OLJ 11 – Module 5 – Social media policy and online behaviour

xplanevisualthinking (2009). Did you know 4.0. . Retrieved from http://www.youtube.com/watch?v=6ILQrUrEWe8

This video from 2009 shows some of the technology trends and ensuing behaviours relating to the use of online tools and media. It shows that people are seeking their media and news from sources that differ from the traditional news-media organisations. People are choosing the read online rather than in the traditional print news media. TV also has felt the effects of this change as more people choose their TV shows, movies, and alternative sources online. Therefore advertising has declined in the traditional media also, while online media has seen advertising skyrocket. Back in 2009 mobile phone use was growing and this trend has continued with more and more people owning and using their mobile phones for things they once did using their PC.

“The computer in your cell phone is a million times cheaper and a thousand times more powerful and about a hundred thousand times smaller [than the one computer at MIT in 1965]…” (xplanevisualthinking, 2009)

This change in media consumption has created some behaviours that need addressing and organisations approach this by creating policies to guide and protect their employees in this environment. This list is by no means comprehensive but here are some behaviours that organisational policy seeks to keep in check and in line with the organisations functions and responsibilities:

Behaviour Policy to address
Security concerns Firewalls; designated administrators; password change schedules
Illegal downloads Firewalls; acceptable use of internet at work statements; staff code of conduct; social media policy;
Access to media Firewalls; approval process for software applications; acceptable use of internet at work statements; social media policy;
Rise in texting Staff code of conduct; social media policy; approval process for software applications;
Incorrect use of Social Networking Social media policy; social media procedures; staff code of conduct; acceptable use of internet at work statements; designated administrators; password change schedules; approval process for software applications;

The use of online media has become so much a part of our everyday lives that organisations are struggling to keep up. Organisations can look to the industry standards to get some guidance. For libraries the Australian Library & Information Association offers advice about how to be safe online as well how to be Cybersmart. The National Library of Australia has published their Social Media Policy online and differentiates the use of social media within the organisation: official use; professional use; private use; and inappropriate use. The Australian Communications and Media Authority is the official organisation that represents Australia’s communications, and offers guidance about spam, digital literacy, online abuse, personal rights and safeguards, and a lot more.

In this article from Government News in 2010 a Municipal Association of Victoria representative stated, “that a social media policy was required to help councillors and council staff develop best practice and engage with communities that were already using a diverse range of social media outlets to communicate.” In trying to get government organisations on board, the Department of Justice Victoria released this video in 2011.

A range of guidelines, policies and documents relating to social media for government is now available on the eGovernment Resource Centre website.

References:

Australian Communications and Media Authority (n.d.). ACMA Home page. Retrieved from http://www.acma.gov.au/WEB/HOMEPAGE/PC=HOME

Australian Library and Information Association (n.d.) ALIA guide to online content regulation. Retrieved from http://membership.alia.org.au/scripts/cgiip.exe/WService=ALIA/ccms.r?pageid=10577

Department of Justice Victoria (2011). Social Media Policy. Retrieved from http://www.youtube.com/watch?v=8iQLkt5CG8I

eGovernment Resource Centre (2013). Social media policies and standards. Retrieved from http://www.egov.vic.gov.au/policies-and-standards/web-services-policies-and-standards/social-media-policies-and-standards.html

National Library of Australia (n.d.). Social media policy. Retrieved from http://www.nla.gov.au/policy-and-planning/social-media

O’Brien, R. (2010). MAV developing social media policy. Government News. Retrieved from http://www.governmentnews.com.au////article/MAV-developing-social-media-policy/IKQUGUSSQL.html

xplanevisualthinking (2009). Did you know 4.0. . Retrieved from http://www.youtube.com/watch?v=6ILQrUrEWe8

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OLJ 10 – Module 4 – Comparison of library use of social networking tools

Comparison of libraries using social networking tools:

  • State Library of Victoria
    • Uses Facebook; Twitter; Flickr; YouTube; Pinterest
    • Allows comments
    • Updates at least twice daily
    • Does not show a disclaimer on the sites
    • Links to main website
    • Is easy to locate social pages
    • Purpose – events, photos, collection highlights
    • Overall feel – welcoming
  • Mount Gambier Library
    • Uses Facebook; Twitter;
    • Allows comments
    • Updates at least daily
    • Does not show a disclaimer on the sites
    • Links to main website
    • Is easy to locate social pages
    • Purpose – events, photos, announcements
    • Overall feel – community
  • Melbourne Library
    • Uses Facebook; Twitter; Flickr
    • Allows comments
    • Updates at least twice daily
    • Does not show a disclaimer on the sites
    • Links to main website
    • Is easy to locate social pages
    • Purpose – events, photos, announcements
    • Overall feel – authoritarian

