A PRACTICAL GUIDE TO UTILIZING SOCIAL MEDIA FOR YOUR LIBRARY

Making Web 2.0 Work for You

What’s this all about?

As technology continues to grow and change, libraries too must change if they wish to survive and thrive. This is where Web 2.0 comes in. By utilizing new social media technologies, you can help ensure that your library will meet the needs of a tech-savvy population.

The thought of implementing these new technologies may seem daunting (and really expensive!), but I’m here to assure you that it’s neither.

So, what exactly is Web 2.0?

Web 2.0 is about the more human aspects of interactivity. It’s about conversations, interpersonal networking, personalization, and individualism…Such technologies as are listed below serve as the emerging foundation for Web. 2.0:

RSS (really simple syndication)WikisBlogs and blogging (and mirco-blogs, oh my!)Commentary and comments functionalityPersonalization and “My Profile” features

--Stephen Abram, September 30, 2009

Do we need this? We already have a good webpage…

You would be hard-pressed to find a library today that doesn’t have at least a basic presence on the web. Think of social media concepts as an extension of what you already have out there.

Remember, the ultimate goal is to put your information where people can see it, and connect with users at their level. Social media applications allow you to do just that.

How is this different from what we have now?

Web 1.0 Web 2.0

Mode of usage Read Write and Contribute

Unit of content Page Record

State Static Dynamic

How content is viewed Web Browser Browser, RSS readers, Mobile devices, etc

Creation of content By Website Authors By everyone

--Curran, et. al., 2007

Beginning with Blogging

From the Alachua County Library District to Zeeuwse Bibliotheek in the Netherlands, almost everyone has a blog. Why? Because blogs are multi-purpose.

In the library setting, blogs can take any number of forms. There can be a blog about special events at the library, blogs from various staff members, such as a Children’s Librarian blog, or even a blog for the card catalogue.

Blogging, cont.

There’s plenty of different blogging sites out there, so let’s start by taking a look at two of the most common sites libraries use:

Blogging, cont.

Keep in mind that the choice of blogging software is a matter of preference. Blogger and WordPress offer equitable services, and you may want to experiment with both before you decide what’s right for you.

A nicely detailed breakdown of the differences between the two sites is available here:

http://pulsed.blogspot.com/2007/07/blogger-wordpress-chart.html

Blogging with Blogger

Blogger.com is part of the Google network, and supports many of other Google products, such as Picasa and Gmail.

Let’s take a look at a few examples of sites using Blogger:

Blogging with Blogger

First, let’s take a look at a one type of site produced through Blogger: http://bplolinenews.blogspot.com/

As you can see, the site is interactive and cleanly designed. It contains, amongst other things, photos, videos and a link to the catalogue search.

Blogging with Blogger

Austin Public Library provides a different example: http://austinpubliclibraryblog.blogspot.com/

This blog has been designed differently, containing fewer interactive elements, but more color.

Blogging with Blogger

Blogger.com has one big advantage in their tutorial. The following video is just under 2 minutes in length, and shows you exactly how easy it is to begin:

Blogging with WordPress

Now, let’s take a look at some WordPress blogs:

Blogging with WordPress

http://dentonlibrary.wordpress.com/

Again, we can see a clean, uncluttered design.

The About page contains all the standard library info, while the main page has news and book reviews.

Blogging with WordPress

http://fremontlibraries.wordpress.com/

The Freemont Public Library gives us a similar glimpse at design. Photos, links and tags abound.

Blogging, cont.

Remember, it’s up to you to decide what you want your blog to look like. Look at what other libraries are doing, and see what would work best for you.

For more examples of different library blogs, visit The Blogging Libraries Wiki

Blogging Ideas

For more great blogging ideas and advice, check out these resources:

Advice from Slate.comAdvice from Google WebmastersALA Advocacy University on Blogging

Twitter

Alright, now that we’ve discussed blogs, let’s talk about the next big social media application:

So what is Twitter?

