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You Can’t Do It Alone:A Collaborative Approach to
Academic Music Library Outreach
Rahni B. [email protected]
“We’re here! We have terrific materials! We have wonderful programs! Everyone should be coming to us!” (Trotta, 1993)
“Gone are the days when libraries can simply open their doors and expect to be perceived as the number one option for information services. With fierce competition for funding and more people assuming everything offered by a library can be found online, libraries are feeling the pressure to blow their own horn.” (Hallmark, Schwartz, & Roy, 2007)
“We are here, we have great stuff, we’ll save you time, there is a world beyond Google…” (Castonguay, 2013)
“Outreach is the process whereby a library service investigates the activities of the community it serves and becomes fully involved in supporting community activities, whether or not centered on library premises.” (Anderson, 2010)
What is “outreach”?
Two types of outreach activities (Carter & Seaman, 2011) Services offered by libraries Promotion of these services
What is “outreach”?
Primary User Group Music Students, Faculty, and Staff
Needs (Lai and Chan, 2010) Undergrads – Scores, Multimedia, Books/Online
listening Grad Students – Electronic Journals, Books,
Online listening Faculty – Books, Scores, Multimedia
Define the Community
Secondary Group 1 University community (Patillo, 2005)
Basic instructional materials Music in the classroom Recorded music for various activities
Define the Community
Secondary Group 2 Outside university community
General Information Browse collection
Scores Recordings
Define the Community
Social Media
Three domains for relationship building (Phillips, 2011) Library – Messages related to the library itself Student – Messages directed at students Community – Messages about the university
and local community
“…Facebook offers a dynamic environment for academic libraries to cultivate relationships with
students.”
Social Media
FacebookMessages in the library domain
52% of the posts reflected messages about library services
22% of the posts reflected announcement messages
13% of the posts reflected the library’s core values and competency in emerging technologies
10% of the posts dealt with library promotion
Social Media
It is easy to syndicate It is easy to use It can be updated via SMS
“Twitter has a broadcast approach which is a way to control what information is being sent out.”
(Mazar, 2010)
Social Media
YouTube
Promotional videos created by libraries (Colburn & Haines, 2012) General Promotion/Appreciation Orientation/Tour Patron-Generated Promotion of Service/Collection Event Documentation News Instruction/Tutorial
Social Media
Currently the third most popular social network used by U.S. college students
Higher engagement level than Facebook or Twitter (Saloman, 2013)
Social Media
Acquiring the Audience (Castonguay, 2013) Other Music Library accounts Other University departments Local community
Other institutions Local businesses Public Libraries
Social Media
Orientation/Convocation Audition Days Summer Music Camps Running Display Teaching Greek Music Organizations
Collaboration with Music Dept.
Lecture Series Mini-Concerts Open House Special Promotion Out of the box
Game Night Scavenger Hunt
Collaboration with Academic Library
Community Music organizations University Outreach Department
School Districts Local businesses
Public Libraries
Collaboration with Community
References
Anderson, C. L. (2010). Reaching out: Programming and partnerships. Journal of the Library Administration & Management Section, 6(2), 45-49. Carter T.M., & Seaman, P. (2011). The management and support of outreach in academic libraries. Reference & User Services Quarterly, 51(2), 163-171. Castonguay, Remi. (2013). Social media: Strategies for success for music libraries, or beyond creating an account. Fontes Artis Musicae, 60(3), 163-172. Colburn, S., & Haines, L. (2012). Measuring libraries’ use of YouTube as a promotional tool: An exploratory study and proposed best practices. Journal of Web Librarianship, 6, 5-31. doi:10.1080/19322909.2012.641789 Hallmark, E. K., Schwartz, L., & Roy, L. (2007). The basics of a marketing and outreach plan for the UT fine arts library. Texas Library Journal, 83(1), 40-43.
References
Lai, K., & Chan K. (2010). Do you know your music users' needs? A library user survey that helps enhance a user-centered music collection. Journal of Academic Librarianship, 36(1), 63-69.
Mazar, R. (2010). Libraries and social media. Access, 16(1), 10-12. Patillo, E. (2005). UH music library outreach: A two-way street. Texas Library Journal, 81(1), 28-30. Phillips, N. K. (2011). Academic library use of Facebook: Building relationships with students. Journal of Academic Librarianship, 37(6), 512-522. Saloman, D. (2013). Moving on from Facebook: Using Instagram to connect with
undergraduates and engage in teaching and learning. College & Research Libraries News, 74(8), 408-412.
Trotta, M. (1993). Managing library outreach programs. New York: Neal-Schuman Publishers, Inc.