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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
Roselle S. MaestroInformation-Reference Librarian
De La Salle Universityroselle.maestro@dlsu.edu.ph
OUTLINE OF THE PRESENTATION
Web 2.0 and Library 2.0
Social Mediaand Libraries
Objectives of the Study
Research Methodology Key Findings
and Discussion
Conclusion and Recommendations
WEB 2.0- the second stage of
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
RESEARCH METHODOLOGY
Data Gathering
• Facebook Graph API, Facebook Insights, Twitter Analytics, Blogger Stats, YouTube Analytics
Data Analysis
SOCIAL MEDIA METRICS
Facebook Insights Twitter Analytics
Blogger Stats YouTube Analytics
CONTENT ANALYSIS"any technique for making inferences by systematically and objectively identifying specified characteristics of messages"
(Holsti, 1968)
KEY FINDINGS AND
DISCUSSION DLSU Libraries in Four Digital Worlds Content is King! : Post Types and
Frequency Of Likers, Followers, Subscribers, and
Viewers: Who Are Our Audience? Of Likes, Comments, Shares,
Retweets, Replies, Favorites, and Views: What Makes Them Engaged?
DLSU LIBRARIES INFOUR DIGITAL WORLDS
Facebook Twitter Blogger YouTube
Created onJune 28, 2009
Fan page official nameDLSU-Manila University Library
URLhttps://www.facebook.com/DLSUlibrary
Number of posts(as of March 31, 2016)1,518
Number of likers(as of March 31, 2016)6,933
DLSU LIBRARIESIN FOUR DIGITAL WORLDS
Created onJune 16, 2010
Official username@LORA_DLSULib
URLhttps://twitter.com/LORA_DLSULib
Number of tweets(as of March 31, 2016)3,317
Number of followers(as of March 31, 2016)851
DLSU LIBRARIESIN FOUR DIGITAL WORLDS
Created onSeptember 14, 2012
Official blog nameLibrary Newsette
Number of published posts(as of March 31, 2016)179
Number of subscribers(as of March 31, 2016)0
Number of page views(as of March 31, 2016)109,550
DLSU LIBRARIESIN FOUR DIGITAL WORLDS
URLhttp://librarynewsette.lasalle.ph/
Created onMarch 25, 2014
Official channel nameDLSU Libraries
URLhttps://www.youtube.com/channel/UCYWLwp8c13TemnRgiJ2Z47A
Number of uploaded videos(as of March 31, 2016)6
Number of subscribers(as of March 31, 2016)3
Number of views(as of March 31, 2016)746
DLSU LIBRARIESIN FOUR DIGITAL WORLDS
Post Types and Frequency
TYPES OF POSTS(adopted with modifications from Penaflor & Manalaysay, 2015)
Library Services Library Facilities Library
Personnel Reference Query
SAMPLE POSTS(LIBRARY RELATED)
Gen
eral
Lib
rary
Info
Library Events & Promotional Activities
External Info Sources
SAMPLE POSTS(LIBRARY RELATED)
Feedback
Library Services
Library Collection
Library Facilities
SAMPLE POSTS(LIBRARY RELATED)
Reference Query
Library Personnel
SAMPLE POSTS(NON-LIBRARY
RELATED)
Academic Community
Local Community & Broader Society
TYPES OF POSTSType No. of Posts %
LIBRARY RELATEDExternal Information Sources 727 47.89Feedback 17 1.12General Library Information 77 5.07Library Collection 156 10.28Library Events and Promotional Activities
320 21.08
Library Facilities 21 1.38Library Personnel 23 1.52Library Services 38 2.57
Subtotal 1379 90.91NON-LIBRARY RELATEDAcademic Community 96 6.26Local Community and Broader Society
43 2.83
Subtotal 139 9.09TOTAL 1581
March 29, 2009 – March 31, 2016
TYPES OF POSTSMarch 29, 2009 – March 31, 2016
TYPES OF POSTSMarch 29, 2009 – March 31, 2016
