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Keeping them posted: Analyzing library web content and user engagement

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Lecture presented by Roselle S. Maestro at PAARL's Summer Conference on the theme "Library Analytics: Data-driven Library Management", held at Pearl Hotel, Manila on 20-22 April 2016

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Keeping them posted: Analyzing library web content and user engagement

  1. 1. KEEPING THEM POSTED Analyzing Library Web Content and User Engagement in Four Digital Worlds National Summer Conference 2016 “Library Analytics: Data-Driven Library Management” 20-22 April 2016 Pearl Hotel Manila Roselle S. Maestro Information-Reference Librarian De La Salle University roselle.maestro@dlsu.edu.ph
  2. 2. OUTLINE OF THE PRESENTATION Web 2.0 and Library 2.0 Social Media and Libraries Objectives of the Study Research Methodology Key Findings and Discussion Conclusion and Recommendations
  3. 3. WEB 2.0 - the second stage of development of the Internet, characterized especially by the change from static web pages to dynamic or user- generated content and the growth of social media. –Technopedia.com WEB 1.0 -refers to the first stage in the World Wide Web, which was entirely made up of Web pages connected by hyperlinks -oxforddictionaries.com
  4. 4. Library 2.0  the application of interactive, collaborative, and multi-media web-based technologies to web-based library services and collections -Maness, 2016 Four Essential Elements It is user- centered It provides a multi-media experience It is socially rich It is communally innovative
  5. 5. Social Media in Libraries Facts and Figures 30% of librarians are posting at least daily over use social media tools 70% had at least 1 social media account for 3 years or longer 60% most popular channels particular growth in (Taylor & Francis, 2014)
  6. 6. Social Media in Libraries Facts and Figures Channel Applications customer service user engagement collection usage & discovery collection dev’t & management teaching & learning outreach (Taylor & Francis, 2014)
  7. 7. Social Media in Libraries Myths socialmediatoday.com
  8. 8. is not used by my library patrons SOCIAL MEDIA
  9. 9. is not for libraries and librarians SOCIAL MEDIA
  10. 10. is only for the young SOCIAL MEDIA
  11. 11. will expose my library to too many negative comments SOCIAL MEDIA
  12. 12. measuring social media I have no way of
  13. 13. OBJECTIVES OF THE STUDY  Discuss DLSU Libraries’ adoption and use of Facebook, Twitter, Blogger, and YouTube  Examine the types, frequency, and content posting patterns in the four social media accounts  Measure user engagement through social media metrics and analytics  Offer recommendations for the improvement of posting practices
  14. 14. RESEARCH METHODOLOGY Data Gathering • Facebook Graph API, Facebook Insights, Twitter Analytics, Blogger Stats, YouTube Analytics Data Analysis • Content Analysis
  15. 15. SOCIAL MEDIA METRICS Facebook Insights Twitter Analytics Blogger Stats YouTube Analytics
  16. 16. CONTENT ANALYSIS "any technique for making inferences by systematically and objectively identifying specified characteristics of messages" (Holsti, 1968)
  17. 17. KEY FINDINGS AND DISCUSSION  DLSU Libraries in Four Digital Worlds  Content is King! : Post Types and Frequency  Of Likers, Followers, Subscribers, and Viewers: Who Are Our Audience?  Of Likes, Comments, Shares, Retweets, Replies, Favorites, and Views: What Makes Them Engaged?
