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Social Media, Libraries, and Web 2.0: How 
American Libraries are Using New Tools for 
Public Relations and to Attract New Users – 
Third Survey November 2010 
                                                          

                                                          

                                                              




                                 Curtis R. Rogers, Ed.D.  




                                  




South Carolina State Library  
    www.statelibrary.sc.gov 

   POB 11469, Columbia, SC 
                    29211 

               803‐734‐8928 

                 12/17/2010 
Overview 
How are American libraries using Web 2.0 applications and social networking tools to 
promote their library programs and services?   
 

Many libraries are using them voraciously, some still not at all.  However, we cannot ignore the ever‐increasing use of 
these tools to connect with library users.  Statistics such as these illustrate we can no longer ignore the usefulness of 
these tools.   

    •   Almost one in 10 (8%) American adults who use the internet are Twitter users, according to a new survey from 
        the Pew Internet & American Life Project.1 
    •   Between October 2009 and October 2010, Facebook increased its unique visitor total almost 22%, from about 
        109.7 million to 133.5 million. Compared to September 2010, Facebook grew its unique visitor total 2% from 
        130.8 million.2 
    •   While overall social networking use by online American adults has grown from 35% in 2008 to 61% in 2010, the 
        increase is even more dramatic among older adults, according to new data from the Pew Research Center. In 
        particular, the rate of online social networking approximately quadrupled among Older Boomers (9% to 43%) 
        and the GI Generation (4% to 16%).3 

This survey represents feedback from a wide variety of library staff members in the U.S. to determine how libraries are 
employing Web 2.0 and social networking tools to promote library programs and services.  The first survey took place 
between March 14 and March 21, 2009 to gather data for a paper that was presented at the 2009 German Library 
Association Annual Conference in Erfurt, Germany (Deutscher Bibliothekartag 2009 June 2‐5 
http://www.bibliothekartag2009.de/).  The original paper with first survey results is published online via Slideshare: 

http://www.slideshare.net/crr29061/social‐media‐libraries‐and‐web‐20‐how‐american‐libraries‐are‐using‐new‐tools‐
for‐public‐relations‐and‐to‐attract‐new‐users 

The second survey took place from November 12 to November 25, 2009.  The results are published online at 
http://www.statelibrary.sc.gov/docs/social_media_survey2009.pdf.  

This report presents the survey results from the third survey which ran from November 1 to November 17, 2010. 


                                  




Page | 2 
 
Survey Results 
A total of 917 individuals began the 
survey with 664 completing it.  
62.3% of respondents represented 
public libraries and 19.1% 
represented academic libraries.  The 
majority of respondents (413 – 
45.1%) reported their main 
responsibility at work is in the 
library administration/ management 
area.  146 (15.9%) of the 
respondents reported their main 
responsibility at work was in 
reference and/or research area.   

Other responses came from 
individuals who work in 
children/youth services (10.8%), 
public relations/marketing/ 
communications (9.7%), and technical services (7.5%).  For this survey, the category of friends group/advocacy 
                                                                                     was added with .4% 
                                                                                     responding.  One 
                                                                                     respondent suggested 
                                                                                     Circulation should be 
                                                                                     added as a category in 
                                                                                     next year’s survey. 

                                                                                    Out of 676 respondents to 
                                                                                    the question, “My library 
                                                                                    uses the following types 
                                                                                    of Web 2.0 applications to 
                                                                                    promote and market 
                                                                                    library services,” social 
                                                                                    networks (78.6%) and 
                                                                                    blogs (51.9%) remained 
                                                                                    the two highest responses 
                                                                                    on the list.  Many libraries 
                                                                                    continue to use photo 
                                                                                    sharing tools (40.2%) as 

Page | 3 
 
well as online video (29.1%).  
                                                                             Virtual worlds continue to be 
                                                                             reported as the least used.   

                                                                             Respondents also rated their 
                                                                             perception of each tools’ 
                                                                             effectiveness toward achieving 
                                                                             marketing campaign and/or 
                                                                             promotion goals.  On a scale from 1 
                                                                             to 5 with 5 being very effective and 
                                                                             1 being not effective, respondents 
                                                                             continued to rank social networks 
                                                                             as the highest with an average of 
                                                                             3.59.  Coming in second was online 
                                                                             video with an average ranking of 
                                                                             3.31.  Both of these items were 
                                                                             slightly higher than the 2009 survey 
                                                                             responses. 

                                                                             An overwhelming number of 
                                                                             responses (92.2%) to the question, 
                                                                             “Do you think Web 2.0 tools are 
                                                                             important for marketing and 
                                                                             promoting library services?” 
                                                                             continued to respond positively 
                                                                             with only 7.8% stating they did not 
                                                                             think Web 2.0 tools were 
                                                                             important.   159 respondents 
                                                                             provided qualitative information in 
                                                                             the form of detailed comments.  

