Here’s my summary of 3 talks given as part of the first Bodleian Libraries’ Digital Know-How Day last week.
Alison Prince - Social media strategy
- Impact assessment is a process aimed at guiding the development of projects… Knowing why you are doing it!
- “You can’t manage what you can’t measure”
- If you don’t know why you’re doing something, there’s a strong chance it might not be useful/important & chances of success lower
- Balanced value model: 5 modes of cultural value for digital resources
- Goal setting > performance measurement > performance diagnosis > corrective action > and back to the beginning
- Performance management is ongoing – can’t just launch something and walk away
- Communicate and report your analysis to make it known to a wider audience – senior and local teams. Share wisdom & insight
- What do people in the business world use online analytics for? Econsultancy report
- 4 key points: knowing why, can’t manage what you can’t measure, demonstrate value (showing better than saying), communicate wisdom
See also: Social media strategy
Eric T. Meyer - Impact as a process: considering the reach of resources from the start
- “Users” is a bad word – implies passivity. Don’t think of users as passive recipients of your content/activity
- Don’t give your resource a cute name that is not sufficiently individual – will make it impossible to find in web search e.g. CATS
- Use a survey running from your home domain URL if possible – not generic ones like SurveyMonkey- increases legitimacy
- Users of digitised collections often cite references as if they had consulted the original print media. They are aware from an early stage in their careers that there is prejudice against a bibliography that looks like they did all research from their laptop, even though content of digital and original archives is the same!
- See Eric’s report: Collaborative yet independent: information practices in the physical sciences. Most humanities scholars surveyed used Google (79%) or Google Scholar (66%) to find new info. Many also use libraries, journals and peers. Many good library services are almost invisible to users e.g. subscription resources
- What is the value of value? Deeper impact on smaller community or broader, shallower reach? Which will appeal to donors/sponsors?
- Where do you want to go with social? Start with SMART targets
- Focus on outcomes: difficult to measure impact of social media on physical visits and readership, but easier to see impact of social media on website visits, brand mentions and downloads
- Tools for collecting social data include HootSuite - columns for keyword searches, @ mentions, sent and scheduled tweets
- TwitterCounter for competitive analysis
- CrowdBooster to visualise retweets. Offers data in a sortable table
- TweetStats and SocialFlow
- Facebook Insights – data at page and post levels
- Meltwater Buzz – mentions and spread
- AddThis - viral content
- Google Analytics – use custom reports to unleash its full potential
- Productivity – Excel, Evernote and Reminders
- NYPL’s marketing dashboard: published monthly; focus on newsletters, Facebook and Twitter; six month overview
- Optimising email with social media: at NYPL they tested blog content on social media to see which were most popular/engaging and used these results to decide which blog content to include in their email newsletter
- Preparing a campaign for tracking: custom variables and events (track with GA); measure referrals
- “The NYPL is pleased to provide you with wireless Internet access” – good to remind users of services provided by the library
- “Protect your roots, support your branches” campaign to fight cuts at NYPL
- All social media contributors at NYPL have to do a course in the use of social media. Thereafter, their updates do not need to be approved (but are still monitored)
Many thanks to Alison Prince for getting this event organised and hopefully there will be many more Digital Know-How Days in future!