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An Analysis of the Use of Facebook in Academic Libraries in Thailand (Part 1)

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The research focuses on library posts, such as contents, presentation styles and Facebook features uses, and respones from library users, such as the library’s Facebook membership number and their reactions as well as the libraries’ policies and strategies of Facebook. The research methodologies were based on quantitative research approaches. The libraries’ uses of Facebook and their memberships’ respones data were gathered from 80 library Facebook sites. The findings will be very beneficial for the libraries’ to plan and operate their Facebook to meet library user’s needs and information technology dynamic changes.
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AN ANALYSIS OF THE USE OF FACEBOOK IN ACADEMIC LIBRARIES IN THAILAND Wongsakorn Chairatanathavorn Wawta Techataweewan, Ph.D. Somchai Warunyanukrai 22 October 2013 IJAS Conference 2013, Rome, Italy Scholarships Awarded by SWU graduated school
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Page 1: An Analysis of the Use of Facebook in Academic Libraries in Thailand (Part 1)

AN ANALYSIS OF THE USE OF

FACEBOOK IN ACADEMIC LIBRARIES IN THAILAND

Wongsakorn Chairatanathavorn

Wawta Techataweewan, Ph.D.

Somchai Warunyanukrai

22 October 2013

IJAS Conference 2013, Rome, ItalyScholarships Awarded by SWU graduated school

Page 2: An Analysis of the Use of Facebook in Academic Libraries in Thailand (Part 1)

Background

Page 3: An Analysis of the Use of Facebook in Academic Libraries in Thailand (Part 1)

Background

User age distribution

The largest age group is

currently 18-24 (Thailand Facebook Statistics, 2013:

Online)

“…implied that student in

university education are the

most potential user.”

Page 4: An Analysis of the Use of Facebook in Academic Libraries in Thailand (Part 1)

BackgroundThe Association of College and Research

Libraries (ACRL) Research Planning and

Review Committee (2010) stated that

“….social networking sites such as

Facebook are one of the most

important technological changes that

are affecting academic libraries at the present and in the near future…”

“…Facebook is becoming a trend

amongst library users that libraries

just cannot ignore…”

(Breeding. 2007: Online).

Page 5: An Analysis of the Use of Facebook in Academic Libraries in Thailand (Part 1)

Although various studies have focused on

social networking and its impact on different

aspects; very few have focused on

Facebook use in libraries.

Background

The present study is an effort to fill this

gap in the library and information science

literature and aimed to gain deeper

understanding of the use of Facebook

in academic libraries in Thailand.

Page 6: An Analysis of the Use of Facebook in Academic Libraries in Thailand (Part 1)

Methodology# Objectives

To examine the use of Facebook in academic libraries;

contents, presentation types, and advanced use of Facebook.

To examine the reaction of academic libraries

Facebook’s member; number of fans and respond to library

Facebook.

The libraries’ uses of Facebook and their memberships’

responds data were gathered to address the following objectives:

Page 7: An Analysis of the Use of Facebook in Academic Libraries in Thailand (Part 1)

# Instrument

Methodology

The researchers finalized 3 parts that were used to understand

the use of Facebook among academic libraries

(1) identify presence of library information in Facebook.

(2) analyses the use of Facebook in three aspects:

contents, presentation types, and advanced use of Facebook.

(3) examines the respond to library Facebook of library

Facebook user.

The checklists were adapted from a similar

instrument that examined the use of Facebook

among academic libraries: Hendrix; et al.(2009) and Ayu; & Abrizah. (2011).

A set of data collection form

was designed for gathering from academic libraries Facebook sites.

Page 8: An Analysis of the Use of Facebook in Academic Libraries in Thailand (Part 1)

Methodology

# Population defines and procedures

The existence of the library Facebook sites was explored

from their library homepage. Each of libraries homepages were

screened for the Facebook icon.

The library Facebook sites were examined in one day in May

2013. Then, the library Facebook was examined for three

months (June to August 2013).

A total main 80 academic libraries, that have their own

Facebook, was population for this study. This study does NOT

take into consideration branch libraries that have their own

Facebook.

