Marketing

, , ,

Where should libraries go if Twitter becomes a wasteland?

, , ,

Elon Musk has bought Twitter, he’s all but guaranteed to make terrible decisions about how to run it, and high-profile users are already leaving the platform due to the already-significant increase in hate-speech and misinformation. Of course this has wider implications for the world at large, but where does it leave libraries seeking to connect with users on the platform? Should we stay, or find a new home?

tl;dr - in a way it doesn’t matter what we want to do, we have to follow the lead of our communites. If they stay put then so should we; if they fragment then it becomes a lot more complicated.

Should we simply leave Twitter on principle?

A quick disclaimer is that I’m focusing on organisational accounts here. When it comes to us as individuals, there’s certainly an argument that we should be getting out - but this post is about libraries, not librarians.

Ultimately, my view is that libraries leaving Twitter on principle is self-defeating and too selective. Facebook is so incredibly problematic and has been for at least a decade, so if we’re leaving Twitter we should probably be leaving FB, right? And they own Instagram so we should leave that too. Which means we’re left with TikTok, which is hardly a bed of ethical roses and is especially problematic around data.

So do we leave all of them on principle? You could certainly make a case for it - but I don’t think most of us will because it would destroy our ability to interact with our communities. So if the answer is ‘no we’re not leaving all of them,’ then leaving just Twitter seems like a misstep: if you’ll forgive the extended metaphor, it’s like cutting off your unethical nose to spite your face, when the cheeks, eyes, chin and mouth are equally guilty.

What are the alternatives? Is Mastodon an option?

There are a few alternatives to Twitter and sadly I’m yet to see any of them as a truly workable solution. The one currently garnering most attention due to a record number of downloads and new members is Mastodon, which is very Twitter-like indeed. Visually and functionally it’s very similar to Twitter but the problem is, we’re not REALLY on Twitter because of the functionality; we’re there because our communities are.

Unlike Twitter’s single giant network, Mastodon is spread across several different servers with different subgroups. There are regional spaces, queer-friendly spaces, climate-activist spaces - and they all stress they welcome everyone (e.g. you don’t have to be from New Zealand to join the mastadon.nz space). The issue with this diffuse approach is no one group is especially big: so there are 5,000 people on the Australian community server at the the time of writing, versus 3.7 million Australians on Twitter. You can interact with people on different servers, but the way it’s set up we could put an enormous effort into Mastadon but not influence enough people in any one place to see any tangible rewards. However I’ve set up an account for myself @nedpotter@mas.to get to know the platform in case it becomes a viable option for the library later.

The same goes for Discord, another platform often cited as a Twitter alternative in recent days - it focuses on several smaller communities, rather than one massive one. This makes it all but impossible to use efficiently as a library.

As things stand, I don’t see a viable alternative to Twitter. That may change, and it will vary according to sector - so for example if a LOAD of health professionals join Mastodon, it could become a useful platform for Health Libraries to have a presence on. But right now, it isn’t.

If we’re staying, what should we do differently?

One of the key things you can do if you haven’t already is mute more. Go to Settings and Support > Settings and privacy > Privacy and Safety > Mute and block and finally Muted notifications. On the resulting screen you can mute default-profile-pic accounts, or unconfirmed accounts, meaning you’ll be less exposed to mass-produced trolling or bots.

Ticking a few of these will probably help

You can of course mute individual words and block accounts too, or even Lock your account - from a comms point of view though that’s a pretty drastic step to take for an organisational account.

One other thing to note is don’t conduct any kind of sensitive conversation via DMs. You can’t trust Twitter with your data, so don’t DM your users and ask for anything you or they wouldn’t want to Twitter to know - just DM them and tell them you’ll be in touch via email instead…

[Hey while you’re in Settings, why not also take the opportunity to revoke access to third-party apps that don’t need access anymore. It’s good practice to do this on a regular basis anyway. And if you’ve got the patience for it, check out this guide for getting rid of a lot really annoying things about the way your Twitter timeline currently works - no more suggested posts, woohoo!]

Should libraries pay $20 a month for the blue tick?

Hell no.

So what happens next?

The slightly frustrating truth is our next steps as organisations has to be: wait. We have to wait and see what our communities do, and be guided by them. If they move en masse, we can move with them. If they don’t, we should probably stay where we are.

In the meantime it’s worth considering things by sector.

  • If you’re a law library, pharma library, or other special library, you can potentially use LinkedIn to connect with almost every relevant person in your potential audience, and ditch Twitter if you truly wish to

  • If you’re a school library you can definitely get by without Twitter if you choose to

  • If you’re a Health Library or an Academic Library keep an eye on the conversations your audience are having on where they might go - Mastadon may become an option worth investigating in time, you never know

  • If you’re a public library… I just can’t see any sort of alternative on the horizon for now. At least Facebook is the really key platform in that sector!

If anyone else has advice, guidance, or thoughts on what you might do with your library’s social media presences, let me know in a comment below. Good luck out there, everyone.

