Webinar – Social Media Analytics What to Measure and Why – 2017-11-30
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Webinar – Social Media Analytics What to Measure and Why – 2017-11-30


Jennifer: And welcome
our presenters today. Molly Bacon comes to us
from TechSoup for Libraries. She is the Social Media Manager
there . First we are going to begin with Charise Mead who comes
from the Mesa Public Library. She is a Librarian III, and also the
Marketing Team Lead at the Mesa Public Library. We are so glad to have both of you here,
and look forward to all the great work you are bringing to this
session today. Welcome Charise. I’m going to just go ahead and
unmute you Charise. There you go Charise: Thank you. Hi everybody. It
is just so exciting to be here today to talk about one of my favorite
subjects which is math, but don’t worry, we will go easy on the math. So we are going
to be talking about social media analytics. I am going to give you a very
general overview, sort of some things to get you started to guide you as you
are starting out on this. And beyond that, Molly will take over and have some
more specifics for everybody too. So just to give you a little bit more
information about myself, I am a Librarian III, and our Marketing Team Lead. I
started out in adult programming. A spot opened up on our marketing team a
couple of years ago and I was able to join then. And our team leader left in February, and I
applied for it, and was promoted into that position. I saw another speaker do this
recently, Me in 3 Pictures. So the bottom left there is me meeting
the Bloggess with one of my colleagues. And if you don’t know the Bloggess, she is
hilarious, and you should read all of her books. The top right is making a
goofy picture for social media which is also one of my favorite
things to do. I am a compulsive traveler so the bottom right is me in Namibia
in Southern Africa with my husband. So with that out of the way, let’s
get started talking about analytics. So as I mentioned, we are going
to talk a lot about how to choose what you are going to measure,
so some questions to ask yourself as you are beginning to put all
of this together for yourself. We’ll move from there onto selecting metrics.
This is going to be pretty platform neutral because I know Molly is going to be talking more
specifically about KTI’s and things like that. And then we will also take a brief
look at some ways that you can use Excel to learn from your data. So I
wanted to approach this from the idea of if you downloaded a
year’s worth of information from one of your social
media platforms today, what could you learned from it? There is
actually a lot without any additional tools. So we’ll get started with choosing what
to measure – let me advance my slide here – and some questions to ask
yourself. And the 1st one as the great Simon Sinek says, is start
with why? So why do you want to jump into social media analytics,
selecting metrics, anything like that. You could have a lot
of different reasons. You could want to understand
your audience better, know who is out there,
who is listening to you, and what might they enjoy more from you. You could be looking at
ways to reach more people. So I’m confident that I’m
putting great content out there, but my followers, there is just not enough of
them, so I really want to expand my audience. You could want to raise awareness
of library stuff, your programs, your services, your collections. You
might even want to use social media to sort of raise general awareness out
in the wild about your different things. And then also to create organizational
buy-in, and I think this is one that is kind of top of mind for a lot of
people judging by what we’ve been seeing in the comments coming in from people.
So we will definitely talk about that, and it is a very valid goal. So moving on from there, you
should think about where you fit in. And when I say fit in, I mean to
your larger organizational goals. So all of those things that we talked
about that you might want to be doing with your social media are analogous to
things that you can do within your library. Let me say it that way. So if you think of
it like what you report for your building. So statistics you might report
to the state or wherever else you need to give metrics to, your city,
you talk about people through the door. How many people came in? Is
it more now than it was then? You talk about circulation, reference
interaction, how many questions are you answering? And when you look at these
categories you’ll notice none of these really give you the whole picture.
So you can’t measure the entirety of your services, or the quality of a
week’s worth of person-to-person interactions given by library staff by these numbers,
but these numbers are very useful. You can look for trends and sort
of contextualize them from there. So there are more people coming in this
week than there were this week last year at the same time. Why might that
be? Why are more books checking out? Why are less books checking out?
These can all contextualize it. And I think you will find with
social media, metrics and analytics as we are going to talk about,
there are some analogous things. So you can think about followers
as being people through the door, likes, clicks, comments on a post,
questions that you are answering, I mean that’s almost the same
thing as a reference interaction. In many cases it is the same thing.
So these are all kind of ways to frame what you are trying to look
for in your social media. And then the 3rd thing to ask yourself is
who cares? Who is the audience going to be for these numbers you are gathering?
Who cares about your analytics? When you are developing content,
Facebook posts, and things like that, you always take the “audience first”
approach. And this is the same, but your audience in this case,
isn’t going to be the public always. It might be yourself. You might want
to ask your analytics, how am I doing? Is what I’m putting out there working? You
may need to tell your boss your analytics or your boss may be wondering, is
our social media supporting our goals? Why are you spending your time on this?
I’m sure some people have heard that. And your bosses boss even, how do
you stack up against other libraries and departments. I know this
is something I have come across in my stakeholders, not necessarily
in my organization in the library, but in the broader organization.
So how are you comparing to Parks and Recreation? Is your
growth similar? Those kinds of things. And now I know what you’re thinking,
you want to measure everything, because we are librarians, right?
We can’t do that. We need to moderate our expectations with our statistics. So let’s talk about
expectations vs. reality. So our expectation for our home
bookshelves is that we really expect that if we can gather every book out
there, if we buy another 20 books we will be able to arrange it in a really
beautiful functional way. It will be great. The reality is that the books make it
home. We end up with a great big pile, I know I do, magazines, books,
whatever it is. And we get overwhelmed. Things get buried. How many books
do you have sitting in your house that you’ve never read, or that you’ve
forgotten that you even ever had. It’s the same way with analytics.
You don’t want to overwhelm yourself by trying to do every single
thing. Start out small. And I’m going to give you permission at the
outset, no data set is ever going to give you the whole picture, just like we talked
about with general library statistics. But that’s okay. And if anybody
gives you a hard time about that, you can tell them it’s on
a slide, so it’s official. What we are doing is the best we
can to explain what we are seeing and not drive ourselves crazy trying
to allow for every single thing. So with all of that in mind, how do
we move on to choosing our metrics? I know Molly is going to go into very
specifics for each different platform, but I think there are sort of 4 broad categories
that you can look at, and may be a fifth, we’ll see. The 1st one is
followers and that one as easy. That’s a number of people
following your Facebook account, following your Twitter account,
anything like that. The next is reach, and this is called different
things on different platforms, but it boils down to how many
people are seeing your content, how many unique people. That is the key. Now impressions, and again, this is called
different things in different places. Impressions are how many times
your content is displayed. So the difference between impressions
and reach is that reach is unique people, and impressions is overall. So one
person may see the same piece of content, the same post several times,
or the same ad several times, and that is what your
impressions number is going to be. And then the last thing of these 4 is
engagement. So how many times to people interact with your content.
It’s those hearts on Instagram. It is re-tweeting. It is liking
things on Facebook, or that smiley face that’s all angry which we hate to see.
But if people are sending you messages and you are answering them, all of
that kind of stuff is engagement. And there is a fifth metric that I
would encourage you to think about. Again, I think it’s often overlooked and
that is activity metrics. What are you up to? If you are trying to communicate
the worth of what you are doing on social media, this is something
that can really help you communicate that to your supervisor. So how many
times did you personally post, tweet, pin, snap, whatever it is, in a given period.
