reference services & social networking - being on the cutting edge of engagment

Ariel Dagan

Laura Hogan

Reference 504

Prof. Amanda Izenstark

7/25/2013

“One of the best means in making a library

popular is to mingle freely with its users,

and help them in every way” (Zabel, 2011)

From 1876, The Library Journal, "Personal Relations between

Librarians and Readers" by Samuel Green

The Social Media Revolution in a nutshell:

Social Media began in the late 90's

and continues to grow

Please click and watch 3.5 min introductory. At end of clip click space bar for next slide

There's a difference between

Social Media & Social Networking

"Social media is a way to transmit, or share

information with a broad audience."

&

"Social Networking is engagement with people

who have common interests and build

relationships and community through social

networking sites."

Facebook/Myspace/Google+/LinkedIn

Social networks based on user created profiles.

Twitter

Micro publishing social network

limited to 140 characters.

RSS (Really Simple Syndication) feed

Content delivery tool for news and any web

content.

Podcasts

Audio content files that can be distributed or

downloaded.

Flickr/Picasa/Instagram

Image (photo/video) sharing social networks.

Pinterest/Delicious/Reddit/Digg

Social networks based on bookmarking tools.

Blogs

Publishing tool with option to allow readers

to comment on content.

Wiki

Collaborative website tool for the creation

and editing of info by community.

Skype/Google hangouts

Live videocasts.

YouTube/Vimeo

Video sharing social networks.

Social Networking Tools - used in various ways across social media channels

Phone Support / Ask A Librarian

(considered social-networking) At times

used by Voice Over Internet Protocol

Email Support / Ask A Librarian

Text Message Support/ Ask A Librarian

Live Chat Support /Short Message

Service/Ask A Librarian

Schedule consultation with subject

specialist/ Ask A Librarian

Feedback/Suggestion

Give user an opportunity for their words or

voice to be heard and considered valuable.

Social Networking Tools - continued

Library Catalog with integration of

Social Networking

Open Source

Built on code shared freely and supported

by community of developers.

Secured Network Access via WiFi

Allows wide access to resources remotely.

Information Content Production

Mashups

Combination of multiple applications for

creating new web service not available.

Social Networking Tools - continued

Tagging

Tool to identify folks in

images,creating blog labels or other

web content - folksonomy.

Reference Librarians

need to be aware of all

of the tools and pick

and choose carefully.

FriendFeed

Real Time social networks aggregator.

iTunes U

Services for uploading and sharing

educational content.

SecondLife

Virtual social network environment where

millions of users have avatar profiles.

Foursquare/Facebook places/Gowalla/Yelp

Geolocation & gamification social networks.

QR Codes

Scanned by mobile reader app and linked to

web content.

Why should libraries care about

Social Networking?

Libraries can

connect with the physical

community, create new

communities,

share information, and

become a valuable resource.

Librarians Should

Also Care about

Mobile Agility Patrons are going to

want to be connected

to the library via

their mobile device

We must use new methods to stay connected to our

teens inorder that they remain patrons in the future.

Libraries HAVE to become

Mobile Friendly Since:

Findings from professional literature:

Reference Services and Social Networking has lots to do with

listening that in turn leads to greater results. (Bell, 2012)

Librarians understand the importance of service and therefore are

providing patrons easier access to information. (Bell, 2012)

Values of participating on one social network can be transferrable to

many other social networks. (Jennings, 2012)

Reference questions via Facebook are greater than email, phone, IM

and direct Face to Face Reference. (Aharony, 2012)

Content production is produced individually and through on-line

collaborative efforts.

