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Performance Monitoring of Libraries using Social Media Metrics: A Case Study

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Libraries are making use of social media channels in a great way to market their resources and to reach out to users. The impact and effectiveness of using these tools in a library depend on periodically submitting them for monitoring and evaluation which shall be subsequently followed by necessary quality improvements. The performance of a library on the social media sphere can be monitored qualitatively and quantitatively by measuring some primary social media matrices based on activity, audience, engagement and referrals. The presentation attempts to monitor and study the social media performance of the library of Kendriya Vidyalaya Pattom by conducting a social media matric analysis of its blog, Facebook page (social networking) and twitter (micro blogging) accounts.
The paper was presented at the National Seminar on Librametrics to Altmatrics, organized by the Department of Library & Information Science, University of Kerala, during 26-27 February 2016 in Thiruvananthapuram, Kerala, India

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Performance Monitoring of Libraries using Social Media Metrics: A Case Study

  1. 1. Performance Monitoring of Libraries using Social Media Metrics: A Case Study S. L. Faisal Librarian Kendriya Vidyalaya Pattom Thiruvananthapuram
  2. 2. PRESENTATION OUTLINE BACK GROUND  Social Media  Social Media & Libraries OBJECTIVES OF THE STUDY METHODOLOGY SOCIAL MEDIA METRIC ANALYSIS  Library Blog  Facebook Page  Twitter Account FINDINGS CONCLUSION 27/02/2016 NSLA 2016 S. L.FAISAL www.slfaisal.com 2
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  22. 22. OBJECTIVES 1. To study the performance of Social Media Channels maintained by the Library of Kendriya Vidyalaya Pattom using basic Social Media Engagement Matrics. 2. To suggest strategies, if any, to improve the social media presence of the Library. 27/02/2016 NSLA 2016 S. L.FAISAL www.slfaisal.com 22
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  24. 24. METHODOLOGY TOOLS USED 1. WordPress Blog Statistics 2. Google Analytics 3. Facebook Page Insights 4. Twitter Analytics QUANTITATIVE EVALUATION OF 1. Audience (Traffic) 2. Activity 3. Engagement 4. Referrals 27/02/2016 NSLA 2016 S. L.FAISAL www.slfaisal.com 24
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  26. 26. AUDIENCE 27/02/2016 NSLA 2016 S. L.FAISAL www.slfaisal.com 26
  27. 27. AUDIENCE 27/02/2016 NSLA 2016 S. L.FAISAL www.slfaisal.com 27 2007-2016
  28. 28. AUDIENCE 27/02/2016 NSLA 2016 S. L.FAISAL www.slfaisal.com 28 Jan 28-Feb 25, 2016
  29. 29. AUDIENCE 27/02/2016 NSLA 2016 S. L.FAISAL www.slfaisal.com 29
  30. 30. AUDIENCE Posts & Pages 27/02/2016 NSLA 2016 S. L.FAISAL www.slfaisal.com 30
  31. 31. AUDIENCE (Google Analytics) 27/02/2016 NSLA 2016 S. L.FAISAL www.slfaisal.com 31 W S
  32. 32. AUDIENCE 27/02/2016 NSLA 2016 S. L.FAISAL www.slfaisal.com 32 A
  33. 33. AUDIENCE (Google Analytics) 27/02/2016 NSLA 2016 S. L.FAISAL www.slfaisal.com 33
  34. 34. AUDIENCE (Google Analytics) 27/02/2016 NSLA 2016 S. L.FAISAL www.slfaisal.com 34
  35. 35. ACTIVITY Post published 27/02/2016 NSLA 2016 S. L.FAISAL www.slfaisal.com 35
  36. 36. ACTIVITY Top Posts 27/02/2016 NSLA 2016 S. L.FAISAL www.slfaisal.com 36 Q
  37. 37. 27/02/2016 NSLA 2016 S. L.FAISAL www.slfaisal.com 37 ACTIVITY PUBLISHING FREQUENCY
  38. 38. ENGAGEMENT 27/02/2016 NSLA 2016 S. L.FAISAL www.slfaisal.com 38
  39. 39. REFERRALS Who referred ? 27/02/2016 NSLA 2016 S. L.FAISAL www.slfaisal.com 39
  40. 40. ENGAGEMENT Comments 27/02/2016 NSLA 2016 S. L.FAISAL www.slfaisal.com 40
  41. 41. ENGAGEMENT Followers 27/02/2016 NSLA 2016 S. L.FAISAL www.slfaisal.com 41
  42. 42. ENGAGEMENT Followers 27/02/2016 NSLA 2016 S. L.FAISAL www.slfaisal.com 42
  43. 43. ENGAGEMENT Social media connections 27/02/2016 NSLA 2016 S. L.FAISAL www.slfaisal.com 43
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  45. 45. AUDIENCE 27/02/2016 NSLA 2016 S. L.FAISAL www.slfaisal.com 45
