Social Media

List of Contributors xiii

About the Authors xvii

Foreword xxvii

Acknowledgments xxix

Introduction xxxi

Part I The Social Media Landscape at the

Academic Library

1. How to Assess Students’ Social Media Preferences:

A Comparison at Two Academic Institutions

Dan Sich and Mark Aaron Polger

1. Introduction: Reason for Study
2. Some Background
3. Our Institutions
4. Survey Questions
5. Ethics Approval
6. Timeline and Response
7. Sampling and Distribution
8. Questionnaire Results
9. Recommendations and Limitations
10. Suggestions for Future Research
11. What to Do With the Results
12. Conclusion

References

2. Social Media Committees: Sharing the Library’s Voice

Alejandra Nann and Nina Verishagen

1. Introduction
2. University of San Diego’s Copley Library Social Media Committee
3. Saskatchewan Polytechnic Library’s Social Media Committee
4. Tips for Any Social Media Committee
5. Final Words

References

v

vi

Contents

Appendix A: Saskatchewan Polytechnic Library Social Media Plan 2015-20

Appendix B: Saskatchewan Polytechnic Library Social Media Committee

Terms of Reference—Key Excerpts

Appendix C: Social Media Committee Guidelines Document

3. The Right Social Media Platform for Your Library

Morgan Swan

1. Consider Your Institutional Context
2. Identify Your Intended Outcomes or Goals
3. Take Stock of Your Current Social Media Commitment
4. Understand the Pros and Cons of Each Platform of Interest
5. Determine Which Platform Best Matches Your Library

References

4. Social Media Best Practices: Implementing Guidelines

for Disability and Copyright

Sarah Christensen and J.J. Pionke

1. Introduction
2. Literature Review
3. Social Media and Copyright
4. Practical Guidelines on Social Media and Copyright
5. Social Media and Accessibility
6. Practical Guidelines on Social Media and Accessibility
7. Conclusion

References

Further Reading

5. Using Scheduling Apps to Streamline a Social Media

Workflow

Samantha Paul and Michael Holt

1. Introduction
2. How We Picked the Apps to Review
3. Common Themes and Trends
4. App Reviews
5. Trello Case Study
6. Conclusions

References

Further Reading

　

vii

Part II Tried and Tested by Librarians: Social

Media Case Studies

6. Instagram

1. Case Study 1: Using Instagram to Engage Students During Library Orientation

Katie Hutchison and Stephanie Henderson

1. Background
2. Library Week
3. The InstaHunt
4. What Worked
5. What Didn't Work
6. Recommendations
7. Using Instagram After Library Week
8. Final Words

2. Case Study 2: Enhancing Your Instagram Following Through Interdepartmental Collaboration

Jen Park and Steve Fowler

1. Introduction
2. The Dilemma
3. Proposal for Collaboration
4. Planning
5. Speak With Target Demographic About Contest Design
6. Marketing
7. What Worked
8. What Didn't Work
9. Recommendations
10. Final Words

3. Case Study 3: Student Social Media Representatives and Instagram: Connecting With the Campus Community Through Library Student Workers

Laura Wilson

1. The Situation
2. In Heather’s Words: Her Experience Posting to Our Libraries’

Instagram

3. Analyzing Success
4. What Worked
5. What Didn't Work
6. Recommendations
7. Final Words

Contents

viii Contents

4. Case Study 4: Are We Failing at Instagram?

Matthew Blaine and Jacalyn Kremer

　

　

　

　

　

　

　

　

　

　

References

7. Twitter

1. Case Study 1: Tweeting to Success: Managing an Academic Library’s Twitter Campaign to Enhance User Engagement

Emy N. Decker

1. Background
2. International Games Day
3. How Twitter Promoted International Games Day
4. Using Twitter on International Games Day
5. Assessment
6. Successes
7. What Worked
8. Failures
9. What Didn't Work
10. Final Thoughts

