Learn tools and tactics to help you use social media to build your outreach to current and future patrons. This 4-week online course mixes live keynote presentations and hands-on projects in an online workshop setting. You’ll receive one-on-one guidance from an experienced social media library luminary.
By the end of the 4-week workshop, participants will
- Set a target audience for your social media efforts
- Decide what you hope to achieve through social media, who is your core audience, and what channels would reach them most effectively
- Build a social media project to achieve a specific goal
- Get prepared to offer a nimble social media response to surprise events that impact your community—whether that’s a tornado or a celebrity visit
- Create shareable content that can “go viral” beyond your existing followers
Online course features
- Instructor-led online courses feature personalized interaction over four weeks
- Real-time guest speakers and conversation via live webcast (with recordings available afterward)
- Weekly homework assignments to help you make progress on your goals
- Individualized attention from course facilitators who work with you in a coaching environment to help sort out challenges
- Ongoing group conversation via discussion forums
- Articles, videos and other resources
Who should take this course?
This course is relevant for school, public, and academic librarians, across all areas of the library—from front line-staff to management—looking to learn how to use social media as an outreach and engagement tool.
WEEK 1: Wednesday, May 17, 2017
1:00-1:30 PM ET
Our course advisor will lead you on a guided tour of the online classroom, explain how the assignments and homework groups work, and take any of your questions to help get you set up for our live keynote session.
Carmen Scheidel, CEO, Edmaker.co; partner to Library Journal Professional Development
SESSION 1: KEYNOTE
1:30-2:15 PM ET
Before Lisa Schneider took over digital strategy for Merriam Webster, the American dictionary and reference book publisher had what she described as a “pretty scheduled and staid” approach to Twitter “…a Word of the Day tweet in the morning, and a quiz tweet in the afternoon.” Under her direction, the social media team she built has broken convention and earned a reputation for having a sassy, educational, and current voice that shows that language is evolving. (Surreal was the word of the year for 2016, but contenders included irregardless, bigly, and revenant, based on lookups.) As she told the Washington Post: “When I joined the company, I thought it was a shame that we were not engaging people with our love of language, and the cleverness and humor I experienced in the office every day. I convinced the powers that be to let me build a content and social media team, and clearly they have hit it out of the park.” In this opening keynote, Lisa Schneider will share the greatest hits of M-W.com’s social media efforts and share the strategy and stories behind them. Follow her @Merriam-Webster.
Lisa Schneider, Chief Digital Officer & Publisher, Merriam Webster Inc.
SESSION 2: Social Media Overview
2:15-3:00 PM ET
As a start to developing your social media plan, we’ll review major social media platforms, the audience each platform primarily reaches, and how to tailor content to different styles. You’ll start to define your goals for using social media and learn ways to identify your specific audience. Finally, we’ll discuss developing style guides to find and keep a consistent online voice (with one creator or a team of contributors), including using humor effectively. Personal stories and library examples will give you ideas for your own work.
Jennifer Koerber, Library Journal Contributor; Instructor; Writer
WEEK 2: Wednesday, May 24, 2017
SESSION 1: Nuts & Bolts: What You Need To Make It Work
1:00-1:45 PM ET
As digital services director at Topeka & Shawnee County Public Library (KS), David Lee King plans, implements, and experiments with emerging technology trends. He is a prominent speaker and author of Face2Face: Using Facebook, Twitter, and Other Social Media Tools To Create Great Customer Connections. In this how-to session, David will share his recommendations for free and cheap tools to help you make the most of your social media efforts, and advise on how to tell if your social media posts are working (and how to optimize them even more). He will cover social media guidelines for the team (such as determining who can post on behalf of the library and how to encourage various types of participation) as well as social media timing and scheduling. He will offer clear posting guidelines, like when to repeat posts within one channel or across multiple channels, how to schedule posts, and when to syndicate posts from one channel to another (i.e. Twitter to Facebook).
David Lee King, Digital Services Director Topeka & Shawnee County Public Library (KS), the 2016 Library Journal Library of the Year
SESSION 2: Social Channels In Depth: Twitter, Pinterest & Tumblr
1:45-2:30 PM ET
An award-winning advocate for the romance genre, librarian Robin Bradford built her public reputation through her Twitter feed (@Tuphlos), where she tweets book covers, speaks about romance from a librarian’s perspective, and helps authors understand how books are acquired. In this session, she’ll share the basics of using Twitter (including benefits and limitations), best practices for using hashtags (a favorite of hers is #collectiondevelopment). She’ll share tips on how to build a following and how that can vary for personal accounts versus institutional accounts (with examples). She’ll also cover customer service on twitter, RA/Reference on twitter, and when to syndicate content from Twitter to other platforms (and vice versa).
Robin Bradford, Collection Development Librarian, Timberland Regional Library (WA); 2016 Romance Writers of America Cathie Linz Librarian of the Year
WEEK 3: Wednesday, May 31, 2017
SESSION 1: A Deep Look at Marketing Creative for Everyone
1:00 PM-1:45 PM ET
- How to design effective social content for various platforms
- Paid and organic marketing
- The importance of interaction: customer service on social, balancing promotion and dialog
- Readers Advisory/Reference by Social Media
- Memes, user-generated content, contests, polls, etc.
- Digital newsletters, house ads, and other promotional spots
SESSION 2: Social Channels In Depth: Facebook & Instagram
1:45-2:30 PM ET
An overview of Facebook, Facebook Live, and Instagram with a special focus on the way innovative libraries use the platforms to promote their work.
WEEK 4: Wednesday, June 7, 2017
SESSION 1: Unexpected Opportunities in the Face of Crisis: The Story of Ferguson Municipal Public Library
1:00-1:45 PM ET
Scott Bonner was in his fifth week as director of Ferguson Municipal Public Library in 2014 when the fatal police shooting of African-American teenager Michael Brown sparked unrest in his community and ignited national outrage. At a time when much of Ferguson, MO, closed, including the public schools, Bonner, along with his library team, kept the library open and turned it into a safe haven. He teamed up with teachers and community agencies to provide a range of services, including an ad hoc school for youth and Healing Kits—backpacks full of material to support emotional healing. Bonner organized a crew of volunteers through Twitter, but his reach extended far beyond Ferguson. His transparent and authentic voice on Twitter turned the library into a national symbol of hope and eventually garnered the library more than $450,000 in donations—more than its annual budget as well as Library Journal’s 2015 Library of the Year award. In this session, he will share his lessons on how to respond on social media when your library or community is confronted with an unexpected crisis.
Scott Bonner, Director, Ferguson Municipal Public Library (MO) @scottybonner
SESSION 2: Social Channels In Depth: Snapchat & YouTube
1:45-2:30 PM ET
An overview of Snapchat and YouTube with a special focus on the way innovative libraries use the platforms to promote their work.