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Interaction between Librarians and Library Users on Twitter and Weibo

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ZHENG, Yi (Faculty of Education, Univeristy of Hong Kong) …

ZHENG, Yi (Faculty of Education, Univeristy of Hong Kong)
LIU, Yuyang (Faculty of Education, Univeristy of Hong Kong)
CHU, Samuel Kai Wah (Faculty of Education, Univeristy of Hong Kong)
HUANG, Hong (School of Information, University of South Florida, United States)

http://citers2013.cite.hku.hk/en/paper_609.htm

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  • 1. Interaction Between Librariansand Library UsersOn Weibo and TwitterPhilip, Yi Zheng (HKU)Lesley, Yuyang Liu (HKU)Samuel, Kai Wah Chu (HKU)Hong Huang (USF)
  • 2. Agenda• Introduction• Research Gaps and Questions• Libraries Samples• Data Collection and Coding• Research Findings• Further Study and Conclusion• Q & A
  • 3. Introduction• Social Networking Sites – SNS– Widely use– Twitter: 500 million users (Lunden, 2012)– Weibo: 309 million users in China (Xinhua, 2013)• SNS and Libraries– Increasing numbers of universities using SNS– Very few followers, low engagement (Stuart, 2010)
  • 4. Research Gaps and Questions• Very fewer studies --- interaction betweenlibrarians and users in social networks.1. How do librarians interact with library userson Twitter and Weibo?2. Which type of interactions are moreengaging to library users?3. What are the differences regarding theinteractions?
  • 5. Libraries Samples• QS 2012-2013 University Rankings– World and Asian rankings– Less famous Chinese universities (bottom – top)– Consistent universities in similar rankings (English)• 20 university libraries – mainland China• 20 university libraries – English speakingcountries (US, UK, CA, AU, NZ)
  • 6. Region Academic Library(Code Name) SNS type No. ofSubscribersNo. ofPostsMainlandChina1 SJULWeibo2859 5102 NJUL 7758 8823 ZJUL 870 2704 USTUL 594 2125 BNUL 4856 21196 BITUL 866 1537 NKUL 1723 3328 SYUL 684 2169 TJUL 6148 114910 WHUL 10125 131511 XMUL 11007 72612 SEUL 5028 95513 BUAAL 5171 86414 ECNUL 6676 79915 DUTL 1650 47016 BUTL 3892 22117 SCUL 3567 249218 SCUTL 595 10419 NAUL 2517 63020 HNUL 1235 341English-speakingCountries1 LVULTwitter1501 15992 FUL 1300 4413 LCUL 767 6264 ITRMUL 898 7485 TUL 110 1016 BUL 515 3237 NUL 1758 9078 RUL 526 3219 SUTL 641 219810 SYUL 674 91511 OKUL 456 61112 UVL 1153 53913 LSUL 868 91814 TUL 1167 164415 BFUL 167 35516 GSUL 1004 120817 MUL 194 31618 UAL 740 89919 UDL 945 120620 WPI 277 1768Table 1:Investigatedlibraries
  • 7. Data Collection and Analysis• Systematic random sampling– September 2012 to January 2013– 3, 6, 10, 13, 17, 20, 24, 27 (data/ each month)– 8 (per month) * 5 (months) * 40 (libraries)– 1,600 posts harvested in total• Coding Scheme (4 types of interaction)– Library news, Sharing, Communication and Survey
  • 8. Coding Scheme – part 1
  • 9. Coding Scheme – part 2C. Communication
  • 10. Q1: How do librarians interact with library users onWeibo and Twitter?A.LibraryNews39%B. Sharing11%C.Communication49%D. Survey1%WeiboWeibo TwitterMain Category Quantity Percentage Quantity PercentageA. Library News 310 39% 408 51%B. Sharing 93 12% 197 25%C. Communication 391 49% 186 23%D. Survey 6 1% 9 1%Total 800 100% 800 100%
  • 11. Q1: How do librarians interact with library users onWeibo and Twitter?• Communication• Information dissemination(Library News)A.LibraryNews51%B.Sharing25%C.Communication23%D.Survey1%Twitter Most Interacting activies
  • 12. Q2: Which types of interaction are more engaging tolibrary users?
  • 13. Rank Uni No. English-speakingLibraryAvg No. ofRetweetsNumber ofFollowersRetweets-FollowersRatioNo.1 15 BFUL 0.79 167 0.476%No.2 5 TUL 0.45 110 0.409%No.3 17 MUL 0.53 194 0.271%No.4 8 RUL 1.38 526 0.261%No.5 9 SUTL 0.95 641 0.148%No.6 3 LCUL 1.08 767 0.140%No.7 13 LSUL 1.10 868 0.127%No.8 10 SYUL 0.45 674 0.066%No.9 11 OKUL 0.28 456 0.060%No.10 4 ITRMUL 0.50 898 0.056%No.11 12 UVL 0.55 1,153 0.048%No.12 7 NUL 0.80 1,758 0.046%No.13 1 LVUL 0.68 1,501 0.045%No.14 18 UAL 0.33 740 0.044%No.15 6 BUL 0.20 515 0.039%No.16 14 TUL 0.43 1,167 0.036%No.17 16 GSUL 0.35 1,004 0.035%No.18 19 UDL 0.30 945 0.032%No.19 20 WPI 0.08 277 0.027%No.20 2 FUL 0.21 1,300 0.016%SuccessfulLessSuccessfulTable 2: Twitter Posts Retweets Ratio (High to low)
  • 14. Q2: Which type of interactions are more engaging tolibrary users?Interaction Types Weibo Percentage Twitter PercentageA. Library News 93 38.8% 156 65.0%B. Sharing 24 10.0% 48 20.0%C. Communication 123 51.3% 30 12.5%D. Survey 0 0.0% 6 2.5%Total 240 100% 240 100%Successful libraries’ posts on both Weibo and Twitter (top 6, 240 posts in each)
  • 15. Q3: What are the differences regarding theinteractions on Weibo and Twitter?Weibo TwitterInteractions Successful Less Successful Successful Less SuccessfulA. Library News 93 81 156 106B. Sharing 24 22 48 76C. Communication 123 136 30 57D. Survey 0 1 6 1Total 240 240 240 240
  • 16. 020406080100120140160180Twitter – Success vs. Less SuccessTwitter -SuccessfulTwitter - LessSuccessful020406080100120140160Weibo – Success vs. Less SuccessWeibo -SuccessfulWeibo - LessSuccessful• TwitterLibrary News plays critical roles in interactions (success)• WeiboPreferred as communication medias
  • 17. Further Study• Types of interaction– Sub Category (A1-A8, B, C1-C8, D1-D2)• Twitter (Comparing with Weibo)– Number of followers (less)– Followers as % of total students (less)– Avg. numbers of forwards/retweetsfrom each post (much less)
  • 18. Conclusion1. Weibo for communication– mainland China university libraries2. Twitter for information dissemination– English speaking counties libraries3. Information dissemination and knowledgesharing are also critical in engaginglibrary users in Weibo.
  • 19. Reference• Lunden, I. (2012). Analyst: Twitter Passed 500M Users in June2012, 140M of Them in US; Jakarta’ Biggest Twitting’ City.TechCrunch.• Stuart, D. (2010). “What are libraries doing on Twitter?”.Online, 34(1), 45-47• Xinhua. (2013). China’s Internet user reach 564million, Xinhuanet.
  • 20. Q & AThanks

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