Read Brown, AL. (2009). Developing an Effective Social Media Marketing Strategy, in Salt Lake City Social Media Examiner (30 July), then
Josh Bernoff & Charlene Li’s post Social Technographics: Conversationalists get onto the ladder (19 January, 2010). In particular explore the different behaviours of social networkers articulated in their ladder.
Consider applying market analysis to analyse your market’s (client base) social technology behaviour.
Also view Bernoff’s recent update on the statistics for their ladder ‘The Global Social Takeover’ (4 January, 2012)
Based on your understanding of your library or information agency’s, and your exposure to concepts and stategies presented in this section of Module 4, outline (in 400 words) how you can apply these ideas to develop a draft marketing strategy for your organisation.
Making Web 2.0 work for your organisation
Developing a social networking marketing strategy
The school library has a captive audience in the form of the school community. The school Intranet provides a link to the library catalogue and online learning tools to assist with finding resources quickly and easily. There is scope for the library to utilise social media to interact with the school community.
To support the curriculum within the school Moodle is the ‘learning platform’ used. Staff are responsible for building a ‘personalised learning environment’ to suit the needs of their students, adding and changing content as required (Moodle, 2014). Students and staff are familiar with utilising digital technology as Moodle is used across all curriculum areas.
The choice of social media will be dependant on a number of factors. Students are not able to access some social media platforms such as Facebook through the school Intranet reducing its suitability for this purpose. Before selecting any social media platform, involvement of staff and their support would ensure a smoother implementation and hopefully increased collaboration to assist with building an interactive social media community.
Some ideas for developing a marketing strategy include:
- Create a written social media marketing plan that is clear and specific (Brown, 2009). Seek support of staff.
- Select social media platforms most suitable for use (Brown, 2009) to market the school library with consideration given to student access. Examples to consider – Wiki’s to promote materials available for topic areas allowing collaborative content adding; Blog’s created for genre areas with new acquisitions promoted, links to book reviews or movie clips, inviting content adding; Pinterest; Flickr or Delicious to create shared content.
- Set goals (Brown, 2009). This provides focus for building an online presence.
- Select content of interest to the school community to be included. Items could include photos to ‘capture attention’ (Drell, 2012), information about new acquisitions, ‘polls’ (Drell, 2012) on book or movie preferences, interaction from visitors to review library resources (Bernoff, 2012), ‘questions’ (Drell, 2012), promotion of events, or to provide guidance and instruction for students.
- Schedule regular time for updating and responding (Hutchinson, 2014) on social media platforms. Consistently adding content (Street, 2013) prioritises the activity and ensures regular updates and communication with the community. According to ‘Buddy Media research’ higher response to Facebook posts are recorded for ‘Thursday and Fridays’ (Drell, 2012).
- As the creator of content (Bernoff, 2012) write in a tone and voice to personalise content (Drell, 2012). ‘Be real, genuine’, (Hutchinson, 2014) and tailor content to the interests of students and staff. Keep content focused on reaching goals (Street, 2013).
- Invite school community to participate in creating content (Bernoff, 2012). A collective responsibility will help build community belonging (Hutchinson, 2014).
- Engage (Street, 2013) the interest of the school community by posting new content and varying type of interaction.
- Limit number of social media platforms utilised and spread marketing through integration of the social media platforms (Street, 2013).
Bernoff, J. (2012). The global social takeover. Empowered. Retrieved from http://forrester.typepad.com/groundswell/2012/01/the-global-social-takeover.html
Bernoff, J. & Li, C. (2010). Social technographics: Conversationalists get onto the ladder. Empowered. Retrieved from http://forrester.typepad.com/groundswell/2010/01/conversationalists-get-onto-the-ladder.html
Brown, A. L. (2009). Developing an effective social media marketing strategy, in Salt Lake City Examiner (30 July). Retrieved from http://www.examiner.com/article/developing-an-effective-social-media-marketing-strategy
Drell, L. (2012). 10 Facebook marketing mistakes to avoid. Mashable. Retrieved from http://mashable.com/2012/06/07/facebook-marketing-mistakes/
Hutchinson, A. (2014). Why is social media engagement so important anyway? Social media today. (3 February) Retrieved from http://socialmediatoday.com/adhutchinson/2137386/why-social-media-engagement-so-important-anyway
Hutchinson, A. (2014). The importance of creating human connections with your brand in social media. Social media today. (7 February) Retrieved from http://socialmediatoday.com/adhutchinson/2152961/importance-creating-human-connections-your-brand-social-media
Moodle. (2014). About Moodle. Retrieved from http://docs.moodle.org/26/en/About_Moodle
Street, C. (2013) Top 6 social media marketing tips. Social media today. (8 July) Retrieved from http://socialmediatoday.com/chrisstreet/1577921/top-six-social-media-marketing-tips