Social Media usage in libraries in Europe - survey findings


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Social Media usage in libraries in Europe - survey findings

  1. 1. Social Media in libraries European survey findings Jakob Harnesk - Nordic Sales Manager EBSCO information Services #ebscosocial Tweet me @
  2. 2. Social Media Definition <ul><ul><li>Social media is: </li></ul></ul><ul><ul><ul><li>A web-based media for social interaction </li></ul></ul></ul><ul><ul><ul><li>Used to broadcast & transform media monologues into social media dialogues </li></ul></ul></ul><ul><ul><li>Social Media scope: </li></ul></ul><ul><ul><ul><li>Communication: Blogs, micro-blogs, social networks, events, etc. </li></ul></ul></ul><ul><ul><ul><li>Collaboration: Wikis, social bookmarking, social news, etc. </li></ul></ul></ul><ul><ul><ul><li>Multimedia: Sharing of photos, videos, presentations, music, etc. </li></ul></ul></ul><ul><ul><ul><li>Reviews and opinions: Forum, Q&A, product and business reviews, etc. </li></ul></ul></ul><ul><ul><ul><li>Entertainment: Media platform, virtual words, game sharing, etc. </li></ul></ul></ul><ul><ul><ul><li>Brand/image monitoring: Analytics, etc. </li></ul></ul></ul>
  3. 3. Context in libraries <ul><ul><li>Personal usage of Social Media exploded </li></ul></ul><ul><ul><li>Professional usage of Social media increased </li></ul></ul><ul><ul><ul><li>Social Media is viewed as a new tool for effective marketing and promotion </li></ul></ul></ul><ul><ul><li>How do Social Media applications fit into the library world ? </li></ul></ul>
  4. 4. About the Survey <ul><ul><li>Objective: </li></ul></ul><ul><ul><ul><li>Sketch a picture of the social media usage in libraries in Europe </li></ul></ul></ul><ul><ul><li>Targets: </li></ul></ul><ul><ul><ul><li>EBSCO's European customer base </li></ul></ul></ul><ul><ul><ul><li>Libraries and information centers in all sectors (academic, governmental, public, corporate, heath, etc.) </li></ul></ul></ul><ul><ul><li>Survey: </li></ul></ul><ul><ul><ul><li>Web based questionnaire </li></ul></ul></ul><ul><ul><ul><li>Available in seven languages (EN, FR, DE, NL, IT, SP, PT) </li></ul></ul></ul><ul><ul><ul><li>Invitation sent via e-mail, posted on Social Media, listserv </li></ul></ul></ul><ul><ul><ul><li>Open during the 16th and the 30th of July 2010 </li></ul></ul></ul><ul><ul><li>About EBSCO </li></ul></ul><ul><ul><ul><li>Leading service provider of e-journal, e-book and e-journal package and print subscriptions, e-resource management tools, and databases. </li></ul></ul></ul>
  5. 5. Survey Structure Personal opinion about Social Media Feedbacks about existing Social Media (P1) Social Media projects planned (P2) Reasons for non-use of Social Media (P3) Use of Social Media in your libraries ? Introduction & demographic data Conclusion & Comments
  6. 6. Survey Results <ul><ul><li>Email sent to EBSCO’s contacts + ListServ + Blogs </li></ul></ul><ul><ul><ul><li>1241 responses ! </li></ul></ul></ul>6 42 2 2 7 5 1 13 103 2 20 157 2 189 25 12 38 300 1 1 2 165 19 96 6
  7. 7. Survey Results Respondents Profiles
  8. 8. Survey Results Respondents Profiles
  9. 9. Survey Results Respondents Profiles
  10. 10. Survey Results Librarian’s impressions about Social Media <ul><ul><li>Perception of Social Media: </li></ul></ul><ul><ul><ul><li>15% Very positive </li></ul></ul></ul><ul><ul><ul><li>47% Positive </li></ul></ul></ul><ul><ul><ul><li>32% Somewhat positive </li></ul></ul></ul><ul><ul><ul><li>06% Somewhat negative </li></ul></ul></ul><ul><ul><ul><li>00% Negative </li></ul></ul></ul><ul><ul><ul><li>00% Very Negative </li></ul></ul></ul>
