Use of Social Media by the Library The White Paper Survey Findings Shafina Segon Head of Marketing, South Asia Journals & Online Resources 1

Why look at social media in the library? To benchmark how social media tools are currently being used in the library in a constantly evolving digital and social climate To prepare for the future role social media will play in a library and scholarly communication environment To inspire new approaches and share ideas on Social Media by creating and facilitating dialogue between our library partners 2

Methodology Focus groups in the UK, USA & India 10 telephone interviews Twitter party Online survey Desk research 3

Who responded to our survey? 4

By country CountryRespondentsPercentagesCountryRespondentsPercentages United States %Chile10.3% United Kingdom5015.4%Finland10.3% India123.7%Germany10.3% Australia72.2%Ghana10.3% Ireland61.8%Hong Kong10.3% South Africa51.5%Indonesia10.3% Spain41.2%Israel10.3% Brazil30.9%Jamaica10.3% Canada30.9%Japan10.3% Malaysia30.9%Lebanon10.3% New Zealand30.9%Lithuania10.3% Philippines30.9%Moldova10.3% Switzerland30.9%Nigeria10.3% Czech Republic20.6%Norway10.3% France20.6%Poland10.3% Greece20.6%Puerto Rico10.3% Hungary20.6%Singapore10.3% Italy20.6% Slovenia10.3% Netherlands20.6% Sri Lanka10.3% Pakistan20.6% Sweden10.3% Portugal20.6% Turkey10.3% Argentina10.3% Vietnam10.3% Bahamas10.3% Zimbabwe10.3% 5

By institution type 6

By job role 7

By audience size

How are libraries currently using social media? 9

Social Media in the Library the current reality The importance of social media Number of social media accounts How often librarians post on social media Managing social media accounts Channels currently used Librarians’ objectives when using social media 10

Top 5 uses for social media in the library Events promotion 76% Library Services Promotion 72% Resources/collections promotion 70% Library refurbishment updates 63% Promotion of new acquisitions 61% 11

5 least popular uses for social media in the library Highlighting subject specific information 38% Connecting with potential students 34% As a teaching tool to promote information literacy etc 22% To promote courses 25% As a research tool to locate official documents 21% 12

The importance of social media Rate how important the use of social media is in your library… How long have you had a social media account in your library? 72%

Social Media in the Library the current reality Number of social media accounts How often librarians post on social media Managing social media accounts Channels currently used Librarians’ objectives when using social media The importance of social media % Librarians saying social media is important 14

Social Media in the Library the current reality How often librarians post on social media Managing social media accounts Channels currently used Librarians’ objectives when using social media accounts Number of social media accounts % Librarians saying social media is important 15

How often librarians post on social media Never Less than once a month Once a month Two or three times a month Once a week Two to four times a week Once a day More than once a day 16

How often librarians post on social media Never Less than once a month Once a month Two or three times a month Once a week Two to four times a week Once a day More than once a day 26% 20% 10% 13% 9% 11% 5% 7% 17

How often librarians post on social media Social Media in the Library the current reality Managing social media accounts Channels currently used Librarians’ objectives when using social media accounts Two to four times a week 26% 20% More than once a day % Librarians saying social media is important 18

Managing social media accounts How many people look after the social media accounts for the library? Has your library implemented a Social Media policy? No plans for implementation Planned Implemented 19

Social Media in the Library the current reality Managing social media accounts Channels currently used Librarians’ objectives when using social media accounts account managers not formalised Two to four times a week 26% 20% More than once a day None Planned Implemented Social Media Policy % Librarians saying social media is important 20

Channels currently used Please rate how often you use the following Social Media channels in the library: 21

Social Media in the Library the current reality Channels currently used Librarians’ objectives when using social media accounts account managers not formalised Two to four times a week 26% 20% More than once a day None Planned Implemented Social Media Policy % Librarians saying social media is important 22

Social Media in the Library the current reality Promote events Promote services Promote resources Customer feedback accounts account managers not formalised Two to four times a week 26% 20% More than once a day None Planned Implemented Social Media Policy % Librarians saying social media is important 23

86%65%39%7% 75%57%42%7% 71%55%42%5% 58%38%19%6% Social Media in the Library the current reality accounts account managers not formalised Two to four times a week 26% 20% More than once a day None Planned Implemented Social Media Policy Promote events Promote services Promote resources Customer feedback % Librarians saying social media is important 24

86%65%39%7% 75%57%42%7% 71%55%42%5% 58%38%19%6% Social Media in the Library the current reality accounts account managers not formalised Two to four times a week 26% 20% More than once a day None Planned Implemented Social Media Policy Promote events Promote services Promote resources Customer feedback % Librarians saying social media is important 25

Social Media in the Library future direction? Will social media become more important to the library in the future? The opportunities of social media The challenges of social media Will more roles dedicated to social media appear in the library in the future? 26

Social Media in the Library future direction? Will social media become more important to the library in the future? Will more roles dedicated to social media appear in the library in the future? Social media to become more important in the future? More dedicated social media roles in the future? The opportunities of social media The challenges of social media 27

The opportunities of social media 28

The challenges of social media 29

Future of social media It's crucial to note that our upcoming wave of library patrons - students, colleagues, and staff - will be from this generation who are technologically sophisticated, well-connected on the social web, entrepreneurial, and oftentimes, impatient. We will have to become more media adept; will need to learn advertising skills Librarians will need at least some degree of digital literacy, and the willingness to see these channels as ways into the institution, as much as means to broadcast out of it. We need to dive in on the teaching front – students are taking on the role as educators.

Future of social media: INDIA We consider Google as one of the biggest enemies or as a complete threat of the library…It connects between knowledge and the user so basically this is going to be the biggest challenge for the libraries in the future The students of library science should be trained on the various tools and techniques on adopting social media I believe that the librarian in the future will have a definite social presence and this will be a factor in bringing the user back to the library Librarians should always go along with the technology because otherwise you’re suddenly obsolete

Continuing the discussion Visit to: Read the white paper View accompanying infographics Browse full supplementary data, including analysis by librarian role and a copy of the survey Further best practice guides will be available focusing on topics including measuring impact, customer service, and using social media as a teaching tool