Social Networking for Publishers Library

Transcript:Social Networking for Publishers Library:
Social Networking for Publishers Library Publishing Curriculum Impact Module, Unit 7 Social media is a conversation Remember: it’s not about you, it’s about your stakeholders and audience Definitions Social Media: “websites and applications that enable users to create and share content or to participate in social networking.”* Social Networking: “the use of dedicated websites and applications to interact with other users, or to find people with similar interests to oneself.”* Social Media Marketing: the use of social media to promote or sell products and services. Social Media Strategy: encompasses the ways organizations seek to engage with stakeholders, attract customers, or promote their brand through social media. * https://en.oxforddictionaries.com/definition/social_media, https://en.oxforddictionaries.com/definition/social_networking Social Network Users: 2.7 Billion by 2018 Source: Statista, 2017 Pace of Growth Has Slowed Recently Source: Pew Social Media Fact Sheet 2017 Facebook Dominates Nearly 80% of adults use Facebook, the most popular social media platform Source: Pew Social Media Update 2016 Most Social Media Users on Multiple Platforms Source: Pew Social Media Update 2016 Social Media as News Source For many users, social media is also the (or a) major source of news Reddit, Facebook, and Twitter are especially popular for news consumption Source: Pew Research Center: News use Across Social Media Platforms 2016 Daily Social Media Use Most Facebook and Instagram users engage with social media daily Source: Pew Social Media Update 2016 Centering audiences and stakeholders A New Way to Connect Historically, publishers had little direct contact with customers, and almost never a conversation Publishers traditionally focused on the business-to-business relationships to bring books to the market Wholesalers Booksellers Online Retailers Changing Market, Changing Conversations Transition to digital books and retail channels Loss of shelf space in traditional venues Increased consumer use of social media Technology drives contact and engagement Increased access to consumer data and feedback Rise of spreadable media/participatory culture Identifying Stakeholders Prioritize Stakeholders Find Your Stakeholders Connect with audiences on the platforms they already use If resources allow, maintaining multiple social media channels will connect you to different segments of your audience Facebook Popular among all demographic groups Slightly more popular among women Especially popular among younger adults Source: Pew Social Media Update 2016 Instagram Rapidly growing user base More popular among women than men Highly popular among young adults, especially college-educated urbanites Source: Pew Social Media Update 2016 Pinterest Slowing growth among all groups More popular among women (largest gender gap among the