“ Okay, This is Just Too Weird” Identifying Outreach Opportunities in Facebook David Bietila Elizabeth Edwards The George Washington University

Facebook: What is It? A social networking site A community of more than 90 million active users A development platform “ A social utility that connects you with the people around you.”

A social networking site

A community of more than 90 million active users

A development platform

“ A social utility that connects you with the people around you.”

Facebook: Why Should I Care? As of 2006, 55% of all teens who use social networking sites have used Facebook or MySpace, and 48% visit daily or more often. “ The fastest growing demographic is those 25 years and older.” One of those “trends of our users that we just can't ignore”

As of 2006, 55% of all teens who use social networking sites have used Facebook or MySpace, and 48% visit daily or more often.

“ The fastest growing demographic is those 25 years and older.”

One of those “trends of our users that we just can't ignore”

Creating this Study Who we are Our background with Facebook Formulating research questions Crafting a methodology

Who we are

Our background with Facebook

Formulating research questions

Crafting a methodology

Our Library System of three libraries Major social hub for students on campus Typical weekly gate counts of over 37,000 Collections Over 2 million items Research collections in: Washingtoniana, Judaica, journalism, labor history, Asian studies, Eastern European studies

System of three libraries

Major social hub for students on campus

Typical weekly gate counts of over 37,000

Collections

Over 2 million items

Research collections in:

Washingtoniana, Judaica, journalism, labor history, Asian studies, Eastern European studies

Our Students GWU Private Urban campus 4 blocks from the White House High tuition 10,800 undergrads 13,700 grad 4,000 off-campus Large % of Int’l students Strong programs in: International Affairs Business Communications

GWU

Private

Urban campus

4 blocks from the White House

High tuition

10,800 undergrads

13,700 grad

4,000 off-campus

Large % of Int’l students

Strong programs in:

International Affairs

Business

Communications

Existing Services IM Email Web Learning Modules

IM

Email

Web

Learning Modules

Our Usage of Facebook At the time of this study (Fall '07) Reference staff had just completed "The Librarian is Your Friend" campaign Most library instruction is done in conjunction with our freshman writing program Those students, in particular, were encouraged to friend the librarian liaison working with their section

At the time of this study (Fall '07) Reference staff had just completed "The Librarian is Your Friend" campaign

Most library instruction is done in conjunction with our freshman writing program

Those students, in particular, were encouraged to friend the librarian liaison working with their section

Our Usage of Facebook About half of the reference staff had individual profiles on Facebook Despite the profiles and the campaign, no student had yet friended a librarian

About half of the reference staff had individual profiles on Facebook

Despite the profiles and the campaign, no student had yet friended a librarian

Research Questions We had just completed an anthropological study on the use of space in the library This study demonstrated the social dimensions of space in the library How research is mediated by institutional practices We intended to do a study of the social aspects of technology use in the library Saw Facebook as a focused topic Addressed an immediate issue at our library Tied into broader concerns in the profession about social media in libraries

We had just completed an anthropological study on the use of space in the library

This study demonstrated the social dimensions of space in the library

How research is mediated by institutional practices

We intended to do a study of the social aspects of technology use in the library

Saw Facebook as a focused topic

Addressed an immediate issue at our library

Tied into broader concerns in the profession about social media in libraries

Research Questions What role does technology play in our students' study habits? What role does Facebook play in our students' lives, in general? How can the library use Facebook to connect with GW students?

What role does technology play in our students' study habits?

What role does Facebook play in our students' lives, in general?

How can the library use Facebook to connect with GW students?