                                                                              

                                                                       The following are selected 
responses representing a broad spectrum of how respondents feel about using these tools to promote library 
services: 

Effectiveness in 2.0 depends entirely on who's following    As the world gets more and more mobile and 
or paying attention to you.                                 interconnected, libraries need to keep pace. 

These tools are increasingly used by more and more          As the world becomes increasingly virtual, to promote 
people, so libraries need to utilize them effectively.      the library we have to take this idea into consideration. 


Page | 4 
 
I believe Web 2.0 tools will only become more important in the future not only for marketing library services but to 
            monitor what others are saying about our libraries and library services. With so many venues for people to 
            comment, it is critical to be trolling and listening for their comments. These are users who may not choose to visit 
            the library to complete a paper form or interact with the library website to complain or comment, but feel 
            comfortable doing so on foursquare or twitter. 




There are certain essential media that need to be a part           depends on the community you serve as to how 
of just about any marketing/PR campaign. Web 2.0                   effective these tools can be. 
tools have quickly been added to this list. 
                                                                   I think any kind of marketing and outreach in 2010 has 
Very much so. However, social media is currently not               to involve technology ‐ "Web 2.0" is a very 2000 concept 
being used in the most effective way possible in my                and as usual, libraries are a decade behind. 
library. Although the marketing/pr director recognizing 
the reach SM can have, another group in the library                Libraries are expected by patrons to keep up with 
'owns' the library's SM accounts and, to this point, that          Web2.0 tools. If Libraries don't patrons may go 
group has not used SM to engage in a two‐way                       elsewhere to fulfill their expectations. 
conversation. 
                                                                                                                                  
This is how people communicate today and if Library's 
                                                                   Some responses mentioned their access to these 
want to remain relevant, then they need to join the 
                                                                   useful promotional tools is still being blocked: 
conversations. 
                                                                   However ‐ we are a county system and we have to 
Everyone is online or using mobile devices... A library 
                                                                   adhere to the Internet policy developed by the county's 
has to be in tune with what is happening with their 
                                                                   IT dept., which has effectively eliminated the possibility 
patrons and meet them there. 
                                                                   of the library using any sort of Web 2.0 tools. 
I think *some* Web 2.0 tools are important for 
                                                                   They would be helpful but we are not permitted to use 
promoting library services. It's important to have a 
                                                                   them. 
presence where our patrons "live" but things like virtual 
worlds, that aren't widely used, aren't the best use of            I think they are important and would love to use them, 
our time and resources.                                            but most of them have been blocked by our school 
                                                                   network in the past so I can't use them. 
We need to use all available sources to reach our 
customer base. Most of our customers are using web 2.0             It's important to consider your audience. If I were in a 
resources so we should be where our customers are.                 public library, I would use a lot more web 2.0, especially 
                                                                   to reach younger people. In my library, many web 2.0 
To stay relevant to people today, we need to go where 
                                                                   tools are blocked for my primary clientele, so not as 
they are ‐ this is true of any business, including libraries. 
                                                                   valuable. 
People now expect libraries to use technology to find 
                                                                   We haven't access to social websites due to the City's 
them rather than their having to always seek out the 
                                                                   robust firewall.  
library. 
                                                                    
Our library is located in a small rural community, so 
many of our patrons are not tech savvy. I think it                                                                                
Page | 5 
 
Respondents from 
                                                                                   libraries that have 
                                                                                   already 
                                                                                   implemented Web 
                                                                                   2.0 tools 
                                                                                   predominantly use 
                                                                                   them for promoting 
                                                                                   general library 
                                                                                   services 82.5% 
                                                                                   (77.7% in 2009).  
                                                                                   Other highly ranked 
                                                                                   uses for Web 2.0 
                                                                                   tools show an 
                                                                                   overall increase in 
                                                                                   use from last year’s 
                                                                                   survey:   
                                                                                    
            •   Marketing specific adult programs and/or services 70% (60.3% in 2009)  
            •   Marketing specific children’s and/or youth services programs 63% (56.8% in 2009) 
            •   Providing quick updates to users 65.6% (56.8% in 2009) 
            •   Reaching a new audience of potential users 50.6% (48.7% in 2009) 

        The following are selected comments (from a total of 69) regarding how respondents’ libraries 
        are using Web 2.0 tools: 

        Spreading the word about other community             We try and engage with our social media 
        organizations' events/promos; BUILDING               friends/customers. One way of doing this is to 
        COMMUNITY!!                                          ask for input on a topic, another way that we 
                                                             have found effective is to ask a general question 
        Connect the library to current events so people      to get conversation going on a certain topic. 
        know the library is a place that is current. 
                                                             Encourage donations and support. 
        Updates on new research tools (tutorials, 
        guides, databases, new books)                        Provide information about medical information, 
                                                             update progress of info commons. 
        Tweet & blog "behind the scenes" news and 
        observations in order to show our friendly,           
        helpful attitude toward serving the public. 
                                                              
        We include links to community events and 
        articles on technology that may be of interest to 
        our customers. 