Library RelatedPosts
90.91%1379 posts
Non-LibraryRelated Posts
9.09%139 posts
FREQUENCY OF POSTS
Year No. of Posts
%
2009 166 10.942010 132 8.72011 149 9.822012 431 28.392013 231 15.222014 156 10.282015 185 12.192016 68 4.48
TOTAL 1518
March 29, 2009 – March 31, 2016
Average number of posts per month – 19Average number of posts per year – 198
FREQUENCY OF POSTSMarch 29, 2009 – March 31, 2016
2009 2010 2011 2012 2013 2014 2015 2016050
100150200250300350400450500
TYPES OF TWEETSType No. of
Tweets%
LIBRARY RELATEDExternal Information Sources 98 7.36Feedback 187 14.04General Library Information 68 5.11Library Collection 88 6.61Library Events & Promotional Activities
469 35.21
Library Facilities 9 0.68Library Personnel 32 2.4Library Services 17 1.28Reference Query 320 24.02
Subtotal 1288 96.7NON-LIBRARY RELATEDAcademic Community 33 2.48Local Community & Broader Society
11 0.83
Subtotal 44 3.3TOTAL 1581
October 1, 2013– March 31, 2016
TYPES OF TWEETSOctober 1, 2013– March 31, 2016
Library RelatedTweets
96.7%1288 tweets
Non-LibraryRelated Tweets
3.3%44 tweets
TYPES OF TWEETSOctober 1, 2013– March 31, 2016
Year No. of Tweets
%
2013 309 23.22014 581 43.622015 337 25.32016 105 7.88
TOTAL 1332Average number of tweets per month – 44Average number of tweets per year – 333
Frequency OF TWEETSOctober 1, 2013– March 31, 2016
2013 2014 2015 20160
100
200
300
400
500
600
700
Frequency OF TWEETSOctober 1, 2013– March 31, 2016
TYPES OF POSTSType No. of Posts %
LIBRARY RELATEDExternal Information Sources 1 0.56Feedback 0 0General Library Information 2 1.12Library Collection 38 21.23Library Events and Promotional Activities
99 55.31
Library Facilities 2 1.12Library Personnel 32 17.88Library Services 5 2.79
Subtotal 179 100NON-LIBRARY RELATEDAcademic Community 0 0Local Community and Broader Society
0 2.83
Subtotal 0 0TOTAL 179
September 14, 2012 – March 31, 2016
TYPES OF POSTSSeptember 14, 2012 – March 31, 2016
Library RelatedPosts
100%179 posts
Non-LibraryRelated Posts
0%0 posts
TYPES OF POSTSSeptember 14, 2012 – March 31, 2016
Year No. of Posts %2012 6 3.352013 69 38.552014 56 31.282015 39 21.792016 9 5.03
TOTAL 179
Average number of posts per month – 4Average number of posts per year – 36
FREQUENCY OF POSTSSeptember 14, 2012 – March 31, 2016
2012 2013 2014 2015 201601020304050607080
FREQUENCY OF POSTSSeptember 14, 2012 – March 31, 2016
TYPES OF UPLOADSType No. of Posts %
LIBRARY RELATEDExternal Information Sources 0 0Feedback 0 0General Library Information 1 16.67Library Collection 3 50Library Events and Promotional Activities
1 16.67
Library Facilities 0 0Library Personnel 0 0Library Services 1 16.67
Subtotal 6 100NON-LIBRARY RELATEDAcademic Community 0 0Local Community and Broader Society
0 0
Subtotal 0 0TOTAL 6
March 25, 2014 – March 31, 2016
TYPES OF UPLOADSMarch 25, 2014 – March 31, 2016
Library RelatedUploads100%
6 uploads
Non-LibraryRelated Uploads0%
0 uploads
TYPES OF UPLOADSMarch 25, 2014 – March 31, 2016
Year No. of Uploads
%
2014 3 502015 3 502016 0 0
TOTAL 6
Average number of posts per month – 0Average number of posts per year – 2
FREQUENCY OF UPLOADSMarch 25, 2014 – March 31, 2016
2014 2015 20160
0.5
1
1.5
2
2.5
3
3.5
FREQUENCY OF UPLOADSMarch 25, 2014 – March 31, 2016
Of Fans, Followers, Subscribers, and Viewers: Who are
our audience?
