Subject code/Name: INF506

Student Number: 11509802

Student Name: Kathryn Eyre

Assignment Number/Title: Assignment 2: Social networking report

Word count: 2750

I understand that this assignment may undergo electronic detection for

plagiarism and an anonymous copy of the assignment may be retained on the

database and used to make comparisons with other assignments in future.

PROJECT NAME:

A Study of How Public Libraries are Integrating Social Networking Tools into Their

Website Pages to Improve Communication Between

The Library and its Patrons.

OUTLINE:

This project involved studying library websites and their use of social networking

platforms. Comparing the websites with and using professional literature allowed

evaluations to be made as to which techniques and tools were more effective and

allowed easier and better communication between libraries and their patrons. A best

practice guide for libraries using social networking tools was produced as a result of

this evaluation.

A study of three popular social networking tools and their major functions was carried

out to begin. This was not part of the original plan in the proposal but was necessary

due to the quickly changing world of social media as well as the author’s knowledge

of the platforms.

PROCESS:

A review of professional and academic literature occurred initially, encompassing

social networking tools both generally and library specific. This included, INF503

module readings, CSU library database academic journals and articles, blogs and

google searches for relevant articles. It was necessary throughout to revisit and extend

upon the initial readings and continually refer back to the materials at times.

The selection of libraries occurred next. This was made from good or leading

examples found in literature, mentions on the library success wiki

(www.libsuccess.org), author’s familiarity and Internet searches. It was also important

to try and include at least one Australian library.

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Libraries needed to have a social network presence with at least two tools being used

(e.g. Facebook, Twitter). These pages had to be updated throughout December 2012

and the first week of January 2013. It was felt due to several public holidays

occurring at the end of December and beginning of January, that libraries which had

remained active during this time were more likely to provide good examples of an

ongoing and active social networking presence. However libraries also needed to have

held a particular account for at least 6 months. In addition, only libraries whose social

networks showed librarian and patron posts being replied to i.e. a two-way interaction

taking place were considered. School libraries were not part of the study.

Nine libraries were identified initially (Appendix A) and their websites were then

appraised with a list of questions (Appendix B). The list was further reduced to 4

libraries. Each of these libraries had something specific to offer in their use of social

networking. The libraries chosen include 3 public libraries all of which have several

branches. One of these the Geelong Regional Library (GRLC) is Australian

another is from New Zealand, Christchurch City Libraries (ChChCL) whilst the

remaining one is from the United States, Orange County Library System (OCLS).

The fourth library is the National library of Australia (NLA).

REPORT:

The choice of social networking platforms a library operates is important; how they

promote these platforms on their websites and how easy they are for patrons to use is

also integral. All four libraries have the icon of each platform on their website

homepages. GRLC and ChChCL have the icons prominently placed in the top right

hand corner and in colour. GRLC also has them in a large size.

This positioning maximises the opportunity for patrons to clearly and easily find the

icons without searching the entire page. The NLA has the icons positioned in the

middle of the bottom bar, necessitating scrolling down the entire page. The OCLS

Kathryn Eyre Student No: 11509802 3

icons are at the bottom left of the page. It is essential that a library’s website has the

links to its social networking tools on its homepage. Best practice is to have these

links/icons on the homepage and display them prominently.

All four libraries also offer secondary links to social media from their website

homepages. The NLA links are at the bottom of the page next to the social networking

icons, where there is another link to ‘more connections’. This link takes you to

another page, titled ‘Social Media’ and from here the patron can link to the sites. This

is time-consuming and awkward. The OCLS and GRLC both have secondary links to

their social networking platforms in tabs across the top of the page. OCLS’s tab is

called OCLS Social and GRLC’s tab is called Interact and the placement of each tab

is prominent and easy to find. In addition to the links provided the GRLC Interact

page also has embedded in the side bar a list of current tweets and also a Flickr video.

Easy, prominent access like this increases exposure to the platform and the likelihood

of it being seen and utilised. GRLC is the only library to embed its Twitter

account on its ‘social media’ page and shows best practice. However, ChChCL

takes this idea a step further with its current ChChCl tweets embedded on its

homepage. No need to click twice, the patron gets immediate access to the twitter

account with one click.

