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The what, how and
why of social media
in Spanish libraries
Nieves González-Fernández-Villavicencio
@nievesglez
Number of social network users worldwide from 2010 to 2018 (in billions)
Spaniards spend more time on social
media than the world average
People online
millions
Use social media
every day
Don’t u...
Ranking of popularity of Spanish
craft beer in Social Media
González-Díaz, Cristina; Iglesias-García, Mar; Codina, Lluís (2015). “Presencia de las universidades españolas en las rede...
“... “we need a Twitter account”... the
reason behind it being “everyone else
has one” but really the social media
savvy w...
Reference by providing question-answering
Education using social sites to support classes.
Education and learning not syst...
In Spain, we
have the
same
number of
library users
than
followers in
Facebook
Congratulations
to Spanish
National Library
because no
other library get
so much
engagement
Directory of
university
libraries
(REBIUN) on
social media
Ranking of
academic
libraries in
social media
by REBIUN
Followers
During the marketing campaign week, they have
received more than 2000 tuits from 1.200 different
users. The hashtag #vival...
Vanity metrics (Opportunity)
Actionable metrics (Engagement)
● Community size (number of followers, contacts, likes)
● Inf...
We have to demonstrate the
profitability of the use of social
media by libraries
Reference by providing question-answering
Education using social sites to support classes.
Education and learning not syst...
Which kind of metrics
libraries are using to
evaluate the success and
failure of the use of social
media and marketing
pro...
Benefits divided by investment, divided by investment and multiplied by 100
Measuring ROI
is the #1
challenge in
2015
http://get.simplymeasured.com/rs/801-IXO-022/images/2015SocialMarketingTrendsRep...
González-Fernández-Villavicencio, N. (2014). The Profitability of libraries using social media. ACM.
González-Fernández-Villavicencio, N. (2014). The Profitability of libraries using social media. ACM.
González-Fernández-Villavicencio, N. (2014). The Profitability of libraries using social media. ACM.
González-Fernández-Villavicencio, N. (2014). The Profitability of libraries using social media. ACM.
Reach/Au
dience
Indicator(Abs/%)
•Followers,
Subscrip.,
Contact., etc.
•Activ. Rate
•Total Reach
Indicator (Abs/%)
•Posts
...
Nº Indicators Library Predictor of Predicted by
4.1 Mentions UPV Time spending in the website
(,431)
Comments answered (,6...
Specific metrics for
each social media
tinyurl.com/metricasSM
González-Fernández-Villavicencio, N. (2014). The Profitabili...
Librarians need a set of metrics/indicators for every
business objective to:
• know if we have reached the established obj...
Atribución-Compartir
Igual 4.0 Internacional
Nieves González-Fernández-Villavicencio
@nievesglez
nievesg@us.es
What, how and why of social media in spanish libraries
What, how and why of social media in spanish libraries
What, how and why of social media in spanish libraries
What, how and why of social media in spanish libraries
What, how and why of social media in spanish libraries
What, how and why of social media in spanish libraries
What, how and why of social media in spanish libraries
What, how and why of social media in spanish libraries
What, how and why of social media in spanish libraries
What, how and why of social media in spanish libraries
What, how and why of social media in spanish libraries
What, how and why of social media in spanish libraries
What, how and why of social media in spanish libraries
What, how and why of social media in spanish libraries
What, how and why of social media in spanish libraries
What, how and why of social media in spanish libraries
What, how and why of social media in spanish libraries
What, how and why of social media in spanish libraries
What, how and why of social media in spanish libraries
What, how and why of social media in spanish libraries
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What, how and why of social media in spanish libraries

Seminar Eurolis 2015 organised by EUROLIS, the consortium of librarians of European Cultural Institutes in London and CILIP. This Seminar studies how librarians across Europe are making use of social media for public relations and to attract new users.

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What, how and why of social media in spanish libraries

