Getting Ready for a Virtual Interview

Many times, the media won’t be able to get to your library to do an in-person interview and may ask that you join via phone, video conferencing, etc., to conduct the interview. The recommendation from the last article on location and attire when getting ready for an in-person interview are also true for virtual interviews that take place via video conferences (Zoom, Teams, etc.). Thanks to a training I recently attended called “Technically Speaking: Tips for Your Media Encounter” presented by Clint Fleckenstein, here are a few things to think about when you are doing a virtual interview. 

For Video conferencing: 

Preparation: 
With all the different virtual meeting options, you will need to know which platform you will be utilizing for the interview. You will also need to make sure that you have updated that platform and have access to it so you aren’t struggling at the last minute trying to log in or update it. You will also want to make sure your Internet connectivity is good, your camera is in the correct spot (more on this later), your microphone works, and you are prepared to answer their questions (more on this in next week’s article) 

Location: 
We discussed location in the last article. In addition to finding a spot that has great lighting and not a lot of noise, you may want to look at adding a branded background or backdrop. Avoid using a blurred background if you can.  

When thinking about the noise situation, you will also want to ensure that your computer is set to do not disturb to keep from getting notifications that could be distracting. 

Camera Angles: 
When deciding on your camera angle, watch your framing to make sure that the camera is not too high or too low. Webcams can distort you, so if you have a camcorder or other type of camera that can be connected to your computer and placed a few feet away on a tripod, it might help to make you look more natural. When framing yourself, you will want to keep the camera at eye level and make sure that you can see your head and shoulders.  

For Phone Interviews: 

There are pros and cons to phone interviews. The pros include not having to worry about background, lighting, attire, etc. The con is that you don’t get the “face-to-face” interaction. Make sure your phone connection is strong and that you are in a quiet area where you can concentrate on the questions and there isn’t a lot of background noise coming through. 

References: 

Fleckenstein, Clint. “Technically Speaking: Tips for Your Media Encounter.” Webinar, May 30, 2024.  

“Tips for Virtual Broadcast Interviews.” University of Toronto Mississauga Office of Communications. Accessed June 17, 2024. https://www.utm.utoronto.ca/communications/media-relations/tips-virtual-broadcast-interviews. 

Getting Ready for an In-Person Interview

Has the media called asking to do an interview about your cool program, awesome services, or new collection? I attended a training recently about the technicalities of a media interview called “Technically Speaking: Tips for Your Media Encounter” presented by Clint Fleckenstein, Autonomous Systems and Communications Specialist at the North Dakota Department of Emergency Services. Here are just a few things to consider before sitting down in person with a reporter, journalist, or other interviewer.

Location: 
Trying to find a space where you can showcase your library and also get a good recording is sometimes very difficult. You will want to make sure that the lighting is correct – not too much, not too little. Fluorescent lights, windows, and shadows can all have adverse effects when it comes to perfect lighting, so you may have to experiment with different locations. 

Another difficulty in finding the perfect location is noise levels. Don’t be too close to the doors where people are coming in and going out or the circulation desk where there can be a lot of distracting noises. Another thing to consider is how loud the HVAC system is or other background noise that you may be used to but will wreak havoc on the recording. 

If you are going to do the interview at your desk, make sure to clean up any clutter, personal information and photos, and any confidential information that you do not want everyone to see. 

Attire: 
When you are going to be interviewed, it is important to look professional. 

A few things to avoid: 

• Wearing black, white, red, or shiny clothing 
• Wearing bright colors 
• Wearing excessive or noisy jewelry 
• Wearing an ID or lanyards 
• Clothing you can’t clip a microphone on 
• Anything that is distracting 
• Repeating patterns 
• Glossy makeup products 
• Logos for other companies 

Instead, try to wear nicely fitted clothes that are comfortable and in solid colors, such as blues and grays. Light makeup may be needed to avoid shine. 

Next week, we will discuss getting ready for a virtual interview before moving on to how to give a great interview. 

References: 
Fleckenstein, Clint. “Technically Speaking: Tips for Your Media Encounter.” Webinar, May 30, 2024.  

Rosen, Max. “What to Wear for a TV Interview or a Video Production Shoot – Indigo Productions.” Indigo Productions LLC | A world-renowned video production company, April 24, 2022. https://www.indigoprod.com/what-to-wear-for-a-tv-interview-or-a-video-production-shoot.  

Thompson, Sophie. “Media Training Guide: Everything You Need To Know to Give a Great Interview.” VirtualSpeech, January 9, 2024. https://virtualspeech.com/blog/media-training-tips-for-great-interview.  

Marketing Plan: Mission Statement

The first aspect of the marketing plan that we will discuss is the mission statement, which should be different than your library’s overarching mission statement. This statement is important because it will help guide future decisions, become the focal point for your team’s marketing mission, make sure your content is promoting your brand, etc. 

When coming up with your mission statement, think about the following: 

• What services/resources the library provides for the community? 
• How are your services/resources unique? 
• What do you hope to achieve? 
• Who is your content for? (we’ll be discussing target audiences next week) 
• What does your audience care about? 
• What channels will you be using? For example, social media, print materials, newsletters. 

Below is just an example template that you could use for your mission statement. Be sure to make it your own.  

The [library name] provides [unique services/resources] to [target audience] through [channels you’ll be using – newspaper articles, social media, etc.]. 

You may decide further into the marketing plan that your mission statement no longer works. Go back and change it! This marketing plan is a living and ever-changing document. 