• On-line tutorials

• Strategically placed widgets on the website

• Subject guides and LibGuides

LibGuides designed by URI librarians http://bit.ly/12z5Iqs

(Gilson, 2011)

http://bit.ly/12z5Iqs

http://bit.ly/12z5Iqs

Best practices at various libraries:

Vancouver Public Library, Canada

3rd Largest public library in Canada

Uses BiblioCommon so signed in

patrons have many ways to interact

with the online catalog. The features

they utilize are visible at

http://on.nypl.org/lB3Xag (Cahill, 2011)

Sam Houston State University in

TX is using the virtual reality world

of game SecondLife to connect

students http://bit.ly/1aC7IIp

(Turney, 2011)

In 2009 over 1358 librarians were involved in running

Information Island (library) in SecondLife. NY Public

Reference librarian with an Avatar named Hypatia Dejavu

coordinates the efforts of 51 professional librarians who

volunteer to run this service 80 hours weekly in two hour

shifts. (Zabel, 2011)

All of these libraries have multiple ways to interact with Reference Services.

http://on.nypl.org/lB3Xag

http://bit.ly/1aC7IIp

http://bit.ly/1aC7IIp

Website is no longer primary access point:

When a patron is on their mobile device, if the library has set up a

“mobile friendly” version of the site, their device will default to a

different home page which might have limited information and

services. The library may also offer patrons a downloadable app

with specific features. Libraries should promote subscribed

database apps with library login option.

Often Geo-location tools do much more than provide destination.

Foursquare can add gamifciation, earning the user points for

sharing and interacting. http://slidesha.re/15DuRpa

Augmented Reality apps is one more way to access reference

services without using library website as point of origin -

http://bit.ly/wRQPSK (Houghton, 2012)

http://slidesha.re/15DuRpa



http://bit.ly/wRQPSK

Reference Services through Web 2.0

Because Open Source allows Reference Services to enhance user

experience & allow ease of access using web 2.0 technology

including widgets and API, patrons can:

Discover

Search

Find

Acquire

Secured VNA via WIFI lets patrons use any of their own mobile

devices (smart-phone, tablets, laptops, etc.) to easily access the

network with user-name and pw. Patrons don’t even need to get up

from their chair to chat with Reference Services.

Additionally, reference services can offer image and video sharing, as

well, to educate and inform patrons. (Welch, and June, 2012)

Reference Services through web 2.0 cont’d

Aggregators such as FriendFeed have become greatly important since

many patrons are able to combine and take advantage of life streaming.

The enormous popularity of iTunes has lead to the development of a sub

section called iTunes U where one can find education content from K-

higher education. This as well is an underutilized are of high traffic.

Another Ask a Librarian service is scheduling consultation with a subject

specialist in your area of research set time aside to answer your needs.

Blogs offer the opportunity for feedback and suggestions . Blog may have

gateway to approve/deny comment giving more control than Facebook.

Social bookmarking networks are very popular. Yet librarians

underutilize them even though indexing /categorizing plays such a large

part of information organization. Of all the bookmarking SN, Pinterest is

the fastest growing social network. (Welch, and June, 2012)

For each Pro a Con may be found

Many of these tools provide an easier means to distribute and share

information, such as: instructions through videos, books from collections,

interviews with people on a podcasts or video casts, etc. - Pro

Some of the tools require purchasing, technical skills , and training - Con

Social Networking tools also provide a means for manipulating information for

use in catalogs, such as: tagging. developing collections based on users inquiries

etc. – Pro

Tagging – Pro Misspelling -Con

Need the technology infrastructure before you can have social networking in

place . Patrons need to have the tools to access the resources (not all patrons

have access to the technology out the library building)- Con

Social networking requires constant monitoring. Often change of services and

tools can occur due to the nature of the technology being implemented – Con

(Aqil, Parves and Mohammad, 2011 and Brick and Click Libraries, 2012)

Reference Services & Social Networking

The Reference Librarian can no longer sit and wait

for patrons to come up to them with questions.

A library, like a business,

• must spend time and money to remain important to the end user.

• must create effective marketing plans.

The Reference Librarian

• Has the responsibility and task of marketing Reference Services.

• Utilize social networking tools to show and teach the patron how

the library resources can help them. (Zabel, 2011)

Reader Advisory information can be found on many social networks.

Blogs offer a platform in which current collections and new books are

often discussed and comments.

Many Patrons enjoy using the social networking tools GoodReads and

LibraryThing where they can find communities of folks who share

many of the same interest.

