This study analyzes the use of Facebook by academic libraries in Thailand, focusing on their presence, user engagement, and content strategies. The findings indicate that most libraries have been active on Facebook for 2-3 years, primarily utilizing the platform to promote events and library resources, though they are still learning to use it effectively. Recommendations for improvement include posting engaging content more frequently and leveraging popular Facebook features like event promotion to enhance user interaction.

1. AN ANALYSIS OF THE USE OF
FACEBOOK IN ACADEMIC LIBRARIES
IN THAILAND
22 October 2013
IJAS Conference 2013, Rome, Italy
Scholarships Awarded by SWU graduated school
Wongsakorn Chairatanathavorn
Wawta Techataweewan, Ph.D.
Somchai Warunyanukrai

2. Background

3. Background
The largest age group is
currently 18-24
(Thailand Facebook Statistics, 2013:
Online)
“…implied that student in
university education are the
most potential user.”
User age distribution

4. Background
The Association of College and Research
Libraries (ACRL) Research Planning and
Review Committee (2010) stated that
“….social networking sites such as
Facebook are one of the most
important technological changes that
are affecting academic libraries at the
present and in the near future…”
“…Facebook is becoming a trend
amongst library users that libraries
just cannot ignore…”
(Breeding. 2007: Online).

5. Background
Although various studies have focused on
social networking and its impact on different
aspects; very few have focused on
Facebook use in libraries.
 The present study is an effort to fill this
gap in the library and information science
literature and aimed to gain deeper
understanding of the use of Facebook
in academic libraries in Thailand.

6. Methodology
# Objectives
The libraries’ uses of Facebook and their memberships’
responds data were gathered to address the following objectives:
 To examine the use of Facebook in academic libraries;
contents, presentation types, and advanced use of Facebook.
 To examine the reaction of academic libraries
Facebook’s member; number of fans and respond to library
Facebook.

7. Methodology
# Instrument
 A set of data collection form
was designed for gathering from
academic libraries Facebook sites.
 The checklists were adapted from a similar
instrument that examined the use of Facebook
among academic libraries: Hendrix; et al.
(2009) and Ayu; & Abrizah. (2011).
 The researchers finalized 3 parts that were used to understand
the use of Facebook among academic libraries
(1) identify presence of library information in Facebook.
(2) analyses the use of Facebook in three aspects:
contents, presentation types, and advanced use of Facebook.
(3) examines the respond to library Facebook of library
Facebook user.

8. Methodology
# Population defines and procedures
 The existence of the library Facebook sites was explored
from their library homepage. Each of libraries homepages were
screened for the Facebook icon.
 The library Facebook sites were examined in one day in May
2013. Then, the library Facebook was examined for three
months (June to August 2013).
A total main 80 academic libraries, that have their own
Facebook, was population for this study. This study does NOT
take into consideration branch libraries that have their own
Facebook.