What is your average response time to questions on Facebook? Those
are all really valid measurements that you can use to talk to your
supervisors or administration about your performance, and what the
work going into what you’re doing, because we don’t just grow followers
overnight. We have to work for it, and we need to be able to
express the work that we are doing so that people recognize it. You should
also be thinking about time frames whenever you are coming up with these
sort of metrics that you’re looking at. Are you looking at information
about an individual post, or are you looking at
something year-over-year? Individual posts aren’t going to tell
you much about your follower growth, but if you are looking month
to month, or year to year, you can kind of get a lot
more information that way. So if you specify the time frame at
the outset, it can really provide focus, clear starting and ending points, so you
know very specifically what you are measuring. And not every measurement
makes sense for all time frames. So just keep that in mind as you are sort of
starting to build your catalog of analytics that you are looking at. And then the last
thing I think is really important to do is benchmarking. So this is
comparing yourself vs. yourself, or yourself vs. others. And it really is what
gives you the context as you’re doing this. So it’s really easy to get caught up.
I am speaking definitely about myself in the day-to-day, like
how is my post doing today? Are people liking this video I shared? Are
they sharing it? All that kind of thing. But really, a couple years in it’s important
to note over time if you are improving what you are doing. And you can also
look at other libraries around you. That’s a Facebook feature which is pretty
cool. It’s just kind of a good thing to keep in mind. So how might this
look when you bring it all together? I’ll just give you a couple quick
examples. So you may be saying to yourself, I want to reach more
people in my community. So how do analytics support that goal? Well, you could look at number of
followers. That’s a pretty good proxy to how many people you are reaching. You
may be looking at that month-to-month, year to year, growth over time. The
aim is to be able to say something like, this year we gained 500 followers,
or this account has had a 50% increase over the past 6 months. That is a
lot easier to express to other people, or to yourself in goal tracking, than
like a giant list of growth over time. Your boss may want to know,
or rather might be saying, we want to increase awareness
of our library’s collections. Well, it’s cool if you want to
add the social media platform, but what’s in it for the library? How
do we get the word out to more people about our events or things like that? Some metrics you might consider
for this, impressions, engagement, your personal activity. And this may be
something you look at in the shorter-term or even on individual posts. So you
want to be able to say something like, we scheduled 10 tweets about
our new database this week, and they were retweeted 27 times. Or,
I created a post featuring this aspect of our collection, and this many people
actually clicked through to view it. These are numbers that are very concrete
and easy to explain to other people. And they are actually really easy
to find. This is from Facebook. I just pulled a couple of screen shots. You
can see there is link clicks it tells you – Oo, this is a really fat marker.
Well, that’s okay – link clicks. This is a tweet and it tells you right at
the bottom how many people retweeted it, how many people like it. And you
will find those kinds of metrics on every different platform. They
just may just say something different. And then one last scenario here,
your administrator might be saying, I’m not sure I see the point of
spending time on social media. Now, I have to say I’ve been very
lucky to work with an organization that is like all in. At the city level,
at the department level, we recognize that this is something that we need to do.
But that’s not the case everywhere. But I think you can build a good case for
yourself using a lot of this different information. So in this case, you might
look at reach and your activity. And this might be a point in time. So I think
one of the things that really speaks to people is the number of questions that you are
being a able to answer on social media. So we count the number of reference
interactions we have at the desk. We count the number of phone
calls we have, maybe not. But those are all sorts of things that
are easily analyzed on social media. So I answered 12 questions. That’s 12 people
that otherwise might have been in the door. – Well, that’s not a good example.
That’s not quite what I meant to say, but anyway. – Or in the last 7 days our
Facebook content reached 2500 people. That’s a pretty powerful number, and
to put that in context you can look at maybe how many people visited
your different branches. How did they compare? It’s
not a one-to-one comparison but all those things
can help contextualize. In Facebook reach looks kind of like
this. So you click on your Insights tab and then reach is down here. And
you can see for this timeframe our content reached 21,000 people. That’s
kind of a cool number to be able to pull out, and numbers like that mean something. And then you might be thinking to yourself, I
can’t tell if anything I am doing is working. That’s I think, what brings a lot of us to
analytics, or to wanting to select metrics. We want to know, because we are putting
our time into it, if it is paying off? So now we are going to talk about
math. Again, I don’t want you to panic. If I can do it, anybody can do it. But there
are a few things that I’d like to share. So in this kind of limited time frame I’m
not going to have a chance to walk through every single thing with Excel.
We are not doing anything fancy, there is just a few, where the tabs are,
that kind of thing I won’t be able to show you because I don’t have Excel up live.
I love GCF Learn Free to look at. I look at it even as a frequent
user of Excel to remind myself how to do little things all the time. Microsoft
support files are actually pretty good. And then if you have access to Lynda.com there are some really cool training
tutorials that you can even use. And as Jennifer noted, they are linked from
the event page if you need to find them later. So exporting information is pretty
easy on most platforms. So on this, I’ve pulled out where to find the export
data tab for Twitter, Pinterest, and Facebook. Instagram unfortunately, does
not have this option currently. With Instagram, you can only look
at analytics in the app itself, and you can’t get data out of that
to work with. In Facebook you can. So Facebook you click down here, Export
Data, and you will get this window. And you can see a couple of
things. We’ve got page data, post data that we can look at, video
data if you’re doing a lot of video. It defaults to a date range. And one
of the reasons I would encourage you to export data pretty regularly is that
you can only do up to 180 days at time, whether you are viewing Insights
in Facebook itself, or exporting. And if you’ve got a year’s worth
of Facebook data which Facebook is like 10, 13, 14 years old now. And if you
started a while ago, you might have that and that might be worth looking
back at. And you can do Excel or CSV. Excel is just easy. But here is
where you might get tripped up. This is a trap. Do not export “All
Page Data”, because when you do, it looks something like this. But then
it gets worse. I think this is 30 columns. I guarantee you will not want
to look at the information in every one of these columns.
So instead what you can do is set up a little custom
export layout for yourself. So when you do that, just
make sure you give it a name. So when you click on All Page Data,
there is a little caret next to it. This will open up, and you
can make a new custom layout. That window looks like this. And all of those
columns, that’s what these check boxes are. So you can decide the couple of
things that you are really interested in learning about. Check those boxes.
You can do multiple sheets if you want. I’m not that fancy. And here
is where you would name it. And as long as you name it, it will save
it. And then every quarter you can go in and export the same data every time
which makes it really easy once you get it into a spread sheet as well. When
it comes out it looks like this. So these are a few of the ones I’ve chosen.
I think I probably do 5 or 6 regularly. And this is actually a good time to
mention, I created a practice Excel workbook that you can download from the event
page that has all of this in it, so you can click around. You
can sub out your own data. It has step-by-step
instructions for some of this. So because I can’t show you live,
you will be able to see it in there. And I’ve spent a little more time writing
things out, hopefully 2 make it easier for everybody, because I know
sometimes that’s hard on these cells. So these are the things that I
just chose for this example here. Lifetime Total Likes, so that’s growth
over time. Daily Page Engaged Users, and Daily Total Reach. That’s much better. So how do you use this information
to judge performance over time? So if you select some of this data in
these columns, and put it into a graph which steps for that are in the workbook,
it will look something like this. This is really basic. We’ve
got our dates along the bottom. It’s plotted for each of these
days, the number of people who engaged with our page.