Zabel points out the use on online learning has created a term for RS

called “embedded” librarian. You may find them on Sakai, Moodle,

Blackboard and other course management environments. Of course

they are all embedded in various social media channels.

Constant Change

It’s all about human interaction

In 1876, Samuel Green talked about the role of the librarian. Much of

it still applies today with regards to reference service and Social

Networking:

1. If you gain the respect and confidence of readers, and they find you easy

to go along with and pleasant to talk with, great opportunities are

afforded of stimulating the love of study and of directing investigators to

the best sources of information.

2. You find out what book the actual users of the library need, and your

judgment improves in regard to the kind of books it is best to add to it.

3. One of the best means in making a library popular is to mingle freely

with its users, and help them in every way.

(Zabel, 2011)

A Case Study

The Social Networking initiatives of The Worcester Public Library, spearheaded by Pingsheng

Chen, is run by the electronic resource group made of reps from 5 librarians in eResources, Adult

Reference and Youth Services. Their efforts have been recognized by their peers at the recent

biannual award issued by the Massachusetts Library Association and shows that WPL stands out in

its leadership in utilizing these digital tools. Currently WPL uses various platforms such as

Facebook (1636 people following. 25-44 most popular age group), Pinterest (56 themed boards with

956 pins), Twitter (1411 followers), Google+(70 followers), 4 unique blogs that provide a platform

for patrons to post their comments and queries, and established 32 diverse RSS feeds. Reader

Advisory has seen a great boost thanks to the efforts of blogging. In addition Ask A Librarian

reference services are available through phone, texting and email. In addition WPL is working on

adding a YouTube . However they want to be certain their strategic plan for using this tool is in

place prior to launching this additional channel.

Even though WPL is managing their social networking based on their strategic plan and all

indications show a good approach to information dissemination and public relations for library

initiatives, programs and services , the current efforts fall short. For example; Pinterest has 199

followers in a populous of 200,000 patrons. Tweets are a copy of Facebook status update.

Google+ has not been updated since June 29th and only one blog is current. RSS page has no

information about what it is or how to use it from people who are unfamiliar with RSS Feeds.

Need to already have RSS reading software such Google on IGoogle that will end November

2013 or Yahoo and many other providers. No visibility in library building of efforts to promote

social networks or their content.

A Case Study (cont.)

Social networking communities are considered by college students a necessity of daily life. Yet

our findings show that user profiles encompass all ages of library patrons. These virtual online

communities allow all to connect and collaborate. AAL Reference Services such phone are

essential to social networking since they give an opportunity to establish a rapport with patrons.

These days libraries who only have one line for phone support leave patrons frustrated on long

hold queue or giving up. Another downside to this service is its limitation to library hours. RS

via email provides patrons multiple choices such as:1) Contact specific staff person directly 2)

Fill in online form. The problem there is that often the library staff get a very high number of

email requests. Often brief factual answers are replied. For example WPL informs that service is

limited to 3 obituary queries. Online forms demand personal information being requested and

may be a privacy concern. Response time may be delayed. WPL asks for $5 donation per

request for non MA residents to defray cost of offering these service to online community. In

addition to the above text support has been become popular. While WPL only offers service

during library hours, other libraries who use this option offer their patron 24/7 AAL text RS. The

limitation of a one person/one line text service is inability to handle multiple requests during a

rush or flow. Libraries who use online SaaS(Software As A Service) such as libraryh3lp easily

avoid this. We have found libraries who use Live Chat but not WPL. Academic libraries such as

UCLA have overcome problems of other libraries where patrons may require help when working

on assignments when library is closed. Librarian must adjust to this additional service option as a

standard in the same way they are accustomed to offering face to face reference services.

Social Networking Issues

Authenticity Requires doing

it well and being credible.

Initiative Requires

librarians to take risks

and learn about it.

Nonpartisan Staying neutral

and not sharing personal

or political views.

Marketing based on

strategically implementing

social media tools that will

enable engagement on

various social networks.

