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Friend, Follow, Favourite:
Analyzing Social Media Use by
Academic Libraries in Montréal
ABQLA Annual Conference
May 7, 2015
Agenda
•Introduction
•Concordia
•Université de Montréal (UdeM)
•Université de Québec à Montréal (UQÀM)
•McGill
•UBC
•Comparisons/Trends
•Best Practices
Research Questions
•Which social media site has the highest level
of engagement with its followers?
•What are the best practices academic
libraries should adopt for their social media
use?
Spotlight on Montréal’s Academic Libraries
Flickr, Nathanael Hevelone, Spotlight
Concordia Libraries: Twitter
Tweets Retweets Favourites Shares Followers
January 9 1 0 0 1116
February 15 8 3 12 1140
March 18 6 4 4 1150
UdeM Libraries – January 2015
Twitter Facebook YouTube
Total Posts (including shared posts) 0 3 2
Total Likes/Favourites - 7 0
Total Views (YouTube only) - - 68
Number of Followers - 1460 107
UdeM Libraries
0%
71%
29%
PROPORTION OF POSTS: JANUARY 2015
Twitter Facebook YouTube
Comparing 2 UdeM Facebook posts
Providing a short description of BibÉclair
would give followers a reason to click on
the link and learn about this great
resource!
Post description invites users to consult
the Library’s Annual Report.
UdeM Libraries- Observations
• Twitter:
• Account is active, but no tweets for January.
• Posting is sporadic (Oct: 1; Nov, Dec, Jan: 0; February: 3)
• YouTube:
• Videos are posted regularly - impressive because producing
videos takes longer than drafting a short post or tweet.
• To increase number of views, could be cross-promoted on
FaceBook.
• Facebook
• Very little activity the month of January: 2 original posts, 1
shared post.
• In general, posts promote Library and UdM events, notify of
closures, etc – which is great!
UQÀM Library
Twitter Facebook Instagram
Total Posts 4 13 2
Total Number of Favourites or Likes
0 12 2
Total Number of Retweets or Shares
(by followers)
3 2 N/A
Total Followers 767 1,020 28
UQÀM Library
21%
68%
11%
TOTAL NUMBER OF POSTS BASED ON SOCIAL MEDIA TYPE
Twitter Facebook Instagram
UQÀM Library
Facebook
Top January Posts
• Library services related
• 2 likes and 1 share (per
post)
UQÀM Library Instagram
Top January Posts
• Library contest
• 1 like
UQÀM Library- Findings/Results
• Facebook
• Most active account
• Most likes and most amount of followers
• Most engaged compared to Twitter or Instagram
• However…considerable low number of likes per post
• Twitter
• Not very active
• Low numbers of retweets/favourites by followers
• Instagram
• Least active account
• Lowest number of followers
• Not advertised on library website
• Discovered account through an Instagram photo shared on Twitter
• Potential to link more Instagram photos to Facebook and Twitter
McGill Libraries – January 2015
Twitter Facebook YouTube
Total Posts (including shared
posts)
42 49 1
Total Likes/Favourites 100 51 0
Total Views (YouTube only) - - 72
Number of Followers 3675 1763 46
McGill Libraries- January 2015
46%
53%
1%
PROPORTION OF POSTS
Twitter Facebook Youtube
Facebook & Twitter User Engagement
January-April, 2015
117
280
123 127
POSTS SHARES AND LIKES
McGill Social Media Comparison
Twitter Facebook
McGill Libraries- Observations
• Twitter:
• Extremely active twitter account
• Large number of posts and shares
• Dominant for Montreal libraries, public and academic
• YouTube:
• Average of 1 video per month
• Roughly 100 views per video
• Not utilized very much, especially in contrast to Twitter and
Facebook accounts
• Facebook
• Very active Facebook account
• Again, one of the most productive library Facebook accounts in
Montreal
• The interaction with audience much lower than that with Twitter
account
Spotlight on University of British Columbia Library
Flickr, Nathanael Hevelone, Spotlight
UBC Library (Jan 2015)
Twitter Facebook Instagram
Total Posts 38 23 6
Total Likes/Favourites 28 24 47
Total Retweets 38 2 1
Number of Followers 4897 1333 125
UBC Library (Jan 2015)
57%
34%