And you can see the definition includes any click or story created. But this doesn’t tell us a whole lot,
right? And what we really want to know is my daily engagement rate
getting better over time? So this is January 2016, this is December
2017. I mean, I got some crazy spikes I might want to look and go back and
figure out what I posted on those days. This seems like it’s edging up, but
it is really hard to tell I think. So Excel trick number
one, add a trendline. So you’ve got your chart, you click
in your chart, Add Chart Element, and add a Trendline, and it
comes out looking like this. Now I changed the thickness of this
line just to make it easier to see. You can change colors
and everything in Excel. This Orange dotted line here, is
the trend of this data over time. And it’s rising. So what this tells
me at a glance is that my average daily page engaged users are increasing
over time. So what I am doing is getting more effective. If it was falling,
no. If it’s flat, then there’s no change. So that might be something that you would
want to set in your goals for next year. I want to improve overall on
my daily page engaged users. You can also use Excel to
project follower growth. This is the same where you make a
chart. Here is my chart of Excel growth over time. I think I put in 2 years of fake
data. It’s not fake, but it’s not the dates it says it is, but you will see
it when you’re in the workbook. So I can kind of guess
where this is going. I thought that was a pretty good line
there. But it doesn’t really tell me as much as I might want. So what I can do
is using that same trendline feature, add in a Linear Forecast That is what it’s
called. I get another little dotted line here. And this kind of draws me a picture of
if I continue to grow at the same rate, here is approximately where I
will expect to be on this date. So I’ve got my dates in the future, this
is 2018. And I just drew this yellow line up top, so you can kind of eyeball it. In
eyeballing it, a lot of times it’s good enough. So this is going to be 2700, or
2600. That was a bad guess on my part. So that something you can use to benchmark
yourself, and to look at goals for the future. So I can expect that by January 2018,
I will be at about 2700 followers, but if I can keep doing what
I am doing. That’s the key. So if I keep growing how I am growing
now, that’s where I can expect to be. But I want to do better than that. I
want to improve beyond that projection, so I will add maybe 10% to that
number, and come up with kind of a goal that’s feasible for my
growth over the next year. If you want to get a little bit in the
weeds, you can also use the slope formula going way back in math, to find the
specific number, if you want to do that if your performance holds steady.
The steps are in the workbook. I won’t make you listen
to me explain slopes. The last thing you can do is use
Excel – and I find this very useful at the end of the year – to quickly
identify top performers in a large data set using conditional formatting.
So this is one of those things that sounds a lot fancier than it is.
Basically, you tell Excel to pick out the things that are doing the best. So this
is an export I did in the same way I did the page data of posts. So
this has the post message you can see, the type of post it was, when
it was posted, and then these are just a couple of KPIs
I selected, so really easy; how many people did it reach? Lifetime
total impressions, and engaged users. Basically, what you do is select the
range of data, so you’d select your column. And you go to the Home tab – I’m sorry.
I didn’t take a screen shot of it. Right on the Home tab in the ribbon
there is a Conditional Formatting picture, and I screenshotted this in the
workbook. And you create a rule that tells Excel to highlight
your data and do something with it. So icons, you can do that. You can
tell it to highlight this is the top 10% of performers in that range. There
is a lot of different options, the defaults even are very simple. So
everything that performs better than 90%, or more in this range of
information, let’s make it green. So you can get something that looks
like this. Now I did 2 different rules, one here for icons, and one here just
for coloring the top 10 to show you what it would look like with different
things. You probably would want to use the same thing in every
column. But what might you learn from this kind of information?
So this I just picked at random, and I was kind of asking myself
this question to make sure it was valid to share with you. So this
is a post here about an event we did, like a Halloween parade for toddlers.
It is the cutest thing of all time. So my total reach and
impressions are really good. This is not in the top, but it is not bad.
But later, we posted for that same event, a photo gallery. And a lot of people engaged
with it. So my guess is with this event, that a lot of people attended because
a lot of people were interested, but then they also clicked through this
gallery to find pictures of themselves. So maybe that is a lesson in the
future, I want to do that for events that have cute pictures of kids
because everybody likes to see them. This one here, it was an event with a
photo that we used, and for some reason it performed really well. So I want
to go back and look at that and see what made this do as well as it
did. And then these were not great. These were the bottom 10%
performers. Why? What was different about these than other posts. That’s kind of the context I
would want to go back and look at. So when you are doing all this, I know
Excel can be, it looks a lot more complicated than it is, and I hope you find the
instructions that I provided useful, because you can do this
this afternoon if you wanted. The important thing to remember
is to think interpretation, not calculation. You don’t need
to know how to find a trendline. You just need to know what it
looks like when you create one, and then be able to ask what’s the
broader context. So if I’m doing this, why am I getting better? Or what is it about
what I’m doing that is trending me upwards, is a better way to put it. So the last thing,
because I know I am just about out of time, but I think we have time for questions,
some resources. I recently went to the Library Marketing and
Communications Conference. I think there were only 1 or 2
other people from Arizona there. It was fabulous and there
are people from all levels. And if you want to get a little
more information about it, I highly recommend going to their Facebook
page, and they have a discussion group. It’s a lot like the libraries and social
media group, and the ALA think tank ALA think tank, but it
is specifically marketing. Oh here, libraries and
social media. Duh, Charise. That is a really great group to
join too, a lot of experts on there. These digital marketing courses on
Coursera are free and open to anybody. They may be more than you want to
spend time doing, and that’s fine, but I found them very interesting.
Lynda.com is a great resource. And then at the bottom here, ADWEEK///
Fast Company /// It’s Nice That, are just websites that talk about
design. They talk about advertising, all sorts of business trends. And I just
find them helpful sort of in the sense of staying more broadly connected
the things. And that’s it. So please feel welcome to contact
me. I’m always happy to talk shop. You can also reach me on LinkedIn or
follow our library’s on social media. If you get into that workbook
and you have a question, I hope you will email me, or call me.
It’s really not that bad to use Excel, and it is something you can very easily
do. So Jennifer, do we do questions? Jennifer: Yeah, we can pause for a few
questions. If you have other questions folks, go ahead and post those in. There was a kind of
overarching question early on, and I know that’s it’s hopefully
getting answered as we move through the content, but I think the trick
for people knowing of course the time that it takes even just to manage
their social media is already huge, so obviously the time that it
takes to capture and interpret data, and also the question around its
reliability. I think your last comment really points to that, that
it may not be pure science, but I think it is going to help
inform you. But if you decide, back to the question around getting
buy-in and being able to demonstrate to your leadership, what are
some of the things that you choose that you know are reliable and
that really do help tell your story? Charise: So I think that goes back to
it really depends on who I am talking to. So I know maybe a year ago, or a couple
years, some of our kind of city officials like wanted more social media.