  18. 18. DLSU LIBRARIES IN FOUR DIGITAL WORLDS Facebook Twitter Blogger YouTube
  19. 19. Created on June 28, 2009 Fan page official name DLSU-Manila University Library URL https://www.facebook.com/DLSUlibrary Number of posts (as of March 31, 2016) 1,518 Number of likers (as of March 31, 2016) 6,933 DLSU LIBRARIES IN FOUR DIGITAL WORLDS
  20. 20. Created on June 16, 2010 Official username @LORA_DLSULib URL https://twitter.com/LORA_DLSULib Number of tweets (as of March 31, 2016) 3,317 Number of followers (as of March 31, 2016) 851 DLSU LIBRARIES IN FOUR DIGITAL WORLDS
  21. 21. Created on September 14, 2012 Official blog name Library Newsette Number of published posts (as of March 31, 2016) 179 Number of subscribers (as of March 31, 2016) 0 Number of page views (as of March 31, 2016) 109,550 DLSU LIBRARIES IN FOUR DIGITAL WORLDS URL http://librarynewsette.lasalle.ph/
  22. 22. Created on March 25, 2014 Official channel name DLSU Libraries URL https://www.youtube.com/channel/ UCYWLwp8c13TemnRgiJ2Z47A Number of uploaded videos (as of March 31, 2016) 6 Number of subscribers (as of March 31, 2016) 3 Number of views (as of March 31, 2016) 746 DLSU LIBRARIES IN FOUR DIGITAL WORLDS
  23. 23. Post Types and Frequency
  24. 24. TYPES OF POSTS (adopted with modifications from Penaflor & Manalaysay, 2015)  Library Services  Library Facilities  Library Personnel  Reference Query
  25. 25. SAMPLE POSTS (LIBRARY RELATED) GeneralLibraryInfo Library Events & Promotional Activities ExternalInfoSources
  26. 26. SAMPLE POSTS (LIBRARY RELATED) Feedback Library Services Library Collection
  27. 27. Library Facilities SAMPLE POSTS (LIBRARY RELATED) Reference Query Library Personnel
  28. 28. SAMPLE POSTS (NON-LIBRARY RELATED) Academic Community Local Community & Broader Society
  29. 29. TYPES OF POSTS 38 Type No. of Posts % LIBRARY RELATED External Information Sources 727 47.89 Feedback 17 1.12 General Library Information 77 5.07 Library Collection 156 10.28 Library Events and Promotional Activities 320 21.08 Library Facilities 21 1.38 Library Personnel 23 1.52 Library Services 38 2.57 Subtotal 1379 90.91 NON-LIBRARY RELATED Academic Community 96 6.26 Local Community and Broader Society 43 2.83 Subtotal 139 9.09 TOTAL 1581 March 29, 2009 – March 31, 2016
  30. 30. TYPES OF POSTS March 29, 2009 – March 31, 2016
  31. 31. TYPES OF POSTS March 29, 2009 – March 31, 2016 Library Related Posts 90.91% 1379 posts Non-Library Related Posts 9.09% 139 posts
  32. 32. FREQUENCY OF POSTS 41 Year No. of Posts % 2009 166 10.94 2010 132 8.7 2011 149 9.82 2012 431 28.39 2013 231 15.22 2014 156 10.28 2015 185 12.19 2016 68 4.48 TOTAL 1518 March 29, 2009 – March 31, 2016 Average number of posts per month – 19 Average number of posts per year – 198
  33. 33. FREQUENCY OF POSTS March 29, 2009 – March 31, 2016 0 50 100 150 200 250 300 350 400 450 500 2009 2010 2011 2012 2013 2014 2015 2016
  34. 34. TYPES OF TWEETS 43 Type No. of Tweets % LIBRARY RELATED External Information Sources 98 7.36 Feedback 187 14.04 General Library Information 68 5.11 Library Collection 88 6.61 Library Events & Promotional Activities 469 35.21 Library Facilities 9 0.68 Library Personnel 32 2.4 Library Services 17 1.28 Reference Query 320 24.02 Subtotal 1288 96.7 NON-LIBRARY RELATED Academic Community 33 2.48 Local Community & Broader Society 11 0.83 Subtotal 44 3.3 TOTAL 1581 October 1, 2013– March 31, 2016
  35. 35. TYPES OF TWEETS October 1, 2013– March 31, 2016
  36. 36. Library Related Tweets 96.7% 1288 tweets Non-Library Related Tweets 3.3% 44 tweets TYPES OF TWEETS October 1, 2013– March 31, 2016
  37. 37. 46 Year No. of Tweets % 2013 309 23.2 2014 581 43.62 2015 337 25.3 2016 105 7.88 TOTAL 1332 Average number of tweets per month – 44 Average number of tweets per year – 333 Frequency OF TWEETS October 1, 2013– March 31, 2016
  38. 38. 0 100 200 300 400 500 600 700 2013 2014 2015 2016 Frequency OF TWEETS October 1, 2013– March 31, 2016
  39. 39. TYPES OF POSTS 48 Type No. of Posts % LIBRARY RELATED External Information Sources 1 0.56 Feedback 0 0 General Library Information 2 1.12 Library Collection 38 21.23 Library Events and Promotional Activities 99 55.31 Library Facilities 2 1.12 Library Personnel 32 17.88 Library Services 5 2.79 Subtotal 179 100 NON-LIBRARY RELATED Academic Community 0 0 Local Community and Broader Society 0 2.83 Subtotal 0 0 TOTAL 179 September 14, 2012 – March 31, 2016