Page | 6 
 
Respondents were asked, “How likely do you believe the people in the following age brackets 
are influenced by the library’s use of Web 2.0 tools?”  The majority responded they perceived 
individuals 18‐25 were the most likely to be influenced with 26‐35 and under 18 ranking second 
and third mirroring the 2009 survey responses.   




Respondents were also asked to provide success stories with their library’s use of social media 
or Web 2.0 tools for promoting the library’s services and events.  Below are selected responses 
from the 90 received: 

We've been able to respond to questions and           that included several options for him. The 
general customer service type issues such as          customer was very appreciative and thanked 
reserves or email notifications not working.          everyone on Facebook for the ideas. 
People are asking us more and more questions 
through these tools. We've also been able to          We are still in the midst of our aha moments. 
connect with customers. For example, we had           We realized the benefits of social media tools 
one of our followers on Twitter mention that          such as lowered production costs, better and 
they just became a father. We responded and           faster distribution of newsletter, programming 
said congratulations it's never too early to start    and public announcement information. But we 
reading to your son. We then asked our "fans"         also realize that we have only scratched the 
on Facebook for book suggestions for infants          surface of what these tools can really do for 
and provided him a link to our Facebook page          library services! 
People have come into the library for a program and say, "I didn't know you did things like this, but I saw it 
    on Facebook and just had to come." We see people "friending" the library who haven't visited us in years and 
    now, because of Web 2.0, are coming back. 




We used an online video via email to tell our              negative towards our government for 
'story' to patrons in early 2008 and it ultimately         preventing this library standard from being used 
led to a passage of a 1.5 million dollar bond              because of liability. 
issue for a complete renovation of our library. 
We moved back into our "new and improved"                  When we post a question on Facebook, such as 
old library in the fall of 2009.                           "What are you reading right now?" we get great 
                                                           feedback and it creates a feeling of community 
We're getting a lot of feedback via twitter and            and interaction between our fans. 
Facebook ‐ patrons asking questions about 
services, ref questions, etc. We're having fun             The blog is especially useful when we want a 
connecting with our community.                             soft introduction of a new product or service. It 
                                                           reaches a few which allows us to ramp up/work 
We track website statistics using Google                   out bugs without being inundated. 
Analytics for all three of our websites. Not only 
does Google Analytics provide useful data on               When we hosted an exhibit and workshops 
our most popular pages but it also tracks traffic          relating to veterans artwork we had 
from other sources. One of the interesting                 tremendous feedback from the "chatter" on the 
things we have noticed is that the teen                    blogs and other 2.0 sites related to veterans 
Facebook page is generating traffic to the teen            affairs. In other words, don't underestimate the 
site, more so than our main site Facebook or               positive possibilities of getting your 
kids Facebook. It provides validation of our               announcements and information out on 
efforts to post daily and informs us that teens            2.0/blogs/etc. that are focused on very specific 
(at least in our area) are heavier Facebook users          audiences or very specific projects. 
than MySpace users. 
                                                           I think Facebook is a great way for the 
We've used our Second Life library as a                    community to communicate back with you. I 
presentation site for a KLA workshop on                    had a parent that said too bad the storytime 
greening your library, avoiding the cost of fossil         wasn't later because the kids don't get off the 
fuels for a trip from Olathe to Wichita for a 1‐           bus till 3 so I moved storytime. I had no idea 
hour presentation                                          that the buses ran so late. 

Sadly our municipal government is fearful of               Twitter is a great tool for reminding the media 
social networking like Facebook because they               about an event. They already have the press 
believe they are liable for anything posted and            release, so when I send a tweet the day of they 
our patrons really want this connection with our           are reminded to come cover the story. We have 
library. The "aha" would be more in the                    received coverage many times because of this.



 
                                                                            I put out a call on Facebook for adult 
                                                                            volunteers for an afternoon program 
                                                                            that were had trouble finding help for 
                                                                            ‐ I had a response within minutes. 
Page | 8 
 
Many of these responses illustrate that if social media and Web 2.0 tools are used effectively, 
they can produce many positive outcomes.   

Respondents were also asked to choose from a list of 25 Web 2.0 and social media tools their 
library uses.  The tool most widely used was Facebook at 84.3% (74.7% in 2009).  Twitter moved 
into second place (third place in 2009) with 49.2% and blogging tools came in third with 42.4%. 




                                                                                                              

This question had 65 comments posted listing other related resources being used by libraries.  

Selected comments: 

We have stopped using MySpace as it does not         Internal messaging (pidgin and jabber). We use 
generate interest or traffic among our teens.        delicious, but it's not really active at this point. 
We did invest time into creating podcasts and        Flickr and GovLoop are used informally, 
online book reviews but have not maintained          internally. We also use Yammer (like Twitter, 
these projects due to the lack of benefit for the    but enterprise based). Staff use most of the 
amount of time involved in creating them.            other resources listed, but mostly not for work. 