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If they are new to Twitter they can view the tweets on the homepage easily. Best

practice here is to have a secondary link on the homepage, which is embedded in

this way. It is no surprise that ChChCL’s twitter account is active and vibrant (see

Page 8). ChChCL also has a photo stream link to its Flickr account embedded in the

text of the main body of its homepage. Being prominent and easily accessed ensures

patrons are reminded of its presence and more inclined to click on it, thus improving

avenues of communication.

Another way to remind patrons of the social networking available and to increase the

ease with which is can be accessed is to have the icons and links on each page of the

website, not just the homepage. All the libraries do this with ChChCL refining the

practice further. It has the icons placed on each page with the exception of the ‘kids’

and ‘teens’ pages. The ‘kids’ page has no icons embedded, whilst the ‘teens’ page has

access only to Flickr. ChChCL has chosen to restrict access due to the age of the

patrons. OCLS also has the share button embedded on each page, which allows the

patron to easily share what they have found.

The four libraries also use best practice by offering explanations about the social

networking platforms offered and why and how the particular library is using

them. This is vital, as no assumptions should be made about a patron’s level of

knowledge and ability in this area. GRLC also offers a ‘Tutorial’ link on its homepage

and a ‘Did you know’ information link about Twitter in the main body of its

homepage allowing quick and easy access by patrons. This is an additional best

practice to be followed. A point of note here about NLA’s Social Media page is that

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it is the only one that explicitly invites and expects interaction between the library and

patrons.

‘Participating in social media is a two-way street; we also pay attention to what other

people are saying about us.’ (http://www.nla.gov.au/social-media.)

Engaging with the patrons it essential for the success of social networking (King,

2012; Milstein 2009).

FACEBOOK:

Currently in Australia the number of Facebook accounts is 11,808,360 (Cowling,

2013a) increasing by 52 720 from November to December 2012. Over half of

Australia’s population is signed up to Facebook (Cowling, 2013b). A 2011 U.S

survey found that 88.8% of libraries used Facebook more than any other social

networking tool (Rogers, 2011). It is no surprise then that all the libraries in the

study use it and it is considered best practice to have a Facebook presence. They

all have customised timelines with the library logo prominently displayed. They all

respond in a timely manner to posts by patrons, which is important (Milstein, 2009)

(Appendix C). Differences appear in the utilisation of the options of Facebook. This is

consistent with research that libraries fail to use all the Facebook features (Aharony,

2012).

The Facebook page has an ‘about’ button. Three of the libraries use this space for

basic information and contact details, including a live map. The NLA also has an

historical timeline and ChChCL lists branch website addresses. The about button can

be used to much greater effect than this as evidenced by OCLS’s use. In addition to

contact details, basic information and map, the OLCS library mission statement is

provided as well as a list of library products and services. A company description and

general information is also provided. It is also the only ‘about’ section which lists the

opening hours for the library. The detail here is as much as can be found on the

OCLS’s website however patrons are saved from visiting the site as the information is

provided for them on Facebook. Best practice here is to use the ‘about’ section to

provide as much detail about the library (including links) as the patron may wish

to know, thus removing any barriers to communication.

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Another area not fully utilised on the Facebook page is the ‘boxes’ feature. Boxes are

like categories and patrons clicking on these are taken to the link. An important use of

these boxes is to place the library’s other social networks in them. NLA has both their

Twitter and YouTube accounts linked to Facebook in this way. OCLS also has boxes

for YouTube and Twitter, as well as RSS and GoodReads (see below).

This ensures patrons keep up to date with other platforms, through the Facebook page.

The embedding and cross-promotion of the social network sites at every

opportunity promotes their use and accessibility and should be best practice.

The primary purpose of social networking is to foster communication (Chapman,

2009) and it’s essential libraries make communication easy for its patron. GRLC does

not embed any of its social media into its Facebook page, it does however have a box

for its catalogue. This is important as patrons can access the library catalogue from

Facebook (and their iPads, iPhones etc.). This is the only library studied to offer its

catalogue this way. OCLS whilst not offering its catalogue on a Facebook box, does

use one of its boxes ‘extended info’ which links to all it catalogues, databases,

calendars and social media links. GRLC and OCLS both show best practice here;

using the Facebook boxes to link with the library catalogue, services and social

network platforms.

Of note is that the OCLS Facebook page can be used as a pseudo- Website. All the

information a patron requires can be found or linked to from the Facebook page. The

worldwide popularity of Facebook means many patrons are potentially more familiar

with a Facebook page than that of a library website. This aids in the patron being

communicated to by the library as easily as possible.

