BY GRETCHEN LECHEMINANT

Introduction
Social media is becoming a requirement for learning spaces. An active online
presence is something that patrons and customers now come to expect.
Libraries and museums can use social media as a way to successfully interact
with families. Directing the focus to families will create a sense of community,
engage both parents and their youth, and effectively market products,
services, and events. Well take a look at some positive examples related to
family-targeted social media from local institutions such as The Thinkery and
the Austin Public Library to more recognized brands like the New York Public
Library. Well also examine successful strategies and relevant research.

Impact of social media on families

What is the impact of social media on families? Families who are
interconnected through technology report strengthened family bonds
and an increase in communication. (Williams & Merten, 167) Social
media can benefit both the parents and the children. Benefits of children
and adolescents using social media include opportunities for community
engagement, enhancement of creativity, growth of ideas, expansion of
online connections and a greater understanding of diversity, and
fostering of individual identity. (OKeeffe, 801) For parents, many adults
report that technology allows them to feel closer to their current families
than when they were growing up.

A recent study on families and technology from the Pew Internet & American Life
Project resulted in these summarized points.

BEST PRACTICES

Informal learning spaces, especially those that serve young families, can use social
media in their outreach approach to great effect. Social media usage is anticipated
from both investors and patrons. Those in charge of the social media accounts for
libraries and museums can follow these recommended guidelines.
1. Invite participation from followers. A few ideas include holding contests, asking
questions, and engaging in conversations. "The continuum of interactivity can
provide a simple yet effective model of how the new literacies can shift learning
experiences from cultural consumption to cultural production." (Russo, Watkins, and
Groundwarer-Smith, 158)
2. Create content of your own. For instance, the Victoria and Albert Museum in
Australia created a software tool that let visitors create their own textile designs
using motifs from their textile collection. These experiences extend the ways in
which audiences participate with the museum. (Russo, Watkins, and GroundwarerSmith, 163) Child-friendly content will encourage continued attendance during
library or museum programs.
3. Experiment with new social media technologies, but know your audience.
Tumblr User "My Life in the Library" reports, "I work for a mid-sized library just
outside of Chicago and we definitely see more activity on Facebook. We have a lot
more followers over there, and while Ive been able to drum up more interest in the
Twitter over the last two months, I dont think itll ever be to our fb levels. This is a
question Ive often asked librarians dealing with social media and theyve all
reported the same. I think the people who are most likely to interact with libraries
online are just more likely to use facebook." Twitter can be used for inviting
participation "across both services, there was an understanding that tools will be
used differently, with Facebook lending itself to a passive like, while Twitter often
generated conversations. An awareness of the different ways that users will engage
on different platforms allowed the participants to move into the mindset of users
and target their messages." (Smeaton and Davis, 230)
4. Have a social media team who already understands social media. In one study of
best practices at public libraries, the findings reported, "The participants all have
extensive personal knowledge of social media, suggesting a correlation between
personal usage of social media and acceptance of social media as a service
channel." (Smeaton and Davis, 235)
5. Use social media to share knowledge. The learning doesnt always have to
happen at the learning space itself. "Enabling audiences to share knowledge and
respond to issues of concern to them has produced a new form of participation
which some consider may erode the authority of institution and authenticity of
information. When social media initiatives are supported by the museum they have
the potential to enhance collection knowledge and create communities of interest
which support and extend cultural participation." (Williams and Merten, 164)
6. Above all, be consistent. Post regularly and strive for originality, but dont be
afraid to retweet relevant items! Successful implementation involves posting fresh
content. (Hence, the need for someone who is familiar with the technology will be
best suited to the position. Diversify--get a few staff members to help out in case
someone is gone.) (Smeaton and Davis, 226)

Jo Lammert, the Digital Media Coordinator for The Thinkery, on

how social media impacts the families who visit the museum.
The Thinkerys social media channels have served as an important way
to relay information to visitors. Our website has a ton of content, so our
social channels (mostly Facebook, Twitter & Instagram) are pretty
critical to deliver news about upcoming workshops, special events,
museum closures (e.g. this week were closed Thanksgiving!), and help
keep folks overall up to date with all thats going on. Additionally, our
social media channels can sometimes act as a first gateway to a
persons experience with the Thinkery, so we not only try to keep
updated content about the museum, but we like to share links and
content that reflect our mission, our tone, our brand, etc. In regards to
visitor created content, Ive seen tons of visitors engage in sharing
Thinkery related material on their social media channels, generally in a
really positive way (phew!). Parents love to share photos of their kids
exploring the museum, and sometimes all this instagramming/
tweeting actually seems to be part of the museum experience, and
impacts the way they interact with the physical space (one example, we
have that tunnel in Bloom surrounded with mirrors that serves as a
prime spot for a parent to take a selfie with a tot!). I notice a lot of these
shares of their visit to the Thinkery results in conversations with some
of their other parent friends, either about how they love visiting the
Thinkery or they havent yet and are eager to (a lot of times resulting in
a Ill go back with you next week!), which is pretty dang cool!

