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David Lee King



Make sure to register!

I’m participating in a really cool virtual conference this Friday focused on UX for libraries. Here’s the info:

What: User Experience: Seeing Your Library through the User’s Eyes

When: Friday, September 19, 2014

Description: User Experience, or UX, is an increasingly important way of evaluating and informing library practices. UX focuses on knowing about our patrons and understanding their perspectives, then using that to inform everything that libraries do, from our websites to the services we provide to the physical layout of our buildings. Join five nationally recognized experts on user experience in libraries for this one-day, live online conference!

Speakers include: Michael Stephens, Aaron Schmidt, Kathryn Whitenton, Elliot Felix, and David Lee King

Make sure to register!

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If you liked my last post about Facebook Reach, or just want to learn more about how to use Facebook in a library setting, you might like my upcoming webinar!

Here are the details:

Title: Facebook in the Library: Enhancing Services & Engaging Users

When: Wednesday, September 17, 2014 at 2:30pm Eastern/1:30pm Central/12:30pm Mountain/11:30am Pacific (90 minutes long)

What: Around 154 million Americans—51 percent of the population—are now using Facebook, according to a recent study by Edison Research. How effectively are you using this direct, free means of communication to reach out to your library’s patrons and users? Digital branch and social networking innovator David Lee King will share what he’s learned from years of experience and experiments with the Topeka and Shawnee County’s Facebook page. He will answer your questions and share time-saving tips on getting the most out of using Facebook.

Topics include:

  • Fundamentals for setting up and managing your Facebook page
  • Planning content for your library Facebook page
  • How to engage the library’s Facebook fans
  • How to market your library through a Facebook page

Hope to see you there!

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What’s the deal with Facebook’s recent drop in Reach? I’ve been reading about it and I don’t think it’s that big of a deal. Read on to find out why!

What exactly IS Facebook Reach, and what happened to it? Facebook Reach is a number that reflects how many people saw your Facebook post. Facebook changed something in their algorithm, and Facebook Reach (more specifically, Organic Reach – reach not generated through Facebook Ads) seems to have dropped. Dramatically. Some Facebook Page owners have seen a 40% or more drop in Organic Reach.

Bummer!

Why is Facebook messing with Reach? Facebook is trying to keep their customers interested. To do that, they are constantly tweaking what can be seen on the Facebook News Feed. When you log into your Facebook account, you are dropped into your News Feed, and you see the Top Stories view (you can toggle to the Most Recent view, which provides all stories).

The Top Stories view automatically sorts through your News Feed, finds the stories that you would most likely be interested in, and presents those to you rather than showing you everything.

Here’s what Facebook says they’ve done (from Brian Boland, who leads the Ads Product Marketing team at Facebook):

Rather than showing people all possible content, News Feed is designed to show each person on Facebook the content that’s most relevant to them. Of the 1,500+ stories a person might see whenever they log onto Facebook, News Feed displays approximately 300. To choose which stories to show, News Feed ranks each possible story (from more to less important) by looking at thousands of factors relative to each person.

Over the past year, we’ve made some key changes to improve how News Feed chooses content:

  • We’ve gotten better at showing high-quality content
  • And we’ve cleaned up News Feed spam

As a result of these changes, News Feed is becoming more engaging, even as the amount of content being shared on Facebook continues to grow.

Because of these changes, some Facebook Pages have experienced a drop in Engagement and Reach, because Facebook is effectively hiding posts from those Facebook Pages.

What does this mean for a library’s Facebook Page?

Should you stop using Facebook? Um, no. According to Pew Internet, 57% of American Adults are on Facebook. And that percentage is still growing. That’s still a majority of your community – your customers – on a social platform that you can use. For Free.

Should you just pay for ads? Advertising is a good thing if you do it well. Advertising on Facebook is cheap, and can have a quick response (i.e., people actually click over to your site from a Facebook ad – go figure). So yes – experiment with Facebook ads to see if it works for you. Just remember that ads aren’t the only way to use Facebook. It’s just one strategy.

Should I worry about the drop in Facebook Reach? No. Instead, focus on creating better content and making it into your Facebook Fan’s “top 300” posts on their News Feed. Because that’s the real problem. The reason some posts don’t make it into the News Feed is simple – Facebook users don’t find that content engaging, and ignore it. Then, Facebook helps them continue to ignore it.

If you don’t improve your content to make it into the top 300 posts, your Fans will ignore you (with Facebook’s help), and your content won’t appear in their News Feed.

