Social Media Use and Outreach of Selected Public Libraries in Informational World Cities

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The paper presents results of a study on public libraries from 31 Informational World Cities regarding their social media use and outreach. The analysis focuses on prototypical social media-platforms used for information dissemination and library patron’s engagement (i.e., Facebook, Sina Weibo, Twitter, and YouTube). The results of the statistical analysis of the social media activity carried out from public libraries and users show that social media-posting frequency strongly varies between libraries. Strikingly, similar posting behavior (i.e. frequency and content type) results in different numbers of fans and distribution ratios, i.e. forwarding libraries’ content via Facebook or retweets.

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Social Media Use and Outreach of Selected Public Libraries in Informational World Cities

  1. 1. www.hhu.de Social Media Use and Outreach of Selected Public Libraries in Informational World Cities Sarah Hartmann, Isabella Peters & Agnes Mainka Heinrich Heine University Düsseldorf (Germany) Department of Information Science {s.hartmann | isabella.peters | agnes.mainka} @uni-duesseldorf.de 26.07.20131
  2. 2. www.hhu.de Agenda  Introduction:  Typical characteristics of Informational Cities  What is an Informational World City?  Which cities are Informational World Cities?  Method  Results for  Facebook  Twitter  YouTube  Conclusion 26.07.20132
  3. 3. www.hhu.de Introduction: Informational Cities  prototypical cities of the knowledge society are called Informational Cities (Manuel Castells)  Infrastructures of information and communication 26.07.20133
  4. 4. www.hhu.de Informational Cities Indicators for measuring Informational Cities: 1. Infrastructures 2. Position in the world city hierarchy 3. Structure of the labor market 4. Mix of companies 5. Political willingness 6. Weak location factors 26.07.20134
  5. 5. www.hhu.de Informational World City (Orszullok, L., Stallmann, A., Mainka, A., & Stock, W. G., 2012). 26.07.20135
  6. 6. www.hhu.de Informational World Cities (Orszullok, L., Stallmann, A., Mainka, A., & Stock, W. G., 2012). 26.07.20136
  7. 7. www.hhu.de Public Libraries 26.07.20137
  8. 8. www.hhu.de Methods  Examined social media accounts by  browsing the websites  Searching within the social media service  In some cases more than one account was found:  More than one public library  More than one account on website  Additional accounts via searching on social media services  Data collection: October 17, 2012 – December 13, 2012 26.07.20138
  9. 9. www.hhu.de Libraries’ Posting Behavior on Facebook 0 0,5 1 1,5 2 2,5 3 3,5 0 500 1000 1500 2000 2500 3000 Amsterdam Berlin Boston Chicago FrankfurtamMain Helsinki KualaLumpur London LosAngeles Melbourne Montreal Munich NewYork Paris SanFrancisco *SaoPaulo Seoul Singapore **Stockholm Tokyo Toronto Vancouver Vienna average#postsperday #posts Link Posts Video Posts Photo Posts Status Posts Average Posts *BibliotecasSP, Biblioteca de São Paulo **Stockholms stadsbibliotek - 40 folkbibliotek, Internationella biblioteket, Internationella biblioteket 26.07.20139
  10. 10. www.hhu.de Comparison of Libraries’ Posting Frequency on Facebook and Outreach 26.07.201310
  11. 11. www.hhu.de Results: Interaction with Facebook- users 26.07.201311 0 5000 10000 15000 20000 Boston NewYork Amsterdam SanFrancisco LosAngeles KualaLumpur **Stockholm *SaoPaulo Singapore Vancouver FrankfurtamMain London Vienna Munich Chicago Toronto Paris Montreal Tokyo Berlin Melbourne Seoul Helsinki #likes # talking about this # were here *BibliotecasSP, Biblioteca de São Paulo **Stockholms stadsbibliotek - 40 folkbibliotek, Internationella biblioteket, Internationella biblioteket 0 100 200 300 400 500 600 700 800 900 Singapore Vancouver FrankfurtamMain London Vienna Munich Chicago Toronto Paris Montreal Tokyo Berlin Melbourne Seoul Helsinki #likes # talking about this # were here *BibliotecasSP, Biblioteca de São Paulo **Stockholms stadsbibliotek - 40 folkbibliotek, Internationella biblioteket, Internationella