And kind of listening to them talk about what they were wanting, it was
very apparent that what they wanted to see was much larger growth on the
social media. They wanted to be able to log into our accounts, or look at our
accounts and see a lot of people following. That’s valid. I mean it doesn’t – again,
nothing gives you the entire picture, but if that is what they are looking
for, that’s the number now I know to use going forward. For myself, I like
to look at engagements and reach just to make sure that we
are moving in the right way. As long as you’ve got a
finger on the general things, I think you can worry a little less
about the day-to-day fluctuation, and I found that very useful.
Just as one last little example, on our Twitter account we recently had a
month that it followed 2 really good months for us, so it looked pretty abysmal
performance wise in the analytics on Twitter.com. But I was able to go
back and sort of look month to month, and really in the greater scheme of a
year 2 of Twitter it wasn’t so far out of the ordinary. Like we
want to do better of course, but it’s also nice to know that we
didn’t just like totally botch it. Jennifer: Excellent. Charise: I don’t know if
that answered it or not. Jennifer: No, that’s really
helpful. In terms of connecting the social media analytics to
kind of actual library usage, I know you touched on that a little
bit. Do you then work with others on your team to maybe compare
some of whether its circulation, or reference data, reference analytics,
do you do that kind of comparison to make that link to the library
usage and library materials? Charise: Yeah, that’s a good question.
And I know from that conference I was just at, some libraries do a
lot more of that. I think we mostly aim to make sure that we are
promoting our collection services, things like that. I don’t think with the
resources we have that we would be able to show in a concrete way that we moved the
needle on circulation or something like that. Because we are a huge service population,
and like this is just part of my job. My job isn’t social media. It’s
to be a librarian, a manager, and make sure that the website is
running and there is content on it, and then also if I can make sure that
we’ve got good numbers like that’s great. But, what I would say, is there are ways
if you are spending money especially, like we pay for Facebook ads. The
other document I created and shared along with the Excel workbook is sort
of a case study for how we track – so we asked program attendees
where they hear about their program, so we kind of have a good
number of like a percentage of how many of those people
heard about it on say, Facebook, and we can then work out for every
dollar we put in to Facebook advertising, kind of approximately how many people
are we seeing come to our programs that heard about it on Facebook.
So that’s a really nice, a nice kind of ROI measurement.
I saw a question flash up about seeing if links go to the
website or something like that. I closed chat because it
was too much. And there are, with Google Analytics it’s a little more
advanced. But I’ll throw that out there if you want to look
into it yourself, yeah. Jennifer: Yeah, so there
were a couple other questions. You had mentioned that Instagram
analytics aren’t so great. It sounds like other people
have discovered that as well. Charise: You can’t export them
and it doesn’t offer you as much. But that may come in time. Jennifer: And it sounds like some
folks have noticed with Facebook that they were having – let’s
see now, I just lost that – having issues sorting Insights by other
– I think there’s only one way to sort it. So it sounds like you could import,
your import process would pull data. Oh, it says, “I used to be able
to sort Facebook Insights by reach and/or engagement, now my
only option is by date.” So would they be able to
sort by reach and engagement if they selected those
options in the download? Charise: Yes, so if you exported that
into Excel and formatted it as a table, or you wouldn’t even need to do that
necessarily, but you could then sort by any of those columns. Jennifer: Okay. Then I’d love to see
the conversation. Folks are debating which platforms to use. I know
a lot of that was touched on in the 1st webinar, so be sure
to check out the 1st webinar to think about that as well. Oh, and
there was a question about monthly stats. Let’s see, I wish I knew what metrics
to be looking at for monthly stats in Facebook. Do I just add up
daily engaged? Or is that data that they could pull from the report? Charise: You can, you have some flexibility
natively in the Facebook Insights panel, but you can also just pull a month’s worth
of data. You can display a month’s worth of data in Insights and just look
at that, or you can export a month’s and sort of look at it monthly. And I
think Molly is going to talk a little bit more about the different types of
things you can get out of Facebook too. Jennifer: And I know with any analytics,
the time to remember, as you mentioned the 18 month timeframe. I
know that sometimes I lose data because I forgot to do this for the
three-month period it’s available. So I know you have to kind of schedule
that in if you want to be doing that over a period of time. And then
may be deciding, look how much time you put into it, how much information is it
giving you? Is it better to use the built-in tools? So I think you kind of individually
need to decide based on how much time it took over a period of time. So
obviously, something to play with as well. Charise: Yeah, definitely. Jennifer: Excellent.
Well, keep questions coming and we will be sure to circle
back to Charise at the end as well. Before we transition over to
Molly, I just wanted to mention, I mentioned this in the first
session that we are watching what you all do on your social
media, especially on Facebook. We’ve been doing a series
called the Social Library Series. And we pull examples that you
all are sharing that we notice, and also often notice high traffic to
your posts. And we’ve collected those, and we actually have a spread
sheet, speaking of spreadsheets, where we collect them by topic
and by state and by library, so you can sort that spreadsheet
and actually look and see if you have specific aspects of your
programming that you are trying to highlight, you could even find examples of that, and
see how other libraries are doing that. So that is one resource
that we collect for you all. Then I also wanted to highlight
the Geek the Library Facebook page. I’m sorry. I should have been on
here to tell you. Here is an example of the topics that get sorted here,
some of the top examples, teens. There is always a lot of teen
examples on your Facebook pages. Then you can see we collect them
all, and you can take quick looks at those as they come out. And then
the Geek the Library Facebook page began when we were doing
the Geek the Library project. And it has continued to grow
with not just library staff, but lots of fans of libraries. So it’s
something that we encourage you to feel free to take any of the posts, use them.
This is something that we love to do and see the community grow. And
these are your people as well, so feel free to connect and
re-purpose any of those as well. Again, we love sharing
what you are doing as well. All right, well, let’s shift gears and Molly
is going to take us into some deeper dives. Let me get the ball passed on over
to you Molly. And thank you so much for being here. Are you there? I am not hearing your audio. Oh, shoot, I’m not hearing you
still. I can see the little – there you go. I’m hearing you now. Molly: Okay, great. I’m really excited to be
here and talk about social media analytics. I am the social media manager
at TechSoup, so I am constantly thinking about social media, and I also
manage the TechSoup for Libraries channel. So check out both our
social media channels. And at the end I will have my contact
information, so if you have more questions you can also tweet me or email me. But
all day I’m thinking about social media. I’m not always doing it for libraries, but I
am excited to share my expertise with you today. So the first thing I want to go over is,
“Without a strategy content is just stuff, and the world has enough stuff.” And I love
this quote because I think that it’s very true. On social media, and in the world right
now, there is just so much content flowing that without any type of strategy, you
are really just putting things out there that maybe no one is going to pay
attention, because there’s so much stuff being thrown at them every single day. And as more and more people join social
media it’s just going to continue. So having relevance and having
a strategy is really important. So today we are going to go
over understanding key metrics. So I am going to provide some key metrics that
I think you could start measuring right away. So I saw some of you are asking
kind of what are some of those things that I should be measuring every
month, so I have some ideas there. We are going to pick some channels, so
going back over kind of what you learned in the first one, but based on your goals and
stuff, which channels really make sense for you. We are going to talk about setting
goals, so really figuring out what you want to choose on
social and how to do that. We are going to establish social media
voice, so figuring out how to pick a voice for your social media channels, and
stick to that voice, so your whole team and staff is on board. So some of this might be similar
to what Charise went over. She did a really great job. I will
try to keep it not too repetitive, but it will also kind of help drill down. But
all the stuff I’m going to be going over today is also available in the Social Media
Starter Kit. I’m kind of expanding on this, but a lot of stuff will be here,
so feel free to download that to go back and reference. So
first let’s talk about metrics. So the top social media platforms
that we have gathered from our survey was that Facebook, Twitter, and Instagram
were the top ones libraries were using, so I’m going to be touching mostly on those
today. But I’ll also be talking about LinkedIn, because that’s what we use at TechSoup
as well. And I think it’s really important to just focus on the platforms that
are going to be the most effective, and that you have staffing capacity for. Don’t
just try to do all the social media platforms. It’s really not a good strategy. So
choose the ones you really have time for, and do your best off those. So social media analytics, so social
media analytics, we went over this but basically it refers to the approach
of collecting data from social media sites and blogs, and then evaluating that
data to make business decisions. So it’s really like everything,
taking an overview of everything that’s happening on your social
media and how you are doing. So to measure your social media
activity you look at specific metrics, so we are going to go over some
of those specific metrics now. So Charise went over some of this,
but I’m just going to go over it again really quickly. So for Facebook Insights
you can download specific things. You can download a lot, page,
post, and video, and data, and you can also do custom
reports. And then in the Insights, there is a ton of analytics. That is overwhelming.