9%
TOTAL POSTS BASED ON SOCIAL MEDIA TYPE
Twitter Facebook Instagram
Top Twitter Post
• Collections Related
• 2 Retweets
• 5 Favourites
Top Instagram Post
• Photo
from 1925
• 13 likes
UBC Library- Findings/Results
• Twitter
• Most active account
• Engaging with followers
• Facebook
• Fairly active, but little response and engagement
• Social media requires more than just daily posts
• Instagram
• Significant # of likes when compared to # of followers
• Good way for reaching non-followers
• Recent significant increase in posts: 14 in April
Social Media Trends:
Academic Libraries in Montréal
Flickr, Graham Lavender, Redpath Library Building
Twitter: January 2015
Tweets Retweets Favourites Shares Followers
McGill 76% 98% 100% 84% 60%
Twitter: March 2015
Tweets Retweets Favourites Shares
Followers
(April 27)
McGill 61% (-15) 90% (-8) 90% (-10) 75% (-9) 60%
Tweets January-April, 2015
66%
7%
25%
2%
PERCENTAGE OF TOTAL TWEETS (OUT OF 179)
McGill UQAM Concordia UdeM
Twitter posts vs Likes and Shares January-
April, 2015
117
13
45
4
280
8 26 1
MCGILL UQAM CONCORDIA U DE M
Total Tweets
Total Tweets Likes and shares
Facebook: January 2015
Posts Likes Shares Fans
McGill 75% 73% 87% 41.5%
Facebook Posts vs Likes and Shares
January-April, 2015
123
10
30
127
28
57
MCGILL U DE M FACEBOOK UQAM FACEBOOK
Total Facebook Posts vs Total Facebook Likes and
Shares
Facebook posts Facebook likes and shares
Other Libraries in Montréal
Flickr, BAnQ at Night, Kevin Chan
Facebook: January 2015
Posts Likes Shares Fans
BAnQ 21 303 113
16, 427
April 17, 2015
Bibliothèques de Montréal 17 132 120
5, 004
April 19, 2015
McGill 49 51 13 1763
Facebook Engagement
January-April, 2015
163 136
212
1683
ACADEMIC LIBRARIES PUBLIC LIBRARIES
Academic Vs Public Library Facebook Engagement
Facebook Posts Facebook Likes and Shares
Other Academic Libraries
Flickr, Phillip Jeffrey, Koerner Library at UBC
Twitter: January 2015
Tweets Retweets Favourites Shares Followers
McGill 42 62 38 16 3675
UBC 38 38 28 25 4897
U of A 14 23 24 67 2337*
*April, 2015
U of T 25 64 72 18 5432*
*April, 2015
Canadian Academic Libraries
Twitter Posts vs Likes and Shares
January-April, 2015
117
13 45
138
78
64
4
280
8 26
261
354
171
1
MCGILL UQAM CONCORDIA UBC U OF T U OF A U DE M
Total Tweets vs Likes and Shares
Total Tweets Likes and shares
Facebook: January 2015
Posts Likes Shares Fans
McGill 49 51 13 1763
Memorial QEII 10 3 1 287*
April, 2015
UBC 23 24 2 1333
York University 0 0 0 246*
April, 2015
Instagram: January 2015
Posts Likes Comments Followers
U of Guelph 7 51 1 345
UBC 6 47 1 125
UCLA 3 287 7 2336
UQAM 2 2 1 28
U of T 25 4120 74 2843
UofT Fisher Rare Book Library Instagram
Top January Post
• In response to @NYPL and #libraryshelfie day
• 324 likes
Anonymous Social Media
Flickr, Quinn Dombrowski, Hello my name is anonymous
Anonymous Social Media Apps
• Yik Yak and Whisper
• Yik Yak is text based
• Whisper is text over images
• Completely anonymous
• Posts aggregated by GIS location (usually a 3 mile radius)
Yik Yak
Best Practices
• Communicate your social media presence
• Diversify your content
• Post on a regular basis
• Less may be more
• Consider Instagram
• Be creative and have fun
Our first contest!
Questions?
Flickr, SEO, Totally Tweet
@divaeducator
@j_bjerke
@melisrivo
@mgroenendyk
Flickr, JI Ruan, Follow me on Twitter icon

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Friend, Follow, Comment: An Analysis of Social Media Use by Academic Libraries in Montréal, abqla 2015

  • 1. Friend, Follow, Favourite: Analyzing Social Media Use by Academic Libraries in Montréal ABQLA Annual Conference May 7, 2015
  • 2. Agenda •Introduction •Concordia •Université de Montréal (UdeM) •Université de Québec à Montréal (UQÀM) •McGill •UBC •Comparisons/Trends •Best Practices
  • 3. Research Questions •Which social media site has the highest level of engagement with its followers? •What are the best practices academic libraries should adopt for their social media use?