  11. 11. Survey Results Library General Opinion / Key assumptions <ul><ul><li>Social media… </li></ul></ul><ul><ul><ul><li>concerns all generations </li></ul></ul></ul><ul><ul><ul><li>is helping to feed users with information </li></ul></ul></ul><ul><ul><ul><li>is helping to maximise your library’s visibility </li></ul></ul></ul><ul><ul><ul><li>is revolutionising the way we communicate </li></ul></ul></ul><ul><ul><ul><li>is helping libraries to get closer to their users </li></ul></ul></ul><ul><ul><ul><li>is helping to build a collaborative network with users </li></ul></ul></ul><ul><ul><ul><li>is a great way to grab the attention of new users </li></ul></ul></ul>
  12. 12. Survey Results Usage <ul><ul><li>Users: </li></ul></ul><ul><ul><li>Usage trends: </li></ul></ul><ul><ul><ul><li>42% feel that usage will expand quickly </li></ul></ul></ul><ul><ul><ul><li>26% feel that usage will grow slowly </li></ul></ul></ul><ul><ul><ul><li>6% feel that usage will stay low </li></ul></ul></ul><ul><ul><li>Usage in libraries: </li></ul></ul><ul><ul><ul><li>37% use Social Media  Population 1 (P1) </li></ul></ul></ul><ul><ul><ul><li>48% plan to use Social Media  Population 2 (P2) </li></ul></ul></ul><ul><ul><ul><li>15% are not interested in Social Media  Population 3 (P3) </li></ul></ul></ul>
  13. 13. Survey Results (P1) Primary goals for creating Social Media <ul><ul><li>Primary goals: </li></ul></ul><ul><ul><ul><li>Maximise library exposure (78%) </li></ul></ul></ul><ul><ul><ul><li>Modernise the library image and e-reputation (59%) </li></ul></ul></ul><ul><ul><ul><li>Promote specific content offers (53%) </li></ul></ul></ul><ul><ul><ul><li>Build discussion groups and collaborative work (53%) </li></ul></ul></ul><ul><ul><ul><li>Reach a new audience of potential users (40% ) </li></ul></ul></ul><ul><ul><ul><li>Publish library news and press releases (38%) </li></ul></ul></ul><ul><ul><li>NB: same key goals set for library thinking about using Social Media (P2) </li></ul></ul>
  14. 14. Survey Results (P1) Main Social Media targeted by Libraries <ul><ul><li>Social NetWorks (ie. FaceBook, My Space) – 63% </li></ul></ul><ul><ul><li>Blogging (ie. Blogger) – 55% </li></ul></ul><ul><ul><li>Widget (ie. RSS) – 46% </li></ul></ul><ul><ul><li>Micro-Blogging (ie. Twitter) – 46% </li></ul></ul><ul><ul><li>Social & Library Bookmarking and Cataloguing (ie.,, Library Thing) – 38% </li></ul></ul><ul><ul><li>Wiki / collaborative websites (Wikipedia, pbworks, Socialtext) -38% </li></ul></ul><ul><ul><li>Photo Sharing (ie. Flickr, Picasa) – 29% </li></ul></ul><ul><ul><li>Video Sharing (ie. Vimeo, YouTube) – 27% </li></ul></ul><ul><ul><li>Document Sharing (ie. SlideShare) – 26% </li></ul></ul><ul><ul><li>Instant Messaging (MSN, ICQ, Meebo, AIM) – 17% </li></ul></ul><ul><ul><li>B2B NetWorks (ie. Viadeo, LinkedIn) – 14% </li></ul></ul><ul><ul><li>NewsGroup / Forum (Php BB) – 7% </li></ul></ul>
  15. 15. Survey Results (P1) Time and postings <ul><ul><li>Time dedicated to maintain and update Social Media </li></ul></ul><ul><ul><ul><li>10% of my time (56%) </li></ul></ul></ul><ul><ul><ul><li>20% of my time (23%) </li></ul></ul></ul><ul><ul><li>Frequency of new content posting: </li></ul></ul><ul><ul><ul><li>less than 5 messages a week (56%) </li></ul></ul></ul><ul><ul><ul><li>5 to 10 messages a week (36%) </li></ul></ul></ul><ul><ul><ul><li>More than 2 messages a day (8%) </li></ul></ul></ul><ul><ul><li>NB: about the same expectations for libraries thinking about using Social Media (P2) </li></ul></ul>