You can really just grab specific data points from the dashboard. Instagram
as we went over again, you only view metrics on the
app unless you are using ads. So if you are doing an ad,
you do it through Facebook, and you can actually see more
metrics there from that specific ad within the Facebook dashboard. But in
Instagram, there is quite a bit of metrics that you can pull, but you just can’t download
it. You really need to be on top of it. And the time frame, a lot of times will
be within 7 days for how many impressions, reach, and views you get. So that would
be something you would have to be on top of if you’re trying to track that. Twitter
analytics, you can download all your tweet data. And then within the dashboard
there is a lot as well. For LinkedIn, you can also download a
lot. You can download your visitor data, your updates, and your follower data. So for Facebook Insights, page likes as
we went over, that’s a really big one. That’s your growth. Post
impressions, we went over that again, so I’m just going to go
through some of these quickly. So interactions is you would gather
the total of your total reactions, comments, and shares. Page views, so how
many times people are coming to your profile, and it is being viewed. Post reach, so the
total number of people who see your page posts. Post clicks, so the number of
clicks on that specific post. Video views, if you are doing
video, this can be really helpful to track who saw it beyond 3
seconds. That’s how they track at. And then again, if you go into the
posts section, you can really sort by the different types of things,
but it is still sorting by the date. I saw somebody mentioned that in the
comments. And yes, it is sorting by date but you can still kind of scroll through and
see. And then of course, all the feed downloads. So these are some key things that you
might want to think about measuring. You might not measure all of
these, but these are just a few you might think about measuring. So again, with Instagram you can do total
followers, impressions, interactions, profile views, and reach, and
then total performing posts. This you can see pretty
easily on the right hand side, or on the right mobile view there, you
can see that we have a bunch of those. And you can really sort those by different
things and you can go back a year. For Twitter analytics, there is a lot
of great information that you can see just within the platform,
so it’s pretty similar. For interactions, it is going to be
your replies, retweets, and likes. And for your impressions, it’s the same.
Total mentions would be the total times you were mentioned. So if somebody
is doing @ your profile name. Profile visits is the total times
users have visited your profile, so that’s really great because
you can see how many people are actually coming to your profile.
The top performing tweets is very similar to Facebook with the posts. And
you can sort this by engagement and engagement rate. And engagement as well, is going
to be the total number of times that a user interacted with a tweet. So you can see a breakdown per month.
And I really like these right here. Even if you just start tracking
these, I think they are really easy, and you don’t even necessarily
need to download into Excel. But you can download all the tweet
data though, if you are wondering, can I download? Yes, but
it’s just your tweet data and you can’t download
demographics or anything. Jennifer: Molly, I’m just going to jump
in really quick, and ask you question about Twitter and Instagram
actually. Does the Twitter export have data from the beginning of the
account, or does that expire at some point, and only a certain amount
of data is available? Molly: You can go pretty far back,
I’m not exactly sure how far back. We download ours monthly, but
you can go pretty far back, and you can set custom dates. So I’m not
entirely sure if you can go beyond a year, but I think you should be able to. And
as you scroll through, like you go down, I just compared last
November to this November, because I noticed its down during
the holiday time. So you can see that all within the platform, so I
assume you could go back beyond that. Jennifer: Okay. And I know this came
up earlier, but can you see Instagram, can you download Instagram analytics
without a business account, or is that –? Molly: Yeah, so you have to set up
a business account to see analytics. So if you haven’t done that yet, just go
into your profile and click the settings icon, and switch to a business profile, and it
should be connected to your Facebook page. That’s the best way to do it, because
then you will get notified of your updates in your Facebook page, your business
page. And then you cannot download now, but this is definitely coming in the future I’m
sure. So it’s good to just go into the platform and pick a few things you want to track. Jennifer: And I’m just going to confirm,
your audio is on your head set now, right? Because I’m hearing a little loop. I don’t know
if your computer’s audio is also coming out. Molly: Okay, does it sound better now? Jennifer: Let me hear – if I’m talking –
Well, I’m still hearing myself. That’s okay, I’ll stop talking. Thank you. Molly: So for LinkedIn, there’s
a bunch of metrics as well, so you can track kind of your
total followers, or total people that have been liking your page.
Interactions is likes comments and shares. Top updates is going to be sorted by
impressions, clicks, or click through rate. Social actions and engagement, and
this is all downloadable as well, but you can also see it within your
page. So these are just some things that I would think of measuring,
and keeping track of monthly. So just going back to the engagement
rate, because each platform kind of does this differently. For
Facebook it’s going to be your likes, plus your shares, and your comments,
and clicks, divided by your post reach, and then times 100. And they do this for
you, so you don’t really need to worry about how to calculate this. But just
so you are aware, this is what it is. And with Twitter it is clicks,
retweets, replies, followers, and likes, divided by your total impressions, times
100. So when you are seeing that number, just keep in mind you want to
have a high engagement rate. And so for Instagram the engagement
rate is actually considered higher than the other platforms. So for Facebook
it’s pretty low, and Twitter is also low. So if you are achieving above these
kind of averages across all industries, you’re doing pretty well. We’ve
seen, one time on Facebook we got like a 14% engagement rate, and
that was like totally abnormal. And then even like 5% would be high for
us. So if you are getting a lot of times like in a one or higher, you are doing
pretty well. So you can try to track that if you are interested
in that kind of metric. So setting goals, so when we think
about setting goals David Van Rooy says, “A goal is better than no goal, a
specific goal is better than a broad goal, and a hard and specific goal
is better than an easy goal.” And I really like this kind of idea. And
he is a psychologist that came up with a really simple brain work for goalsetting,
and I think there’s just a lot of things to think about when you our setting a
goal, and you really want to be specific. So smart goals is a thing
that was invented in the 80s, and you’ve probably heard of it before,
but you can apply this to social media. So when you think of a specific
goal, we’re going to talk about do you want to get 50 followers,
or 500 followers, or 5000 followers, so you get really specific. What social
network platform you want to do that on? So having a goal, so I want you to think
about these goals as we go through them. As we talk about the goals, think
if they are going to be smart goals. So measurable goals is going to
be something that you can measure. So obviously, this is going to
be something that is concrete, and identifies your progress where
you can really see whether your efforts are working or not. So it’s a number.