Page | 9 
 
weebly & animoto                                       Gaia, Shelfari, Podomatic, BookBundlz 

FourSquare                                             GovDelivery 

Pandorabots/SitePal for our artificially               LibraryH3lp 
intelligent virtual agent. 
                                                       Google chat IM 
We use Diigo and Goodreads instead of 
del.icio.us and Library Thing 




 

A last open‐ended comment option was provided for respondents.  Below are selected 
comments: 

The only other comment I have is that libraries        one person and spreading out the notion of core 
seem to spend an awful lot of time on social           PR tasks‐ this fact lessens the overall marketing 
networking/Web 2.0 services, but I've yet to see       impact. 
any really impacting success stories. I'm 
wondering, after these 5‐6 years or so, why we         While the library has a presence on Facebook, 
still bother. Mobile services are probably going       according to Town policy, we are forbidden to 
to make a bigger splash in the future, and I           access it. Facebook is blocked from Town 
think that should be our focus.                        computers. 

I find the tools are only as effective as the user.    More of our students are tweeting and using 
Oftentimes, staffs can’t support full time staff       social media. The younger ones view email as 
members requiring many people to do the job of         antiquated, so we message them more and 
                                                       more on Facebook. 

 


 
                                                           The building community part is the most important! 
                                                           It makes people feel more positively towards the 
                                                           library and want to participate there and advocate 
                                                           for the library. Some of the most popular FB entries, 
                                                           for example, are "overheard at the library: a ten 
                                                           year old boy said, "I love books"!" etc. etc. 



Page | 10 
 
Summary 
These survey responses show an overall increase in last year’s survey responses.  Social media 
and Web 2.0 applications and tools are increasingly being used by U.S. libraries of all types.  The 
majority of open‐ended responses illustrate the growing need for libraries to stay ahead of the 
curve when it comes to using these popular tools to effectively communicate with their current 
and potential users. 

While some respondents stated their local government or organizations restrict usage of social 
media tools, the majority of respondents appear to be using a more wide variety of applications 
to connect with customers.   

We must remember that social media and Web 2.0 tools are freely available communications 
tools, yet take time and continued use to make them effective.   

When searching for statistical data to support the growing use of social media tools, 
MarketingCharts.com provided links to many useful reports and studies.  Library staff members 
responsible for promotion and communication can subscribe to this web site to keep up with 
growing trends in this and related areas.  Listed below are some references to recent reports 
and studies that support the need for libraries to put these ever‐changing communication tools 
to use: 

    •   Social media is not making users less social, despite popular contrary opinion, according to a new 
        white paper from ExactTarget and CoTweet.4  
    •   We must continue to move in emerging areas such as mobile applications.  Smartphones showed 
        an increasing presence in the US mobile device market in October 2010, according to the latest 
        Millennial Media Mobile MIX report. 5  
    •   The number of mobile applications developed by advertisers/marketers in 2010 increased 
        significantly year‐over‐year, according to a new report from Millennial Media. 6  
    •   Each year, surveys have shown increases in how social media and Web 2.0 applications are being 
        used.  Americans are most likely to use online social networks, according to a new study from the 
        Pew Global Attitudes Project. Among the 22 publics surveyed, Americans most often say they use 
        websites like Facebook and MySpace: 46% use such sites, 36% use the internet, but do not access 
        these sites, and 18% say they never go online. 7   

We hope this survey report assists libraries that are using social media and Web 2.0 tools to 
make better decisions about their continued use.  It also is our hope this report assists libraries 
that are still not using these tools make the case for exploring the unlimited communication 
possibilities these tools can afford. 

 

 

