AN ANALYSIS OF THE USE OF
FACEBOOK IN ACADEMIC LIBRARIES
IN THAILAND
22 October 2013

IJAS Conference 2013, Rome, Italy
Sc...
Background
Background
The largest age group is
currently 18-24
(Thailand Facebook Statistics, 2013:
Online)

“…implied that student i...
Background
The Association of College and Research
Libraries (ACRL) Research Planning and
Review Committee (2010) stated t...
Background
Although various studies have focused on
social networking and its impact on different
aspects; very few have f...
Methodology
# Objectives

The libraries’ uses of Facebook and their memberships’
responds data were gathered to address th...
Methodology
# Instrument

 A set of data collection form
was designed for gathering from
academic libraries Facebook site...
Methodology
# Population defines and procedures
 The existence of the library Facebook sites was explored
from their libr...
Methodology
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
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21
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23
24
25
26
27
28
29
30
31

Academic Libraries in Ban...
Methodology
# Collection of data comprised the following steps:

 Step 1: Identification of presence of library facebook ...
Finding
“…Academic libraries in

region (49 libraries) also had an
abundantly higher joining
facebook than the Bangkok
Met...
Table 2 Academic Libraries with Facebook
No. of libraries
Year
Total
Bangkok Region

Finding
“...Most libraries both Bangk...
Finding

Table 3 Range no. of Facebook followers

“…Numbers of “Likes” or
“Friends” on Facebook as on
Aug.2013 are differe...
Finding
Table 4 Libraries Facebook use

Facebook use

Bangkok
Region
Metropolitan

Total

Contents
1
2
3
4
5
6

Library ne...
Finding
“…The numbers of “Like” is the
most ways (22,279 times) that users
respond to all 3,059 library posts…”
25,000
20,...
Finding
“…Only 7 libraries updated their
status daily while the other 73 libraries did
not. In contrast, 58 libraries did ...
Finding
“… The

most popular
Facebook tab is “Events”,
41 academic libraries use these
features for promoting library
acti...
Discussion
 Uses of Facebook among Thailand academic libs. are relatively acquainted.
 Majorities started to develop the...
Research Plan
This study (part one) presents the use of Facebook in academic
libraries in Thailand. It also aims to lay th...
Conclusion
 “…It is important for academic libraries to realize

the current trends
in their user like Facebook that be h...
Limitations
While the findings of this study offer a view on the use of Facebook in
academic libraries in Thailand,

It is...
Mr. Wongsakorn Chairatanathavorn

Email: wongsakorch@hotmail.com
Facebook: Earthkung Chairatanathavorn
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An Analysis of the Use of Facebook in Academic Libraries in Thailand (Part 1)

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The research focuses on library posts, such as contents, presentation styles and Facebook features uses, and respones from library users, such as the library’s Facebook membership number and their reactions as well as the libraries’ policies and strategies of Facebook. The research methodologies were based on quantitative research approaches. The libraries’ uses of Facebook and their memberships’ respones data were gathered from 80 library Facebook sites. 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.

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An Analysis of the Use of Facebook in Academic Libraries in Thailand (Part 1)

  1. 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. 2. Background
  3. 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. 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. 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. 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. 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. 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. 9. Methodology 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 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 1 2 3 4 5 6 7 8 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 22. Mr. Wongsakorn Chairatanathavorn Email: wongsakorch@hotmail.com Facebook: Earthkung Chairatanathavorn

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