It is something you can measure. Attainable, is it something
that you are able to reach? So have you achieved this on
your platforms in the past? Is it a goal that you
know you can reach? Do you have the staff, time, and
resources to really achieve this goal? So those are some questions to ask
when you’re thinking about goalsetting. Is it relevant or realistic? So I used
both. So make sure your goal is relevant to your success and your library.
So does it even make sense to be trying to achieve this goal? Is this
really what your library’s marketing missions are aligned to. And make sure it’s
realistic, so you can really map it out , and you are able to get it done. So
if it is a goal that you want to set, do you know exactly how you are
going to get there, and achieve that? And then time bound, make sure
that it has a specific time. So it’s really important to make
sure that you have a time frame when you are setting these goals, and you
know exactly when you are going to have that deadline, so you can
really meet the deadline. So again, just going back and kind
of thinking about what is your library using social media for? Just kind of think
about that, and then we are going to go through, we’ll go back and talk
about setting those goals. So first, I want to say is where
is your target audience on social? So before you choose a platform
you kind of need to think, does it make sense for me to be
on this platform? So for Facebook, you can see the age differences.
There’s so many people on Facebook, so this is a really great one
for libraries to be on I think, because it reaches a lot of people.
And if you are in a rural area, this really makes sense for
you to be on there as well, because that is the highest
percentage of people in rural areas. If you have a younger demographic
that you are trying to reach, I think Instagram is really great for
that. And if you have a lot of content that you can contribute to that,
you can tell there’s a younger crowd. It’s all photos, so you are
able to make that happen. And then with Twitter, I think that
there’s kind of an interesting demographic there as well. So these 3, is what
I personally recommend jumping in. If you are going to try at
least one, maybe Facebook. But if you have the capacity to do all 3
of these they would be great to engage in. And then within Facebook, Twitter,
and Instagram, you can go back and see which demographic you are reaching. So if
you want to be reaching people in your city, are you reaching people in your
city? You can actually see the city that you are trying to reach. You can see
the age range that you are trying to reach. Is it more women than men? Sometimes
you can see ours is a little bit heavy with women on Instagram,
so we can try to target men. So you can kind of continue to look at
these. You might not necessarily need to record these, but you at least want
to look at these, and maybe set a goal to change that demographic to
be more of your target audience. So now we are going to go through an
example of specific social media goals. So if we are talking about the types of
social media goals that you want to set, there is a few that we have
established. And there is a link actually that we got a lot of these resources from,
so you can check out the link as well. So for Brand awareness you want to
think, this is the most common goal that people use to set social media
goals. That is because the average person spends nearly 2 hours on social
media every day, so it makes sense that you would want to expose your brand
there. So if that’s one of the goals that you want to set, this means you
just want to get more people to know about your organization on social. There is also a goal for community engagement.
So do you want to build a community? Do you want to have a Facebook
group that you can really engage and share information and share books? Do
you want to have a [indistinct] channel? Do you want to have a LinkedIn group? Then there is content distribution. So for
this one, is there a specific type of content you want to be pushing out?
Maybe it’s library information, or you want to be leading the
path of your neighborhood news. Then lead generation, this one
is do you want to bring specific, gather specific information from
people, email to grow your email list, or do you want to generate leads for
your library or get people to join your specific new program? So there
are different ways to track those, so that would be tracking emails
or downloads for a specific thing. Customer support, this one is really big.
A lot of people are starting to move more, and more toward wanting better customer
support on Facebook and Twitter. And at TechSoup we’ve seen that
increase a lot. So you have to say, is that a goal we want to set? Do we really
want to allow people to ask questions on here? And to track that you might track
your average response time on Facebook, or you might track the number of
questions you got on Twitter, Facebook, or Instagram, or across all platforms,
or customer satisfaction scores, and set up some metrics for that. And then media and press, do you want to
try to get PR or engage with journalists? So maybe try to reach out to people
who are journalists on social, or you’re going to try to engage with
specific influencers who might help you get onto a blog. It could also mean
tracking your appearance across social. So are a lot of people talking about
you? Is it appearing as if you have kind of a larger presence there? And then fundraising and
revenue, another great goal which, do you want to turn your followers into
supporters who are actually paying for things? So maybe you set up social ads and
you track sign ups for something, or you are trying to get people to
actually come into your library and sign up. You can kind of track that way. And then social listening, this one’s kind
of the process of tracking and analyzing what is being said about your
organization, or using keywords, and trying to follow specific things. So
if you really wanted to track librarians, or lib chat, or specific hashtags
or URL using specific keywords, and kind of staying on top of industry
trends, so that could be kind of a goal as well in figuring that one out. So like I said, there is more information on
all of these, so you can use that link there. So before you pick one of those goals,
you are going to pick one of your channels. This is a great quote from
the New York Public Library. “We pick platforms based on whether
it works with the type of content we want to put out, and whether it
meets our goals of brand awareness, increased traffic, and creating community.”
And I think this is really important, because if you don’t have enough content
to support the social media platform, like Instagram is very picture heavy,
if you don’t have that kind of content and you don’t really know how to create
that, it might not be worth your time. So really think about it. Are you going
to be able to have blogs that support specific content goals? Or are
you going to really have the time? So think about that before
you just jump on a platform. So here are some platforms. This
is in the Social Media Starter Kit, so you can go back. But basically,
each platform as we discussed is going to have different goals. So
based on what goal you have, just go back and check and make sure that you
have selected the correct platform. Snapchat is a little bit less
used these days I would say. Now that there is Instagram stories. You
don’t really need to spend too much time there. But if you already have a community there,
or you really have a younger population, you might still consider it.
Something to keep in mind. So we are going to go
through a goal example. So if you are trying to
achieve community engagement, some metrics to track that would be
post engagement, post impressions, reactions, likes, shares or
retweets. If you have a Facebook group it might be the number of posts, the user
growth, or the likes on engagement with posts. If you want to host a Twitter chat, you
would track the total tweets and mentions of the hashtag during the event.
So these are just some examples. If this is one of your goals, you
don’t have to choose all these. These are just some
metrics to think about. So if I were to say community
engagement is a goal. We want to run a social contest
at our library. Then you would go through the smart goals and
you would get really specific. So we want to get 50 patrons to participate
in your book selfie contest on Instagram and Twitter using the
hashtag #BookFaceFriday. And I think this is an already
popular one, so that’s why I used it. So you want to get 20 geo-tagged
posts on Instagram with your location. So you want people to use
Instagram and Twitter for this. And you want 20 people, you want 50
posts posts total and you want 20 people to actually check-in, make their location
on Instagram with a post of your library. So it is measurable. You can track
the hashtag on Instagram and Twitter. You can use this platform
keyhole, or manually track natively with an Excel spreadsheet, and
I’ll show you how on the next page. And you can track the geo-locations
on Instagram as a total count. That’s a manual process. I’ll
go through that on the next page. So yes, it’s measurable. It’s
achievable, yes, because it’s measurable. And we have the resources at
our library. And is it realistic? If we encourage the contest
throughout the library, we are going to have posts up
everywhere. We’re going to post weekly on Twitter and Instagram about the contest,
so we are really going to push this thing. We are going to encourage users on
Twitter and Instagram to participate in the campaign, so that makes
it a little more realistic. And we do have the staffing. And we
are going to have a two-month time limit on achieving this goal. So here is
kind of the next page of going back and tracking those things. For tracking on
Twitter, we are going to go to the Latest tab, not the top tab where that arrow is.
