Bass et al. (2015) - Getting the Word Out: An Examination of Health Science Libraries' Social Media...

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Ge#ng the Word Out: An Examina6on of Health Sciences Libraries' Social Media Presence Michelle B. Bass mbbassdrlib [email protected] Chase Masters billchase2edu Nandita S. Mani, Anne Perorazio, & Mark Chaffee Taubman Health Sciences Library University of Michigan May 19, 2015

Transcript of Bass et al. (2015) - Getting the Word Out: An Examination of Health Science Libraries' Social Media...

Ge#ng  the  Word  Out:    An  Examina6on  of  Health  

Sciences  Libraries'  Social  Media  Presence

Michelle  B.  Bass            mbbassdrlib [email protected]

Chase  Masters            billchase2edu Nandita  S.  Mani,  Anne  Perorazio,  &  Mark  Chaffee

Taubman  Health  Sciences  Library

University  of  Michigan May  19,  2015

Research  Ques6ons

1.  Do  Associa6on  of  Academic  Health  Sciences  Libraries  (AAHSL)  member  libraries  have  social  media  accounts?  

2.  What  are  the  different  types  of  social  media  accounts?

3.  What  is  the  content  of  posts  on  respec6ve  social  media  accounts?

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Methods

Par6cipants:  AAHSL  member  libraries  (as  of  2014)    n=159 Method:  Case  studies

Analyses:

-­‐  RQ1,  RQ2:  Descrip6ve  sta6s6cs

-­‐  RQ3:  Thema6c  analysis

-­‐  UX:  Usability  assessment  (social  media  account  link  loca6ons) 3

User  Experience  Analysis

– Where  are  social  media  account  links  located? • Are  they  easy  to  find?

– Is  there  a  clear  dis6nc6on  between  social  media  accounts  that  are  library  specific  compared  to  ins6tu6onal  accounts?

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AAHSL  Libraries  Social  Media  Accounts

18 11%

44 28%

97 61%

No  Social  Media  Account

At  least  1  SM  Account  NOT  for  Library

SM  Accounts  for  the  Library

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The  Art  of  Social  Media  (2011)  by  mkhmarke6ng  (mkhmarke6ng.wordpress.com  )  on  Flickr  (CC  BY  2.0)

Social  Media  Account  by  Type

105 99

75

50

10 9 9 7 4 3 2 1 1 1 1

78 76

65

26

6 4 9

4 0 3 2 0 1 0 0

0

20

40

60

80

100

120

Num

ber  (ou

t  of  1

59)

Social  Media  Account  Type

Links  on  Homepage AAHSL  Library  Specific  Link

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RSS  (2015)  created  by  Alex  Auda  Samora  (CC  BY  3.0)

78   Health  Science  Library  accounts

65 Health  Science  Library   blogs

76   Health  Science  Library  

accounts

26 Health  Science  Library   channels

User  Experience  Analysis

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Homepage  Layouts

Header Footer Body

Navbar

Quadrant Upper  Lek

Upper  Right

Lower  Lek

Lower  Right

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Homepage  Layouts

Header Footer Body

Navbar

Quadrant Upper  Lek Upper  Right Lower  Lek Lower  Right

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Homepage  Layouts

Header

Footer Body

Navbar

Quadrant Upper  Lek

Upper  Right Lower  Lek Lower  Right

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Homepage  Layouts

Header

Footer

Body Navbar

Quadrant Upper  Lek

Upper  Right Lower  Lek Lower  Right

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Homepage  Layouts

Header

Footer Body Navbar

Quadrant Upper  Lek Upper  Right

Lower  Lek Lower  Right

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Social  Media  Account  Link  Loca6on

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Header 17 9%

Footer 52 27%

Body 24 13%

Navbar 69 36%

None 28 15%

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Homepage  Layouts

Header Footer Body Navbar

Quadrant Upper  Lek Upper  Right Lower  Lek Lower  Right

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Link  Quadrant  Loca6on

Upper-­‐lek 11 6%

Upper-­‐right 28 15%

Lower-­‐right 68 36%

Lower-­‐lek 25 13%

Center 27 15%

None 28 15%

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Homepage  Layouts

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Mul6ple  loca6ons  for  mul6ple  accounts

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[CC0],  via  Wikimedia  Commons

Promo6on Library  resources  such  as  databases,  books,  or  journals  and  other  special  collec6on  items

Opera6ons Informa6on  regarding  library  hours  and  schedules  as  well  as  facili6es  related  issues

Teaching  &  Learning Informa6on  about  workshops,  trainings,  and  consulta6on  services  offered  by  library  staff

Content

Post  Content  by  Social  Media  Type:  Blog

Blog   July   August   September   October   November   December  

Promo   16   14   16   18   9   14  

Ops   6   6   2   2   4   5  

T&L   1   2   2   1   -­‐   -­‐  

Promo  +  Ops   12   7   8   7   14   19  

Promo  +  T&L   6   7   7   16   8   6  

Ops  +  T&L   -­‐   2   1   -­‐   3   1  

Promo  +  Ops  +T&L   5   7   12   5   8   3  

No  ac6vity   13   14   11   10   14   12  

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Post  Content  by  Social  Media  Type:  Twiqer