Page | 11 
 
Resources 
    1. "1 in 10 Adult Web Users Tweets." MarketingCharts: Charts and Data for Marketers in Web and 
       Excel Format. Web. 21 Dec. 2010. <http://www.marketingcharts.com/direct/1‐in‐10‐adult‐web‐
       users‐tweets‐15305/>. 
    2. "Facebook Growth Dramatically Outpaces Other SocNets." MarketingCharts: Charts and Data 
       for Marketers in Web and Excel Format. Web. 21 Dec. 2010. 
       <http://www.marketingcharts.com/direct/facebook‐growth‐dramatically‐outpaces‐other‐
       socnets‐15077/>. 
    3. "Older SocNet Use Dramatically Rises." MarketingCharts: Charts and Data for Marketers in Web 
       and Excel Format. Web. 21 Dec. 2010. <http://www.marketingcharts.com/direct/older‐socnet‐
       use‐dramatically‐rises‐
       15418/?utm_campaign=newsletter&utm_source=mc&utm_medium=textlink>. 
    4. "New Research Dispels Interactive Marketing Myths, Social Media Drives Face‐to‐Face 
       Interations." Social Media & Email Marketing Software & Services | ExactTarget. Web. 21 Dec. 
       2010. <http://www.exacttarget.com/company/news/Article‐View/ArticleId/432/New‐Research‐
       Dispels‐Interactive‐Marketing‐Myths‐Social‐Media‐Drives‐Face‐to‐Face‐Interations.aspx>. 
    5. "Smartphone Popularity Increases." MarketingCharts: Charts and Data for Marketers in Web 
       and Excel Format. Web. 21 Dec. 2010. <http://www.marketingcharts.com/direct/smartphone‐
       popularity‐increases‐15134/>. 
    6. "Mobile App Development Grows Sharply." MarketingCharts: Charts and Data for Marketers in 
       Web and Excel Format. Web. 21 Dec. 2010. <http://www.marketingcharts.com/direct/mobile‐
       app‐development‐grows‐sharply‐14894/>. 
    7. "Global Publics Embrace Social Networking." Pew Research Center. Web. 21 Dec. 2010. 
       <http://pewresearch.org/pubs/1830/social‐networking‐computer‐cell‐phone‐usage‐around‐the‐
       world>. 

 




Page | 12 
 

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Social Media, Libraries, and Web 2.0: How American Libraries are Using New Tools for Public Relations and to Attract New Users – Third Survey November 2010