And you can track the latest posts. If you want to manually do this, you are
just going to have to actually count manually, and I have done this before. It takes a
long time, but if you are trying to do this, you can may be either do it daily or weekly.
And then if you want to do the location like I said, that’s a manual process on
Instagram. You can do it on the web though. You don’t have to be actually on
the app. And then for Instagram, it will actually tally the total hashtags,
so you can just see that total there. But if you are trying to do a specific
time frame, that’s why it’s important to kind of look at the hashtag before
hand, and make sure that you know if it’s being used heavily or not,
and then you can kind of subtract if it’s been used a lot before. And then
keyhole is like a platform you can pay for. It can be kind of expensive, but if you
are trying to run a really big campaign, it’s one that does all of this for you. So we are going to go through
one more example of a goal, so if your goal is lead
generation. So some metrics to track would be email and contact information,
the downloads, participation or sign ups, clicks on lead
generation content. So that would be if somebody clicked to the page, or
any post that was relating to something that you were trying to drive sign ups
on. And then like the total conversions from the lead. So did they
actually come into your library? Did they actually participate in
an event, or something like that? So an example is increase
emails obtained from downloading your free emergency preparedness
checklist. So let’s say you are partnering with the Red Cross, and you
have on your website a download for this emergency
preparedness checklist. So your goal on social specifically
is going to be to increase emails collected by 40 via social. So you
want to get 40 people to sign up through social to download this
link. And you want to create 4 posts on Facebook and 7 on Twitter with
a call to action asking people to download this kit, and
it links to the checklist. So it is measurable, because you are
going to track the clicks to download the URL on Twitter and Facebook.
So that is actually done in the app, and I will show you on the next page. And
you can track referrals upon downloading that checklist, and ask if
they heard about it on social. So for this one, you would have to
figure out how you would check it once they get to the download page.
You could use Google analytics, or maybe you would use, it would be
a sign up form on the download page where you actually asked them how
they found it. Is it achievable? Yes. Is it realistic? If you create compelling
graphics to supplement the checklist on social, so people don’t get bored of it,
you are going to create content about the emergency preparedness that will
kind of spark interest in your followers. You’ll identify 40 Twitter users
– this is kind of a pro tip. You’re going to identify 40
people that might be interested, and you are going to actually post an
image on Twitter and tag those 40 people. And you can only do it 10 at a time. 10
people at a time, you can post an image and tag them. That’s kind of a pro
tip to get your posts more visibility. So you’re going to do all those
things to make it realistic. And then the time is one month. So here
is how you can track the website clicks. On Twitter you can click this kind
of button where the first arrow is on the left hand side, and it
opens up your analytics for that post, you can see the link’s clicks. So
for this post we got 22 link clicks, so that’s how many people clicked
through to the actual article, so that’s how we would track it. And then
the same is for on the right hand side on Facebook. You can see the link
clicks, or you can track other clicks, or whatever goal you are trying to reach.
And if you are interested in Google analytics, we actually do have a webinar
on how to use it coming up soon, but there is an article right away if
you are trying to track URL’s right there. So going back, before you really
– so those are examples of goals, but you really have to think what
kind of content can your library create and support for your goals? So think
about these things on the right hand side. There are some ideas of what types
of content you might want to share, but you’re not going to be able to
do everything, so you really need to kind of think what’s possible,
and constantly rework your goals. These goals are meant to be set – we do
a lot of our goals for like a quarter, so it’s a short amount of time. And
you really need to constantly update, go back and rethink these, and make
sure that you have enough resources, capacity, and content to
really achieve these goals. So really quickly I just want to
go through and talk about voice. This is something to just add to
kind of your strategy document, and just kind of briefly because I
know I’m running out of time here, but just kind of thinking of
how do you present yourself? If you have multiple people on social media
that are helping manage your platforms, kind of just think about
your character persona. First, determine who your target audience
is, and kind of who you are talking to. Are you trustworthy, approachable,
welcoming, uplifting or knowledgeable, or well-informed, like which one
of these are you? What is your tone? So you keep it really consistent?
Are you often funny in your language and what you’re using? Is that something
that is appropriate for your brand language, and something that your
audience kind of cares about? So go through each one of these and figure
out kind of what you are trying to represent on social media, and make sure everybody
who is on your platform is aware of this kind of language, and
tone, and purpose, and character, because it’s going to be really
important that you keep that consistent, so people feel like they really
understand and resonate with your brand. So for reporting, turn all of your
goals into a social media strategy. So all the things I went over
essentially, create a working document to record all of this, and put your
goals, your voice, and your key metrics. That way you kind of have
this ongoing working document that you can reference
that’s your strategy document that you can tell your higher-ups, or
whoever you need to tell about your progress, and how you are working on social.
And this is something like I said, that’s a working document. So you
should always be kind of reflecting, and going back and changing,
and setting a time frame for when you’re going to go
back and rethink all of this. And so create a monthly report. So use
some of the metrics that we mentioned, but really focus on your goals.
And add your goal progress, and record month over month change.
That’s what we do at TechSoup, so you can show the percentage of
increase, you can show the amount of new followers. Whatever you are
tracking, it’s really great to show month over month change. And
sometimes that might be a decrease. You know like I said, this month in
the month of November we have noticed a decline in certain areas and
that makes sense. But maybe you need to understand why that is happening.
And if you are more aware of this data, you are going to actually be
better at meeting your goals, because you are going to be
constantly looking at this information. And keep it consistent. So obviously,
if one month you are measuring followers, the next month make sure
you measure followers. So each month just set
the same exact metrics. And then establishing, how are
you in managing your social media? Are you using the only native
platform, or are you using native and external platforms? So the
native platforms are totally fine. If that’s all you have the capacity
to do, we showed you tons of tricks and templates how to do all of
that. But if you want to learn more about external platforms, there is some
stuff that kind of automates this for you. So here is some examples of some
kind of lower-cost external platforms that you can use that helps with publishing
content, listening, analytics and reporting. They kind of do that for you, so you
don’t have to worry too much about it. So HootSuite, that’s a really
great one. It’s pretty affordable. And I know a lot of people –
we use to use that at TechSoup. There is a lot of great stuff there, and
they have a whole analytics dashboard. So if all of this is too much for you,
you might want to consider one of these. It really does help your work flow. But
if it is not within your budget, again, you don’t need to do it. And you
can go back and reference this. And then external platforms, hashtag
tracking. Keyhole, like I said, that’s one that is kind a very specific
and it’s a little bit expensive. But Hashtracking, when
you are choosing a hashtag, that’s a free platform.