  40. 40. TYPES OF POSTS September 14, 2012 – March 31, 2016
  41. 41. Library Related Posts 100% 179 posts Non-Library Related Posts 0% 0 posts TYPES OF POSTS September 14, 2012 – March 31, 2016
  42. 42. 51 Year No. of Posts % 2012 6 3.35 2013 69 38.55 2014 56 31.28 2015 39 21.79 2016 9 5.03 TOTAL 179 Average number of posts per month – 4 Average number of posts per year – 36 FREQUENCY OF POSTS September 14, 2012 – March 31, 2016
  43. 43. 0 10 20 30 40 50 60 70 80 2012 2013 2014 2015 2016 FREQUENCY OF POSTS September 14, 2012 – March 31, 2016
  44. 44. TYPES OF UPLOADS 53 Type No. of Posts % LIBRARY RELATED External Information Sources 0 0 Feedback 0 0 General Library Information 1 16.67 Library Collection 3 50 Library Events and Promotional Activities 1 16.67 Library Facilities 0 0 Library Personnel 0 0 Library Services 1 16.67 Subtotal 6 100 NON-LIBRARY RELATED Academic Community 0 0 Local Community and Broader Society 0 0 Subtotal 0 0 TOTAL 6 March 25, 2014 – March 31, 2016
  45. 45. TYPES OF UPLOADSMarch 25, 2014 – March 31, 2016
  46. 46. Library Related Uploads 100% 6 uploads Non-Library Related Uploads 0% 0 uploads TYPES OF UPLOADSMarch 25, 2014 – March 31, 2016
  47. 47. 56 Year No. of Uploads % 2014 3 50 2015 3 50 2016 0 0 TOTAL 6 Average number of posts per month – 0 Average number of posts per year – 2 FREQUENCY OF UPLOADSMarch 25, 2014 – March 31, 2016
  48. 48. 0 0.5 1 1.5 2 2.5 3 3.5 2014 2015 2016 FREQUENCY OF UPLOADSMarch 25, 2014 – March 31, 2016
  49. 49. Of Fans, Followers, Subscribers, and Viewers: Who are our audience?
  50. 50. 6,933 FANS March 29, 2009 – March 31, 2016 Audience Demographics by Gender and Age
  51. 51. 6,933 FANS March 29, 2009 – March 31, 2016 Audience Demographics by Location and Language
  52. 52. 851 Followers June 16, 2010 – March 31, 2016 Audience Demographics by Gender and Language
  53. 53. 851 Followers June 16, 2010 – March 31, 2016 Audience Demographics by Interests and TV Genres
  54. 54. 0 Subscribers 109,550 Page Views September 14, 2012 – March 31, 2016 Audience Demographics by Location
  55. 55. 3 Subscribers 746 Views March 25, 2014 – March 31, 2016 Audience Demographics by Gender and Age
  56. 56. 3 Subscribers 746 Views March 25, 2014 – March 31, 2016 Audience Demographics by Location
  57. 57. Of Likes, Comments, Shares, Retweets, Replies, Favorites, and Views: What Makes Them Engaged?
  58. 58. 1,518 POSTS March 29, 2009 – March 31, 2016 1312, 83% 269, 17% Posts with engagements Posts with zero engagements
  59. 59. MOST LIKED POST MOST COMMENTED POST MOST SHARED POST 124 LIKES 39 COMMENTS 88 SHARES
  60. 60. 10,155 ENGAGEMENTS March 29, 2009 – March 31, 2016 4.35 12.65 6.3 3.93 8.88 23.24 11.92 6.69 12.13 6.98 0 5 10 15 20 25 External Information Sources Feedback General Library Information Library Collection Library Events & Promotional… Library Facilities Library Personnel Library Services Academic Community Local Community & Broader Society
  61. 61. 1,132 TWEETS October 1, 2013 – March 31, 2016 495, 37% 837, 63% Tweets with engagements Tweets with zero engagements
  62. 62. MOST RETWEETED TWEET MOST FAVORITED TWEET MOST REPLIED TWEET 12 RETWEETS 18 FAVORITES 3 REPLIES
  63. 63. 828 ENGAGEMENTS October 1, 2013 – March 31, 2016 0.53 1.28 1.25 0.16 0.32 3.67 0.16 0.24 0.64 1.18 0.27 0 0.5 1 1.5 2 2.5 3 3.5 4 External Information Sources Feedback General Library Information Library Collection Library Events & Promotional… Library Facilities Library Personnel Library Services Reference Query Academic Community Local Community & Broader Society
  64. 64. 179 PUBLISHED POSTSSeptember 14, 2012 – March 31, 2016 179, 100% 0, 0% Posts with views Posts with zero views
  65. 65. MOST VIEWED POST 9,894 VIEWS
  66. 66. 632 0 187 261 303 8507 251 236 0 0 0 2000 4000 6000 8000 10000 External Information Sources Feedback General Library Information Library Collection Library Events & Promotional… Library Facilities Library Personnel Library Services Academic Community Local Community & Broader… 67,117 POST VIEWS September 14, 2012 – March 31, 2016
  67. 67. 6 UPLOADED VIDEOS Marc 25, 2014 – March 31, 2016 6, 100% 0, 0% Uploads with views Upload with zero views
  68. 68. MOST VIEWED UPLOAD 197 VIEWS
