Understanding the challenges to using social media effectively
Surveyed libraries noted that maintaining an active social media presence takes time, which can make it difficult to respond immediately to service queries. Additionally, it can be difficult to strike the proper tone between professional and personal, avoid duplication, and effectively exposing library resources without violating any copyright issues. Finally, while about a third of surveyed libraries currently have a formalized social media policy and plan in place, another 40 percent had no plans to introduce one.
Rather than stay too constrained to a particular policy or plan, the white paper instead recommends that libraries remain experimental and flexible and concentrate on best practices and guidelines.
Tips from librarians around the world
For example, many librarians said that an important aspect of using social media in the future may be to integrate library services and collections with external sites.
Many librarians also see social media playing a crucial role in helping users find paths through complex content and directing them towards making useful connections as efficiently as possible, perhaps even through a combination of smart applications and human crowdsourcing in order to retrieve personalized suggestions or information.
Something that is particularly important for libraries to keep in mind moving forward is the nature of the specific social media site they are using, highlighted the report. Though there can be some overlap at times, the different features of each service are not to be underestimated. For example, Twitter can largely be used to build connections, Facebook allows the opportunity to set up events and share less formal media or information, Pinterest can be used promote library collections and introduce users to new books, and YouTube provides an outlet to stream film collections and post ‘how-to’ videos on literacy skills and how to use certain library resources.
Also, libraries need to effectively promote their online profiles. The most popular method of promotion comes from links on library websites, followed by e-mail signatures, said the respondents. These are both effective because users can immediately follow the library on their own profiles. Other methods include, but are not limited to, profile names on display in the library and printed on due date slips given to borrowers.
Will these strategies work?
While a return on effort can be difficult to prove due to limited information available on the overall effectiveness of social media in helping libraries achieve specific measurable goals, some case studies have been able to demonstrate increased borrowings from the library and higher user engagement thanks to frequent posts and quick response times, concluded the report. For this reason, a greater framework of evaluation is being developed and will likely come to play a useful role in helping libraries discover what does or does not work moving forward.
As social media grows in importance, the role of the librarian will be forced to shift in the future, highlighted the report. “No matter how advanced technology becomes, the human element of an actual librarian will always be appreciated, and helping users best navigate complex content will only grown in importance moving forward.”
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