KEEPING THEM POSTED Analyzing Library Web Content and User Engagement in Four Digital Worlds National Summer Conference 2016 “Library Analytics: Data-Driven Library Management” 20-22 April 2016 Pearl Hotel Manila Roselle S. Maestro Information-Reference Librarian De La Salle University [email protected]
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Keeping them posted: Analyzing library web content and user engagement
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KEEPING THEMPOSTEDAnalyzing Library Web Content andUser Engagement in Four Digital Worlds
National Summer Conference 2016“Library Analytics: Data-Driven Library Management”20-22 April 2016Pearl Hotel Manila
development of the Internet, characterized especially by the change from static web pages to dynamic or user-generated content and the growth of social media. –Technopedia.com
WEB 1.0-refers to the first stage in the World Wide Web, which was entirely made up of Web pages connected by hyperlinks
-oxforddictionaries.com
Library 2.0 the application of interactive,
collaborative, and multi-media web-based technologies to web-based library services and collections -Maness, 2016
Four Essentia
l Element
s It is user-centered
It provides a multi-media
experience It is
socially rich
It is communall
y innovative
Social Media in Libraries Facts and Figures30%
of librarians areposting at least daily
over
use social media tools70%
had at least1 social media accountfor 3 years or longer
60%most popular channels
particular growth in
(Taylor & Francis, 2014)
Social Media in Libraries Facts and Figures
ChannelApplications
customer service
user engagement
collection usage& discovery
collection dev’t& management
teaching & learning
outreach
(Taylor & Francis, 2014)
Social Media in Libraries Myths
socialmediatoday.com
is not used by my library patrons
SOCIAL MEDIA
is not for libraries and librarians
SOCIAL MEDIA
is only for the young
SOCIAL MEDIA
will expose my library to too many negative comments
SOCIAL MEDIA
measuring social media
I have no way of
OBJECTIVES OF THE STUDYDiscuss DLSU Libraries’ adoption and
use of Facebook, Twitter, Blogger, and YouTube
Examine the types, frequency, and content posting patterns in the four social media accounts
Measure user engagement through social media metrics and analytics
Offer recommendations for the improvement of posting practices
Academic CommunityLocal Community & Broader Society
0 40 80 120
160
00
142147
1700
1600
620 VIDEO VIEWSMarch 25, 2014 – March 31, 2016
CONCLUSION AND
RECOMMENDATIONS
Based on the number of posts per type, the four social media accounts are usually used for different purposes:1. sharing external information sources -
47.89%2. promoting library events and activities -
21.08%3. promoting library collection - 10.28%1. promoting library events and
activities - 35.21%2. answering reference queries - 24.02%3. gathering and responding to feedback -
14.04%1. promoting library events and activities – 55.31%
2. promoting library collection - 21.23%3. Sharing info about library personnel –
Majority of posts in the four social media platforms are library related
Frequency of posting in all accounts is relatively low
90.91%
96.97%
100%
100%
19 posts/month
44 tweets/month
4 published posts/month
0 video uploads/month
Majority of the users are female, aged 18-24, speak English, located in the Philippines
User engagement is relatively lowUsers find information on library
facilities interesting23 (ave. no. of engagements/post)23 (ave. no. of engagements/post)
8507 (ave. no. of views/post)
147 (ave. no. of views/ upload)
Post more engaging contentSchedule regular posting of
varied information contentCreate guidelines for the
management and monitoring of the social media accounts
Create a committee and delegate responsibilities for the monitoring of each social media account
Intensify marketing and promotion of the social media accounts
Adjust ‘tone’ to be used when posting content based on audience demographics (age, gender, interests, location, etc.)
REFERENCES American Library Association (ALA). (2012). State of America’s libraries report. Retrieved from http:
//www.ala.org/news/sites/ala.org.news/files/content/StateofAmericasLibrariesReport2012Finalwithcover5.pdf American Library Association (ALA). (2013). State of America’s libraries report. Retrieved from
http://www.ala.org/news/state-americas-libraries-report-2013 Cho, A. (2013). YouTube and Academic Libraries: Building a Digital Collection. Journal of Electronic Resources
Librarianship, 25 (1), pp. 39-50. http://www.tandfonline.com/doi/full/10.1080/1941126X.2013.761521#.U80pDoBdXuV
Dankowski, T. (May 2013) How Libraries Are Using Social Media? American Libraries Magazine. http://www.americanlibrariesmagazine.org/article/how-libraries-are-using-social-media
Dowd, N. (May 2013) Social Media: Libraries Are Posting, but Is Anyone Listening? Library Journal. http://lj.libraryjournal.com/2013/05/marketing/social-media-libraries-are-posting-but-is-anyone-listening/#
Gauntner Witte, G. (2014) Content Generation and Social Network Interaction within Academic Library Facebook Pages. Journal of Electronic Resources Librarianship, 26 (2), pp. 89-100.
Holsti, O.R. (1968). Content Analysis. In G.Lindzey & E.Aronson (Eds.), The Handbook of Social Psychology (2nd ed.) (Pp.596-692), Vol.II, New Delhi: Amerind Publishing Co.
Maness, J. (2006). "Library 2.0 Theory: Web 2.0 and Its Implications for Libraries". Webology, 3 (2), Article 25. Available at: http://www.webology.org/2006/v3n2/a25.html
Riza Ayu, A. R. & Abrizah, A. (2011) Do you Facebook? Usage and applications of Facebook page among academic libraries in Malaysia. The International Information & Library Review, 43 (4), pp. 239-249. http://www.tandfonline.com/doi/full/10.1080/10572317.2011.10762906#.U96BDaM0hXo
Taylor & Francis. (2014). Use of social media by the library: current practices and future opportunities: a white paper from Taylor & Francis. Available at: http://www.tandf.co.uk/libsite/whitePapers/socialMedia/
Vaughan, L., & Gao, Y. (2016). The Use of Microblogs and Social Networking Services: A Comparison Between Academic Libraries of the United States and China. Journal Of Web Librarianship, 10(1), 1-13. doi:10.1080/19322909.2015.1118366Disclaimer: All images are from Google Search