Ethnography Ethnographic methods suited to find social structures and rules in this environment Seeks to identify meanings of observed behavior Meaning are not always directly articulated Survey data supplemented by informal interviews, focused “hanging out”

Ethnographic methods suited to find social structures and rules in this environment

Seeks to identify meanings of observed behavior

Meaning are not always directly articulated

Survey data supplemented by informal interviews, focused “hanging out”

Researchers Research Team Two librarians Recent anthropology graduate Did thesis on Facebook Conducted all of our interviews As non-librarian, was able to get less biased answers Collaborated with us to draft questions, and interpret results

Research Team

Two librarians

Recent anthropology graduate

Did thesis on Facebook

Conducted all of our interviews

As non-librarian, was able to get less biased answers

Collaborated with us to draft questions, and interpret results

Methodology Methodology contained three segments Review of librarian profiles Observation of student activity on Facebook Survey of GW students Interviews with Facebook users at GW Questions crafted based on findings from the survey Casual, but in-depth

Methodology contained three segments

Review of librarian profiles

Observation of student activity on Facebook

Survey of GW students

Interviews with Facebook users at GW

Questions crafted based on findings from the survey

Casual, but in-depth

Survey Questions

Survey Questions

Interview Questions How does Facebook as a recreational practice impact your study habits and academic life? What sort of information would you expect/want to find on a librarian’s profile page (social or practical)? How would you feel if a librarian “friended” you? Under what circumstances would you feel comfortable “friending” a librarian or accepting a librarian’s friend request?

How does Facebook as a recreational practice impact your study habits and academic life?

What sort of information would you expect/want to find on a librarian’s profile page (social or practical)?

How would you feel if a librarian “friended” you? Under what circumstances would you feel comfortable “friending” a librarian or accepting a librarian’s friend request?

Students and Facebook Literature versus Reality

Home is where the Students Are The literature told us… Students use university websites, including course management systems, the library’s website, and other student portals, when they have to - but spend time on Facebook because they want to.

The literature told us…

Students use university websites, including course management systems, the library’s website, and other student portals, when they have to - but spend time on Facebook because they want to.

Home is where the Students Are Students said…

Students said…

Home is where the Students Are Students said…

Students said…

Students and Relationships The literature told us… “Students use Facebook primarily to maintain existing offline relationships or to solidify what would otherwise be ephemeral, temporary acquaintanceships.”

The literature told us…

“Students use Facebook primarily to maintain existing offline relationships or to solidify what would otherwise be ephemeral, temporary acquaintanceships.”

Students and Relationships Students said…

Students said…

Social and/or Academic? The literature told us… “When asked if Facebook serves any academic purpose, 54% of [librarians] surveyed indicated that it does not.”

The literature told us…

“When asked if Facebook serves any academic purpose, 54% of [librarians] surveyed indicated that it does not.”

Social and/or Academic? Students said…

Students said…

Social and/or Academic? Students said…

Students said…

Social and/or Academic? Students said… “Facebook breaks” are seen as a reward for (or distraction from) studying.

Students said…

“Facebook breaks” are seen as a reward for (or distraction from) studying.

Social and/or Academic? Students said…

Students said…

Figures of Authority The literature told us… Students recognize that it is easier to communicate with professors electronically – but they are hesitant to do so for a variety of reasons. Students aren’t really interested in communicating with the library through Facebook or other social networking sites.

The literature told us…

Students recognize that it is easier to communicate with professors electronically – but they are hesitant to do so for a variety of reasons.

Students aren’t really interested in communicating with the library through Facebook or other social networking sites.

Figures of Authority Students said…

Students said…

Figures of Authority Students said…

Students said…

Librarians and Facebook Literature versus Reality

Profiles The literature told us… “The purpose of the profile is to let students know what their librarians do…so that they might begin to identify their librarians as approachable individuals.”

The literature told us…

“The purpose of the profile is to let students know what their librarians do…so that they might begin to identify their librarians as approachable individuals.”

Profiles Students said…

Students said…

“ Friending” The literature told us… Be proactive about contacting students. “Friend all of the student workers at your library. This will make you more visible to them and their Friends.” “Friend new students at your fall welcome festival by making a laptop available or by taking names on a sheet of paper. ”

The literature told us…

Be proactive about contacting students.

“Friend all of the student workers at your library. This will make you more visible to them and their Friends.”

“Friend new students at your fall welcome festival by making a laptop available or by taking names on a sheet of paper. ”

“ Friending” Students said… When asked how they would respond if a librarian “friended” them, most participants expressed varying degrees of discomfort.