Page 9: An Analysis of the Use of Facebook in Academic Libraries in Thailand (Part 1)

1 Assumption University (AU)

2 Bangkok University (BU) 1 Chiang Mai University (CMU) 1 Buriram Rajabhat University (BRU)

3 Bansomdejchaopraya Rajabhat University (BSRU) 2 Chiang Rai Rajabhat University (CRRU) 2 Chaiyaphum Rajabhat University (CPRU)

4 Chandrakasem Rajabhat University (CRU) 3 Chiangmai Rajabhat University (CMRU) 3 Kalasin Rajabhat University (KSU)

5 Chulalongkorn University (CU) 4 Far Eastern University (FEU) 4 Khon Kaen University (KKU)

6 Dhurakij Pundit University (DPU) 5 Mae Fah Luang University (MFU) 5 Loei Rajabhat University (LRU)

7 Eastern Asia University (EAU) 6 Maejo University (MJU) 6 Mahasarakham University (MSU)

8 Huachiew Chalermprakiet University (HCU) 7 North - Chiang Mai University (NCU) 7 Nakhon Phanom University (NPU)

9 Kasem Bundit University (KBU) 8 Payap University (PAYAP) 8 Nakhon Ratchasima Rajabhat University (NRRU)

10 Kasetsart University (KU) 9 Rajamangala University of Technology Lanna (RMUTL) 9 Rajabhat Mahasarakham University (RMU)

11 King Mongkut’s U. of Technology Lat Krabang (KMITL) 10 University of Phayao (UP) 10 Rajamangala University of Technology Isan (RMUTI)

12 King Mongkut’s U. of Technology North Bangkok (KMUNB) 11 Uttaradit Rajabhat University (URU) 11 Suranaree University of Technology (SUT)

13 King Mongkut’s U. of Technology Thonburi (KMUTT) 12 Surindra Rajabhat University (SRRU)

14 Mahanakorn University of Technology (MUT) 13 Ubon Rachatani Rajabhat University (UBRU)

15 Mahidol University (MU) 14 Ubon Ratchathani University (UBU)

16 Nakhon Pathom Rajabhat University (NPRU) 15 Udon Thani Rajabhat University (UDRU)

17 Nation University (NTU) 16 Vongchavalitkul University (VU)

18 National Institute of Development Administration (NIDA)

19 Rajamangala University of Technology Krungthep (RMUTK) 1 Burapha university library (BUU)

20 Rajamangala University of Technology Thanyaburi (RMUTT) 1 Hatyai University (HU) 2 Rajanagarindra Rajabhat University (RRU)

21 Ramkhamhaeng University (RU) 2 Nakhon Si Thammarat Rajabhat University (NSTRU) 3 Rambhai Barni Rajabhat University (RBRU)

22 Rangsit University (RSU) 3 Phuket Rajabhat University (PKRU) 4 Rajamangala University of Technology Tawan-Ok (RMUTTO)

23 Rattana Bundit University (RBAC) 4 Prince of Songkla University (PSU)

24 Silpakorn University (SU) 5 Rajamangala University of technology Srivijaya (RMUTSV) 1 Chaopraya University (CPU)

25 Southeast Asia University (SAU) 6 Songkhla Rajabhat University (SKRU) 2 Kamphaeng Phet Rajabhat University (KPRU)

26 Srinakharinwirot University (SWU) 7 Suratthani Rajabhat University (SRU) 3 Nakhon Sawan Rajabhat University (NSRU)

27 Sripatum University (SPU) 8 Thaksin University (TSU) 4 Naresuan University (NU)

28 Suan Sunandha Rajabhat University (SSRU) 9 Walailak University (WU) 5 Phranakhon Si Ayutthaya Rajabhat University (ARU)

29 Sukhothai Thammathirat Open University (STOU) 10 Yala Rajabhat University (YRU) 6 Pibulsongkram Rajabhat University (PSRU)

30 Thammasat University Libraries (TU) 7 Thepsatri Rajabhat University (TRU)

31 University of the Thai Chamber of Commerce (UTCC) 1 Phetchaburi Rajabhat University (PBRU)

The Northeast (16)

The West (1)

The South (10)

Central Region (7)

Academic Libraries in Bangkok Metropolitan (31)

The North (11)

Academic Libraries in Region (49)

The East (4)

Figure 1 The total 80 academic libraries in Thailandthat have their own Facebook.