,

Academic Library Social Media: podcast interview

,

I was invited to be on Andy Hurt’s podcast about libraries recently, and we had a great time discussing library social media in an academic library context. Andy asked such great questions, I really felt like we got onto all the intersting stuff - personality, humour, tone, trends… Have a listen:

Thanks again to Andy for having me on. She works at University of Melbourne Library and their social media is really, really good - check out their Twitter here and their Instagram here.

,

Social Media Manifesto video

,

Following on from my talk at #VALA2022 in Melbourne, the organisers have kindly made the video available. Apart from the fact that the kitchen / slides synergy is even more pronounced than I’d feared it was, I’m happy that I don’t seem too asleep for the hour (12:15am, UK time…)!

My hope with this talk was that it would be cross-platform (the ideas in the manifesto will hopefully apply whether you’re a Twitter user, Instagram user, Facebook user etc) and also cross-sector, for public, academic, health, business, special and school libraries all being able to potentially apply these principles.

Thanks for watching!

, , ,

A library social media manifesto

, , ,

Last night at quarter-past-midnight, I sat in my kitchen and was live-streamed into a #VALA2022 conference room in Melbourne. The hybrid thing worked really well, more on which below, but first things first, here are my slides.

The presentation

A library social media manifesto

When I was invited to present on the topic of social media I wasn’t initially sure how to frame it. I talk about social media in workshops all the time but that’s a different thing, really - 3 hours instead of 30 minutes, hands-on rather than a talk, and normally quite focused so for example just covering one tool or approach. In the end I submitted an abstract I was not quite happy with, and then about a month later was struck by the ‘manifesto’ framing for the info and asked the organisers if I could change my plans! They kindly said yes, updated the website etc, and so the slides above are the product of all that.

I’ve tried to create something universal, so whether you work in public, academic, health, school, law or business libraries this should apply equally. I’ve also tried to create something that will help libraries feel refreshed and re-energised - some people I’ve spoken to have talked about a bit of a lull in their social media progress, after making some real progress a year or so into the pandemic… Anyway, check out the slides and see if the ideas help you. The video of the talk will be available in due course.

I absolutely love, love, love this sketch-note of my talk from Kim Williams. It captures all the key points and works as a companion piece to the slides above. Thank you Kim!

The hybrid experience

I realised on the afternoon of the presentation that my slide theme of slate grey and yellow matched my kitchen… What hadn’t twigged at that point was that I’d be presenting in that same kitchen! (The main ‘home office’ space is in our bedroom, in which my wife was asleep due to it being 12:15am, so the kitchen was really the only opion for this.) The people of #VALA2022 must think I’m REALLY serious about slide design and always match it to the room…

A slate grey and yellow kitchen

He’s not wrong…

ANYWAY the hybrid experience worked really well for me, and gave me hope for the future of conferences. I just attended UXLibs in person and, of all the conferences I’ve ever attended, I think that is the least doable online - we absolutely HAVE to be in the space together to make it work. So it’s a stark choice of, either have it in person or don’t have it at all. But for most conferences, hybrid can work well and VALA2022 is a great example of that.

I was on Zoom, and both my webcam and my slides appeared on the big screen in the room in Melbourne. I could also see and hear the room audience through Zoom, which makes a huge difference to how connected I felt - when I said I was drinking gin while presenting for the first time, and heard people laugh, I settled in right away.

The other key thing to all this was the conference app. People could ask questions the whole time on the app, whether they were watching online or in the room. I had these up on my second screen and responded to them in real time, which I really enjoy. Interactivity all the way through is always my preference over ‘questions at the end’.

Anyway, I had a great time, people said nice things on twitter so I’m assuming it worked well from their end too (much as I would have LOVED to be there - libraries of Australia, please invite me back over to your wonderful country! Running marketing workshops a few years back in Sydney, Brisbane and Melbourne was on of the best things I’ve ever done professionally). If you’re thinking of running a hybrid conference, talk to the VALA2022 people, they know what they’re doing!

(And if you’re wondering why hybrid is necessary, read Fobazi Ettarh’s post on the subject, and have a look at the Twitter conversation it sparked.)

Thanks to VALA for inviting me, thanks especially to Sam Gibbard, thanks to the organisers for letting me change my talk details and also for recording the session, and thanks SO much to the audience who came along - making your way early to the earliest session of Day 3 no less, and knowing it was a streamed presentation: I appreciate you!

, , ,

Instagram guidelines for libraries

, , ,

After a brief departure last time to mark the 10th anniversary of my becoming a library trainer, this time we’re back to the Instagram Mini Series. Click that link for the previous 3 entries, all of which focus on why to have an account.

Sharing our own Insta guidelines

For this post we’re moving on from the Why to the How. Specifically, how my library - @UoYLibrary on Instagram - does things: an org approached us and asked to share our internal guidance doc with them, and after some discussion amongst ourselves (and a senior manager) to check everyone was comfortable with this, we did so.

At that point we thought why not share them more widely for anyone else who is interested? So here they are - there are some caveats and context below but if you just want to see the doc, this is the doc:

>>> University of York Library’s Instagram Guidelines.

There’s a lot of stats towards the end of this post on the impact adopting these principles has had on our own account, but in short, using these guidelines we’ve increased our Instagram reach by 1149% in 12 months. This stuff really works!