  • 1. Social Media, Libraries, and Web 2.0: How  American Libraries are Using New Tools for  Public Relations and to Attract New Users –  Third Survey November 2010          Curtis R. Rogers, Ed.D.     South Carolina State Library   www.statelibrary.sc.gov  POB 11469, Columbia, SC  29211  803‐734‐8928  12/17/2010 
  • 2. Overview  How are American libraries using Web 2.0 applications and social networking tools to  promote their library programs and services?      Many libraries are using them voraciously, some still not at all.  However, we cannot ignore the ever‐increasing use of  these tools to connect with library users.  Statistics such as these illustrate we can no longer ignore the usefulness of  these tools.    • Almost one in 10 (8%) American adults who use the internet are Twitter users, according to a new survey from  the Pew Internet & American Life Project.1  • Between October 2009 and October 2010, Facebook increased its unique visitor total almost 22%, from about  109.7 million to 133.5 million. Compared to September 2010, Facebook grew its unique visitor total 2% from  130.8 million.2  • While overall social networking use by online American adults has grown from 35% in 2008 to 61% in 2010, the  increase is even more dramatic among older adults, according to new data from the Pew Research Center. In  particular, the rate of online social networking approximately quadrupled among Older Boomers (9% to 43%)  and the GI Generation (4% to 16%).3  This survey represents feedback from a wide variety of library staff members in the U.S. to determine how libraries are  employing Web 2.0 and social networking tools to promote library programs and services.  The first survey took place  between March 14 and March 21, 2009 to gather data for a paper that was presented at the 2009 German Library  Association Annual Conference in Erfurt, Germany (Deutscher Bibliothekartag 2009 June 2‐5  http://www.bibliothekartag2009.de/).  The original paper with first survey results is published online via Slideshare:  http://www.slideshare.net/crr29061/social‐media‐libraries‐and‐web‐20‐how‐american‐libraries‐are‐using‐new‐tools‐ for‐public‐relations‐and‐to‐attract‐new‐users  The second survey took place from November 12 to November 25, 2009.  The results are published online at  http://www.statelibrary.sc.gov/docs/social_media_survey2009.pdf.   This report presents the survey results from the third survey which ran from November 1 to November 17, 2010.      Page | 2   
  • 3. Survey Results  A total of 917 individuals began the  survey with 664 completing it.   62.3% of respondents represented  public libraries and 19.1%  represented academic libraries.  The  majority of respondents (413 –  45.1%) reported their main  responsibility at work is in the  library administration/ management  area.  146 (15.9%) of the  respondents reported their main  responsibility at work was in  reference and/or research area.    Other responses came from  individuals who work in  children/youth services (10.8%),  public relations/marketing/  communications (9.7%), and technical services (7.5%).  For this survey, the category of friends group/advocacy  was added with .4%  responding.  One  respondent suggested  Circulation should be  added as a category in  next year’s survey.  Out of 676 respondents to  the question, “My library  uses the following types  of Web 2.0 applications to  promote and market  library services,” social  networks (78.6%) and  blogs (51.9%) remained  the two highest responses  on the list.  Many libraries  continue to use photo  sharing tools (40.2%) as  Page | 3   
  • 4. well as online video (29.1%).   Virtual worlds continue to be  reported as the least used.    Respondents also rated their  perception of each tools’  effectiveness toward achieving  marketing campaign and/or  promotion goals.  On a scale from 1  to 5 with 5 being very effective and  1 being not effective, respondents  continued to rank social networks  as the highest with an average of  3.59.  Coming in second was online  video with an average ranking of  3.31.  Both of these items were  slightly higher than the 2009 survey  responses.  An overwhelming number of  responses (92.2%) to the question,  “Do you think Web 2.0 tools are  important for marketing and  promoting library services?”  continued to respond positively  with only 7.8% stating they did not  think Web 2.0 tools were  important.   159 respondents  provided qualitative information in  the form of detailed comments.     The following are selected  responses representing a broad spectrum of how respondents feel about using these tools to promote library  services:  Effectiveness in 2.0 depends entirely on who's following  As the world gets more and more mobile and  or paying attention to you.  interconnected, libraries need to keep pace.  These tools are increasingly used by more and more  As the world becomes increasingly virtual, to promote  people, so libraries need to utilize them effectively.  the library we have to take this idea into consideration.  Page | 4   
  • 5. I believe Web 2.0 tools will only become more important in the future not only for marketing library services but to  monitor what others are saying about our libraries and library services. With so many venues for people to  comment, it is critical to be trolling and listening for their comments. These are users who may not choose to visit  the library to complete a paper form or interact with the library website to complain or comment, but feel  comfortable doing so on foursquare or twitter.  There are certain essential media that need to be a part  depends on the community you serve as to how  of just about any marketing/PR campaign. Web 2.0  effective these tools can be.  tools have quickly been added to this list.  I think any kind of marketing and outreach in 2010 has  Very much so. However, social media is currently not  to involve technology ‐ "Web 2.0" is a very 2000 concept  being used in the most effective way possible in my  and as usual, libraries are a decade behind.  library. Although the marketing/pr director recognizing  the reach SM can have, another group in the library  Libraries are expected by patrons to keep up with  'owns' the library's SM accounts and, to this point, that  Web2.0 tools. If Libraries don't patrons may go  group has not used SM to engage in a two‐way  elsewhere to fulfill their expectations.  conversation.    This is how people communicate today and if Library's  Some responses mentioned their access to these  want to remain relevant, then they need to join the  useful promotional tools is still being blocked:  conversations.  However ‐ we are a county system and we have to  Everyone is online or using mobile devices... A library  adhere to the Internet policy developed by the county's  has to be in tune with what is happening with their  IT dept., which has effectively eliminated the possibility  patrons and meet them there.  of the library using any sort of Web 2.0 tools.  I think *some* Web 2.0 tools are important for  They would be helpful but we are not permitted to use  promoting library services. It's important to have a  them.  presence where our patrons "live" but things like virtual  worlds, that aren't widely used, aren't the best use of  I think they are important and would love to use them,  our time and resources.  but most of them have been blocked by our school  network in the past so I can't use them.  We need to use all available sources to reach our  customer base. Most of our customers are using web 2.0  It's important to consider your audience. If I were in a  resources so we should be where our customers are.  public library, I would use a lot more web 2.0, especially  to reach younger people. In my library, many web 2.0  To stay relevant to people today, we need to go where  tools are blocked for my primary clientele, so not as  they are ‐ this is true of any business, including libraries.  valuable.  People now expect libraries to use technology to find  We haven't access to social websites due to the City's  them rather than their having to always seek out the  robust firewall.   library.    Our library is located in a small rural community, so  many of our patrons are not tech savvy. I think it    Page | 5   
