OLJ ~ Reasons why libraries should be on
social media
I conduct the comparison with three
libraries below:
1) Peace Palace Library
2) Pao Yu-Kong Library, Hong Kong
Polytechnic University and
3) Hong Kong Central Library
I present below a comparative table which
documents how each of them use social networking tools to support information
service provision, educational programs, conduct business, etc.
Purpose
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Marketing library collection &
services
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Blogs used for promotion of
library collection and sharing of information.
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RSS used for library news
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Facebook
-
Twitter
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Online Research Guide
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-
RSS used for library
newsletter
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Twitter for news
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Facebook
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YouTube
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YouTube used for
promotion of library service and facilities.
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Information & reference services
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Delicious used for sharing of
information
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Online Research Guide in
different aspects.
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Ask a librarian by e-forms
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RSS for news about electronic
resources
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Second Life
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Facebook
|
Remote enquire service is accessible via
telephone, fax, mail, email and online enquire form
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Library Instruction
|
Online movie clips
|
-
Online movie clips
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E-form for requesting a
workshop
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Second Life
|
Web page introduction
Telephone reservation
|
Improving library collections
|
E-forms for acquisition suggestion
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E-forms for purchase suggestions
|
E-forms for purchase suggestions
|
Reserve space/course/lecture
|
-
Registration course/lecture
by email
-
Library lecture video can be
seen on YouTube: youtube.com/peacepalacelib
|
E-forms
|
by fax/email/in person
|
Promoting library events
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-
Blog
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Facebook
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YouTube
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Library Tweets
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Flickr
-
Online subscribe e-Newsletter
-
Archive e-Newsletter
available
-
Alerts and RSS
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Library tweets
|
-
Online calendar
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Facebook
|
Visit library homepage
|
The above three libraries use different
social media tools to market their library. Moreover, [Infographic] Beyond the
basic: advanced social medial marketing tactics presents the utilization of
social media tools on social media marketing strategy. Peace Palace Library is
one of the good example to demonstrate “mashup” ~ mix all media into ONE web
sites for marketing their library and connection with their users, also attract
potential users. While Hong Kong Central Library may have more rooms to plan
their social media marketing strategy to reach greater exposure in the digital market.
 |
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Source: Beyond the
basic: advanced social medial marketing tactics
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Reasons for Social media marketing strategy
Libraries may utilize social media tools
for communication, collaboration and community building. Actually it’s all
about interaction by using media in social networks with Web 2.0 tools. Andy
Burkhardt’s post shows four reasons for libraries should be on social media:
(1)
Communication: nowadays we
apart from email, libraries use different tools to communicate with their
community such as instant message (IM) for direct contact, Facebook, Blogs etc
other opportunities by using RSS feeds to communicate news with users,
announcing library events or new acquisition etc. (Khan & Bhatti, 2012)
(2)
Respond to feedback: customer
service is to be responsive to their users’ concerns, help to understand what
are the users’ needs.
(3)
Marketing/Advertising: this is
another way to advertise their library.
(4)
Understanding users better:
conversations with users to learn more about them.
In conclusion, libraries use social media
tools for connecting with users, to increase user engagement and retention using using the library via social technology.
Even Hong Kong Central Library have rich resources, they have limited social media tools for marketing their products and service. It is a little bit stay behind of the trend of Web 2.0 in the 21st Century. The traditional methods of marketing will not succeed in this new media
environment. Social media allows users to create,
connect, converse and share information and help libraries to get closer to the
users. Just like Peace Palace Library and Hong Kong Polytechnic University Library, they have better social media marketing to promote their libraries, they can fully utilize their products and service to engage their users and meet their users' needs. Social media should be used for marketing of library services and
products.
References:
Andy Burkhardt’s
post Four Reasons Libraries Should be on Social Media (August 25, 2009).Retrieved
from: http://andyburkhardt.com/2009/08/25/four-reasons-libraries-should-
Khan, S. A., & Bhatti, R. (2012). Application of social media in
marketing of library and information services: a case study from Pakistan. Webology,
9(1), 1-8.
Retrieved from: http://www.webology.org/2012/v9n1/a93.html