6,933 FANSMarch 29, 2009 – March 31, 2016
Audience Demographicsby Gender and Age
6,933 FANSMarch 29, 2009 – March 31, 2016
Audience Demographicsby Location and Language
851 FollowersJune 16, 2010 – March 31, 2016
Audience Demographicsby Gender and Language
851 FollowersJune 16, 2010 – March 31, 2016
Audience Demographicsby Interests and TV Genres
0 Subscribers109,550 Page Views
September 14, 2012 – March 31, 2016
Audience Demographicsby Location
3 Subscribers746 Views
March 25, 2014 – March 31, 2016
Audience Demographicsby Gender and Age
3 Subscribers746 Views
March 25, 2014 – March 31, 2016
Audience Demographicsby Location
Of Likes, Comments, Shares, Retweets,
Replies, Favorites, and Views:
What Makes Them Engaged?
1,518 POSTSMarch 29, 2009 – March 31, 2016
1312; 83%
269; 17%
Posts with en-gagementsPosts with zero engagements
MOST LIKEDPOST MOST
COMMENTEDPOST
MOST SHAREDPOST
124 LIKES
39 COMMENTS 88 SHARES
10,155 ENGAGEMENTSMarch 29, 2009 – March 31, 2016
External Information SourcesFeedback
General Library InformationLibrary Collection
Library Events & Promotional ActivitiesLibrary Facilities
Library PersonnelLibrary Services
Academic CommunityLocal Community & Broader Society
0 5 10 15 20 254.35
12.656.3
3.938.88
23.2411.92
6.6912.13
6.98
1,132 TWEETSOctober 1, 2013 – March 31, 2016
495; 37%
837; 63%
Tweets with engagementsTweets with zero engagements
MOST RETWEETED TWEET
MOST FAVORITED TWEET
MOST REPLIED TWEET
12 RETWEETS
18 FAVORITES3 REPLIES
828 ENGAGEMENTSOctober 1, 2013 – March 31, 2016
External Information SourcesFeedback
General Library InformationLibrary Collection
Library Events & Promotional ActivitiesLibrary Facilities
Library PersonnelLibrary Services
Reference QueryAcademic Community
Local Community & Broader Society
0 0.5 1 1.5 2 2.5 3 3.5 40.53
1.281.25
0.160.32
3.670.160.24
0.641.18
0.27
179 PUBLISHED POSTSSeptember 14, 2012 – March 31, 2016
179; 100%
Posts with viewsPosts with zero views
MOST VIEWED POST
9,894 VIEWS
External Information SourcesFeedback
General Library InformationLibrary Collection
Library Events & Promotional ActivitiesLibrary Facilities
Library PersonnelLibrary Services
Academic CommunityLocal Community & Broader Society
020
0040
0060
0080
0010
000
6320187261303
850725123600
67,117 POST VIEWSSeptember 14, 2012 – March 31, 2016
6 UPLOADED VIDEOSMarc 25, 2014 – March 31, 2016
6; 100%
Uploads with viewsUpload with zero views
MOST VIEWED UPLOAD
197 VIEWS
External Information SourcesFeedback
General Library InformationLibrary Collection
Library Events & Promotional ActivitiesLibrary Facilities
Library PersonnelLibrary Services
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 –
17.88%1. promoting library collection - 50%2. reiterating general library info – 16.67%2. promoting library services – 16.67%2. promoting library events & activities – 16.67%
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
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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