Library marketing via social media

2018 ◽  
Vol 42 (6) ◽  
pp. 940-955 ◽  
Author(s):  
Soohyung Joo ◽  
Namjoo Choi ◽  
Tae Hyun Baek
Keyword(s):  
Social Media ◽  
Public Libraries ◽  
Public Library ◽  
Media Content ◽  
User Engagement ◽  
Content Type ◽  
The Usa ◽  
Open Coding ◽  
To Receive ◽  
Library Marketing

PurposeThe purpose of this paper is twofold: to explore what kinds of social media content public libraries create to communicate with users online, and to examine the relationships between social media content types and corresponding levels of user engagement.Design/methodology/approachThe sample comprises 4,637 Facebook posts collected from 151 public libraries across the USA. The authors identified ten types of Facebook posts based on the open coding, and calculated the degrees of user engagement for each type of Facebook post, represented by the numbers of likes, shares and comments. Also, The authors examined the effects of the inclusions of images or video clips on user engagement.FindingsThe authors observed that the most frequent type of post was related to announcing upcoming events held in libraries. This study also found that posts about community news or emotionally inspiring messages elicited much engagement from users. Posts having an image or images tend to receive more user engagement.Practical implicationsBased on the findings of this study, the authors discussed practical strategies for public libraries to effectively use social media to better facilitate user engagement.Originality/valueThis study is one of a few attempts that examine the relationships between the types of social media content and the degrees of user engagement in public library environments. Also, the authors have proposed a coding scheme useful to analyze social media content in the context of public libraries.

Understanding public libraries’ challenges, motivators, and perceptions toward the use of social media for marketing

2018 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Namjoo Choi ◽  
Soohyung Joo
Keyword(s):  
Social Media ◽  
Online Survey ◽  
Public Libraries ◽  
Public Library ◽  
Content Type ◽  
The Public ◽  
Current State ◽  
The Usa ◽  
Use Of Social Media ◽  
Library Marketing

Purpose The purpose of this paper is to identify challenges and motivators to social media adoption for marketing purposes in public libraries and to investigate how these libraries perceive the importance of social media marketing. Design/methodology/approach A nation-wide online survey on public libraries in the USA was conducted to carry out this study, and a total number of 470 responses were used for data analysis. Findings This study determined a range of challenges and motivators to implementing social media for marketing in public libraries. The results also showed that public libraries perceive social media as an important tool for their library marketing and intend to increase their use. Practical implications The findings from this study can serve as a guideline for public libraries when employing social media for marketing purposes in their libraries. Originality/value This study assessed the current state of social media use for marketing in the public library context, a context that has been under-researched in the literature, from three perspectives: challenges, motivators, and perceptions.

Analysis of content topics, user engagement and library factors in public library social media based on text mining

2020 ◽  
Vol 44 (1) ◽  
pp. 258-277 ◽  
Author(s):  
Soohyung Joo ◽  
Kun Lu ◽  
Taehun Lee
Keyword(s):  
Social Media ◽  
Text Mining ◽  
Topic Model ◽  
Public Libraries ◽  
Public Library ◽  
User Engagement ◽  
Linear Modeling ◽  
Content Type ◽  
Summer Reading ◽  
Use Of Social Media

Purpose The purpose of this paper is to explore topics of Facebook posts created by public libraries using the bi-term topic model, and examine the relationships between types of topics and user engagement. The authors further investigated the effects of three library factors, namely, staff size, budget and urbanization degrees, on Facebook content and user engagement based on multilevel generalized linear modeling. Design/methodology/approach This study suggested a novel method, a combination of the bi-term topic modeling and MGLM, to enhance the understanding of social media in the context of public libraries. Findings The findings revealed that posts related to community events, awards and photos were likely to receive more likes and shares, whereas posts about summer reading programs received relatively more comments. In addition, the authors found that a larger staff size and the inclusion of multimedia had positive impacts on user engagement. Originality/value This study analyzed the content of public library-generated social media based on text mining. Then, the authors examined the effects of contextual library-level factors on social media practice in public libraries. Based on empirical findings, the study suggested a range of practical implications for effective use of social media in public libraries.

