Tweeting, Meeting and FB-ing: Social Media for Information Professionals
SLA Europe event at the National Library of Scotland, 24th April 2013
There were two speakers at this event and a summary of the rpesentations is provided below. You can follow SSKS on Twitter @SSKS_online
Bryan Christie, Media and External Relations Officer at the National Library of Scotland
Bryan opened the event with a presentation about use of Twitter and Facebook at NLS. He began by quoting a study which showed that 4% of Tweets were news, 9% had pass-along value and 40% were pointless babble. You can read the full report of this study here. In light of this information, the social media policy at NLS has a clear goal to increase usage of the National Library while passing on information and news. Some examples of NLS Tweets are:
- An 18th century pancake recipe was Tweeted about on Shrove Tuesday
- On the anniversary of the massacre at Glencoe the signed order for the massacre was Tweeted
The NLS has recently been awarded a Scottish marketing award for their Facebook campaign to promote the Scottish Screen Archive and the ‘Going to the pictures’ exhibition. Participants were asked to ‘Scotify’ famous movie phrases. Here are some of the entries:
- Luke, Ah’m yer da’
- Mrs Robinson, are you trying to winch me?
- Say hello to my wee pal
- Houston, we’re gubbed
You can see all entries on the NLS Facebook page.
Is it working?
Bryan then went on to discuss whether the NLS social media promotions were working. The Facebook campaign had been very popular, with lots of entries and winning the marketing ward. However, no information was given about whether this had increased visits to the exhibition or use of the Scottish screen archive. A line graph of the NLS Twitter followers showed a steady increase since the account had been opened. The national libraries of Wales and Ireland, however, showed very similar trends and so it is hard to determine if the increase on Followers reflects successful promotion of NLS or the growth in Twitter usage. Similarly, no information was given about the direct effect Twitter had on use of the library or its collections.
In summary, Bryan offered the following guidelines for operating a successful social media policy:
- Be active
- Be interesting
- Be funny
- Monitor what’s happening regularly
- Listen and respond to your users
Nick Goldstein, Senior Account Executive at LinkedIn
The second speaker was Nick Goldstein, a Senior Account Executive at LinkedIn. Nick spoke about the social media landscape generally in order to show were LinkedIn fitted and then discussed use of LinkedIn in more detail.
Nick began by sketching the social media landscape, grouping the many services available into three groups: social, broadcast and professional. Facebook is an example of a social platform as it is used to connect with people and to build your personal network. Twitter is an example of the broadcast platform as it can be used to tell the world what you are thinking in real time. LinkedIn was Nick’s example of a professional platform where people can record their professional activities and showcase their experience.
The major social media players were listed as:
Social media is essentially about conversation and in order to use it effectively, it is important to consider what you want to say and to whom you want to say it. Nick also divided the use of social media into two groups:
- Personal networks- use of these is about spending time socialising, staying in touch and having fun
- Professional networks- use of these is about investing time maintaining your professional identity, making influential contacts, searching for opportunities and staying in touch
LinkedIn was founded by Reid Hoffman, who was also one of the founders of PayPal, on 5th May 2003. It now has more than 200 million members in more than 200 countries worldwide. 63% of members are outside the US. Between 80 and 90% of professionals in the UK are members. Nick shared the mission, vision and strategy of LinkedIn:
- Mission: Connect the world’s professionals in order to make them more productive and successful.
- Vision: Create economic opportunity for every professional in the world.
- Strategy: Transform the way people work by connecting talent with opportunity on a massive scale.
Why do people join LinkedIn?
- To connect, find and be found
- Create their profile- a living, breathing account of you as a professional
- Slideshare allows members to share content
- Professional record in the public domain
- News aggregation service can tailor content to you
- Join groups
- LinkedIn is everywhere- it works wherever its members work
The future for LinkedIn
“To develop the world’s first economic graph. We want to digitally map the global economy, identify the connections between people, jobs, skills, companies and professional knowledge and spot, in real time, the trends pointing to economic opportunities.”