Today, I’m going to talk with you about how the use of Facebook
in conjunction with blogs was a low
resource way for our SAA Student
Chapter to continue
when our resources
were dramatically cut
. We all
since the late 1990s.
Social networking has evolved
from hackers playing on BBS Billboards to Facebook, which also
probably does not
introduction. Web 2.0 tools
social media tools
st of us use every day
By combining Facebook, b
hopefully beginning next October
other Web 2.0 social media tools
, our SAA student chapter can follow
the lead of the National
strategy at an extremely local level with more
The National Archives
social media campaign
is forging the
communities around their
web 2.0 tools
working definition of
umbrella terms used to
define the various activities integrating web technology, social
interaction, and content creation.
few years ago,
thought to h
. The National Archives social media
is anything but true
NARA’s desire to be a social media exemplar
has taken the lead in
archives can contribute
information and knowledge.
NARA published their
Social Media Strategy
in early December of 2010
where it writes
, “social media tools have the
potential to transform [their] agency and the way [they] serve [their]
customers.” NARA describes social
media as being “about community and
The strategy works in conjunction with their public
facing “History Happens Here” campaign, a research
that guides their online presence and their attempts to strengthen
online communities dedicated to archives. NARA
pe is evolving so rapidly that if we neglect to address these issues
and recommendations, we risk losing truly valuable materials…We should
be proactive in working together to understand these complexities and
develop solutions.” And they have laid some e
It is true that for
Facebook and Twitter, offer
opportunity for exposure that
blogs alone cannot match.
, blogs remain the online sp
suited for more leng
ly development of content
and the institution
s they are housed within
logs have continued to
survive, even thrive, because
they have a deep semantic web
Web 2.0 social media tools. Each tool offers
complimentary affordances for outreach and exposure rather than
serving as victor and vanquished in the digital technology race.
In all honesty, when we began using Facebook in 2010
, it was
because we didn’t know what else to do
he blog, which
in 2008 and 2009 was a
seminar project for an entire
class, was eliminated from the curriculum. Because the blog was the
best sample of social media work for many of the
also SAA student chapter members
, the chapter volunteered to manage
d continue to generate American
. We had to do this
with a fraction of the people resources.
We felt we had no choice but to turn to soc
a. NARA shows
archives can use web
pages, blogs, and social media
All three are
fused into a cohesive communications strategy where
; social networking apps are
target interested communities
and promote the
web page and
Because of the potentially wide audience and range of visual,
auditory, and textual representation, blogs and social media
applications can be great tools to increase the general public’s
wareness of archives and archival repositories.
As mentioned previously in Sloan’s
mall repositories around the state of Wisconsin
Archives Month. We were looking for
postcards of value
state’s Archives Month th
which in 2010 was
Student chapter member
wrote blog posts about their visits and
incorporated photos of the materials they found and the repositories
In October of
2010, the student c
, Danielle Taylor
undertook the administrative role of running the blog for the entire
th, entering blog posts made by
student chapter members, and socially
networking the blog via our personal/professional
posted links to the blog on our Facebook walls each time a new post was
Let’s talk about traffic. Before we do, I’d like to warn you that our
numbers are squishy. One lesson we learned a little too late was to
make sure w
e were gathering all of the web analytic data. From
beginning of October 2010 to March 2011, the blog has had 4,802 page
views, 2,958 unique visitors, 245 returning visitors, and 167 Facebook
Most of the Facebook referrals occurred in Octo
ber while the
blog was active.
Our all volunteer status did affect
the overall usage
of our blog
because the student chapter was
able to only provide 60% of the amount of
% of the content from previous
, we only received 60% of our 2008 and 2009 traffic.
Facebook provided us with 5.6% of our traffic during this time. This
may seem like a small fraction of our traffic but only a few of us were
regularly posting links. In the previous years, the
blog had more than a
dozen people doing outreach.
we can’t show you with the
budget (as in free) analytics
has shown a lot of promise in helping
the student chapter’s
loss of content generated
through the seminar
If more student chapter members are using their
personal/professional social media accounts, on a regular basis
throughout the month the blog is in s
ession, a much wider audience
The next logic
al step for the outreach campaign is to develop an
“outreach team” to use Twitter in conjunction with Facebook to push
updates and links.
and an increasing number of
repositories, we will begin
the blog via Twitter,
ieve will contribute not only to traffic, but also engagement.
blogs, Facebook, and Twitter
in conjunction with
promote important activities and information, archives could
reach a wider audience than using any of these
tools alone for several
reasons. First, motivated users are likely to seek out the archives on
social media accounts and will incorporate the institution’s
own personal networks. Second, users are more
likely to follow a Facebook or Twitter account than they are to initially
visit a blog. Finally, providing links in Facebook and Twitter allows
other users to easily share the content with their own personal
networks. This ability to propagate into other personal networks is how
interesting content is shared so quickly.
These affordances create the
possibility for archives and archivists to be more visible to a general
audience, and to be more engaged with
the specialized audience that
most values the institution.
As we continue to revise our social media strategy, we are
increasingly thinking about the role that
mobile technology plays in
established technologies like
, by letting companies link their public
relations, marketing, and advertising to television content
The rapid development of personal communications technology,
particularly the smartphone,
a primary contributor to the
explosion of social media
. In fact, most smartphone users use the
ready features of their phone to access social media. In the
latest NASDAQ statistics as of January 2011, 4 billion mobile phones are
in every day us
e, 1.08 billion are smartphones and 91% of mobile
Internet access is to social network on sites like YouTube, Facebook and
Over a third of Facebook’s 600 million plus user accounts use
Facebook Mobile and fifty percent of Twitter’s 165 million acc
The likelihood of young adults having their own mobile
devices continues to increase with statistics as high as 85% of young
adults owning a mobile phone.
that social media is increasingly
important in the overall digital communications activities of the wired
public, and that an increasing number of these activities are happening
on mobile technology.
International marketing information is being created
d ingested by corporations, and they are insisting that the “Mobile
Market” is on the rise and predicted to take over desktop Internet usage by
2014. Creating and cultivating Facebook and Twitter accounts and using
them in conjunction with blogs, such as
WordPress can only help usage and
We believe that social
is worth continuing, even
our investment in
because access to the Internet
continue to evolve
as will the
that are now part
most Americans eve
ry day lives.
Blogs can be effective outreach tools for archives if they include
substantial information regarding their holdings and use web 2.0
applications to create and nurture the community around the repository.
Engaging social media is
one way a
look to governmental,
corporate, and cultural trends to make better informed decisions about
institutional vision and values.
Moving archival work online is of great
utreach through the Internet is a valuable endeavor
personal level and for our profession.
The Web 2.0 Conversation Prism”
which is a taxonomy of Web 2.0 applications, many of which might serve
archives if used appropriately.
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ives Month Blog
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