  • 6. Respondents from  libraries that have  already  implemented Web  2.0 tools  predominantly use  them for promoting  general library  services 82.5%  (77.7% in 2009).   Other highly ranked  uses for Web 2.0  tools show an  overall increase in  use from last year’s  survey:      • Marketing specific adult programs and/or services 70% (60.3% in 2009)   • Marketing specific children’s and/or youth services programs 63% (56.8% in 2009)  • Providing quick updates to users 65.6% (56.8% in 2009)  • Reaching a new audience of potential users 50.6% (48.7% in 2009)  The following are selected comments (from a total of 69) regarding how respondents’ libraries  are using Web 2.0 tools:  Spreading the word about other community  We try and engage with our social media  organizations' events/promos; BUILDING  friends/customers. One way of doing this is to  COMMUNITY!!  ask for input on a topic, another way that we  have found effective is to ask a general question  Connect the library to current events so people  to get conversation going on a certain topic.  know the library is a place that is current.  Encourage donations and support.  Updates on new research tools (tutorials,  guides, databases, new books)  Provide information about medical information,  update progress of info commons.  Tweet & blog "behind the scenes" news and  observations in order to show our friendly,    helpful attitude toward serving the public.    We include links to community events and  articles on technology that may be of interest to  our customers.  Page | 6   
  • 7. Respondents were asked, “How likely do you believe the people in the following age brackets  are influenced by the library’s use of Web 2.0 tools?”  The majority responded they perceived  individuals 18‐25 were the most likely to be influenced with 26‐35 and under 18 ranking second  and third mirroring the 2009 survey responses.    Respondents were also asked to provide success stories with their library’s use of social media  or Web 2.0 tools for promoting the library’s services and events.  Below are selected responses  from the 90 received:  We've been able to respond to questions and  that included several options for him. The  general customer service type issues such as  customer was very appreciative and thanked  reserves or email notifications not working.  everyone on Facebook for the ideas.  People are asking us more and more questions  through these tools. We've also been able to  We are still in the midst of our aha moments.  connect with customers. For example, we had  We realized the benefits of social media tools  one of our followers on Twitter mention that  such as lowered production costs, better and  they just became a father. We responded and  faster distribution of newsletter, programming  said congratulations it's never too early to start  and public announcement information. But we  reading to your son. We then asked our "fans"  also realize that we have only scratched the  on Facebook for book suggestions for infants  surface of what these tools can really do for  and provided him a link to our Facebook page  library services! 
  • 8. People have come into the library for a program and say, "I didn't know you did things like this, but I saw it  on Facebook and just had to come." We see people "friending" the library who haven't visited us in years and  now, because of Web 2.0, are coming back.  We used an online video via email to tell our  negative towards our government for  'story' to patrons in early 2008 and it ultimately  preventing this library standard from being used  led to a passage of a 1.5 million dollar bond  because of liability.  issue for a complete renovation of our library.  We moved back into our "new and improved"  When we post a question on Facebook, such as  old library in the fall of 2009.  "What are you reading right now?" we get great  feedback and it creates a feeling of community  We're getting a lot of feedback via twitter and  and interaction between our fans.  Facebook ‐ patrons asking questions about  services, ref questions, etc. We're having fun  The blog is especially useful when we want a  connecting with our community.  soft introduction of a new product or service. It  reaches a few which allows us to ramp up/work  We track website statistics using Google  out bugs without being inundated.  Analytics for all three of our websites. Not only  does Google Analytics provide useful data on  When we hosted an exhibit and workshops  our most popular pages but it also tracks traffic  relating to veterans artwork we had  from other sources. One of the interesting  tremendous feedback from the "chatter" on the  things we have noticed is that the teen  blogs and other 2.0 sites related to veterans  Facebook page is generating traffic to the teen  affairs. In other words, don't underestimate the  site, more so than our main site Facebook or  positive possibilities of getting your  kids Facebook. It provides validation of our  announcements and information out on  efforts to post daily and informs us that teens  2.0/blogs/etc. that are focused on very specific  (at least in our area) are heavier Facebook users  audiences or very specific projects.  than MySpace users.  I think Facebook is a great way for the  We've used our Second Life library as a  community to communicate back with you. I  presentation site for a KLA workshop on  had a parent that said too bad the storytime  greening your library, avoiding the cost of fossil  wasn't later because the kids don't get off the  fuels for a trip from Olathe to Wichita for a 1‐ bus till 3 so I moved storytime. I had no idea  hour presentation  that the buses ran so late.  Sadly our municipal government is fearful of  Twitter is a great tool for reminding the media  social networking like Facebook because they  about an event. They already have the press  believe they are liable for anything posted and  release, so when I send a tweet the day of they  our patrons really want this connection with our  are reminded to come cover the story. We have  library. The "aha" would be more in the  received coverage many times because of this.   I put out a call on Facebook for adult  volunteers for an afternoon program  that were had trouble finding help for  ‐ I had a response within minutes.  Page | 8   
