Social Media usage in libraries in Europe - survey findings

Social Media in libraries European survey findings Jakob Harnesk - Nordic Sales Manager EBSCO information Services #ebscosocial Tweet me @

Social Media Definition
Social media is:
A web-based media for social interaction
Used to broadcast & transform media monologues into social media dialogues
Social Media scope:
Communication: Blogs, micro-blogs, social networks, events, etc.
Collaboration: Wikis, social bookmarking, social news, etc.
Multimedia: Sharing of photos, videos, presentations, music, etc.
Reviews and opinions: Forum, Q&A, product and business reviews, etc.
Entertainment: Media platform, virtual words, game sharing, etc.
Brand/image monitoring: Analytics, etc.

Context in libraries
Personal usage of Social Media exploded
Professional usage of Social media increased
Social Media is viewed as a new tool for effective marketing and promotion
How do Social Media applications fit into the library world ?

About the Survey
Objective:
Sketch a picture of the social media usage in libraries in Europe
Targets:
EBSCO's European customer base
Libraries and information centers in all sectors (academic, governmental, public, corporate, heath, etc.)
Survey:
Web based questionnaire
Available in seven languages (EN, FR, DE, NL, IT, SP, PT)
Invitation sent via e-mail, posted on Social Media, listserv
Open during the 16th and the 30th of July 2010
About EBSCO
Leading service provider of e-journal, e-book and e-journal package and print subscriptions, e-resource management tools, and databases.

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

Survey Results
Email sent to EBSCO’s contacts + ListServ + Blogs
1241 responses !
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

Survey Results Respondents Profiles

Survey Results Librarian’s impressions about Social Media
Perception of Social Media:
15% Very positive
47% Positive
32% Somewhat positive
06% Somewhat negative
00% Negative
00% Very Negative

Survey Results Library General Opinion / Key assumptions
Social media…
concerns all generations
is helping to feed users with information
is helping to maximise your library’s visibility
is revolutionising the way we communicate
is helping libraries to get closer to their users
is helping to build a collaborative network with users
is a great way to grab the attention of new users

Survey Results Usage
Users:
Usage trends:
42% feel that usage will expand quickly
26% feel that usage will grow slowly
6% feel that usage will stay low
Usage in libraries:
37% use Social Media  Population 1 (P1)
48% plan to use Social Media  Population 2 (P2)
15% are not interested in Social Media  Population 3 (P3)

Survey Results (P1) Primary goals for creating Social Media
Primary goals:
Maximise library exposure (78%)
Modernise the library image and e-reputation (59%)
Promote specific content offers (53%)
Build discussion groups and collaborative work (53%)
Reach a new audience of potential users (40% )
Publish library news and press releases (38%)
NB: same key goals set for library thinking about using Social Media (P2)

Survey Results (P1) Main Social Media targeted by Libraries
Social NetWorks (ie. FaceBook, My Space) – 63%
Blogging (ie. Blogger) – 55%
Widget (ie. RSS) – 46%
Micro-Blogging (ie. Twitter) – 46%
Social & Library Bookmarking and Cataloguing (ie. del.icio.us, lib.rario.us, Library Thing) – 38%
Wiki / collaborative websites (Wikipedia, pbworks, Socialtext) -38%
Photo Sharing (ie. Flickr, Picasa) – 29%
Video Sharing (ie. Vimeo, YouTube) – 27%
Document Sharing (ie. SlideShare) – 26%
Instant Messaging (MSN, ICQ, Meebo, AIM) – 17%
B2B NetWorks (ie. Viadeo, LinkedIn) – 14%
NewsGroup / Forum (Php BB) – 7%

Survey Results (P1) Time and postings
Time dedicated to maintain and update Social Media
10% of my time (56%)
20% of my time (23%)
Frequency of new content posting:
less than 5 messages a week (56%)
5 to 10 messages a week (36%)
More than 2 messages a day (8%)
NB: about the same expectations for libraries thinking about using Social Media (P2)