The caveat

This is an internal doc. It’s literally just the guidance I wrote for York staff who help me do the Instagram. So that means it’s not a definitive all encompassing guide! There are probably things we’ve talked about internally which everyone knows, so it’s not codified here. Also, we’re an academic library so it may be skewed towards that sector. Generally speaking though, I think pretty much everything here is applicable to any non-profits using Instagram.

Another small caveat is, I’m not trying to present York’s Insta as the finished article, the account to which everyone should aspire… We’re still learning, still improving, still trying to increase our reach. We don’t nail everything, we still post things people don’t respond to. We’re a work in progress, and this post is really about how to make that progress happen.

The context

Our Instagram was created in 2016 by a Comms Team rather than by us in the library. We finally got control of it ourselves in mid-2017. From that point on it went okay, gradually building up followers and levels of engagement but not setting the world on fire.

From the time of the pandemic starting, I started to spend much more time actively involved in the social media rather than just writing the guidelines, and our Instagram use increased accordingly. We posted a lot more to the Grid, essentially tried harder and, frankly, started to do more of the things I was always telling other libraries to do in social media workshops. It worked well, but it was still very much in the shade of our Twitter account, and not quite hitting the heights we wanted.

Exactly a year ago, I decided that we needed to invest more time in Instagram and make it work better.

Instagram is absolutely essential for reaching undergrads

It is THE communication channel on which to get messages to undergraduates, nothing else comes close. Our Twitter was doing really well and was where we put the most time, and all that time paid off with lots of growth and engagement - but I did some follower analysis and, at least among those who engaged by replying and quote-tweeting us, it was clear that our audience there primarily consisted of PostGrads , Researchers and Academics. So our key social media messages were not getting through to UGs, and Insta is the answer to that problem.

In 2021 I co-presented at an event with Liverpool Uni Library, whose social media really is something of a gold standard in academic libraries, and before the event we chatted on zoom - they had grown their Instagram massively in recent times, which made me think perhaps we could do the same. So I asked my colleague Rebecca Connolly to go on a little fact-finding mission and check out Liverpool, Glasgow and other Uni libraries with good Instagram engagement went about their business and what we could learn. Rebecca produced a brilliant report and we set to work on transforming our Insta into something much more effective for getting key messages out to UGs in particular - a process which is still ongoing.

How we changed our Insta

Some things we tweaked right away, like following more York based accounts, and using Stories a lot more. Using Stories is key and I really feel like it was something I didn’t understand well enough before Rebecca became involved with the account at York; she is an essential part of the progress we’ve made. Stories are so good for newsy items, and the more success you have with Stories the better things seem to go on the Grid too.

Other things evolved over time, like avoiding the use of words and graphics on the grid (only using them on Stories), and making sure to pair big announcements in the captions (NOT the picture) with visually arresting pictures of the library.

If you’ve not read the guidance doc linked at the top of this post, have a look - we basically did all the things in that document! In addition to all that, we’ve created and posted a lot more Reels (you can see all our Reels videos here), and also tried some fancy split photography, that involves dividing a wide-angle shot up into even squares so it can be seamlessly swiped through. Here’s an example of that I posted yesterday which I really like…

The results: our increased Instagram engagement

With any kind of social media, I’m always looking for engagement rather than follower numbers. I want more followers of course - a larger audience of students and staff for our key messages - but they come naturally as a by-product of posting stuff which gets engagement. So for Instagram I’m looking at Likes, Comments, Shares, and Reach, and hoping that if we increase those our followers will increase at the same time.

As it happens, our followers have increased by about a thousand people in the last twelve months. That’s great. More excitingly for me, is that the number of Likes has gone up 42%, despite us posting slightly less frequently overall, so the Likes Per Post has actually gone up 69% - in essence meaning we’re posting stuff the students actually respond to, more of the time. Over 2 years, our total number of Likes have increased by over 350%.

Shares are way up, and Comments also increased which is great because we want that interaction and chance to answer questions - up over 600% over the two years. What isn’t captured by the analytics is the amount of DMs we’ve had - either just messages out of the blue or responses to questions in our Stories. I can’t get figures on this without manually counting but the increase is huge - people love feeding back one-to-one on Instagram.

The reach is the thing that most amazed me though - an increase of over one thousand percent in the 12 months is just fantastic. And the reason is because if people don’t Like your posts, Instagram doesn’t share them widely - so now we’re posting content that gets engagement, a much higher proportion of our followers are seeing our posts. This means our key messages are reaching more undergraduates, and that was the whole aim of this focused attempt to increase engagement.

Like with all social media, the key thing is to learn what your particular community responds best to, and do more of it.

Finally… Do check out Liverpool, they’re so good

So that’s it! There was a lot to get through in this post; if you’ve made this far, I salute you… I hope people find these guidelines useful, and if you have any questions leave me a comment below.

I’ll leave you with a recommendation to look at Uni of Liverpool Library’s Instagram account - however good our numbers are I know theirs will be astronomically better! They’re really good at this stuff, and you’ll find them @livunilibrary.

Interested in Instagram training for your library or cultural org? Details of my social media workshops here.