Here’s a simple Facebook formula to remember: useful content = more engagement = better Reach.

Read more about the drop in Facebook Reach:

Image by Johanna

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Awhile back, Ned Potter, who writes the fabulous blog at ned-potter.com (you ARE reading his blog, right?) posted What does an online identity REALLY need? (Or, Growing Up Online). I left a comment, because I could relate.

Then Ned commented back and asked me a couple of questions. Here’s my answer!

But first, here’s Ned’s comment (swiped from his post):

David what a great comment!

The thing that strikes me with you is the consistency – I don’t know how many subscribers your blog has now but last time I heard a figure it was huge, thousands, and dwarfed mine… And the main reason (if you don’t mind my analyzing your blog!) to my mind is that you consistently post really helpful things that we can all act on (plus other reasons too, to do with your reputation and books etc). There were a lot of bloggers when I hit my blogging stride who would write 1 or 2 posts per week every week, myself included, but we’ve almost all gradually fallen away to fewer than that…

But you manage to keep it up, and it doesn’t feel like you’re casting around for things to blog about – all the posts have a reason for being. So how do you keep that up? I’m interested, also, in whether it ever feels like a burden – essentially keeping up with the standard you’ve set yourself?

First of all – aww, shucks. Thanks! I’m glad people like reading my blog!

And now, on to the questions:

Question #1: How many blog subscribers? (Ned didn’t really ask this, but did mention it in passing, so I thought I’d answer):

That’s a hard one to figure out these days, since Feedburner stats have gone a bit wonky. For Feedburner, I have anywhere between 1800-5800 RSS subscribers, depending on the day (so I’d guess the actual number is a bit higher than the larger number). And a pretty consistent 2000 or so email subscribers. Last month, Google Analytics says I had 5600 sessions/4600 Users at the site.

Plus, there are a lot of people who don’t subscribe, but might watch my blog via Twitter, Facebook, or Linkedin. Either way, that’s a lot of people! You guys – thanks for reading! Tell everyone you know to read :-)

Question #2: So how do you keep that up?

A few years ago, I slowly transitioned how I thought about my blog. Before then, it was simply a place I posted to whenever I felt like it. But I eventually realized that instead of a personal blog, I was running:

  1. a publication with more subscribers than some rural newspapers and academic journals (ok, the really boring ones, but you get my point).
  2. my blog was the “hub” for my fledgling part-time consulting/speaking/writing business.

And if it’s a business … well then, I need to treat it like one. So I do three things to help me focus on my “business:”

  1. I schedule blog posts. My goal is to post every Tuesday and Thursday. Do I always hit that? Nope. But it’s a goal.
  2. I created a tagline – “social web, emerging trends, and libraries.” It’s on my blog, and helps me stay focused. If you read something I wrote or if you hear me speak, the content will most likely fall somewhere within that tagline.
  3. I try to write and speak about things in a very practical way. My goal after you read one of my blog posts or hear me speak is for you to be able to say “hey – I can use that next week at work!” When I achieve that, I think it’s pretty darn awesome.

I also get a lot of ideas from work. Part of my job is scanning the library/techie horizon, and bringing new cool things to the library. Guess what? That often serves double-duty on my blog (and vice versa). More often than not, when I write about something, it’s because I was thinking about it at work.

For example, my recent social media measurement series of blog posts originated from me trying to eek some meaning out of my library’s social media stats. At some point, I thought “hey! I should share this stuff!” And voila! A series of blog posts.

Question #3: I’m interested, also, in whether it ever feels like a burden – essentially keeping up with the standard you’ve set yourself?

Yep. Sometimes it does! Burnout happens. I get busy at my “real job,” I get busy at home (three teenagers – how the heck did that happen?). Instead of writing about library stuff, I want to write music (which I’m working on!). Or I just procrastinate – I’m a pro at that.

But honestly? I really like to write. I like sharing, and it helps me think. My goal of two posts a week? That was actually a way to limit myself, so I wasn’t posting 4-5 times a week. My reasoning was that too much davidleeking can be a bad thing :-)

So there you go – three questions, three answers. How do you keep up something you enjoy doing when it gains some attention? Anyone else have some good tips to share?

Pic of Ned – from Ned’s Twitter account!

 

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In this series of articles, I’ve been talking about what types of social media analytics my library tracks.

Here’s what I covered:

What’s missing? What do you track that we don’t? I’d love to know – please share in the comments!

Pic by Scott Akerman

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