  • 4. Spotlight on Montréal’s Academic Libraries Flickr, Nathanael Hevelone, Spotlight
  • 5. Concordia Libraries: Twitter Tweets Retweets Favourites Shares Followers January 9 1 0 0 1116 February 15 8 3 12 1140 March 18 6 4 4 1150
  • 6. UdeM Libraries – January 2015 Twitter Facebook YouTube Total Posts (including shared posts) 0 3 2 Total Likes/Favourites - 7 0 Total Views (YouTube only) - - 68 Number of Followers - 1460 107
  • 7. UdeM Libraries 0% 71% 29% PROPORTION OF POSTS: JANUARY 2015 Twitter Facebook YouTube
  • 8. Comparing 2 UdeM Facebook posts Providing a short description of BibÉclair would give followers a reason to click on the link and learn about this great resource! Post description invites users to consult the Library’s Annual Report.
  • 9. UdeM Libraries- Observations • Twitter: • Account is active, but no tweets for January. • Posting is sporadic (Oct: 1; Nov, Dec, Jan: 0; February: 3) • YouTube: • Videos are posted regularly - impressive because producing videos takes longer than drafting a short post or tweet. • To increase number of views, could be cross-promoted on FaceBook. • Facebook • Very little activity the month of January: 2 original posts, 1 shared post. • In general, posts promote Library and UdM events, notify of closures, etc – which is great!
  • 10. UQÀM Library Twitter Facebook Instagram Total Posts 4 13 2 Total Number of Favourites or Likes 0 12 2 Total Number of Retweets or Shares (by followers) 3 2 N/A Total Followers 767 1,020 28
  • 11. UQÀM Library 21% 68% 11% TOTAL NUMBER OF POSTS BASED ON SOCIAL MEDIA TYPE Twitter Facebook Instagram
  • 12. UQÀM Library Facebook Top January Posts • Library services related • 2 likes and 1 share (per post)
  • 13. UQÀM Library Instagram Top January Posts • Library contest • 1 like
  • 14. UQÀM Library- Findings/Results • Facebook • Most active account • Most likes and most amount of followers • Most engaged compared to Twitter or Instagram • However…considerable low number of likes per post • Twitter • Not very active • Low numbers of retweets/favourites by followers • Instagram • Least active account • Lowest number of followers • Not advertised on library website • Discovered account through an Instagram photo shared on Twitter • Potential to link more Instagram photos to Facebook and Twitter
  • 15. McGill Libraries – January 2015 Twitter Facebook YouTube Total Posts (including shared posts) 42 49 1 Total Likes/Favourites 100 51 0 Total Views (YouTube only) - - 72 Number of Followers 3675 1763 46
  • 16. McGill Libraries- January 2015 46% 53% 1% PROPORTION OF POSTS Twitter Facebook Youtube
  • 17. Facebook & Twitter User Engagement January-April, 2015 117 280 123 127 POSTS SHARES AND LIKES McGill Social Media Comparison Twitter Facebook
  • 18. McGill Libraries- Observations • Twitter: • Extremely active twitter account • Large number of posts and shares • Dominant for Montreal libraries, public and academic • YouTube: • Average of 1 video per month • Roughly 100 views per video • Not utilized very much, especially in contrast to Twitter and Facebook accounts • Facebook • Very active Facebook account • Again, one of the most productive library Facebook accounts in Montreal • The interaction with audience much lower than that with Twitter account
  • 19. Spotlight on University of British Columbia Library Flickr, Nathanael Hevelone, Spotlight
  • 20. UBC Library (Jan 2015) Twitter Facebook Instagram Total Posts 38 23 6 Total Likes/Favourites 28 24 47 Total Retweets 38 2 1 Number of Followers 4897 1333 125
  • 21. UBC Library (Jan 2015) 57% 34% 9% TOTAL POSTS BASED ON SOCIAL MEDIA TYPE Twitter Facebook Instagram
  • 22. Top Twitter Post • Collections Related • 2 Retweets • 5 Favourites
  • 23. Top Instagram Post • Photo from 1925 • 13 likes