2. Case Study 2: Drop Everything and Tweet: Building Community on Your Campus

Joanna Ewing, Amber Wilson and Karen Pruneda

1. Campaign Background
2. UCA Library Twitter Implementation
3. Approach/Plan
4. Developing Organizational Strategies
5. Identifying Collaborators
6. Marketing
7. What Worked
8. What Didn't Work
9. Recommendations
10. Final Words

References

Contents ix

1. Case Study 3: What Do You Do When They Start Talking Back? Training Librarians for Next-Level Twitter Engagement Using Springshare’s LibAnswers

Sheeji Kathuria and Amanda Clay Powers

　

　

　

　

　

　

References

2. Case Study 4: Rising Above the Noise: Increasing Local Engagement Through a Global Hashtag Campaign

Emily Jack

7.4.1

Background

7.4.2

The Idea

7.4.3

The Execution

7.4.4

Measuring Success

7.4.5

Why It Worked

7.4.6

The Best-Laid Plans...

7.4.7

What Worked

7.4.8

What Didn't Work

7.4.9

Recommendations

7.4.10

Final Words

1. Facebook

1. Case Study 1: Breaking Up Is Hard to Do: UAB Libraries and Facebook’s Mis(sed)connection

Dana Hettich and Becca Billings

1. Introductions
2. Love at First Like
3. The Test
4. Final Words

References

Further Reading

2. Case Study 2: Buying Likes: How Our Library Jumped From 200 to 1000 (Student) Likes in 5 Months

Nina Verishagen and Ann Liang

1. The Situation
2. The Idea

　

　

　

x Contents

　

3. So It Mostly Worked! Here’s How
4. What Worked
5. What Didn't Work
6. Recommendations
7. Where Are We Now?
8. Final Words

Appendix A: Comparison of "Likes" Before and After an Event or Contest 186

References

3. Case Study 3: So You Have Been Given the Social Media Passwords.

Now What? A Trial-by-Fire Case Study in Facebook Marketing

Molly Marcusse

1. The Situation I Inherited
2. The First Facebook Experiment: #FootballFriday
3. Using the Data to Define My Audience
4. Goals
5. #WyoWednesday Campaign
6. Future Plans
7. What Worked
8. What Didn't Work
9. Recommendations
10. Final Words

References

2. YouTube

1. Case Study 1: Thousands of Views: Why Three Simple Library Videos Have Done So Well

Dan Sich

1. The Opportunity
2. The Approach
3. Disseminating and Promoting Videos
4. Assessment and Renewal
5. What Worked
6. Final Words

References

2. Case Study 2: Show Me: Getting YouTube Videos to Your Students Through SEO

Lauren Valentino Bryant

1. Background
2. Evaluating Traffic

Contents xi

3. Increasing Traffic
4. Visual Instructional Design or How to Make the Videos

Checklist

5. Final Words

References

Further Reading

3. Snapchat

1. Case Study 1: Snapchat in Academic Libraries: We Ain’t Afraid of No Ghost

Nicole Maddock, Monica Fazekas and Kevin Tanner

　

　

　

　

　

　

　

　

　

　

　

　

References

2. Case Study 2: Snap to It: Reaching Users Where They Are With Snapchat Geofilters

Laura MacLeod Mulligan and Alexander S. Di Iorio

10.2.1

Background

 

10.2.2

The Idea

 

10.2.3

Measure of Success

 

10.2.4

Technical Aspects

 

10.2.5

What Worked

 

10.2.6

What Didn’t Work

246

10.2.7

Recommendations

10.2.8

Final Words

Further

Reading

 

　

1. Pinterest

1. Case Study 1: Extending the Library’s Presence Into the Virtual Space Using Pinterest

Brandy R. Horne

1. Pinterest in Libraries

　

　

　

xii Contents

　

2. Background
3. Enter Pinterest
4. Creating Digital Displays Using Pinterest
5. Sharing Pinterest Displays
6. Limitations
7. What Worked
8. What Didn’t Work
9. Recommendations
10. Final Words

References

Index