Social Networking Issues

"Fools rush in where angels fear to tread“ (Pope, 1709)

"Each of these new technologies present new

challenges to users’ privacy and freedom,

although the speed of

the changes means that possible concerns have

been overlooked or downplayed in the rush to

embrace the potential of new technology"

(Stuart, 2012)

Ensuring Rights and Privacy

If the library creates apps, purchasing digital collections

should follow the same privacy concerns as non-digital

purchases.

Be vigilant about user rights and privacy.

Monitor interaction on social networks, i.e. Facebook.

Educate patrons on privacy issues.

Create, revisit and update library social media policy

frequently.

Social Media Policy Contents

Address different types of platforms and

update as new technologies emerges.

Use a disclaimer "The opinions

expressed are my own and do not

necessarily represent those of { }."

Don't share sensitive or proprietary info.

Authentic representation of oneself.

Post accurate information

Use good judgement

Understand copyright laws- cite

sources.

Be considerate of privacy.

Be respectful in regards to

difference of opinions.

Our recommendation for the library's

Reference Department

• Create a communication plan - what do we want to let patrons

know about and how will it be done?

• Set up a Blog service to promote Readers Advisory and other

related topics.

• Set up business page on Facebook

• Establish Google email account to be used for Ask a Librarian

• Set up a Twitter account

• Create a Social Media Policy

Works Researched and Cited: Aharony, N. (2012). Facebook use in libraries: An exploratory analysis. Aslib Proceedings, 64(4), 358-372.

http://0-www.emeraldinsight.com.helin.uri.edu/journals.htm?articleid=17038871&show=html

Aqil, Mohammad, Parvez Ahmad, and Mohammad Asad Siddique. "Web 2.0 And Libraries: Facts Or Myths."DESIDOC Journal Of Library

& Information Technology 31.5 (2011): 395-400. Library, Information Science & Technology Abstracts with Full Text. Web. 5 July 2013.

http://0-search.ebscohost.com.helin.uri.edu/login.aspx?direct=true&db=lih&AN=66729284&site=ehost-live

Baudino, Frank, Carolyn Johnson, and University Northwest Missouri State. Brick And Click Libraries: An Academic Library Symposium

(12Th, Maryville, Missouri, October 26, 2012). n.p.: Online Submission, 2012. ERIC. Web. 11 July 2013.

http://0-search.ebscohost.com.helin.uri.edu/login.aspx?direct=true&db=eric&AN=ED537605&site=ehost-live

Bell, S. (2012). Students tweet the darndest things about your library – and why you need to listen. Reference Services Review, 40(2), 217-

220. doi:10.1108/00907321211228264


Boyd, d. m., & Ellison, N. B. (2007). Social network sites: Definition, history, and scholarship. Journal Of Computer-Mediated

Communication, 13(1), 210-230.

http://0-search.ebscohost.com.helin.uri.edu/login.aspx?direct=true&db=psyh&AN=2007-19531-011&site=ehost-live

Cahill, K. (2011). Going social at vancouver public library: What the virtual branch did next. Program, 45(3), 259-278.


Casey, Michael E., and Laura C. Savastinuk. "Service for the next-generation library." Library journal 1.9 (2006): 2006.

http://cil733.pbworks.com/f/Library+2.0+Journal.pdf

Chen, Pingsheng. "WPL Reference Blog: WPL Wins a MLA Public Relations Award: 1st PLace in Social Media Category." WPL Reference

Blog: WPL Wins a MLA Public Relations Award: 1st PLace in Social Media Category. Worcester Public Library, 30 Apr. 2013. Web. 05 July

2013. <http://wplreferenceblog.blogspot.com/2013/04/wpl-wins-mla-public-relations-award.html>.

































http://cil733.pbworks.com/f/Library+2.0+Journal.pdf

http://wplreferenceblog.blogspot.com/2013/04/wpl-wins-mla-public-relations-award.html











Works Researched and Cited Dankowski, Terra. "How Libraries Are Using Social Media." American Libraries Magazine[Chicago] May 2013: 38-41. Print.

http://www.americanlibrariesmagazine.org/issue/may-2013

Ennis, Lisa A. et al. "Is The Time And Effort Worth It? One Library's Evaluation Of Using Social Networking Tools For

Outreach." Medical Reference Services Quarterly 32.1 (2013): 12-25. Library, Information Science & Technology Abstracts with

Full Text. Web. 11 July 2013.

http://0-www.tandfonline.com.helin.uri.edu/doi/full/10.1080/02763869.2013.749107#.Ud9Iem0hWS0

Freeman, Daniel A. "Archive of the 2013 ALA Annual Tech Wrapup." ALA Tech Source. American Library Association, 8 Jan.