  • 9. Many of these responses illustrate that if social media and Web 2.0 tools are used effectively,  they can produce many positive outcomes.    Respondents were also asked to choose from a list of 25 Web 2.0 and social media tools their  library uses.  The tool most widely used was Facebook at 84.3% (74.7% in 2009).  Twitter moved  into second place (third place in 2009) with 49.2% and blogging tools came in third with 42.4%.    This question had 65 comments posted listing other related resources being used by libraries.   Selected comments:  We have stopped using MySpace as it does not  Internal messaging (pidgin and jabber). We use  generate interest or traffic among our teens.  delicious, but it's not really active at this point.  We did invest time into creating podcasts and  Flickr and GovLoop are used informally,  online book reviews but have not maintained  internally. We also use Yammer (like Twitter,  these projects due to the lack of benefit for the  but enterprise based). Staff use most of the  amount of time involved in creating them.  other resources listed, but mostly not for work.  Page | 9   
  • 10. weebly & animoto  Gaia, Shelfari, Podomatic, BookBundlz  FourSquare  GovDelivery  Pandorabots/SitePal for our artificially  LibraryH3lp  intelligent virtual agent.  Google chat IM  We use Diigo and Goodreads instead of  del.icio.us and Library Thing    A last open‐ended comment option was provided for respondents.  Below are selected  comments:  The only other comment I have is that libraries  one person and spreading out the notion of core  seem to spend an awful lot of time on social  PR tasks‐ this fact lessens the overall marketing  networking/Web 2.0 services, but I've yet to see  impact.  any really impacting success stories. I'm  wondering, after these 5‐6 years or so, why we  While the library has a presence on Facebook,  still bother. Mobile services are probably going  according to Town policy, we are forbidden to  to make a bigger splash in the future, and I  access it. Facebook is blocked from Town  think that should be our focus.  computers.  I find the tools are only as effective as the user.  More of our students are tweeting and using  Oftentimes, staffs can’t support full time staff  social media. The younger ones view email as  members requiring many people to do the job of  antiquated, so we message them more and  more on Facebook.        The building community part is the most important!  It makes people feel more positively towards the    library and want to participate there and advocate  for the library. Some of the most popular FB entries,    for example, are "overheard at the library: a ten  year old boy said, "I love books"!" etc. etc.  Page | 10   
  • 11. Summary  These survey responses show an overall increase in last year’s survey responses.  Social media  and Web 2.0 applications and tools are increasingly being used by U.S. libraries of all types.  The  majority of open‐ended responses illustrate the growing need for libraries to stay ahead of the  curve when it comes to using these popular tools to effectively communicate with their current  and potential users.  While some respondents stated their local government or organizations restrict usage of social  media tools, the majority of respondents appear to be using a more wide variety of applications  to connect with customers.    We must remember that social media and Web 2.0 tools are freely available communications  tools, yet take time and continued use to make them effective.    When searching for statistical data to support the growing use of social media tools,  MarketingCharts.com provided links to many useful reports and studies.  Library staff members  responsible for promotion and communication can subscribe to this web site to keep up with  growing trends in this and related areas.  Listed below are some references to recent reports  and studies that support the need for libraries to put these ever‐changing communication tools  to use:  • Social media is not making users less social, despite popular contrary opinion, according to a new  white paper from ExactTarget and CoTweet.4   • We must continue to move in emerging areas such as mobile applications.  Smartphones showed  an increasing presence in the US mobile device market in October 2010, according to the latest  Millennial Media Mobile MIX report. 5   • The number of mobile applications developed by advertisers/marketers in 2010 increased  significantly year‐over‐year, according to a new report from Millennial Media. 6   • Each year, surveys have shown increases in how social media and Web 2.0 applications are being  used.  Americans are most likely to use online social networks, according to a new study from the  Pew Global Attitudes Project. Among the 22 publics surveyed, Americans most often say they use  websites like Facebook and MySpace: 46% use such sites, 36% use the internet, but do not access  these sites, and 18% say they never go online. 7    We hope this survey report assists libraries that are using social media and Web 2.0 tools to  make better decisions about their continued use.  It also is our hope this report assists libraries  that are still not using these tools make the case for exploring the unlimited communication  possibilities these tools can afford.      Page | 11   
  • 12. Resources  1. "1 in 10 Adult Web Users Tweets." MarketingCharts: Charts and Data for Marketers in Web and  Excel Format. Web. 21 Dec. 2010. <http://www.marketingcharts.com/direct/1‐in‐10‐adult‐web‐ users‐tweets‐15305/>.  2. "Facebook Growth Dramatically Outpaces Other SocNets." MarketingCharts: Charts and Data  for Marketers in Web and Excel Format. Web. 21 Dec. 2010.  <http://www.marketingcharts.com/direct/facebook‐growth‐dramatically‐outpaces‐other‐ socnets‐15077/>.  3. "Older SocNet Use Dramatically Rises." MarketingCharts: Charts and Data for Marketers in Web  and Excel Format. Web. 21 Dec. 2010. <http://www.marketingcharts.com/direct/older‐socnet‐ use‐dramatically‐rises‐ 15418/?utm_campaign=newsletter&utm_source=mc&utm_medium=textlink>.  4. "New Research Dispels Interactive Marketing Myths, Social Media Drives Face‐to‐Face  Interations." Social Media & Email Marketing Software & Services | ExactTarget. Web. 21 Dec.  2010. <http://www.exacttarget.com/company/news/Article‐View/ArticleId/432/New‐Research‐ Dispels‐Interactive‐Marketing‐Myths‐Social‐Media‐Drives‐Face‐to‐Face‐Interations.aspx>.  5. "Smartphone Popularity Increases." MarketingCharts: Charts and Data for Marketers in Web  and Excel Format. Web. 21 Dec. 2010. <http://www.marketingcharts.com/direct/smartphone‐ popularity‐increases‐15134/>.  6. "Mobile App Development Grows Sharply." MarketingCharts: Charts and Data for Marketers in  Web and Excel Format. Web. 21 Dec. 2010. <http://www.marketingcharts.com/direct/mobile‐ app‐development‐grows‐sharply‐14894/>.  7. "Global Publics Embrace Social Networking." Pew Research Center. Web. 21 Dec. 2010.  <http://pewresearch.org/pubs/1830/social‐networking‐computer‐cell‐phone‐usage‐around‐the‐ world>.    Page | 12