Marketing, Monetization, and Metrics

Implementing a successful social media program for families can be highly
effective in terms of marketing and monetization. Social media is valued by
important othersthe decision makers who determine use of funds and
allocations. Supportive agency and organizational policies can provide
validation of the use of social media at the workplace (Hanson, et al., 202)
Social media can be used in fund raising efforts. With both parents and kids
increasingly connected to social media, marketing events through social media
outlets is necessary. Building the brand of the company, especially in a
personable way, can be achieved through engaging content. Social media is a
powerful tool that can be used by companies in their integrated marketing
communication campaigns since it enables them to interact in an informal and
more personal way." (Papsolomou and Melanthiou, 320)
__________________________________________________________________________________________
An important aspect of social media usage is the compilation of analytics.
Providing monthly reports can show the numbers behind accomplishments.
Additionally, reports can track the growth of social media sites over time.
Investors rely on these facts to encourage continued funding.
Since budgeting is often a concern for public or non-profit entities, taking
advantage of free or inexpensive analytic tools is a good idea. Here are a few
sites that can provide these details.
Google Analytics
Twitter Analytics
Facebook Insights
Hootsuite
Keyhole
SocialMention

APPLICATIONS
Lets take a look at some common outlets and how to best utilize them for the family.

Twitter
Purpose: Real-time updates in 140 characters or fewer
Pros: Interactive, users can see every update, can retweet things that people have said about
the organization, has a visual element, informal
Cons: Too brief, requires a high degree of monitoring
Use for families: Twitter is an easy way to share quick updates and to have fun with interaction. Families can also use twitter to readily share their experiences in the learning space
with a mention or a hashtag.

Facebook
Purpose: Follow company pages to receive updates in your regular facebook feed
Pros: Large base, can be used for multiple mediums, great for contests, can sponsor posts so more people
see them, can set up events and photo albums
Cons: People dont see every update unless you pay to sponsor a post, often comes across as seeming more
corporate and less down-to-earth.
Use for families: Most parents are on facebook, so sharing activities and events on facebook is a great way to
spread the word.

Instagram
Purpose: Photos and videos aggregated in an app
Pros: Shows off visually interesting activities, captures short video, can be cross-posted to
twitter and facebook
Cons: Not as effective at organizing information about the learning space
Use for families: Visual apps like instagram help to make a learning space come alive even
when the family is not physically there. Instagram is popular with youth and adults.

Pinterest
Purpose: Image-based collections of links and products
Pros: Great for links and related topics to upcoming events, more frequently used as a collection of interesting things
Cons: Not used for the dissemination of current information
Use for families: Pinterest is highly popular among parents.

Blogging
Purpose: Long-form posts stored on a website
Pros: Written content can be both useful and engaging, blogs are a great resource for
archived information, can be read in an RSS feed
Cons: Might have a smaller following than other outlets
Use for families: Blog posts can and should be referenced on the other social media outlets.
Parents and children use blogs as a way to get more in-depth information about the learning
space.

Conclusion
When it comes to informal learning spaces using social media, directing the efforts to
families is a wonderful way to create a sense of community with patrons. By making a
concerted approach to engage with families, libraries and museums will see an increase
of attendance and participation at events and at the spaces day-to-day activities. Social
media is still a relatively new topic and while it will continue to change and grow, having
a devoted team to stay on top of new developments will keep informal learning spaces
current and playful. Social media can influence the individuallibraries and museum
services directed towards family outreach can use social media to make a difference for
the family, too.

ABOUT THE AUTHOR

Gretchen LeCheminant is a student at the University of Texas-Austin
School of Information. She will receive her MSIS in May 2015. She plans
on becoming a youth services public librarian upon graduation. She
spent the summer of 2014 as The Thinkerys Social Media Intern. She is
a Connected Youth Intern with the Austin Public Librarian. Gretchen is
also a co-editor of Indigenous Ownership & Libraries, Archives, and
Museums. She can be found on most social media outlets.

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