  12. 12. www.hhu.de Distribution Ratio: Interaction of Facebook-users with Libraries’ Content 0% 20% 40% 60% 80% 100% 120% 140% 160% 180% 200% Amsterdam Berlin Boston Chicago FrankfurtamMain Helsinki KualaLumpur London LosAngeles Melbourne Montreal Munich NewYork Paris SanFrancisco *SaoPaulo Seoul Singapore **Stockholm Tokyo Toronto Vancouver Vienna ratio library action/user action *BibliotecasSP, Biblioteca de São Paulo **Stockholms stadsbibliotek - 40 folkbibliotek, Internationella biblioteket, Internationella biblioteket distributionratio ↑ 1071 % 26.07.201312 How many posts from libraries found their way into users‘ conversations?
  13. 13. www.hhu.de User Interaction on Libraries' Microblogging Accounts 0 50.000 100.000 150.000 200.000 250.000 0 5 10 15 20 25 30 Amsterdam Boston Chicago Helsinki London LosAngeles Melbourne Montreal NewYork Paris SanFrancisco SaoPaulo Singapore Stockholm Tokyo Toronto Vancouver Vienna Seoul Beijing Shanghai Shenzhen #followers average# average # tweets average # retweets # followers 26.07.201313
  14. 14. www.hhu.de Libraries' and Users' YouTube Activity 26.07.201314 It is important to post regularly! 0 200.000 400.000 600.000 800.000 1.000.000 1.200.000 0 500 1.000 1.500 2.000 2.500 3.000 3.500 NewYork Toronto Montreal Helsinki Vienna Vancouver LosAngeles *SaoPaulo SanFrancisco Amsterdam Boston Berlin Stockholm #views total# # videos # subscribers # views *BibliotecasSP, Biblioteca de São Paulo **Stockholms stadsbibliotek - 40 folkbibliotek, Internationella biblioteket, Internationella biblioteket 0 10.000 20.000 30.000 40.000 50.000 60.000 0 20 40 60 80 100 120 140 160 Montreal Helsinki Vienna Vancouver LosAngeles *SaoPaulo SanFrancisco Amsterdam Boston Berlin Stockholm #views total# # videos # subscribers # views *BibliotecasSP, Biblioteca de São Paulo **Stockholms stadsbibliotek - 40 folkbibliotek, Internationella biblioteket, Internationella biblioteket
  15. 15. www.hhu.de Conclusion  Social media services reach users and facilitate communication  Regular publishing leads to more interaction and attention from users 26.07.201315
  16. 16. www.hhu.de Thank you for your attention! Sarah Hartmann Heinrich Heine University Düsseldorf (Germany) Department of Information Science s.hartmann@uni-duesseldorf.de 26.07.201316
  17. 17. www.hhu.de References  Castells, M. (1989). The Informational City. Information Technology, Economic Restructuring, and the Urban-Regional Process. Oxford, UK, Cambridge, MA: Basil Blackwell.  Mainka, A., Khveshchanka, S., & Stock, W. G. (2011). Dimensions of informational city research. In Digital Cities 7 – Real World Experiences. International Workshop at C&T 2011, 30 June 2011, Brisbane, Australia.  Orszullok, L., Stallmann, A., Mainka, A., & Stock, W. G. (2012). Core Services of Digital and Physical Libraries in Informational World Cities. An Empirical Investigation. In Proceedings of the 6th Shanghai International Library Forum, Shanghai, China (pp. 288-301). Shanghai, China: Shanghai Scientific and Technological Literature Publishing House.  Sekyere, K. (2009). Too Much Hullabaloo about Facebook in Libraries! Is it really helping libraries? Nebraska Library Association Quarterly, 40(2), 25–27.  Stock, W. (2011). Informational cities: Analysis and construction of cities in the knowledge society. Journal of the American Society for Information Science and Technology, 62(5), 963-986. 26.07.201317

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