  1. 1. The what, how and why of social media in Spanish libraries Nieves González-Fernández-Villavicencio @nievesglez
  2. 2. Number of social network users worldwide from 2010 to 2018 (in billions)
  3. 3. Spaniards spend more time on social media than the world average People online millions Use social media every day Don’t use social media
  4. 4. Ranking of popularity of Spanish craft beer in Social Media
  5. 5. González-Díaz, Cristina; Iglesias-García, Mar; Codina, Lluís (2015). “Presencia de las universidades españolas en las redes sociales digitales científicas: caso de los estudios de comunicación”. El profesional de la información, v. 24, n. 5, pp. 640-647. Number of universities profiles in Spain and in the world, in ReserachGate and Academia.edu (march 2015) In the world Spanish universities Academia.edu 20 millions 68.887 ResearchGate 6 millions 77.526
  6. 6. “... “we need a Twitter account”... the reason behind it being “everyone else has one” but really the social media savvy will be saying “we want to communicate more effectively - what tool will help us to that?” “When you’re clear in what you want to achieve, then find a tool that does what you need” Phil Bradley (Social media for creative libraries, 2015)
  7. 7. Reference by providing question-answering Education using social sites to support classes. Education and learning not systematized Collection-building and co-creation involving users in a collaborative process Establishing a social media presence extends the physical facilities of the library Assessment of the library from the user perspective (monitoring user comments) Outreach to new audiences of library users Promotion of library resources, programmes and services, librarians. Marketing Advocacy of the library Communication with library users and stakeholders
  8. 8. In Spain, we have the same number of library users than followers in Facebook
  9. 9. Congratulations to Spanish National Library because no other library get so much engagement
  10. 10. Directory of university libraries (REBIUN) on social media
  11. 11. Ranking of academic libraries in social media by REBIUN Followers
  12. 12. During the marketing campaign week, they have received more than 2000 tuits from 1.200 different users. The hashtag #vivalabiblio was used in more than 4.000 posts. Vanity metrics
  13. 13. Vanity metrics (Opportunity) Actionable metrics (Engagement) ● Community size (number of followers, contacts, likes) ● Influence Índices: Klout, PeerIndex, SocialMention ● Frequency of the activity of the library in social media (number of posts, answers or comments) ● Web traffic from social media sites: number of visitors, bounce rate, etc. ● Mentions, number of RT, shared, comments, favorites, bookmarked items, downloaded resources. ● Engagement rate
  14. 14. We have to demonstrate the profitability of the use of social media by libraries
  15. 15. Reference by providing question-answering Education using social sites to support classes. Education and learning not systematized Collection-building and co-creation involving users in a collaborative process Establishing a social media presence extends the physical facilities of the library Assessment of the library from the user perspective (monitoring user comments) Outreach to new audiences of library users Promotion of library resources, programmes and services, librarians. Marketing Advocacy of the library Communication with library users and stakeholders
  16. 16. Which kind of metrics libraries are using to evaluate the success and failure of the use of social media and marketing programmes and to make comparisons among them?
  17. 17. Benefits divided by investment, divided by investment and multiplied by 100
  18. 18. Measuring ROI is the #1 challenge in 2015 http://get.simplymeasured.com/rs/801-IXO-022/images/2015SocialMarketingTrendsReportTrustRadius.pdf
  19. 19. González-Fernández-Villavicencio, N. (2014). The Profitability of libraries using social media. ACM.
  20. 20. González-Fernández-Villavicencio, N. (2014). The Profitability of libraries using social media. ACM.
  21. 21. González-Fernández-Villavicencio, N. (2014). The Profitability of libraries using social media. ACM.
  22. 22. González-Fernández-Villavicencio, N. (2014). The Profitability of libraries using social media. ACM.
  23. 23. Reach/Au dience Indicator(Abs/%) •Followers, Subscrip., Contact., etc. •Activ. Rate •Total Reach Indicator (Abs/%) •Posts •Activ. Rate •Total Frequency Indicator (Abs/%) •Metrics for objective •Bounce Rate Engagement Key metrics Loyalty/ Web traffic Frequency of the activity Conversion ROI Influence Brand perception Indicator (Abs/%) •Sessions •Users •Time spent Indicator (%) •% New Sessions •% Bounce Rate •% Competitors Bounce Rate Indicator (Abs/%) •Mentions •Social media spaces visits •Influencers •Influence Rate •Total Influence Index(Abs/%) • Klout • Social Mention •Share of Voice •Competitors Indices Indicator (Abs/%) •Total of interactions •Share of conversations •Total of competitors conversations Rate (Abs/%) Mamaniaca •Rate of engagement •Engagement Rate by post • Audience Engagement Rate • Media Engagement RateGonzález-Fernández-Villavicencio, N. (2014). The Profitability of libraries using social media. ACM.
  24. 24. Nº Indicators Library Predictor of Predicted by 4.1 Mentions UPV Time spending in the website (,431) Comments answered (,647) CORUÑA Chat questions Chats questions (,560) Subscripts wikis (,553) UNIZAR People talking about that HUELVA Loans CSIC Loans Items uploads (,521) Loans (,498) 4.2 Visits to library social media UPV Loans Entries social media (,583) Users social media (,509) HUELVA RT BCN PI (Interlibrary Loan) 4.3 Lists in social media CORUÑA Total of comments Followers Twitter (,330) Reach Facebook (,506) Total Comments (,485) CERVANTES Subscripts in social media 4.5 Klout Index CÁDIZ People talking about that Time spending in the website ULL Renews HUELVA Followers in Twitter CERVANTES Favourites Files displays 4.7 PeerIndex Index UNIZAR Fans Facebook FGSR Files displays Correlations study and regression lines with SPSS • Most predictors and predicted variables and indicators • Between brackets the weight of each predictor variable González-Fernández-Villavicencio, N. (2014). The Profitability of libraries using social media. ACM.
  25. 25. Specific metrics for each social media tinyurl.com/metricasSM González-Fernández-Villavicencio, N. (2014). The Profitability of libraries using social media. ACM.
  26. 26. Librarians need a set of metrics/indicators for every business objective to: • know if we have reached the established objective • demonstrate the profitability of our marketing campaigns in social media • evaluate the development of our indicators • compare with peers • convert these data in knowledge that allows us to take decisions Conclusions
  27. 27. Atribución-Compartir Igual 4.0 Internacional Nieves González-Fernández-Villavicencio @nievesglez nievesg@us.es

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