And that one is really cool, because you can go and kind of
see how popular a hashtag is. So if you are trying to pick a new hashtag
that you don’t want to be so well used because you want to specifically
use it for your library, you can check there. Or if you
want to do that social listening, you can go back and use that.
I’m sorry, that was Hashtagify. Hashtracking is another kind of tracking
tool. But all of these are great resources you can go look at. And TalkWalker, that’s
another kind of, if you want to track your mentions, or brand, or PR
across every kind of platform, they do have free alerts for your
brand, so you can go check that one out. I know that was a lot of
information, but I’m sure some of you might have some questions. And I
originally did have some GIFs in here, so that’s why some of those
images might be coming up randomly. That was a lot of information,
so if you have after this, if I don’t get to your questions
today, feel free to tweet me or send me an email and I’m happy
to answer any of your questions. Jennifer: Excellent. Thank you so
much. There were some great questions. A couple different folks are curious in
terms of measuring against other libraries. I think Charise might have mentioned
early on how to track in Facebook, comparing with other libraries. But
in terms of just in general as well, there was a great question, Michael
who works at a statewide level is wondering, what are the best
measurements for social media engagement for libraries, and looking at ways
for libraries to kind of compare? I know we are all about finding
those benchmarks to compare across our library community. So
I’m curious, I don’t know in terms of other industries. I know you
shared a little bit about benchmarking. But do you have thoughts about some
of the sort of classic data points that we should be tracking, and that we
then can compare with other libraries? Molly: Yeah, so I think going back
to those first slides when I started, where I kind of put the key metrics, I
think those are great starting points. If you are trying to compare
benchmarks within Facebook, and Charise mentioned that,
you can track other pages. So that helps you benchmark,
because you are able to track kind of if you know a few of your
top libraries that you want to be comparing yourselves to,
Facebook does let you do that within their dashboard. So
within the Insight dashboard, you can add pages, and you can
kind of see. So maybe that something you add your monthly report,
or your quarterly report. I think that you could
even do it manually really. Across all of the platforms
you could track followers. There is some external platforms
that do this really well. There is Rival IQ and a bunch of other
ones, but they do get pretty expensive. So there is kind of paid versions
of platforms that do this for you. They are all about figuring out
how many likes somebody is getting, what time of day they are
posting. So you can go really deep. But just on a kind of free level, you
can kind of just set that every month, or every quarter you are
kind of going and seeing how many followers somebody else has,
and also using the Facebook Insights to track pages. Jennifer, are you still there? Jennifer: Oh dear, I am so sorry.
I was just talking to myself. That’s a great question. And Michael,
I do encourage you to post that question to the Facebook group, the social
media and libraries Facebook group because I think that is a good question
to be surfacing with the broader community. One other question, and then
I actually saw somebody asked about the TechSoup donor program,
and any of the relationships you have with some of these companies.
But before you transition to that, in terms of your goals, we
loved the examples of your goals. Do you have recommendations for
selecting a few of the goals, or using a few of the goals
on different platforms? How do you sort of manage that goal setting
process knowing there is a lot in there? Molly: So I think sticking to
3 makes sense, that’s 2 or 3. So at TechSoup, like I was saying,
we really do quarterly goals. So for us that’s only a few months
that we are devoting to those goals, and we rethink it. So we kind
of ask our marketing team, what’s everybody’s goals here? And
then we kind of set our own goals corresponding to those goals. So
I think really this is something that is a work in process, and you
don’t need to be like overwhelmed with there is all these goals.
Really just focus on a few of those, and may be you have a few of those,
and then standard metrics every month that your tracking in addition to those
goals is it like a great starting point. And going back every few months, so
setting that time frame, whatever month your team has the capacity to go
back and rethink, is really helpful. So you don’t need to do all of them,
just a few of them. And then like I said, being consistent with the metrics
that you are tracking every month I think is a great starting point. Jennifer: Charise, do you
have any thoughts about that knowing that you’ve been
tracking your own library’s goals? Are there ones that you think are better
to focus on if you are just getting started? Charise: No, I think, well, I
mean of course what Molly said. I think when I took over it was
very helpful to start by going back and looking at our performance,
and then sort of look for to see how we could build on that. So if
you’ve never done it before, Facebook has been
collecting all this for you. So I would just pick one or two things and
really go to deep with looking backwards. And then I think quarterly is a pretty good
way to do it. We have an annual goal sheet where we have our specific numbers
that we want to hit and stuff, and we talk about it monthly. So
that’s sort of our work process too. Jennifer: Excellent. Molly: Also we do weekly,
we call them weekly meetings where we look at all the top
performing posts each week. So it’s a really short like
standing meeting type thing. It doesn’t have to be a lot of stuff. But
I think that that’s really helpful to just kind of take a look at the analytics
even if it is not being recorded weekly. That’s something we do. Jennifer: Excellent. Well obviously
you can see there is a good reason we have 3 sessions in this series,
because there is so much to cover. So thank you to both of you for
diving deeply into the analytics piece. And just a reminder to let Molly go to
the next slide, that we are continuing to collect your experiences in the
survey with libraries and social media, and hoping that we can bring
some of that data back to you in a helpful way, so that you
can use it in your organization. So definitely, if you haven’t yet taken
that survey, I put that link in there. And keep an eye out for
that final report next year. And Molly, we will let you wrap
up and be sure to let folks know about all the amazing resources that you
can connect folks to through TechSoup. Molly: Great. Sorry. So TechSoup for Libraries,, we have
our own website just for libraries. And you can go check out a
bunch of information there. We have tons of blog content
on different types of things. We also do our own webinars as well. And so our impact, so basically
we give technology to libraries at a discounted rate, if you
haven’t heard about us are used us. And we have saved the libraries
a lot of money over time, so we are proud of that and we
are so proud to support that. So these are some of our corporate partners.
So we have a ton of different technology that you can access
through our platform. And if you want to get technology with
us, you have to be a public library, and sign up on our
website become a member. And we have discounted hardware, if
you’re looking for maybe desktops, laptops, tablets, hotspots.
Our hotspots are really cool, projectors and other things. If you are
looking for a mobile hotspot lending program for your library, that’s the big popular one.
And yes, if you are looking for more stuff, really just check us out. And I
think somebody was asking specifically about our donor partners. I wasn’t
sure if that was a library question about social media, or if you are
interested in learning more about that, but just check out our website,
and feel free to email me if you have any other questions. Jennifer: Fantastic. And yes, a
reminder that we have one more session with Lisa Bunker, and Cesar Garza
who have some really innovative things they’ve been doing with social
media. And Lisa is one of the admin for the libraries and social
media group on Facebook. And I really encourage folks if you
aren’t there yet to check it out. I don’t know why have that silly long link
in there, but be sure to ask any questions of that group. It is an excellent
community for bringing additional questions that may be you didn’t get answered
today. And we look forward to hearing what you are doing at your
library with your social media and will look forward to hearing
from you between now and then on the Facebook group, and
then also on December 19th. So thank you so much to all of you, to
both of you for bringing your great work to the webinar, and to all of you for all the
excellent work you are doing in your libraries, and with your library’s
social media. So thank you all, and we will see you next month. Have an excellent time
between now and then.

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