Entrepreneur assistance & economic development in Florida libraries

2015 ◽  
Vol 43 (3) ◽  
pp. 400-418 ◽  
Author(s):  
Janet Elaine Franks ◽  
Carol Johns
Keyword(s):  
Economic Development ◽  
Web Sites ◽  
Small Businesses ◽  
Public Libraries ◽  
Public Library ◽  
Business Community ◽  
Business Service ◽  
Content Type ◽  
Additional Information ◽  
The Usa

Purpose – The purpose of this paper was to identify essential resources that entrepreneurs need; to determine which resources and services are available at public libraries in two Florida counties; and to suggest additional ways for public libraries to increase their value and visibility among the business community. Design/methodology/approach – Information was gathered using structured and open-ended questions, using the Qualtrics survey technology provider, to obtain both quantitative and qualitative responses. Library administrators were contacted to identify relevant library staff to participate in the survey. Pasco County Library System administrators agreed to distribute the survey to their staff. Hillsborough County Public Library Cooperative administrators provided email addresses of staff selected to participate. Web sites of the libraries, their counties, and their partners were also examined for additional information. Findings – The results suggest that the libraries are able to satisfy most of the requests of entrepreneurs. One exception was consulting, which was not consistently available, according to respondents, but could be offered at the library by business service organizations. Suggestions for promoting library business resources were proposed, based on survey responses and the websites of the libraries, their counties, and their business service organization partners. Research limitations/implications – This research studied key public librarians and staff employed at Pasco and Hillsborough counties in Florida. Some of the resources identified as useful for entrepreneurs in these counties may not be generalizable to communities outside the state of Florida, or outside the USA. Additionally, the survey did not explore what is not being done or what could be done if the libraries had more resources. Practical implications – This study provides information on the resources and services that public libraries provide entrepreneurs. It also offers suggestions for libraries to become more valuable and visible to their local business community. Social implications – As entrepreneurs and small businesses contribute substantially to economic development, public libraries that provide assistance to them help their communities prosper. Originality/value – This study is a collaboration between an academic reference librarian with a recent MBA degree, and an Entrepreneur Services Manager and Florida SBDC Center Director, who together provide a unique perspective and interpretive value toward promoting economic development.

Public library Twitter use during the early period of the COVID-19 lockdown in the United States

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Youngok Choi ◽  
Sung Un Kim
Keyword(s):  
Social Media ◽  
Content Analysis ◽  
Public Libraries ◽  
Early Period ◽  
Public Library ◽  
The United States ◽  
Library Services ◽  
Content Type ◽  
Analysis Scheme ◽  
Community Information

Purpose The purpose of this study is to explore the Twitter use of public libraries during the early period of lockdown due to the COVID-19 pandemic to evaluate the focus of Twitter communication. Design/methodology/approach A total of 57 active, public library Twitter accounts were used for data collection and analysis. The tweets examined were a combination of original tweets (n = 1,465) and retweets (n = 516) posted from other Twitter accounts on the public libraries’ Twitter feeds. A content analysis scheme was developed to analyse topical aspects of the tweets. Findings The most frequent tweets were about library events, programmes and activities. However, there was a relatively low focus on sharing community information and addressing information related to the pandemic. The study suggests that public libraries could use Twitter to provide library resources and services to their patrons, whilst also acting as a virtual community centre safely keeping patrons engaged in the face of a global pandemic. By doing so, Twitter could be used as an integral part of promoting the mission of public libraries. Research limitations/implications The study examined a limited number of public libraries’ Twitter posts. Whilst the study carried out a random sampling of 10% of public libraries from the five states that had the highest COVID-19 cases in the month of April 2020, the study only examined tweets of 57 public libraries being active in posting. Thus, the findings of the study are not for generalizing. Practical implications The content scheme includes content types regarding library services and community information. The content category scheme is general to reflect themes of content during a normal time and any emergency. Thus, this framework could be helpful for the content development of public libraries in planning social media use. Originality/value The study used a new content analysis framework to examine both original tweets and retweets for information sharing of library services and community information. The approach of content analysis is distinctive to examine libraries’ communication trends on social media not only in normal times but also in times of crisis as well. The study also incorporated additional measures to assess Twitter practices including hashtags.

scholarly journals Researching public library programs through Facebook events: a new research approach

2019 ◽  
Vol 75 (4) ◽  
pp. 857-875 ◽  
Author(s):  
Mia Høj Mathiasson ◽  
Henrik Jochumsen
Keyword(s):  
Grounded Theory ◽  
Public Libraries ◽  
Public Library ◽  
Research Strategy ◽  
Media Content ◽  
Research Approach ◽  
Web Archiving ◽  
New Approach ◽  
Content Type ◽  
New Research