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TWITTER:

Twitter has over 2 million Australian users (Cowling, 2013a) and is used by all four

libraries. As with Facebook, they have each personalised their cover and use the

library icon for tweets. Each library has placed the library name and website on

the cover photo. This is all best practice. OCLS also has a link to signing up for a

library card; an additional way of promoting the library and increasing patrons.

ChChCL uses this space to promote its blogs.

ChChCl’s use of twitter also stands apart from the other libraries. Its cover page has

photos of all the contributing librarians, with their names and initials. The librarians

use these initials when posting and responding to tweets.

This is an important innovation as it personalises the tweet, the conversation and the

larger library. People care about who is behind the organisation (Stuart, 2010;

Milstein, 2009; Maiers, 2010). The number of tweets and followers ChChCL has

shows the benefits of personalising in this way. Serving a smaller population than

OCLS and having 100 fewer staff, ChChCL has over 2200 twitter followers compared

to OCLS’s 3378 and has tweeted over 14567 times compared to 6415 from OCLS.

(Appendix E). Personalising the tweet by showing a face and name behind the

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tweet should become best practice as well as customising the cover page with

supplementary details and the cross-promotion of library services.

FLICKR AND PINTEREST:

These are two platforms, allowing images and photos to be uploaded and categorised.

Each library has chosen one of these platforms. GRLC however, is experimenting

with both, and has a Flickr page embedded on its Interact page as well as a Pinterest

link. The experimentation by GRLC with Pinterest is important as it reveals

willingness by them to adapt and innovate in the ever-changing world of social media.

This attitude is vital and results in best practice. GRLC have not just set up a

platform (Flickr) and thought ‘job done’. They are still innovating and in their own

words, ‘experimenting with some great ways to share lots of pins, such as new

additions, library spaces, and “staff picks”.’

(http://www.geelonglibraries.vic.gov.au/content/interact)

ChChCL’s Flickr account reveals an interesting point. Christchurch city experienced

devastating earthquakes in the last 18 months and many of ChChCl’s photo uploads

are of the rebuilding occurring. This is reflective of an important event to occur in

their community and therefore provides a vital service. Fostering community is a

fundamental role of librarians (Gunton and Davis, 2012).

YOU TUBE:

Three of the libraries use YouTube showing its usefulness and importance. The NLA,

which has only 30 videos uploaded, has over 860000 views. It also has a Facebook

‘like’ embedded on the page. OCLS has links to its other social media tools

(Facebook, Twitter and Pinterest), which is another best practice. It has close to

800000 views and 104 videos loaded. Finally GRLC has only 8600 views, however it

has added a ‘comment’ feature to its uploads so patrons can contribute to the material.

This is best practice as well. (Appendix E).

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FOUR SQUARE AND GOODREADS:

OCLS is the only library to use these to sites. Four Square is a location service but

does not appear to have had any public activity since May 2012 so will not be

discussed. GoodReads is a service allowing staff and patrons to review books, read

reviews, join book clubs and interest groups. Growing in popularity, in many ways it

falls into the more traditional purpose of a library – that of promoting and enabling

reading. It is recommended that libraries consider this type of a social networking

tool.

BEST PRACTICE:

Following is the list of Best Practice ideas identified from this study. Next to an idea

is the library/s, which exemplified it best. The list is not exhaustive but a starting point

for libraries.

1. Display social networking icons/ links prominently on the homepage of the

library website. (GRLC, ChChCL)

2. Embed Tweets onto social media information page of website. (GRLC)

3. Embed current Tweets onto website homepage along with secondary links to

social networking platforms. (ChChCL)

4. Offer explanations about social networking platforms and reasons why they

are used. Offering tutorials on their use is an additional best practice. (GRLC)

5. Use Facebook.

6. Use the ‘about’ section of Facebook to provide extensive library information.

(OCLS)

7. Embed and cross-promote social network sites at every opportunity. (OCLS,

NLA, ChChCL)

8. Use Facebook boxes to link with library catalogues and social network

platforms. (OCLS, GRLC)

9. Customise Twitter biofield and Facebook timelines with library details.

10. Personalise Tweets with initials of Librarian tweeting. (ChChCL)

11. Maintain a willing and innovative attitude towards library services. (GRLC)

12. Add a comment option to YouTube uploads. (GRLC)

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SUMMARY:

Communication in the 21st century has gone way beyond just the spoken word and

involves many and varied technologies. 21st Century libraries must reflect this. Whilst

the libraries studied still use more traditional methods of communication, such as

phone and email, they have also successfully adopted social networks. From the

larger ‘National’ library to the smaller regional Australian library it is clear that all

libraries, regardless of type and location, are able to be successful innovators of social

networking technologies and therefore successful 21st century communicators.