2013. Web. 08 July 2013. <http://www.alatechsource.org/blog/2013/07/archive-of-the-2013-ala-annual-tech-wrapup.html>.

Gilson, Thomas V. "Reference Services TODAY And TOMORROW.“ Searcher 19.7 (2011): 32-35. Library, Information Science

& Technology Abstracts with Full Text. Web. 13 July 2013.


Houghton, S. (2012). Mobile Services for Broke Libraries: 10 Steps to Mobile Success. Reference Librarian, 53(3), 313-321.


Jennings, Susan. "To Tweet, Or Not To Tweet?." Reference Service Review 40.2 (2012): 214-216. Library, Information Science &

Technologies Abstracts with Full Text. Web. 5 July 2013. http://0-

search.ebscohost.com.helin.uri.edu/login.aspx?direct=true&db=lih&AN=75906573&site=ehost-live

Knox, K. C. (2012). Social Media: Too Much of a Good Thing. Information Today, 29(11), 21.


Maness, Jack M. "Library 2.0 theory: Web 2.0 and its implications for libraries." Webology 3.2 (2006):

http://www.webology.org/2006/v3n2/a25.html

Macgillivray, Alexander. "The Business Of Free Speech." Index On Censorship 41.4 (2012): 92-93. Library, Information Science

& Technology Abstracts with Full Text. Web. 21 July 2013.





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http://www.alatechsource.org/blog/2013/07/archive-of-the-2013-ala-annual-tech-wrapup.html



































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Works Researched and Cited (cont.)

Rod-Welch, Leila June. "Incorporation And Visibility Of Reference And Social Networking Tools On ARL Member Libraries'

Websites." Reference Service Review 40.1 (2012): 138-171. Library, Information Science & Technology Abstracts with Full

Text. Web. 5 July 2013.


"State of America's Libraries Report 2013." Social Networking. American Library Association, n.d. Web. 09 July 2013.

<http://www.ala.org/news/state-americas-libraries-report-2013/social-networking>.

Stuart, David. "Technological Threats To Privacy And Information Access." Online 36.5 (2012): 35-37. Library, Information Science &

Technology Abstracts with Full Text. Web. 21 July 2013.


Tsai, Janice. Choose Privacy Week. Choose Privacy Week Resource Guide. American Library Association Office for Intellectual Freedom,

n.d. Web. 17 July 2013. <http://chooseprivacyweek.org/wp-content/uploads/2013/04/CPWResourceGuideIntro.pdf>.

"The Business Of Social Media: How To Plunder The Treasure Trove." Reference & User Services Quarterly 51.2 (2011): 127-132.

Library, Information Science & Technology Abstracts with Full Text. Web. 11 July 2013.


Turney, Linda et al. "Higher Education And Emerging Technologies: Student Usage, Preferences, And Lessons For Library

Services."Reference & User Services Quarterly 50.4 (2011): 380-391. Library, Information Science & Technology Abstracts with Full Text.

Web. 8 July 2013.


Woodard, Amber. "From Zero To Web 2.0 Part 1." Computers In Libraries 29.8 (2009): 41-42. Library, Information Science & Technology

Abstracts with Full Text. Web. 11 July 2013.


Zabel, Diane, ed. “Reference Reborn: breathing new life into public services librarianship.” Santa Barbara, CA. Libraries Unlimited, 2011.

Print.

http://helin.uri.edu/record=b4016847~S29






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http://helin.uri.edu/record=b4016847~S29

reference services & social networking - being on the cutting edge of engagment

Education

dblihamp

directtrueamp

information

social media

american library

worcester

vancouver

social networking