Methodology

Page 10: An Analysis of the Use of Facebook in Academic Libraries in Thailand (Part 1)

Methodology

Step 1: Identification of presence of library facebook information.

Step 2: Examination of Facebook use and users respond.

Step 3: Examination of the Facebook use in advanced level.

# Collection of data comprised the following steps:

Table 1 Categories of Facebook use and users respond.

Facebook use Users respond

Contents Type Presentation styles Type Reaction Type

Library news and events 1 Text 1 Like 1

Library resources & databases 2 Text and photos 2 Share 2

Library Services & Facilitators 3 Text and videos 3 Comment 3

Information literacy 4 Text and link 4

Link to other resources 5 Others 5

Miscellaneous 6

Page 11: An Analysis of the Use of Facebook in Academic Libraries in Thailand (Part 1)

Finding

Figure 2 Location of academic libraries

who have been using facebook (n=80)

“…Academic libraries in

region (49 libraries) also had an

abundantly higher joining

facebook than the Bangkok

Metropolitan (31 libraries)…”

“…Facebook Page (62.75%)

and Facebook Personal

accounts (36.25%) were found to

be the two most commonly types of

facebook account used by academic

libraries…”Figure 3 Types of facebook account used

by academic libraries (n=80)

Page 12: An Analysis of the Use of Facebook in Academic Libraries in Thailand (Part 1)

Table 2 Academic Libraries with Facebook

Year No. of libraries

TotalBangkok Region

2009 3 3 6

2010 14 18 32

2011 8 12 20

2012 6 10 16

2013 0 6 6

80

Finding

“...Most libraries both Bangkok

metropolitan area (14 libraries) and

Region (18 libraries) began using

their Facebook in 2010…”

0 10 20 30

0.4 - 1 year> 1 - 2 years> 2 - 3 years> 3 - 4 years

0.4 - 1 year

> 1 - 2 years

> 2 - 3 years

> 3 - 4 years

No. of Libraries

10 22 25 23

“…The majority of libraries

(25 libraries) have been used

Facebook from 2 to 3 years…”

Figure 4 length of time of Facebook membership

Page 13: An Analysis of the Use of Facebook in Academic Libraries in Thailand (Part 1)

Table 3 Range no. of Facebook followers

Range no. No. of libraries

More than 4,001 5

Between 3,001 - 4,000 8

Between 2,001 - 3,000 10

Between 1,001 - 2,000 14

Between 501 - 1,000 13

Below 500 30

Finding

More than 4,001

Between 3,001 - 4,000

Between 2,001 - 3,000

Between 1,001 - 2,000

Between 501 - 1,000

Below 500

“…Numbers of “Likes” or

“Friends” on Facebook as on

Aug.2013 are different for each library

from a min.of 44 people to a

max.of 4,846 people…”

“…Most libraries (30

libraries) have their followers

below 500 people but

only 5 libraries have more

than 4,001 people…”

Figure 5 Proportion of Facebook followers

Page 14: An Analysis of the Use of Facebook in Academic Libraries in Thailand (Part 1)

FindingTable 4 Libraries Facebook use

Facebook use Bangkok

MetropolitanRegion Total

Contents

1 Library news and events 897 529 1,426

2 Library resources & databases 179 233 412

3 Library services & facilitators 271 116 387

4 Information literacy 6 6 12

5 Link to other resources 58 71 129

6 Miscellaneous 377 433 810

Presentation styles

1 Text 171 126 297

2 Text and photos 1,228 856 2,084

3 Text and videos 8 13 21

4 Text and link 312 397 709

5 Others 74 15 89

Page 15: An Analysis of the Use of Facebook in Academic Libraries in Thailand (Part 1)