Reference: 

Indeed Editorial Team. “How to Write a Marketing Mission Statement (with Tips).” Indeed.com, June 24, 2022. https://www.indeed.com/career-advice/career-development/marketing-mission-statement.

Social Media Audit, Part 2

Now that we know the importance of social media audits and why you may want to conduct it for your library’s social media accounts, this week we will walk through the different aspects of social media audits and look at templates and resources that may help. 

If you have any questions or concerns or want to chat about a social media audit, please contact BreAnne at ndslpa@nd.gov or 701-328-4656. 

You can use the templates below to get started or you can open an Excel spreadsheet and add the following information: 

• Social Media Platform – List each platform your library is on. 
• Handles – Are your handles the same across all platforms? It is easier for people to find your accounts if they have the same handles. 
• Channel Owners – Who has access to your profile? 
• Hashtags – List any hashtags that you use regularly. 
• Posting Frequency – How often do you post on each platform? Daily? Weekly? Multiple times per day? 
• Total Number of Posts – Make it over a specific period, such as the past 12 months, all time, etc. 
• Metrics (Engagement rate, reach, followers) – How many followers do you have?  
• Demographics – Who are your followers? Genders, ages, etc. 
• Top Content – Which posts did really well? Are videos or photos getting more engagement?  
• Goals – What are your goals for each social media platform? More followers? More reach? Make sure your goals are SMART (Specific, Measurable, Achievable, Relevant, and Time-Bound). 
• What’s Next – Include notes on what you should post more of to meet your goals. Is there a new platform you want to look at joining? Are there any platforms you should get off? 
• SWOT Analysis – Look at the strengths, weaknesses, opportunities, & threats for each platform. 

By conducting regular social media audits, you will be able to answer some questions and make decisions – should you be on all of the social media platforms? Which posts should you do more of? What posts don’t work?  

Templates: 
Social Media Audit Template – Asana 
Social Media Strategy Template – Hootsuite 

References: 
Asana, Team. “7 Steps to Complete a Social Media Audit w/ Template [2023] • Asana.” Asana, January 25, 2023. https://asana.com/resources/social-media-audit-template.  

“How to Conduct a Speedy Social Media Audit.” Sprout Social, July 31, 2023. https://sproutsocial.com/insights/social-media-audit/.  

Martin, Michelle. “How to Run the Easiest Social Media Audit [Free Template].” Social Media Marketing & Management Dashboard, August 8, 2023. https://blog.hootsuite.com/social-media-audit-template/.  

Social Media Audits, Part 1

If your library is on social media, you may want to periodically conduct a social media audit of all the platforms you are on. This may seem like just another thing to add to your ever-growing to-do list, but without a social media audit, you may be wasting time and energy on ineffective social media posts that could be spent elsewhere.  

With a social media audit, you will discover which social media platforms have the most engagement, which posts are getting the most views/likes, your audience demographics data, etc., so you can evaluate what makes sense for your library. These audits can help you figure out which content you should continue to create/share, what your audience cares about, and who your audience is. By finding out this information, you can decide what changes need to be made, experiment with new ideas, and what to stop doing.  

By conducting an audit regularly, you can see how your changes have affected your engagement or what new changes still need to be made. Remember that new changes can take time to take effect. While a quarterly review, which is the recommendation, may seem like a huge time commitment, there are templates that will make it go smoothly. Once you know where to find the information and have your spreadsheet, it will go fairly quickly.  

The first thing you should do is find and list all the social media platforms your library has a presence on, even those that you haven’t checked or posted on for a while. These could include Facebook, X (formerly known as Twitter), Pinterest, Goodreads, Instagram, YouTube, etc. Check to make sure that all of the profiles are up-to-date and consistent across the platforms, including handles/usernames. 

Next week, we will delve into the actual audit spreadsheet, including the columns and what information you may want to look for and templates that can be used to keep the information organized. 

Social Media Policies for Employees

In the last article, we discussed creating internal social media policies/guidelines for staff who are authorized to post via the library’s social media account. This week, we will discuss guidelines/policies for employees who have personal accounts on social media. 

These guidelines are not meant to limit or restrict an employee’s rights to utilize social media for personal reasons. They are meant to keep the library, employees, and patrons safe. 

Some things to consider when creating guidelines/policies: 

• Employees need to understand that they cannot disclose any patron information, including confidential, personal, or anything that could identify the person. 
• Employees cannot post any confidential work information. 
• Are employees allowed to be on social media during work?  
• If the employee’s profile indicates they work at the library, do you want them to include a statement in their profile that says the opinions expressed here are their own and not a reflection of the library? Or is it enough to just have them clearly state that their opinions do not represent the library’s official policy in the post/comment about the library? 
• With the prevalence of online bullying, you may want to add a section about employees not using social media to harass, threaten, bully, libel, slander, etc., coworkers, board members, patrons, or any other organizations/people associated with the library.  
• Do you need a policy in place in case an employee posts or shares something that is offensive? 
• You might include something about copyright laws. 
• What are the consequences if someone goes against the guidelines/policies? 

Examples: 

Ela Area Public Library 
Comsewogue Public Library 
Cuyahoga Falls Library 

Make sure that all employees are aware of the guidelines and policies. Employees should always use good judgement and be respectful when commenting and posting, especially when it is related to the library. 

Reference: 
Kroski, Ellyssa. “Should Your Library Have a Social Media Policy?” School Library Journal. Accessed October 4, 2023. https://www.slj.com/story/should-your-library-have-a-social-media-policy.