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References

Aharony, N. (2012), ‘Facebook use in Libraries: an exploratory analysis’, Aslib

Proceedings, Vol. 64 Iss: 4 p. 358-372. Retrieved January 15, 2013 from,

http://dx.doi.org/10.1108/00012531211244725

Chapman, C. (2009). Social network design: Examples and best practices. Smashing

Magazine, (13 July). Retrieved 10 January, 2013 from CSU website,

http://interact.csu.edu.au/portal/site/INF506_201290_W_D/page/84cf677e-ec91-4f08-

8080-0f7dd953df21

Cowling, C. (2013), ‘Social Media Statistics Australia – December 2012.’ Retrieved

January 16, 2013 from,

http://www.socialmedianews.com.au/social-media-statistics-australia-december-2012/

Cowling, C. (2013), ‘Social Media in Australia – 2012 Year in Review’. Retrieved

January 16, 2013 from,

http://www.socialmedianews.com.au/social-media-in-australia-2012-year-in-review/

Gunton, L., Davis, L., (2012), ‘Beyond Broadcasting: Customer service, community

and information experience in the Twittersphere’ Reference Services Review, Vol. 40

Iss: 2, p 224-227

http://dx.doi.org/10.1108/00907321211228282

King, David Lee, (2012), What do you want from your Facebook Page? In David Lee

King – Social web, emerging trends and libraries. Retrieved January 20, 2013 from,

http://www.davidleeking.com/

Maiers, Angela, (2010), 26 Keys to Twitter Success. In Social Media Explorer.

Retrieved January 20, 2013 from,

http://www.socialmediaexplorer.com/social-media-marketing/26-twitter-strategy-tips/

Kathryn Eyre Student No: 11509802 12

Milstein, Sarah, (2009), Twitter for Libraries (and Librarians). In SCIS. Retrieved

January 20, 2013 from,

http://www2.curriculum.edu.au/scis/connections/

twitter_for_libraries_(and_librarians).html

Rogers, Curtis, R., (2012), Social Media, Libraries, and Web 2.0: How American

Libraries are Using New Tools for Public Relations and to Attract New Users- Fourth

Annual Survey November 2011

Stuart, David, (2010), ‘What are Libraries doing on Twitter?’ Online Jan- Feb.

2010:45+. Expanded Academic ASAP. Retrieved January 15, 2013 from,

http://go.galegroup.com.ezproxy.csu.edu.au/ps/i.do?id=GALE

%7CA218313844&v=2.1&u=csu_au&It=r&p=EAIM&sw=w

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Appendix A

Library List and URL’s

Charles Sturt Library

http://student.csu.edu.au/library

Christchurch City Libraries

http://Christchurchcitylibraries.com

Danbury Library CT

http://www.danburylibrary.org

Geelong Regional Library Corporation

http://geelonglibraries.vic.gov.au

Mosman Public library

http://www.mosman.nsw.gov.au

National Library Australia

http://www.nla.gov.au

Orange County Library System

http://www.ocls.info/default.asp

San Francisco Public Library

http://sfpl.org

Westport Library

http://www.westportlibrary.org

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Appendix B

Evaluation Questions

1. What types of Social Networking are available?

2. How are links provided to the social network from the website?

3. Are the social networks linked to each other in any way?

4. Are patrons encouraged to engage and how are they encouraged?

5. Do patrons regularly engage – how often and what types of engagement occurs?

6. What does the library use the platform to do?

7. Does the library use the social network according to the original purpose of the

social network platform?