Finding

Like Share Comment

Users respond 22,279 1,460 1,496

0

5,000

10,000

15,000

20,000

25,000

“…The numbers of “Like” is the

most ways (22,279 times) that users

respond to all 3,059 library posts…”

“…The numbers of

“Like” “Share” and

“Comment”

reflected with numbers

of status updatedwithin library Facebook …”

Figure 6 Users respond

Page 16: An Analysis of the Use of Facebook in Academic Libraries in Thailand (Part 1)

Finding

“…Only 7 libraries updated their

status daily while the other 73 libraries did

not. In contrast, 58 libraries did update

their status weekly…”

“… The number of posting by library

administrator in 73 libraries was fewer

than 90 entries within 3 months …”

“… Libraries that updated their status

daily were having high numbers of “Like”,

“Share” and “Comment” …”

Page 17: An Analysis of the Use of Facebook in Academic Libraries in Thailand (Part 1)

Finding Table 6 Advanced use of Facebook library

No. Advanced Use No. of Library

Facebook tabs

1 Events 41

2 Notes 32

3 Videos 8

Custom tabs

1 OPAC search 8

2 Databases search 1

3 Link to social networking (5)

Youtube 2

Twitter 2

Pinterest 1

4 RSS feed 1

5 Library information (10)

Library services 4

Library contact 2

Library rules 2

Library hours 1

Location map 1

6 Others (9)

Welcome 5

Poll 4

“… The most popular

Facebook tab is “Events”,

41 academic libraries use these

features for promoting library

activities and events. …”

“… Library information tab

is the most custom tab that

10 libraries use to give their general

info…”

“… Only 1 academic library use

databases search and Rss

feed tab on Facebook…”

Page 18: An Analysis of the Use of Facebook in Academic Libraries in Thailand (Part 1)

Discussion

Uses of Facebook among Thailand academic libs. are relatively acquainted.

Most academic libraries use Facebook site to market their library.

This study has not found that Thailand academic libraries use Facebook site

for library administration so it indicates that they DO NOT offer their

Facebook as a library administration tools.

Libraries that posted content daily are having more Facebook followers

Majorities started to develop their Facebook for 2–3 years and are in the

process of learning to use it as effectively as possible.

Users are more likely to engage with libraries that post a little text & photos

The interesting custom tabs from this study are welcome tab (for introducing

new members about their library) and poll tab (for getting feedback from users).

Page 19: An Analysis of the Use of Facebook in Academic Libraries in Thailand (Part 1)

Research Plan

This study (part one) presents the use of Facebook in academic

libraries in Thailand. It also aims to lay the background for

part two- qualitative research approaches that will take place in

November to December 2013 of the 2013 academic year.

Faceboook policies of library & strategies

were gathered from interviews of the

admin. of the top 10 most popular library

Facebook.

The findings will be very beneficial for the

libraries’ to plan and operate their

Facebook to meet library user’s needs and information

technology dynamic changes.

Page 20: An Analysis of the Use of Facebook in Academic Libraries in Thailand (Part 1)

Conclusion “…It is important for academic libraries to realize the current trends

in their user like Facebook that be helpful in promoting library news

and events and interacting with students…”

A little text and pictures is more effective presentation styles.

Libraries that updated their status daily are receiving more users

respond.

“Events” Facebook tab is the most popular features for

promoting library activities & events.

As a gratuitous and simply to maintain, libraries should take advantage of

Facebook to reach and increase their users. Web technology has

move quickly; libraries should be prepared to catch up with these dynamic changes.

Page 21: An Analysis of the Use of Facebook in Academic Libraries in Thailand (Part 1)

Limitations

While the findings of this study offer a view on the use of Facebook in

academic libraries in Thailand,

It is acknowledged that limited generalizations can be

made due to the only two Facebook types (Page and

Profile) and it was also focusing only on central

academic libraries and it would be interesting to explore

with Facebook use might have occurred in libraries of a non-academic types.


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