  16. 16. Survey Results (P1&P2) Users needs surveyed prior to launch <ul><ul><li>Library using Social media (P1) </li></ul></ul><ul><ul><ul><li>14% implemented Social Media with preliminary survey </li></ul></ul></ul><ul><ul><li>Library thinking about using Social media (P2) </li></ul></ul><ul><ul><ul><li>41% will implement Social Media with preliminary survey </li></ul></ul></ul>
  17. 17. Survey Results (P1) Main Difficulties faced <ul><ul><li>Main difficulties faced when implementing Social Media </li></ul></ul><ul><ul><ul><li>Takes too much time to maintain (41%) </li></ul></ul></ul><ul><ul><ul><li>Too many Social Media features/tools to learn (28%) </li></ul></ul></ul><ul><ul><ul><li>Low interest of users (26%) </li></ul></ul></ul><ul><ul><ul><li>Restrictive internal organisation policies (24%) </li></ul></ul></ul><ul><ul><ul><li>Information security (20%) </li></ul></ul></ul><ul><ul><ul><li>Confidentiality issues (18%) </li></ul></ul></ul><ul><ul><li>NB: Libraries thinking about using Social Media (P2) feel that the same difficulties are to be faced + issue with: </li></ul></ul><ul><ul><ul><li>IT infrastructure not efficient (lack of computers, internet access) </li></ul></ul></ul>
  18. 18. Survey Results (P1) Main Success factors to consider <ul><ul><li>Main success factors when building a Social Media </li></ul></ul><ul><ul><ul><li>Good understanding of users needs (60%) </li></ul></ul></ul><ul><ul><ul><li>Human resources and time to develop & maintain (59%) </li></ul></ul></ul><ul><ul><ul><li>Creative ways to keep user interest high (46%) </li></ul></ul></ul><ul><ul><ul><li>Users involvement & regular participation (41%) </li></ul></ul></ul><ul><ul><ul><li>Quality content posted and lots of topics to react on (39%) </li></ul></ul></ul><ul><ul><ul><li>Well adapted Web 2.0 functionalities (34%) </li></ul></ul></ul><ul><ul><li>NB: same main success factors identified by libraries thinking about using Social Media (P2) </li></ul></ul>
  19. 19. Survey Results (P1) Library expectations towards providers <ul><ul><li>Main expectations toward library providers (publishers, aggregator, subscription agents) </li></ul></ul><ul><ul><ul><li>Create more applications that I could integrate in my social media platform (55%) </li></ul></ul></ul><ul><ul><ul><li>To be informed on new content, solutions and event (44%) </li></ul></ul></ul><ul><ul><ul><li>Create Web 2.0 tools to speed-up communication between my partners and my library (43%) </li></ul></ul></ul><ul><ul><li>NB: same expectations from libraries thinking about using Social Media (P2) </li></ul></ul>
  20. 20. Survey Results (P3) Reasons for not using Social Media <ul><ul><li>Main reasons for not using Social Media </li></ul></ul><ul><ul><ul><li>Difficult to control (spam, negative publicity) – 38% </li></ul></ul></ul><ul><ul><ul><li>Takes too much time to maintain – 37% </li></ul></ul></ul><ul><ul><ul><li>Low interest of users – 31% </li></ul></ul></ul><ul><ul><ul><li>Information security – 31% </li></ul></ul></ul><ul><ul><ul><li>Restrictive internal organisation policies – 28% </li></ul></ul></ul><ul><ul><ul><li>Confidentiality issues - 26% </li></ul></ul></ul>
  21. 21. Survey Results Main differences in Europe <ul><ul><li>Librarians impressions about Social Media </li></ul></ul>Very positive Positive Somewhat positive Somewhat negative Negative Very Negative <ul><ul><li>NB: only countries with > 10 answers have been considered </li></ul></ul>