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Appendix C:

Response Times to Facebook Posts

National Library Australia – 3 Dec – 15 Jan, 2012/13

Date Activity Response time3 Dec NLA post

X 7 commentsNLA response Same day

13 Dec NLA postX 5 commentsNLA response Same day

19 Dec NLA postX 3 commentsNLA response Same day

20 Dec NLA postX 2 commentsNLA response Same day

2 Jan NLA postX 2 comments No response

continue thread 8 Jan commentNLA response Same day

comment7 Jan NLA post

X 2 commentsNLA response Same day

11 Jan X4 commentsNLA response Same day

continue thread 12 Jan commentNLA response Same day

15 Jan NLA postX 7 comments

continue thread 16 Jan X 2 NLA response

1 day

Kathryn Eyre Student No: 11509802 16

Appendix C:

Christchurch City Libraries– 3 Dec – 15 Jan, 2012/13

Date Activity Response time10 Dec ChChCL post

commentX 2 ChChCL responses Same day

16 Dec ChChCL post comment

ChChCL response Same day23 Dec ChChCL post

commentChChCL response Same day

commentChChCL response Same day

15 Jan ChChCl postcontinue thread 16 Jan commentcontinue thread 17 Jan ChChCL response One day

15 Jan ChChCL postcomment

continue thread 27 Jan comment27 Jan ChChCL response Same day

Geelong Regional Library Corporation – 3 Dec- 15 Jan, 2012/13

GRLC had no responses during this time.

Kathryn Eyre Student No: 11509802 17

Appendix C: Orange County Library System– 3 Dec – 15 Jan, 2012/13

Date Activity Response time3 Dec OCLS post

X 19 commentOCLS response Same dayX 2 comments

continue thread 4 Dec OCLS response + linkX 6 comments

5 Dec OCLS post comment

OCLS response Same dayX 2 comments

8 Dec OCLS postcomment

OCLS response Same day9 Dec OCLS post

CommentOCLS response Same day

comment14 Dec OCLS post

X 2 commentscontinue thread 16 Dec OCLS response 2 days

16 Dec OCLS postcomment

continue thread 18 Dec OCLS response 2 days21 Dec OCLS post

X 2 commentsOCLS response Same day

commentOCLS response Same day

24 Dec OCLS postcomment

continue thread 27 Dec OCLS response 3 days27 Dec OCLS post

commentOCLS response Same day

30 Dec OCLS postcomment

continue thread 31 Dec commentcontinue thread 1 Jan OCLS response 2 days

29 Dec PATRON postcontinue thread 1 Jan OCLS response 1 daycontinue thread 2 Jan PATRON postcontinue thread 3 Jan OCLS response 1 day

8 Jan X 3 commentscontinue thread 9 Jan OCLS response 1 day

15 Jan commentcontinue thread 16 Jan OCLS response I day

Kathryn Eyre Student No: 11509802 18

Appendix D:Categories of Posts – 3 Dec – 15 Jan, 2012/13

YouTube:

NLA: Historical footage, ‘how to’ tutorials, promoting services, exhibition announcements, photos from archives and exhibitions, book launches, ‘behind the scenes’ social events, author talks.

OCLS: Story time, live performances, author visits, local community stories and library stories.

GRLC: Author readings, lecture series, library information and news, poetry readings.

Facebook:

Generally posts were all promoting library services, facilities, events, author and VIP visits, library advocacy, service difficulties events and event bookings, video uploads, links and feedback requests. Specific differences are set out below;

NLA: Historical events and Anniversaries were posted, a ‘Mystery Object’ debate, surveys, charity promotion, and tributes to local identities. (24 posts, 16 resulting in conversations or comment.)

OCLS: Used ‘real time’ postings, competition promotion and winners announced, Fun Friday photos. (66 posts, 27 resulting in conversations or comments.)

GRLC: Favourite quotes and library images, ‘caption the photo’ requests and DIY library projects with books. (42 posts, 29 resulting in comments.)

ChChCL: Also used ‘real time’ postings, rebuilding Christchurch images. (125 posts, 18 resulting in conversations or comments.)

Twitter:General postings included library promotion, services, events, and information requests.

NLA: Retweets, anniversaries and important dates in history and photos links. (53 tweets, 33 conversations generated)

OCLS: Photo and video uploads, real time tweets, famous quotes and interesting trivia. (118 tweets, 29 conversations generated)

GRLC: Launch of charity campaigns. (100 tweets, 6 conversations generated)

ChChCL: Catalogue help, book suggestions, happy birthday comments, trivia questions, holiday ideas and charity promotions. (433 tweets, 52 conversations generated)

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Appendix E:Number of ‘Likes’ ‘Tweets’ and ‘Views’

Facebook Twitter YouTubeOCLS 2560 likes 6415 tweets 780 000 views

3378 followersGRLC 861 likes 421 tweets 8609 views

518 followersChChCL 2131 likes 14575 tweets N/A

2212 followersNLA 4301 likes 2684 tweets 358 741

9343 followers

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