9. Methodology
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31
Academic Libraries in Bangkok Metropolitan (31)
Assumption University (AU)
Bangkok University (BU)
Bansomdejchaopraya Rajabhat University (BSRU)
Chandrakasem Rajabhat University (CRU)
Chulalongkorn University (CU)
Dhurakij Pundit University (DPU)
Eastern Asia University (EAU)
Huachiew Chalermprakiet University (HCU)
Kasem Bundit University (KBU)
Kasetsart University (KU)
King Mongkut’s U. of Technology Lat Krabang (KMITL)
King Mongkut’s U. of Technology North Bangkok (KMUNB)
King Mongkut’s U. of Technology Thonburi (KMUTT)
Mahanakorn University of Technology (MUT)
Mahidol University (MU)
Nakhon Pathom Rajabhat University (NPRU)
Nation University (NTU)
National Institute of Development Administration (NIDA)
Rajamangala University of Technology Krungthep (RMUTK)
Rajamangala University of Technology Thanyaburi (RMUTT)
Ramkhamhaeng University (RU)
Rangsit University (RSU)
Rattana Bundit University (RBAC)
Silpakorn University (SU)
Southeast Asia University (SAU)
Srinakharinwirot University (SWU)
Sripatum University (SPU)
Suan Sunandha Rajabhat University (SSRU)
Sukhothai Thammathirat Open University (STOU)
Thammasat University Libraries (TU)
University of the Thai Chamber of Commerce (UTCC)
1
2
3
4
5
6
7
8
9
10
11
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2
3
4
5
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7
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9
10
1
Academic Libraries in Region (49)
The North (11)
The Northeast (16)
Chiang Mai University (CMU)
1 Buriram Rajabhat University (BRU)
Chiang Rai Rajabhat University (CRRU)
2 Chaiyaphum Rajabhat University (CPRU)
Chiangmai Rajabhat University (CMRU)
3 Kalasin Rajabhat University (KSU)
Far Eastern University (FEU)
4 Khon Kaen University (KKU)
Mae Fah Luang University (MFU)
5 Loei Rajabhat University (LRU)
Maejo University (MJU)
6 Mahasarakham University (MSU)
North - Chiang Mai University (NCU)
7 Nakhon Phanom University (NPU)
Payap University (PAYAP)
8 Nakhon Ratchasima Rajabhat University (NRRU)
Rajamangala University of Technology Lanna (RMUTL)
9 Rajabhat Mahasarakham University (RMU)
University of Phayao (UP)
10 Rajamangala University of Technology Isan (RMUTI)
Uttaradit Rajabhat University (URU)
11 Suranaree University of Technology (SUT)
12 Surindra Rajabhat University (SRRU)
13 Ubon Rachatani Rajabhat University (UBRU)
14 Ubon Ratchathani University (UBU)
15 Udon Thani Rajabhat University (UDRU)
16 Vongchavalitkul University (VU)
The East (4)
The South (10)
1 Burapha university library (BUU)
Hatyai University (HU)
2 Rajanagarindra Rajabhat University (RRU)
Nakhon Si Thammarat Rajabhat University (NSTRU)
3 Rambhai Barni Rajabhat University (RBRU)
Phuket Rajabhat University (PKRU)
4 Rajamangala University of Technology Tawan-Ok (RMUTTO)
Prince of Songkla University (PSU)
Central Region (7)
Rajamangala University of technology Srivijaya (RMUTSV)
1 Chaopraya University (CPU)
Songkhla Rajabhat University (SKRU)
2 Kamphaeng Phet Rajabhat University (KPRU)
Suratthani Rajabhat University (SRU)
3 Nakhon Sawan Rajabhat University (NSRU)
Thaksin University (TSU)
4 Naresuan University (NU)
Walailak University (WU)
5 Phranakhon Si Ayutthaya Rajabhat University (ARU)
Yala Rajabhat University (YRU)
6 Pibulsongkram Rajabhat University (PSRU)
The West (1)
7 Thepsatri Rajabhat University (TRU)
Phetchaburi Rajabhat University (PBRU)
Figure 1 The total 80 academic libraries in Thailand
that have their own Facebook.

10. Methodology
# Collection of data comprised the following steps:
 Step 1: Identification of presence of library facebook information.
 Step 2: Examination of Facebook use and users respond.
 Step 3: Examination of the Facebook use in advanced level.
Table 1 Categories of Facebook use and users respond.
Facebook use
Contents
Type
Presentation styles Type
Users respond
Reaction
Type
Library news and events
Library resources & databases
1
2
Text
Text and photos
1
2
Like
Share
1
2
Library Services & Facilitators
Information literacy
Link to other resources
Miscellaneous
3
4
5
6
Text and videos
Text and link
Others
3
4
5
Comment
3

11. Finding
“…Academic libraries in
region (49 libraries) also had an
abundantly higher joining
facebook than the Bangkok
Metropolitan (31 libraries)…”
Figure 2 Location of academic libraries
who have been using facebook (n=80)
“…Facebook Page (62.75%)
and Facebook Personal
accounts (36.25%) were found to
Figure 3 Types of facebook account used
by academic libraries (n=80)
be the two most commonly types of
facebook account used by academic
libraries…”

12. Table 2 Academic Libraries with Facebook
No. of libraries
Year
Total
Bangkok Region
Finding
“...Most libraries both Bangkok
metropolitan area (14 libraries) and
Region (18 libraries) began
their
using
Facebook in 2010…”
2009
2010
2011
2012
2013
3
14
8
6
0
3
18
12
10
6
6
32
20
16
6
80
> 3 - 4 years
> 2 - 3 years
> 1 - 2 years
0.4 - 1 year
0
10
20
30
0.4 - 1 > 1 - 2 > 2 - 3 > 3 - 4
year years years years
No. of
Libraries
10
22
25
23
Figure 4 length of time of Facebook membership
“…The majority of libraries
(25 libraries) have been used
Facebook from 2 to 3 years…”