  • 24. UBC Library- Findings/Results • Twitter • Most active account • Engaging with followers • Facebook • Fairly active, but little response and engagement • Social media requires more than just daily posts • Instagram • Significant # of likes when compared to # of followers • Good way for reaching non-followers • Recent significant increase in posts: 14 in April
  • 25. Social Media Trends: Academic Libraries in Montréal Flickr, Graham Lavender, Redpath Library Building
  • 26. Twitter: January 2015 Tweets Retweets Favourites Shares Followers McGill 76% 98% 100% 84% 60%
  • 27. Twitter: March 2015 Tweets Retweets Favourites Shares Followers (April 27) McGill 61% (-15) 90% (-8) 90% (-10) 75% (-9) 60%
  • 28. Tweets January-April, 2015 66% 7% 25% 2% PERCENTAGE OF TOTAL TWEETS (OUT OF 179) McGill UQAM Concordia UdeM
  • 29. Twitter posts vs Likes and Shares January- April, 2015 117 13 45 4 280 8 26 1 MCGILL UQAM CONCORDIA U DE M Total Tweets Total Tweets Likes and shares
  • 30. Facebook: January 2015 Posts Likes Shares Fans McGill 75% 73% 87% 41.5%
  • 31. Facebook Posts vs Likes and Shares January-April, 2015 123 10 30 127 28 57 MCGILL U DE M FACEBOOK UQAM FACEBOOK Total Facebook Posts vs Total Facebook Likes and Shares Facebook posts Facebook likes and shares
  • 32. Other Libraries in Montréal Flickr, BAnQ at Night, Kevin Chan
  • 33. Facebook: January 2015 Posts Likes Shares Fans BAnQ 21 303 113 16, 427 April 17, 2015 Bibliothèques de Montréal 17 132 120 5, 004 April 19, 2015 McGill 49 51 13 1763
  • 34. Facebook Engagement January-April, 2015 163 136 212 1683 ACADEMIC LIBRARIES PUBLIC LIBRARIES Academic Vs Public Library Facebook Engagement Facebook Posts Facebook Likes and Shares
  • 35. Other Academic Libraries Flickr, Phillip Jeffrey, Koerner Library at UBC
  • 36. Twitter: January 2015 Tweets Retweets Favourites Shares Followers McGill 42 62 38 16 3675 UBC 38 38 28 25 4897 U of A 14 23 24 67 2337* *April, 2015 U of T 25 64 72 18 5432* *April, 2015
  • 37. Canadian Academic Libraries Twitter Posts vs Likes and Shares January-April, 2015 117 13 45 138 78 64 4 280 8 26 261 354 171 1 MCGILL UQAM CONCORDIA UBC U OF T U OF A U DE M Total Tweets vs Likes and Shares Total Tweets Likes and shares
  • 38. Facebook: January 2015 Posts Likes Shares Fans McGill 49 51 13 1763 Memorial QEII 10 3 1 287* April, 2015 UBC 23 24 2 1333 York University 0 0 0 246* April, 2015
  • 39. Instagram: January 2015 Posts Likes Comments Followers U of Guelph 7 51 1 345 UBC 6 47 1 125 UCLA 3 287 7 2336 UQAM 2 2 1 28 U of T 25 4120 74 2843
  • 40. UofT Fisher Rare Book Library Instagram Top January Post • In response to @NYPL and #libraryshelfie day • 324 likes
  • 41. Anonymous Social Media Flickr, Quinn Dombrowski, Hello my name is anonymous
  • 42. Anonymous Social Media Apps • Yik Yak and Whisper • Yik Yak is text based • Whisper is text over images • Completely anonymous • Posts aggregated by GIS location (usually a 3 mile radius)
  • 44. Best Practices • Communicate your social media presence • Diversify your content • Post on a regular basis • Less may be more • Consider Instagram • Be creative and have fun

Editor's Notes

  1. Total number of followers as of January 31st.
  2. The two most popular posts in January both had 2 likes and one share. For both posts, UQAM – Bibliotheques des sciences account liked and shared the post; this shows that only two other non-UQAM related accounts liked these posts. On January 16th they had a Facebook contest whereby one person liked the post, and the same person responded to answer the contest question.
  3. This post was one of two posts on instagram for January. The other post also only received 1 like. This is related to a library contest and the photo was also shared on Facebook.
  4. Fisher Library engages with those who post comments! This post was in response to New York Public Library library shelfie day on Instagram. Engaging with other libraries!
  5. notice amount of likes vs library Facebook and Twitter