitative

Action-Object Mapping

User Type Data

Interaction Analysis


Qualitative

Focus Groups

Survey Data




Group 1


Automated Tweet content 

Low responsiveness 

No dedicated personnel 

No programmatic approach

Twitter as a broadcast platform




Action-Object Mapping













Group 1 Median Interaction Rate 


12.5%


Group 2


Original and unique content 

High responsiveness 

Dedicated personnel 

Programmatic approach

Twitter as an interactive platform










Group 2 Median Interaction Rate 


46.8%


Interaction Rate Increase 

Group 1 → Group 


275%



Group 1 → Group 2


Strategic Social Media Program


Social Media Plan


Realize mission of the university


Build and engage community

MSU Library Social Media Guide


  1. Audience Focus 
  2. Goal
  3. Values 
  4. Tone and Tenor 
  5. Activity Focus 
  6. Posting Frequency 
  7. Posting Categories
  8. Posting Personnel 
  9. Assessment


Audience Focus


Undergraduate and graduate students

Other MSU units/departments

Library and information professionals and organizations






Goals


Build an (online) community 

Form partnerships 

Engage and connect 

Increase awareness 



Values


Availability

Care

Scholarship





Activity Focus, Tone and Tenor


Information sharing

Social interaction

Welcoming, warm, cheerful, energetic tone


Posting Frequency


 Post daily at minimum

Regular monitoring of subsequent interactions

No automatic posting

Interact




Quantitative Data

Qualitative Data


"Organizations are sort of notoriously bland on their social media accounts, because everything you say represents the entire organization and it’s very hard to be edgy or funny when you have the organization’s face attached to it."

-Student focus group feedback


“On Facebook I think of it much more as a community, because it’s more   interactive and personal that way. Twitter for me is more receiving information. It doesn’t feel community-based, more networked-based.”

- Student Focus Group



 “. . . a Twitter account that was more than just updating you on events, but that was more inviting you in and creating that community.”

 - Student focus group feedback




"I never expected to have established personal connections with people on Tumblr, but I ended up doing it. That was pretty cool."

- Student focus group feedback


“If you have a Twitter account, you have to give people a reason to follow you. I think a lot of entities at MSU don’t understand that. The library does an awesome job. You guys give people a reason to follow you. You’re responsive. You’re clever. Interesting. And it’s not just event updates. And I’m serious. I really admire all of the social media at the library.”


— Student Focus Group






Q: How important is the idea of personality for social media? 

A: It’s essential. 

A: It’s huge. Which again, I think, coming back to campus and coming back to the library, the library has personality, and that’s why people follow it.

- Student focus group feedback
  

Social Media at the MSU Library


Group 1 → Group 2


New content 

New interactions 

New connections 

New community 

New value for the library?





Un-marketing





Relationship Building Hard Selling



How do you build relationships 

with your community?



Identify your community 


Listen 


Learn 


Deliver value




Talking At


Talking With


Social media is not for our 

community to listen to us 


Social media is for us to listen 

to our community

Listen to your community


Connect with point-of-need value


Connection -> Community


A community that will see your value, relate to your personality, and use your resources and services







Social media as more 

than a marketing tool


Social media as a 

community-building tool




Thanks! 


Scott Young 
@hei_scott 


Doralyn Rossmann
@doralyn


ACRL/CHOICE Webinar

By Doralyn Rossmann

ACRL/CHOICE Webinar

  • 549
Loading comments...

More from Doralyn Rossmann