Survey Results (P1&P2) Users needs surveyed prior to launch
Library using Social media (P1)
14% implemented Social Media with preliminary survey
Library thinking about using Social media (P2)
41% will implement Social Media with preliminary survey

Survey Results (P1) Main Difficulties faced
Main difficulties faced when implementing Social Media
Takes too much time to maintain (41%)
Too many Social Media features/tools to learn (28%)
Low interest of users (26%)
Restrictive internal organisation policies (24%)
Information security (20%)
Confidentiality issues (18%)
NB: Libraries thinking about using Social Media (P2) feel that the same difficulties are to be faced + issue with:
IT infrastructure not efficient (lack of computers, internet access)

Survey Results (P1) Main Success factors to consider
Main success factors when building a Social Media
Good understanding of users needs (60%)
Human resources and time to develop & maintain (59%)
Creative ways to keep user interest high (46%)
Users involvement & regular participation (41%)
Quality content posted and lots of topics to react on (39%)
Well adapted Web 2.0 functionalities (34%)
NB: same main success factors identified by libraries thinking about using Social Media (P2)

Survey Results (P1) Library expectations towards providers
Main expectations toward library providers (publishers, aggregator, subscription agents)
Create more applications that I could integrate in my social media platform (55%)
To be informed on new content, solutions and event (44%)
Create Web 2.0 tools to speed-up communication between my partners and my library (43%)
NB: same expectations from libraries thinking about using Social Media (P2)

Survey Results (P3) Reasons for not using Social Media
Main reasons for not using Social Media
Difficult to control (spam, negative publicity) – 38%
Takes too much time to maintain – 37%
Low interest of users – 31%
Information security – 31%
Restrictive internal organisation policies – 28%
Confidentiality issues - 26%

Survey Results Main differences in Europe
Librarians impressions about Social Media
Very positive Positive Somewhat positive Somewhat negative Negative Very Negative
NB: only countries with > 10 answers have been considered

Survey Results Main differences in Europe
Libraries using Social Media today
Over 60% Between 50% and 59% Between 40% and 49% Between 30% and 39% Between 20% and 29% Below 19%
NB: only countries with > 10 answers have been considered
83% 18%

EBSCO initiatives with Social Media applications
RSS feeds for EBSCO news
EBSCO Information Services
EBSCO Publishing
EBSCO on Twitter:
@EBSCOInfoSvcs
@EBSCOPublishing
@DynaMed_POC
EBSCO Support site
RSS feeds for “top stories” section
FAQ or Help Sheet have a “rating” option
tutorials/videos & Interactive audio-visual demos with quiz questions to test your knowledge
Many videos (on YouTube, Vimeo), mostly made by clients to offer training on EBSCO products
ie. A-to-Z or EBSCOhost
EBSCO on FaceBook:
EBSCO Industries
EBSCO Bugle site
EBSCO staff personal pages

EBSCO initiatives with Social Media applications
EBSCONET:
RSS feeds for E-Journal updates (general announcements and specific to the customer’s collection)
EBSCO A-to-Z:
RSS feeds for journals TOC
Custom Tabs to integrate some social features (such as Meebo chat device) or social media websites
EBSCOhost:
RSS feeds for searches and journals
Widget integration to embed RSS feeds and web application into the EBSCOhost result list
Bookmark icons feature on the search results page and the article citation detail pages in order to integrate with Delicious, Diigo, Dozens, etc.
Embeddable EBSCOhost search boxes into other applications such as custom search pages, facebook, etc.
Mobile reader application (soon to be released on iPhone)
I nstant messaging, Meebo, Flickr

Go further Other interesting researches & surveys
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
La bibliothèque 2.0, Genèse et évolutions d’un concept Olivier Le Deuff (FR)
Ifla 2007:
Web 3.0 and Libraries - Stephen Abram
Library 2.0 and User-Generated Content - Patrick Danowski
2.0 Services: Will You Move Because You See the Light or Because You Feel the Heat? Adam Hudson / Marlo Young / Chad Zahrt

Thank you! Questions or comments? Available on Slide share @ http://bit.ly/ebscosocial 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

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Social Media usage in libraries in Europe - survey findings

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