Reasons why libraries should be on social media:

  • It is the online space where people are hanging out, so it is logical to have a presence in these spaces.
  • It is becoming more of an expectation that organisations will have a presence in these spaces, so people will look for libraries there.
  • Social networking spaces allow people to make comment about organisations.
  • People like to see how others are engaging with organisations in these spaces.
  • Like a community noticeboard, upcoming events are found here.
  • People enjoy seeing photos of activities and events especially if they were involved.
  • People enjoy the participatory aspect of social networking tools.
  • Showing that libraries are more than just storage facilities for books, is extremely important for those in the community who still think that way.
  • Offering a variety of topics using SN tools is important as it caters to more people. One person might enjoy the collection highlights or local history photographs, while another person might prefer to see who the next visiting author might be.
  • Connecting to local, state-wide, national and international campaigns is important. The Love2Read campaign for the National Year of Reading in 2012 is one example.
  • Linking back to the main website is important to show the pathway to the online catalogue and other information and resources.
  • Some libraries use photos of people involved in library events while others are not so liberal.
  • Regularity of posting is important, however once a day seems to be the frequency most adopted.
  • The overall feel of the social networking pages of organisations is important to encourage people to participate and engage in these spaces. The Mount Gambier Library gives a feeling of community participation, high activity and fun. The State Library of Victoria seems welcoming and inclusive and proud to show people what they have and wish to share. While Melbourne City Library seems authoritative, and focussing on Literature.

OLJ 09 – Module 4 – How to draft a social media marketing strategy

A social media marketing strategy should be a sub-section of a broader marketing strategy for an organisation.

Step 1: Locate the marketing strategy and determine where the social media tools will enhance what is already there. If there is no marketing strategy then this is an opportunity to develop one that includes social media.

Step 2: Ask the questions: who; what; why; where; and how. Who is your audience or community? What are you going to do in those social media spaces? Why is this important or needed? Where in the social media landscape do you wish to play? How will this be done on a regular basis?

Step 3: Reword this information into strategic planning terminology. What is your mission, aims, objectives? How will these be translated into actions? What outcomes do you expect? How will you measure and evaluate this? What is the demographic information about your community? What are the realistic capabilities of your organisation?

Step 4: As part of an organisation there is a requirement to abide by “the rules” so locating the governing documentation is imperative. As is making sure all of the staff are well versed in these measures. Is there a social media policy? Is there an organisational marketing plan? Is there a social media procedure? What about the staff code of conduct? And the corporate style guide and branding? Has risk been assessed? Who are the people responsible for marketing, media and promotions in the organisation? How do the social media tools integrate with the organisations website? What is the role of the IT Department in this strategy?

Step 5: Larger issues too need consideration, such as: freedom of speech; copyright; privacy; security; and human rights. Locating the relevant information about these issues is important and then informing your staff.

Step 6: Then put it all together into a document that sits within the broader marketing strategy. A typical structure as suggested by Ned Potter might be (Potter, 2012, p. 35):

  • Executive summary
  • Goals
  • Internal campaign details
  • Market research
  • Market segmentation
  • Objectives
  • Promotion methods and activities
  • Method of measurement
  • Evaluation framework
  • Areas of responsibility
  • Cost analysis
  • Modification

Alternatively you might like to map out the strategy in a less linear fashion. This map, offered by Gary Hayes and Laurel Papworth, shows a progressive journey through: involvement; creation; discussion; promotion; and measurement. (Hayes, 2008, slide 37)

So how do you know if your marketing strategy is successful? According to Hayes, “The winners are those who enable the conversation.” (Hayes, 2008, slide 73)

Figure 1: The Social Media Campaign by Gary Hayes & Laurel Papworth 2008

Figure 1: The Social Media Campaign by Gary Hayes & Laurel Papworth 2008

References:

Hayes, G. (2008). The future of social media entertainment. Retrieved from http://www.slideshare.net/hayesg31/future-of-social-media-entertainment-presentation-690535

Potter, N. (2012). The library marketing toolkit. Facet Publishing, London