Students said…

When asked how they would respond if a librarian “friended” them, most participants expressed varying degrees of discomfort.

Ideally… The literature told us… “We might envision librarians in a Facebook repartee with students, answering late night questions ranging from trivia to last-minute, paper-due-in-the-morning information emergencies.” “Librarians can effectively use Facebook to reach out to students to ‘be where they are.’”

The literature told us…

“We might envision librarians in a Facebook repartee with students, answering late night questions ranging from trivia to last-minute, paper-due-in-the-morning information emergencies.”

“Librarians can effectively use Facebook to reach out to students to ‘be where they are.’”

In Reality… Students said… “Just please don't start Poking us kids.”

Students said…

“Just please don't start Poking us kids.”

Recommendations

Central Pages We recommend creating an institutional, formal-looking library fan page that students and librarians alike can join.

We recommend creating an institutional, formal-looking library fan page that students and librarians alike can join.

Profiles Personal/Professional Balance Subject Expertise Include Picture

Personal/Professional Balance

Subject Expertise

Include Picture

Friending Students are much more likely to friend librarians if they interact with them in-person. Use research appointments and reference desk interactions as resources for building Facebook relationships.

Students are much more likely to friend librarians if they interact with them in-person. Use research appointments and reference desk interactions as resources for building Facebook relationships.

Applications Many students said they were inclined to use Facebook’s library applications.

Many students said they were inclined to use Facebook’s library applications.

Suggest Books A book recommendation application on librarians' profiles appeals to many students Occupies a middle ground between professional and personal spheres Fits into students’ common expectations about librarians The Books IRead application

A book recommendation application on librarians' profiles appeals to many students

Occupies a middle ground between professional and personal spheres

Fits into students’ common expectations about librarians

Advertise! Many students are unaware that librarians are on Facebook Most students who were aware of the program at Gelman had seen signs Successful ads will play on tropes and distinctions meaningful to students

Many students are unaware that librarians are on Facebook

Most students who were aware of the program at Gelman had seen signs

Successful ads will play on tropes and distinctions meaningful to students

Avoiding Facebook Faux Pas How to use… The wall Notes Messages Poking

How to use…

The wall

Notes

Messages

Poking

Research Talk to your patrons Your own research will have the most applicability for you

Talk to your patrons

Your own research will have the most applicability for you

Epilogue - Up to the present… Our research was done at a particular moment, while Facebook continues to change Changes in Facebook New interfaces for web and iPhone Changing demographics Teens and 25-34 range users growing quickly, though 17-25 users are still the preponderance Greater commercial saturation of Facebook Marketing tactics for use of Facebook have been codified More outside organizations making themselves known Dynamic environment May become more friendly to librarian involvement Libraries may be able to make their presence the norm

Our research was done at a particular moment, while Facebook continues to change

Changes in Facebook

New interfaces for web and iPhone

Changing demographics

Teens and 25-34 range users growing quickly, though 17-25 users are still the preponderance

Greater commercial saturation of Facebook

Marketing tactics for use of Facebook have been codified

More outside organizations making themselves known

Dynamic environment

May become more friendly to librarian involvement

Libraries may be able to make their presence the norm

Additional Resources Facebook Apps for Librarians http://www.facebook.com/group.php?gid=2469777131 Gelman Fan Page http://www.facebook.com/pages/Washington-DC/Gelman-Library/10557079749

Facebook Apps for Librarians

http://www.facebook.com/group.php?gid=2469777131

Gelman Fan Page

http://www.facebook.com/pages/Washington-DC/Gelman-Library/10557079749

Thank you David Bietila [email_address] Elizabeth Edwards [email_address] or find us on Facebook! http://www.facebook.com/pages/Washington-DC/Gelman-Library/10557079749

David Bietila

[email_address]

Elizabeth Edwards

[email_address]

or find us on Facebook!

http://www.facebook.com/pages/Washington-DC/Gelman-Library/10557079749