  46. 46. AUDIENCE 27/02/2016 NSLA 2016 S. L.FAISAL www.slfaisal.com 46
  47. 47. AUDIENCE Gender 27/02/2016 NSLA 2016 S. L.FAISAL www.slfaisal.com 47
  48. 48. AUDIENCE People reached-Gender 27/02/2016 NSLA 2016 S. L.FAISAL www.slfaisal.com 48
  49. 49. ENGAGEMENT Gender 27/02/2016 NSLA 2016 S. L.FAISAL www.slfaisal.com 49 C
  50. 50. AUDIENCE Post Reach 27/02/2016 NSLA 2016 S. L.FAISAL www.slfaisal.com 50
  51. 51. AUDIENCE 27/02/2016 NSLA 2016 S. L.FAISAL www.slfaisal.com 51
  52. 52. ACTIVITY 27/02/2016 NSLA 2016 S. L.FAISAL www.slfaisal.com 52
  53. 53. ENGAGEMENT 27/02/2016 NSLA 2016 S. L.FAISAL www.slfaisal.com 53
  54. 54. ENGAGEMENT 27/02/2016 NSLA 2016 S. L.FAISAL www.slfaisal.com 54
  55. 55. ENGAGEMENT Referrals 27/02/2016 NSLA 2016 S. L.FAISAL www.slfaisal.com 55
  56. 56. ENGAGEMENT Post reach 27/02/2016 NSLA 2016 S. L.FAISAL www.slfaisal.com 56
  57. 57. ENGAGEMENT 27/02/2016 NSLA 2016 S. L.FAISAL www.slfaisal.com 57
  58. 58. ENGAGEMENT Posts 27/02/2016 NSLA 2016 S. L.FAISAL www.slfaisal.com 58
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  61. 61. AUDIENCE 27/02/2016 NSLA 2016 S. L.FAISAL www.slfaisal.com 61 A
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  66. 66. ACTIVITY 27/02/2016 NSLA 2016 S. L.FAISAL www.slfaisal.com 66
  67. 67. ENGAGEMENT 27/02/2016 NSLA 2016 S. L.FAISAL www.slfaisal.com 67
  68. 68. FINDINGS LIBRARY BLOG • The number of yearly views and visitors increases through out the period except in 2013. At the same time, the best views ever recorded on Sept. 4, 2013 (16528). • In 2015, India topped with the most number of visitors (573874) followed by US (204537) and UAE (10690). • Home page was followed by “Downloads” in getting maximum number of views. • Out of 724 total users, 625 (86.13%) are new users. • 13.7% of visitors return to the site. • The Average session duration is 16 seconds (all users) and 7 seconds for new users. • Out of 724 total users, 581 (80.25%) were referred by other sites, 132 (18.23%) reached directly and 11 (1.52 %) through organic search. • In 2015, most number of posts were published in the month of February. • 98 people followed the Blog through WordPress and 322 through E-mail. • The Blog is followed by 4590 people on Facebook and 477 on Twitter. 27/02/2016 NSLA 2016 S. L.FAISAL www.slfaisal.com 68
  69. 69. FINDINGS FACEBOOK PAGE • Total page like shows a gradual increase with a total of 1970 ‘Likes’ (as on 24 February 2016) which comprises of all organic search. • The number of people reached the Page on their mobile devices is greater than on their computers. • Google co.in remains the top most route to reach the Page. • 9 p.m. is the time at which maximum number of Fans are shown online. • Posts with photos shows a maximum reach (315 Av) and an maximum average engagement (clicks, likes, comments) (381) followed by Links and Status. • The Page Fans include 65% men and 35 % women. • The number of people liked, commented or shared the posts include 55 % Men and 45 % women. 27/02/2016 NSLA 2016 S. L.FAISAL www.slfaisal.com 69
  70. 70. FINDINGS TWITTER • The last one month summary shows an increase in the number of Tweets (27), Tweet impressions (1523) , Profile visits (52) and followers (481). • Bollywood is the most top interest of the followers. • Audience include 66 % from India, 17 % from US and 3 % from UK. • 75 % are Male and 25 % are Female. • The Library Tweets earned 1.5 K impressions over the last 28 day period. • Total engagement rate is shown as 1.7 %. 27/02/2016 NSLA 2016 S. L.FAISAL www.slfaisal.com 70
  71. 71. SUGGESTIONS • Increase the number of posts and decrease the duration in between them. • Tap the increasing mobile user base (think about WhatsApp). 27/02/2016 NSLA 2016 S. L.FAISAL www.slfaisal.com 71
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  73. 73. 27/02/2016 NSLA 2016 S. L.FAISAL www.slfaisal.com 73 CONCLUSION
  74. 74. 27/02/2016 NSLA 2016 S. L.FAISAL www.slfaisal.com 74 Library
  75. 75. Thank you QUESTIONS ? S. L. FAISAL slfaizal@gmail.com www.slfaisal.com 27/02/2016 NSLA 2016 S. L.FAISAL www.slfaisal.com 75

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