  22. 22. Survey Results Main differences in Europe <ul><ul><li>Libraries using Social Media today </li></ul></ul>Over 60% Between 50% and 59% Between 40% and 49% Between 30% and 39% Between 20% and 29% Below 19% <ul><ul><li>NB: only countries with > 10 answers have been considered </li></ul></ul>83% 18%
  23. 23. EBSCO initiatives with Social Media applications <ul><ul><li>RSS feeds for EBSCO news </li></ul></ul><ul><ul><ul><li>EBSCO Information Services </li></ul></ul></ul><ul><ul><ul><li>EBSCO Publishing </li></ul></ul></ul><ul><ul><li>EBSCO on Twitter: </li></ul></ul><ul><ul><ul><li>@EBSCOInfoSvcs </li></ul></ul></ul><ul><ul><ul><li>@EBSCOPublishing </li></ul></ul></ul><ul><ul><ul><li>@DynaMed_POC </li></ul></ul></ul><ul><ul><li>EBSCO Support site </li></ul></ul><ul><ul><ul><li>RSS feeds for “top stories” section </li></ul></ul></ul><ul><ul><ul><li>FAQ or Help Sheet have a “rating” option </li></ul></ul></ul><ul><ul><ul><li>tutorials/videos & Interactive audio-visual demos with quiz questions to test your knowledge </li></ul></ul></ul><ul><ul><li>Many videos (on YouTube, Vimeo), mostly made by clients to offer training on EBSCO products </li></ul></ul><ul><ul><ul><li>ie. A-to-Z or EBSCOhost </li></ul></ul></ul><ul><ul><li>EBSCO on FaceBook: </li></ul></ul><ul><ul><ul><li>EBSCO Industries </li></ul></ul></ul><ul><ul><ul><li>EBSCO Bugle site </li></ul></ul></ul><ul><ul><ul><li>EBSCO staff personal pages </li></ul></ul></ul>
  24. 24. EBSCO initiatives with Social Media applications <ul><ul><li>EBSCONET: </li></ul></ul><ul><ul><ul><li>RSS feeds for E-Journal updates (general announcements and specific to the customer’s collection) </li></ul></ul></ul><ul><ul><li>EBSCO A-to-Z: </li></ul></ul><ul><ul><ul><li>RSS feeds for journals TOC </li></ul></ul></ul><ul><ul><ul><li>Custom Tabs to integrate some social features (such as Meebo chat device) or social media websites </li></ul></ul></ul><ul><ul><li>EBSCOhost: </li></ul></ul><ul><ul><ul><li>RSS feeds for searches and journals </li></ul></ul></ul><ul><ul><ul><li>Widget integration to embed RSS feeds and web application into the EBSCOhost result list </li></ul></ul></ul><ul><ul><ul><li>Bookmark icons feature on the search results page and the article citation detail pages in order to integrate with Delicious, Diigo, Dozens, etc. </li></ul></ul></ul><ul><ul><ul><li>Embeddable EBSCOhost search boxes into other applications such as custom search pages, facebook, etc. </li></ul></ul></ul><ul><ul><ul><li>Mobile reader application (soon to be released on iPhone) </li></ul></ul></ul><ul><ul><ul><li>I nstant messaging, Meebo, Flickr </li></ul></ul></ul>
  25. 25. Go further Other interesting researches & surveys <ul><li>Social Media, Libraries, and Web 2.0: How American Libraries are Using New Tools for Public Relations and to Attract new Users - Second Survey November 2009 Curtis R Rogers </li></ul><ul><li>La bibliothèque 2.0, Genèse et évolutions d’un concept Olivier Le Deuff (FR) </li></ul><ul><li>Ifla 2007: </li></ul><ul><li>Web 3.0 and Libraries - Stephen Abram </li></ul><ul><li>Library 2.0 and User-Generated Content - Patrick Danowski </li></ul><ul><li>2.0 Services: Will You Move Because You See the Light or Because You Feel the Heat? Adam Hudson / Marlo Young / Chad Zahrt </li></ul>
  26. 26. Thank you! Questions or comments? Available on Slide share @ Note: more details and analysis to come for the next conference: London Online conference – 1st December 2010 For more details, please ask [email_address] or Tweet #ebscosocial