Purpose The purpose of this paper is to report on a new approach for researching public library programs through Facebook events. The term public library programs refers to publicly announced activities and events taking place within or in relation to a public library. In Denmark, programs are an important part of the practices of public libraries and have been growing in both number and variety within recent years. Design/methodology/approach The data for the study presented in this paper consists of Facebook events announcing public library programs. In the study of this data, grounded theory is used as a research strategy and methods of web archiving are used for collecting both the textual and the visual content of the Facebook events. Findings The combination of Facebook events as data, grounded theory as a research strategy and web archiving as methods for data collection proves to be useful for researching the format and content of public library programs, which have already taken place. Research limitations/implications Only a limited number of Facebook events are examined and the context is restricted to one country. Originality/value This paper presents a promising approach for researching public library programs through social media content and provides new insights into both methods and data as well as the phenomenon investigated. Thereby, this paper contributes to a conception of an under-developed researched area as well as a new approach for studying it.

A strategic diversity manifesto for public libraries in the 21st century

2015 ◽  
Vol 116 (1/2) ◽  
pp. 15-36 ◽  
Author(s):  
Bharat Mehra ◽  
Rebecca Davis
Keyword(s):  
Strategic Planning ◽  
21St Century ◽  
Design Methodology ◽  
Public Libraries ◽  
Public Library ◽  
Content Type ◽  
Reflective Thought ◽  
The Usa ◽  
Library Websites ◽  
Level Of Analysis

Purpose – The purpose of this research-based philosophical piece is to present a progressive manifesto for public libraries in the 21st century to address gaps in embracing diversity in its holistic dimensions and representing such information in their strategic planning and web documentations. Design/methodology/approach – Content analysis of public library websites in the USA informed the development of a Strategic Diversity Manifesto that includes the “who”, the “what” and the “how” components to describe and discuss diversity-related matters in their strategic planning and web representations. Findings – The Strategic Diversity Manifesto provides a mechanism for individual public library agencies, in their localized context and environment, to strategically inquire, describe, discuss, reflect, analyze and translate into concretized actions their picture of diversity as grounded in the reality of their representative communities. Originality/value – The Strategic Diversity Manifesto presents a more a comprehensive and consolidated picture of diversity beyond isolated strategies seen in past efforts. It is a broader level of analysis and “picture painting” of the agency’s context, which may not be as detailed as compared to other modes of description, though as a result, it is more holistic instead of fragmentary. The aim is first and foremost to provide a basis for reflective thought and discussion.

Information as currency, democracy, and public libraries

2018 ◽  
Vol 39 (5) ◽  
pp. 295-306 ◽  
Author(s):  
Christine Stilwell
Keyword(s):  
Public Libraries ◽  
Public Library ◽  
Access To Information ◽  
Content Type ◽  
The Public ◽  
The Usa ◽  
Access To Knowledge ◽  
Current Concerns

Purpose The purpose of this paper is to endorse the notion that information is the currency of democracy and explore the question of the public library’s role in promoting democracy through the provision of access to information. Design/methodology/approach A review of the literature and a case study are used. Findings From the early days of the public library, there has been a certain democratic paternalism in librarians’ views on public libraries, and ambivalence about the extent to which these libraries have provided information to the whole population. Despite this finding, the paper explores the public library’s role in providing information; the currency of information. Public libraries can contribute to the renewal of a democratic public sphere by providing free and ready access to knowledge and information, as well as safe and trusted social spaces for the exchange of ideas, creativity, and decision making. Originality/value The paper examines material from the dawn of the public library to current concerns about the role of these libraries in providing access to information, in revitalising citizenship and fostering democracy. It draws on the well-known example of the birth of democracy in South Africa and on discussions of public library neutrality and activism in contemporary France, describing limits on the achievements of libraries in these countries in the context of some current, promising examples from the USA, Britain, Denmark, and Australia.

scholarly journals Patterns of perceived public library outcomes in five countries

2016 ◽  
Vol 72 (2) ◽  
pp. 342-361 ◽  
Author(s):  
Pertti Vakkari ◽  
Svanhild Aabø ◽  
Ragnar Audunson ◽  
Frank Huysmans ◽  
Nahyun Kwon ◽  
...  
Keyword(s):  
Public Libraries ◽  
Public Library ◽  
Mail Survey ◽  
Policy Implications ◽  
Perceived Benefits ◽  
Web Surveys ◽  
Content Type ◽  
American Adult ◽  
Culturally Different ◽  
The Usa