13. Finding
Table 3 Range no. of Facebook followers
“…Numbers of “Likes” or
“Friends” on Facebook as on
Aug.2013 are different for each library
min.of 44 people to a
max.of 4,846 people…”
from a
Range no.
More than
Between
Between
Between
Between
Below
More than 4,001
Between 3,001 - 4,000
Between 2,001 - 3,000
Between 1,001 - 2,000
Between
Below 500
Figure 5 Proportion of Facebook followers
501 - 1,000
No. of libraries
4,001
3,001 - 4,000
2,001 - 3,000
1,001 - 2,000
501 - 1,000
500
5
8
10
14
13
30
“…Most libraries (30
libraries) have their followers
below 500 people but
only 5 libraries have more
than 4,001 people…”

14. Finding
Table 4 Libraries Facebook use
Facebook use
Bangkok
Region
Metropolitan
Total
Contents
1
2
3
4
5
6
Library news and events
Library resources & databases
Library services & facilitators
Information literacy
Link to other resources
Miscellaneous
897
179
271
6
58
377
529
233
116
6
71
433
1,426
412
387
12
129
810
Presentation styles
1
2
3
4
5
Text
Text and photos
Text and videos
Text and link
Others
171
1,228
8
312
74
126
856
13
397
15
297
2,084
21
709
89

15. Finding
“…The numbers of “Like” is the
most ways (22,279 times) that users
respond to all 3,059 library posts…”
25,000
20,000
15,000
10,000
5,000
0
“…The numbers of
Like
Users respond
Share
Comment
22,279
1,460
1,496
Figure 6 Users respond
“Like” “Share” and
“Comment”
reflected with numbers
of status updated
within library Facebook …”

16. Finding
“…Only 7 libraries updated their
status daily while the other 73 libraries did
not. In contrast, 58 libraries did update
their status weekly…”
“… The number of posting by library
administrator in 73 libraries was fewer
than 90 entries within 3 months …”
“… Libraries that updated their status
daily were having high numbers of “Like”,
“Share” and “Comment” …”

17. Finding
“… The
most popular
Facebook tab is “Events”,
41 academic libraries use these
features for promoting library
activities and events. …”
“… Library information tab
is the most custom tab that
10 libraries use to give their general
info…”
“… Only 1 academic library use
databases search and Rss
feed tab on Facebook…”
Table 6 Advanced use of Facebook library
No.
Advanced Use
Facebook tabs
1
Events
2
Notes
3
Videos
Custom tabs
1
OPAC search
2
Databases search
3
Link to social networking (5)
Youtube
Twitter
Pinterest
4
RSS feed
5
Library information (10)
Library services
Library contact
Library rules
Library hours
Location map
6
Others (9)
Welcome
Poll
No. of Library
41
32
8
8
1
2
2
1
1
4
2
2
1
1
5
4

18. Discussion
 Uses of Facebook among Thailand academic libs. are relatively acquainted.
 Majorities started to develop their Facebook for 2–3 years and are in the
process of learning to use it as effectively as possible.
 Most academic libraries use Facebook site to market their library.
 This study has not found that Thailand academic libraries use Facebook site
for library administration so it indicates that they DO NOT offer their
Facebook as a library administration tools.
 Libraries that posted content daily are having more Facebook followers
 Users are more likely to engage with libraries that post a little text & photos
 The interesting custom tabs from this study are welcome tab (for introducing
new members about their library) and poll tab (for getting feedback from users).

19. Research Plan
This study (part one) presents the use of Facebook in academic
libraries in Thailand. It also aims to lay the background for
part two- qualitative research approaches that will take place in
November to December 2013 of the 2013 academic year.
Faceboook policies of library & strategies
were gathered from interviews of the
admin. of the top 10 most popular library
Facebook.
The findings will be very
beneficial for the
libraries’ to plan and operate their
Facebook to meet library user’s needs and information
technology dynamic changes.

20. Conclusion
 “…It is important for academic libraries to realize
the current trends
in their user like Facebook that be helpful in promoting library news
and events and interacting with students…”
 A little text and pictures is more effective presentation styles.
 “Events” Facebook tab is the most popular features for
promoting library activities & events.
 Libraries that updated their
respond.
status daily are receiving more users
As a gratuitous and simply to maintain, libraries should take
advantage of
Facebook to reach and increase their users. Web technology has
move quickly; libraries should be prepared to catch up with these dynamic
changes.

21. Limitations
While the findings of this study offer a view on the use of Facebook in
academic libraries in Thailand,
It is acknowledged that limited generalizations can be
made due to the only two Facebook types (Page and
Profile) and it was also focusing only on central
academic libraries and it would be interesting to explore
with Facebook use might have occurred in libraries of a
non-academic types.

22. Mr. Wongsakorn Chairatanathavorn
Email: wongsakorch@hotmail.com
Facebook: Earthkung Chairatanathavorn