  69. 69. 0 0 142 147 17 0 0 16 0 0 0 20 40 60 80 100 120 140 160 External Information Sources Feedback General Library Information Library Collection Library Events & Promotional… Library Facilities Library Personnel Library Services Academic Community Local Community & Broader Society 620 VIDEO VIEWS March 25, 2014 – March 31, 2016
  70. 70. CONCLUSION AND RECOMMENDATIONS
  71. 71.  Based on the number of posts per type, the four social media accounts are usually used for different purposes: 1. sharing external information sources - 47.89% 2. promoting library events and activities - 21.08% 3. promoting library collection - 10.28% 1. promoting library events and activities - 35.21% 2. answering reference queries - 24.02% 3. gathering and responding to feedback - 14.04% 1. promoting library events and activities – 55.31% 2. promoting library collection - 21.23% 3. Sharing info about library personnel – 17.88% 1. promoting library collection - 50% 2. reiterating general library info – 16.67% 2. promoting library services – 16.67% 2. promoting library events & activities – 16.67%
  72. 72.  Majority of posts in the four social media platforms are library related  Frequency of posting in all accounts is relatively low 90.91% 96.97% 100% 100% 19 posts/month 44 tweets/month 4 published posts/month 0 video uploads/month
  73. 73.  Majority of the users are female, aged 18-24, speak English, located in the Philippines  User engagement is relatively low  Users find information on library facilities interesting 23 (ave. no. of engagements/post) 23 (ave. no. of engagements/post) 8507 (ave. no. of views/post) 147 (ave. no. of views/ upload)
  74. 74. Post more engaging content Schedule regular posting of varied information content Create guidelines for the management and monitoring of the social media accounts
  75. 75. Create a committee and delegate responsibilities for the monitoring of each social media account Intensify marketing and promotion of the social media accounts Adjust ‘tone’ to be used when posting content based on audience demographics (age, gender, interests, location, etc.)
  76. 76. REFERENCES  American Library Association (ALA). (2012). State of America’s libraries report. Retrieved from http: //www.ala.org/news/sites/ala.org.news/files/content/StateofAmericasLibrariesReport2012Finalwithcover5.pdf  American Library Association (ALA). (2013). State of America’s libraries report. Retrieved from http://www.ala.org/news/state- americas-libraries-report-2013  Cho, A. (2013). YouTube and Academic Libraries: Building a Digital Collection. Journal of Electronic Resources Librarianship, 25 (1), pp. 39-50. http://www.tandfonline.com/doi/full/10.1080/1941126X.2013.761521#.U80pDoBdXuV  Dankowski, T. (May 2013) How Libraries Are Using Social Media? American Libraries Magazine. http://www.americanlibrariesmagazine.org/article/how-libraries-are-using-social-media  Dowd, N. (May 2013) Social Media: Libraries Are Posting, but Is Anyone Listening? Library Journal. http://lj.libraryjournal.com/2013/05/marketing/social-media-libraries-are-posting-but-is-anyone-listening/#  Gauntner Witte, G. (2014) Content Generation and Social Network Interaction within Academic Library Facebook Pages. Journal of Electronic Resources Librarianship, 26 (2), pp. 89-100.  Holsti, O.R. (1968). Content Analysis. In G.Lindzey & E.Aronson (Eds.), The Handbook of Social Psychology (2nd ed.) (Pp.596-692), Vol.II, New Delhi: Amerind Publishing Co.  Maness, J. (2006). "Library 2.0 Theory: Web 2.0 and Its Implications for Libraries". Webology, 3 (2), Article 25. Available at: http://www.webology.org/2006/v3n2/a25.html  Riza Ayu, A. R. & Abrizah, A. (2011) Do you Facebook? Usage and applications of Facebook page among academic libraries in Malaysia. The International Information & Library Review, 43 (4), pp. 239-249. http://www.tandfonline.com/doi/full/10.1080/10572317.2011.10762906#.U96BDaM0hXo  Taylor & Francis. (2014). Use of social media by the library: current practices and future opportunities: a white paper from Taylor & Francis. Available at: http://www.tandf.co.uk/libsite/whitePapers/socialMedia/  Vaughan, L., & Gao, Y. (2016). The Use of Microblogs and Social Networking Services: A Comparison Between Academic Libraries of the United States and China. Journal Of Web Librarianship, 10(1), 1-13. doi:10.1080/19322909.2015.1118366 Disclaimer: All images are from Google Search

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