“Twitter, combines blogging, short message service and e-mail into one micro communication product (of 140-characters). Tweets, Twitter communications can be imbedded in web sites including social networking sites such as Facebook and Myspace.”

-- Jacobs, 2009

Twitter, cont.

Libraries that Tweet primarily use Twitter as an additional broadcast medium, as a kind of supplement to library’s website or blog.

Twitter messages, or Tweets, can give the public updates, and let them know when something new is happening in your library.

Twitter at the LoC

As an example of this type of use, take a look at the Library of Congress twitter feed.

Twitter as Reference Tool

Additionally, Sarah Milstein proposes using Twitter as a reference tool in the library. Users would tweet a reference question, and a librarian tweets the answer back.

The obvious disadvantage of such a system is the fact that some questions can’t be answered in 140 characters or less.

Twitter, cont.

Signing up for Twitter is easy. If you’ve ever signed up for an email address before, you can sign up with Twitter. To get started go to www.twitter.com and start Tweeting away for your library.

If you’re having trouble getting started, or just want some more information, take a look at this video, for step-by-step instructions on how to start Tweeting.

Facebook

Ok, now it’s time to take a look at the current leader of social networking sites: Facebook

Facebook, cont.

“…Facebook is a social utility that helps people communicate more efficiently with their friends, family and coworkers. The company develops technologies that facilitate the sharing of information through the social graph, the digital mapping of people's real-world social connections.”

--Facebook Factsheet

Facebook, cont.

Facebook is kind of a fusion of everything we’ve talked about so far. It can allow you to quickly share news, like Twitter, or share detailed information, as with blogs.

Where Facebook is different is in the way users get the information. By making a Facebook page, patrons can see your updates every time they visit their own Facebook account.

Why use Facebook?

“As of May 2009, Facebook boasts over 200 million users worldwide (half of which log in every day). Two-thirds of these users are out of college and the largest growing demographic is people 35 years of age and older (see www.facebook.com).”

--Steiner, 2009

Facebook, cont.

“Teens who are not traditional library users learn about and use the library through the Facebook Fan page because they are familiar and comfortable with the technology. Teens make the library one of their Facebook friends and then are reminded of the library whenever they log onto their space”.

-- Young Adult Library Services Association

Facebook, cont.

To get started with your Facebook page, go to http://www.facebook.com/advertising/?pages

The site offers an excellent step-by-step process you can follow, along with links to additional information, to create a Facebook page for your library.

For additional Facebook tips, visit http://blog.facebook.com/blog.php?topic_id=189174414259

The Good News

The good news is, everything I’ve just told you about is absolutely free.

Some services offer special features for additional fees, but these are in no way required.

You can improve communication to patrons and get your message heard by a potential audience of millions, and it doesn’t cost you a dime.

The Good News, cont.

By now, you should have a basic understanding of Web 2.0, and social media products. But it’s ok if you still have questions.

The second piece of good news is that Twitter, Facebook and various blogging sites are all very user-friendly. They generally have extensive help sections and user communities to help answer questions. Also, the videos I’ve shown today are just a sample of what is available. Check YouTube for other tutorials.

Some Additional Thoughts

Never forget, the ultimate purpose of using social media is to improve the user experience for your patrons. So please:

Keep it Current! A Twitter account without new tweets, or a website with info from two years ago, doesn't help you or your patrons.

Keep it Focused! If your library blog is supposed to share news, then make sure it isn't overtaken with the author's personal opinions.

Additional Information

Please see the accompanying handout for a list of all the sites I’ve mentioned here today.

This presentation will be made available online through the following link:

http://www.slideshare.net/Campcampingston/ils-504-web-2-0

“Leveraging the approaches typified by Web 2.0 principles allows libraries opportunities to better serve existing audiences and to reach out to potential beneficiaries where they happen to be…”

--Jacobs, 2007