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UT Southwestern Library Social Media Policy & Facebook Mary Ann Huslig m aryann.huslig@utsouthwestern.edu Manager – Liaison, Marketing & Outreach (LIMO) UT Southwestern Medical Center at Dallas Library Oct. 23, 2009

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UT Southwestern Library Social Media Policy & Facebook

Mary Ann Huslig


Manager – Liaison, Marketing & Outreach (LIMO)

UT Southwestern Medical Center at Dallas Library

Oct. 23, 2009

Policy & Facebook page developed by Jane Scott, Promotion & Design Specialist, UT Southwestern Medical Center Library

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Background Information

LIMO (Liaison, Marketing & Outreach) unit:

  • Established Sept. 1, 2008 to promote Library services & resources to the campus

  • Estimated 10,000+ employees and students on campus with 10% utilizing Library

  • Google use very high on campus

  • Let them know about Virtual Library

  • Promotion & Design Specialist hired Jan. 2009

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Marketing Concerns

  • Library as an entity has minimal to no public presence on university and social networking sites

  • Increase electronic avenues of Library awareness, news and information was a goal

  • Cost effective and green marketing strategy

  • Recognition of social networking sites as viable location for information dissemination

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Facebook History

  • Facebook began at Harvard University as a networking system and has now expanded to a larger audience.

  • The popularity of the Library’s Web site searches with “Facebook” prompted an increased awareness of social networking as an important function of Library clients

  • “UTSW Library” Group in existence for previous student employees is extinct, but the only current presence.

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Benefits of Facebook

  • Historical academic focus conducive for academic library’s needs

  • Well established with multiple campus groups

  • Increases avenues for promotion and marketing.

  • Many Library staff currently hold accounts and are active participants, in relation to other social networking sites (Twitter, LinkedIn, MySpace…)

  • Provides a format conducive to a relatively self serving, easily updated online presence with built in staff presence to monitor page.

  • It’s currently free.

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Established Target Audience Groups

  • There were over 70 established groups with “UT Southwestern” or “UTSW” in the title present on Facebook. Some substantial populations included:

    • Student and Postdoctoral Groups

    • Clinical Resident Groups

    • Departmental Groups

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Student and Postdoc Groups

  • UT Southwestern Class of 2009 – 74 members

  • UT Southwestern Class of 2010 – 132 members

  • UT Southwestern Class of 2011 – 191 members

  • UT Southwestern Class of 2012 – 183 members

  • JAMP – 179 members

  • UT Southwestern MSTP – 81 members

  • UT Southwestern Class of 2013 – 71 members

  • UT Southwestern PA Class of 2009 – 30 members

  • UT Southwestern DPT Class of 2010 – 28 members

  • UT Southwestern Physician Assistant Class of 2010 – 27 members

  • UT Southwestern Physician Assistant Class of 2011 – 19 members

  • UT Southwestern STARS – 45 members

  • UT Southwestern Medical Illustrators – 38 members

  • Postdoctoral Association of UTSW – 48 members

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Clinical Resident Groups

  • The UT SW Housestaff Committee – 141 members

  • UTSW/Parkland Internal Medicine Residency – 123 members

  • UTSW/Parkland OB/GYN Residency – 106 members

  • UT Southwestern Surgical Residents – 9 members

  • UT SW Psychiatry Residents – 30 members

  • UTSW Pathology Residents – 30 members

  • UTSW Ophthalmology Residents 2010 – 7 members

  • UT Southwestern Surgical Residents – 9 members

  • UT Southwestern Neurosurgery Department – 11 members

  • UT Southwestern Plastic Surgery Department – 18 members

Departmental Groups

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Social Media Policy Development

Recognized need to have compliance in all social media settings for Library information. Promotion & Design Specialist researched other ‘media policy’ statements, developed draft for review of Library administration.

Current version adopted July 15, 2009 after review by campus legal department.

Promoted to staff on StaffWeb with Managers follow up.

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UT Southwestern Library Social Media Policy

Printed copy handout available


  • Reasons for using ‘social media’

  • Responsibility for postings on ‘social media’

  • Honesty, identity, ‘write what you know’

  • Disclaimer of expertise and ownership of comments posted

  • Campus policies, Privacy, etc.

  • Bibliography used in development

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Accessing the Facebook Page

  • The site would be accessible by typing in any of the key words “UT Southwestern Medical Center Library” into the Facebook Search box.

  • When viewing a Facebook “friend” info page, it would also be present under a “Fan page”

  • It would be shortly featured on a person’s page after a “Friend” becomes a fan.

    NOTE: A 'fan' can not change content or add comments to content. Therefore, it is a safe way for clients to view content without having to heavily monitor feedback/comments.

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Promotion Plan

  • A Library Banner on Library Web site introduced the Library’s Facebook Fan stie

  • Promotional flyers on bulletin boards

  • General Library Meeting to introduce to staff

  • Promote staff sign up on Facebook

  • Viral marketing of Facebook ‘Fan’ opportunity

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Maintenance Plan

  • What's the on-going maintenance required?

    • Updates of events, classes and exhibits

    • How to track usage?

      • Number of Fans tracked by e-mail confirmations sent out.

      • Information about fans potentially available in profiles.

      • Broken up into Staff, Students, Faculty, Postdocs and Other

    • Estimated time spent on maintenance:

      • 1 -2 hours a month maintenance

      • Reality proved estimate was correct

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  •  How can we determine the success of this project? i.e. the performance indicator

    • Banner hits from Banner promotion

    • Number of “Fans” to join Fan page

    • Include “Facebook” on class and event evaluation notification options (i.e. How did you find out about this class/program?)

  • Future evaluation schedule

    • 6 month evaluation after initial implementation, annually after that

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Potential Enhancements

  • Catalog links

  • Instructional videos about resources

    • www.xtranormal.com

  • Library Liaisons highlights

  • Special Collections links

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E-mail maryann.huslig@utsouthwestern.edu

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