Purpose – The purpose of this paper is to compare the perceived benefits of public libraries between five culturally different countries: Finland, Norway, the Netherlands, South Korea and the USA. Design/methodology/approach – The data were based on representative samples of Finnish, Norwegian, Dutch, Korean and American adult library users. In Finland a mail survey was used and in other countries web surveys were used for data collection. The distribution of the proportion of those benefiting from the library in various areas of life at least sometimes was compared across countries. The pattern of benefits was compared across countries by forming four outcome indexes from the 19 benefit areas. The differences in the outcomes between the countries were explained by demographics and library use variables. Findings – The intensity of perceived benefits differ considerably, with the Finns and Americans reporting a higher level of benefits than the South Koreans, who in turn derive more profit than the Norwegians and the Dutch. The large difference in library supply between Finland and other countries may explain the differences in the perceived benefits in part of other countries but the USA. Research limitations/implications – The study covered only some socio-economic and library usage factors as independent variables explaining the variation of benefit patterns. A more thorough analysis of library supply between the countries may explain some differences in perceived benefits. Practical implications – The policy implications of these findings are discussed. Originality/value – This is the first across-country study comparing and explaining the patterns of perceived benefits between culturally different countries.

Teaching social media in public libraries – Danish experiences

2015 ◽  
Vol 28 (1/2) ◽  
pp. 19-25 ◽  
Author(s):  
Carl Gustav Johannsen
Keyword(s):  
Social Media ◽  
Web 2.0 ◽  
Public Libraries ◽  
Academic Library ◽  
Public Library ◽  
Systematic Evaluation ◽  
Self Directed Learning ◽  
Content Type ◽  
User Training ◽  
Computer Literate

Purpose – The paper aims to report on a Danish Web 2.0 user training project from 2009. Besides, reporting the main results of the project, the paper discusses some broader perspectives concerning social media in library context. Many public and academic libraries worldwide have, inspired by the American “23 Things” Web 2.0 training program, been involved in training and educating both of their internal staff and of their users. The key questions are: whether concepts like “23 Things” and the like are likely to contribute to solving the problems of the computer illiterate segments of the population and whether Web 2.0, Twitter, Facebook, Flickr and the like represent subjects which should be legitimately taught as part of professional public and academic library activities. Design/methodology/approach – Based on systematic evaluation of public library-based social media courses, inspired by the “29 Things” concept, targeted at users. Findings – The article points out that it is questionable whether the “23 Things” project, as based on principles of self-directed learning, ownership for one’s own learning and similar popular notions, which fit very well into the taste and preferences of computer literate middle-class individuals, will also work among computer illiterate citizens. Concerning the second key question, the article points out that only a few critical opinions are against social media in libraries and that the presence of social media is legitimized through different reasons, including marketing, learning and higher-order purposes. Originality/value – The findings of the Danish public library social media courses in 2009 have not been reported before.

Motivating Exercise Through Social Media: Is a Picture Always Worth a Thousand Words?

2018 ◽  
Author(s):  
Caitlyn Johnston ◽  
William E. Davis
Keyword(s):  
Social Media ◽  
Individual Differences ◽  
Experimental Design ◽  
Health Behaviors ◽  
Media Content ◽  
Exercise Motivation ◽  
Positive Health ◽  
Content Type ◽  
Within Subjects

In the present study, we examined how the influence of exercise-related social media content on exercise motivation might differ across content type (with images vs. without images) and account type (individual vs. corporate). Using a 2 × 2 within-subjects experimental design, 229 participants viewed a series of 40 actual social media posts across the four conditions (individual posts with images, corporate posts with images, individual posts without images, and corporate posts without images) in a randomized order. Participants rated the extent to which they felt each social media post motivated them to exercise, would motivate others to exercise, and was posted for extrinsic reasons. Participants also completed other measures of individual differences including their own exercise motivation. Posts with images from individuals were more motivating than posts with images from corporations; however, corporate posts without images were more motivating than posts without images from individuals. Participants expected others to be similarly motivated by the stimuli, and perceived corporate posts as having been posted for more extrinsic reasons than individuals’ posts. These findings enhance our understanding of how social media may be used to promote positive health behaviors.

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