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Twiqer   July   August   September   October   November   December  

Promo   17   11   18   14   14   14  

Ops   5   3   3   1   2   6  

T&L   -­‐   -­‐   -­‐   -­‐   -­‐   -­‐  

Promo  +  Ops   16   24   13   10   19   25  

Promo  +  T&L   4   7   11   13   7   3  

Ops  +  T&L   -­‐   1   -­‐   1   -­‐   1  

Promo  +  Ops  +T&L  

11   7   15   17   16   13  

No  ac6vity   17   18   13   15   13   11  

Post  Content  by  Social  Media  Type:  Facebook

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Facebook   July   August   September   October   November   December  

Promo   24   18   36   31   21   19  

Ops   7   5   -­‐   2   -­‐   6  

T&L   -­‐   -­‐   1   1   2   1  

Promo  +  Ops   19   21   12   12   25   24  

Promo  +  T&L   5   8   10   12   4   2  

Ops  +  T&L   -­‐   1   -­‐   -­‐   1   -­‐  

Promo  +  Ops  +T&L  

8   11   7   10   11   12  

No  ac6vity   9   9   7   5   10   11  

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Growing  Social  Media  (2013)  by  mkhmarke6ng  (mkhmarke6ng.wordpress.com  )  on  Flickr  (CC  BY  2.0)

Recommenda6ons

•  Select  the  type  of  social  media  plarorms  that  you  are  commiqed  to  using  and  maintaining –  regular  pos6ngs –  commiqed  personnel –  do  an  analysis  of  plarorms  (ROI)

•  sending  a  “bad”  message  to  your  users  if  you  have  an  account  and  are  inac6ve

•  Capitalize  on  learners/users  when  you  have  them – Medical  students   – Maintain  engagement  

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Answers  to  Research  Ques6ons

RQ1:  Do  Associa6on  of  Academic  Health  Sciences  Libraries  (AAHSL)  member  libraries  have  social  media  accounts?  

A:  61%  (  97  of  159) RQ2:  What  are  the  different  types  of  social  media  accounts?

RQ3:  What  is  the  content  of  posts  on  respec6ve  social  media  accounts?

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Answers  to  Research  Ques6ons

RQ1:  Do  Associa6on  of  Academic  Health  Sciences  Libraries  (AAHSL)  member  libraries  have  social  media  accounts?  

RQ2:  What  are  the  different  types  of  social  media  accounts?

A:  Facebook,  Twiqer,  Blogs,  YouTube  (Top  4) RQ3:  What  is  the  content  of  posts  on  respec6ve  social  media  accounts?

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Answers  to  Research  Ques6ons

RQ1:  Do  Associa6on  of  Academic  Health  Sciences  Libraries  (AAHSL)  member  libraries  have  social  media  accounts?  

RQ2:  What  are  the  different  types  of  social  media  accounts?

RQ3:  What  is  the  content  of  posts  on  respec6ve  social  media  accounts?

A:  Varies  by  social  media  account  type

-­‐Promo6on,  Outreach,  Teaching  &  Learning 29

Representa6ve  Literature  Review Charield,  A.,  Ratajeski,  M.,  Wang,  J.,  &  Bardyn,  T.  (2010).  Communica6ng  with   Faculty,  

Staff,  and  Students  Using  Library  Blogs:  Results  from  a  Survey  of  Academic   Health  Sciences  Libraries,  Internet  Reference  Service  Quarterly,  15(3),   149-­‐168.

Garcia-­‐Milian,  R.,  Norton,  H.,  &  Tennant,  M.  (2012).  The  presence  of  academic  health   sciences  libraries  on  Facebook:  Rela6onship  between  content  and  library   popularity,  Medical  reference  services  quarterly,  31(2),  171-­‐187.

Midyeqe,  J.,  Youngkin,  A.,  &  Snow-­‐Crok,  S.  (2014).  Social  media  and  communica6ons:   developing  a  policy  to  guide  the  flow  of  informa6on.  Medical  reference   services  quarterly,  33(1),  39-­‐50.

Use  of  social  media  by  the  library:  Current  prac6ces  and  future  opportuni6es.  A  white   paper  from  Francis  &  Taylor  (October  2014)

Vucovich,  L.,  Gordon,  V.,  Mitchell,  N.,  &  Ennis,  L.  (2013).  Is  the  6me  and  effort  worth  it?     One  library’s  evalua6on  of  using  social  networking  tools  for   outreach.   Medical  reference  services  quarterly,  32(1),  12-­‐25.

Wu,  J.,  Charield,  A.,  Hughes,  A.,  Kysh  ,  L.,  &  Rosenbloom,  M.  (2014).  Measuring  patrons'   technology  habits:  an  evidence-­‐based  approach  to  tailoring  library  services.   Journal  of  the  Medical  Library  AssociaBon,  102(2),  125-­‐129.

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