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MAKING FACEBOOK AND TWITTER WORK FOR YOU Marketing Your Museum, Services & Special Collections through New Social Media Colleen Robledo Greene, Systems Librarian, California State University Fullerton October 3, 2009 Light Impressions Archival Workshop – Santa Ana, California

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Social Networking vs. Social Media <ul><li>Social Networking </li></ul><ul><li>The activity. </li></ul><ul><li>Connecting, conversing, broadcasting, sharing. </li></ul><ul><li>Social Media (New Media, Social Web) </li></ul><ul><li>The content (dynamic): text, multimedia, conversations. </li></ul><ul><li>The strategy (multi-platform): vision, policies, goals. </li></ul><ul><li> </li></ul><ul><li>Social Platforms (Social Technologies) </li></ul><ul><li>The tools: sites, widgets, feeds, badges, etc. </li></ul><ul><li>Often mobile: text messaging, email, applications. </li></ul>

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The Marketing Appeal <ul><li>Publicity: Free news and PR opportunities. </li></ul><ul><li>Audience: Ready made subscriber base. </li></ul><ul><li>Global: Reach anyone (if internet). </li></ul><ul><li>Portable : Reach anywhere (if internet). </li></ul><ul><li>Repurposing: Can reuse & extend existing content. </li></ul><ul><li>Viral: Quickly spread throughout networks. </li></ul><ul><li>Branding: Builds a sense of professional identity. </li></ul><ul><li>Community: Through a sense of brand loyalty. </li></ul>

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The Relationship Factor <ul><li>Customer Service: </li></ul><ul><ul><li>Take your museum, library, archives to where your patrons already spend time. </li></ul></ul><ul><ul><li>Survey or poll patrons. </li></ul></ul><ul><ul><li>Answer patron inquiries (reference/research). </li></ul></ul><ul><ul><li>Build a sense of virtual interactive community. </li></ul></ul><ul><li>Professional Networking: </li></ul><ul><ul><li>Connect with colleagues. </li></ul></ul><ul><ul><li>Seek & offer support, seek & share idea. </li></ul></ul><ul><ul><li>ReTweet, attribute, cross-post on Walls. </li></ul></ul>

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Apply the Right Setup & Tools <ul><li>Twitter, Facebook or both? What about MySpace? </li></ul><ul><ul><li>Facebook & MySpace require a mutually sought bond. </li></ul></ul><ul><ul><li>Twitter: Eavesdropping, discovery, organic. </li></ul></ul><ul><li>Give thought to your channel (brand) names: </li></ul><ul><ul><li>Twitter: Reserve & keep it short. </li></ul></ul><ul><ul><li>Facebook: Reserve when have 25+ Fans </li></ul></ul><ul><li>Facebook Pages vs. Profiles & Administrators vs. Users. </li></ul><ul><li>Multiple Tweeters (editors) and/or multiple accounts. </li></ul><ul><li>Statistics: </li></ul><ul><ul><li>Facebook Page Insights: Fans, Interaction & Demographics. </li></ul></ul><ul><ul><li>Twitter Followers & click-through rates. </li></ul></ul>

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Facebook: www.facebook.com

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Facebook Page <ul><li>Setup & Repurposing Content </li></ul>

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Facebook: Organizational Reply

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Facebook: Personal Reply

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Facebook: Statistics

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Twitter: http://twitter.com

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Twitter: Tweets

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Twitter: Follower Stream

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CoTweet.com

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CoTweet: Post from any/all accounts

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CoTweet: Assigning Tweets

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CoTweet: Schedule Tweets

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Repurposing: Twitter to Blog

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New England Historic Genealogical Society Facebook Page http://www.facebook.com/nehgs

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Brooklyn Museum Facebook Page http://www.facebook.com/brooklynmuseum

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Minnesota Historical Society Twitter Profile http://twitter.com/mnhs

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Smithsonian Institution Twitter Profile http://twitter.com/smithsonian

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Things to Keep in Mind <ul><li>Policy and legal issues: </li></ul><ul><ul><li>Consult with your parent organization. </li></ul></ul><ul><ul><li>If every post has to be approved, it’s not for you. </li></ul></ul><ul><li>Keep your intended audience in mind: </li></ul><ul><ul><ul><li>Tailor and adjust the platform to your audience. </li></ul></ul></ul><ul><ul><li>If you seek feedback, commit to respond. </li></ul></ul><ul><li>Attribution still applies: </li></ul><ul><ul><li>Give credit when using others’ content. </li></ul></ul><ul><ul><li>Facebook: Tag Profiles and Pages . </li></ul></ul><ul><ul><li>Twitter (you’ll get more familiar with the lingo): </li></ul></ul><ul><ul><ul><li>ReTweet (RT): RT @colleengreene </li></ul></ul></ul><ul><ul><ul><li>Attribute (via @): via @colleengreene </li></ul></ul></ul><ul><ul><ul><li>Tag/Reply (@): @colleengreene </li></ul></ul></ul>

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More Things to Keep in Mind <ul><li>Commit to at least a 3 month trial </li></ul><ul><ul><li>Realize there is a learning curve. </li></ul></ul><ul><ul><li>Don’t expect immediate results & don’t give up. </li></ul></ul><ul><li>Frequency and style </li></ul><ul><ul><li>At least a few times a week, shoot for daily. </li></ul></ul><ul><ul><ul><li>Recruit other editors. </li></ul></ul></ul><ul><ul><ul><li>Schedule Tweets. </li></ul></ul></ul><ul><ul><li>Make it fun, engaging, and personable. </li></ul></ul><ul><li>It’s fun, engaging & can lead to “real” community. </li></ul>

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Resource: Colleen Robledo Greene <ul><li>Pollak Library </li></ul><ul><ul><li>Facebook: http://www.facebook.com/pollaklibary </li></ul></ul><ul><ul><li>Twitter: http://twitter.com/pollaklibrary </li></ul></ul><ul><ul><li>Web directory: http://library.fullerton.edu </li></ul></ul><ul><li>Colleen: </li></ul><ul><ul><li>Email: [email_address] </li></ul></ul><ul><ul><li>Twitter: http://twitter.com/colleengreene </li></ul></ul><ul><ul><li>Facebook: http://www.facebook.com/colleengreene </li></ul></ul>

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Resource: Recommended Gurus <ul><li>Beth Kanter: </li></ul><ul><ul><li>Blog: http://beth.typepad.com/ </li></ul></ul><ul><ul><li>Facebook: http://www.facebook.com/Beth.Kanter.Blog </li></ul></ul><ul><ul><li>Twitter: http://twitter.com/kanter </li></ul></ul><ul><li>Mashable: </li></ul><ul><ul><li>Blog: http://www.mashable.com </li></ul></ul><ul><ul><li>Facebook: http://www.facebook.com/mashable </li></ul></ul><ul><ul><li>Twitter: http://twitter.com/mashable </li></ul></ul>