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Social Networking: The Confluence of Content, Collaboration and Community
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Transcript of Social Networking: The Confluence of Content, Collaboration and Community
Online Information
London
6 December 2007
Social Networking: The Confluence of Content, Collaboration and Community
Social Networking: The Confluence of Content, Collaboration and Community
Presented by:
Lynn Silipigni Connaway, Ph.D.Senior Research Scientist, OCLC
Jasmine de GaiaDirector, Social Networking Initiatives, OCLC
Marie L. Radford, Ph.D.Associate Professor, Rutgers, The State University of New Jersey
LibrariesLibraries
Provide systems and services to meet the
information needs of differing groups
• Largest groups
• Baby boomers
• Cohort #1
• Cohort #2
• Millennials
• Screenagers
Who Are They?Baby BoomersWho Are They?Baby Boomers
•Actual “boom” in births occurred between 1946 - 1964
•1950s - Time of prosperity
•1960s & 1970s - Time of social upheaval
•Comprise largest part of workforce (45%)
Who Are They?Baby BoomersWho Are They?Baby Boomers
Cohort #1
• Born 1946 - 1954
• Experimental
• Individualists
• Free spirited
• Social cause oriented
Cohort #2
• Born 1955 - 1964
• Less optimistic
• Distrust of government
• General cynicism
Information PerspectivesBaby BoomersInformation PerspectivesBaby Boomers
Value authoritative information
Involved in information seeking
Value library as place
Use technology as tool
Personalized service
Who Are They? Who Are They?
Millennials / NextGens / EchoBoomers / Gen Y
Born between 1979 & 1994
75 – 80 Million
Generational divide
13-28 year olds
By 2010 will outnumber Baby Boomers
ScreenagersScreenagers
Youngest members of “Millennial Generation”
Term coined in 1996 by Rushkoff
Used here for 12-18 year olds
Affinity for electronic communication
Information PerspectivesMillennialsInformation PerspectivesMillennials
Information is information
Media formats don’t matter
Visual learners
Process immediately
Different research skills
Information-seekers’ PreferencesInformation-seekers’ Preferences
IMLS-funded projects
• How individuals find information to meet their needs
• Why information seekers do not choose to use library services first for their information needs
• How libraries can develop services and systems to meet the needs of information seekers
Sense-Making the Information Confluence: The Whys and Hows of College and University User
Satisficing of Information Needs
Baby Boomers:Convenient & AuthoritativeBaby Boomers:Convenient & Authoritative
Yeah, well, actually I was going to be different and not say Google. I do use Google, but… [I also] use two different library homepages… and I will go into the research databases… do a search there and then I will end [up]… limiting myself to the articles that are available online.”
“[Google] is user friendly… library catalog is not.”
“…before I came to the library to use the MLA database, I did a Google search and it turns out that there is a professor at Berkeley who keeps a really, really nice and fully updated… page with bibliographic references.”
“I'm suspicious of people who are publishing on-line because usually the peer review is much less rigorous.”
“I'm not trust(ing) everything that's on the Internet…”
Baby Boomers:Did not use the libraryBaby Boomers:Did not use the library
“If I have a student mention a book and I'm not familiar with that book, Amazon.com gives me a brief synopsis, … reader reviews of the book, so it's a good, interesting first source to go to for that kind of information.”
“…before I came to the library to use the MLA database, I did a Google search and it turns out that there is a professor at Berkeley who keeps a really, really nice and fully updated… page with bibliographic references.”
Millennials:Convenient & QuickMillennials:Convenient & Quick
“Also I just go ask my dad, and he'll tell me how to put in a fence, you know? So why sort through all this material when he'll just tell me”
“…you need to know which database with abstracting, indexing… Google, I don't have to know, I go to one spot.”
“…first thing I do, is, I go to Google… I don't go into the [library] system unless I have to because there's like 15 logins, you have to get into the research databases. Then it takes you out of that to [the local consortium]…”
“I had the Google tool bar, tool bar on my browser. I don’t even have to go to a search engine anymore. I mean it is literally one tab down…”
Millennials:Did not use the libraryMillennials:Did not use the library
“The library is a good source if you have several months.”
“Hard to find things in library catalog.”
“Tried [physical] library but had to revert to online library resources.”
“Yeah, I don't step in the library anymore… better to read a 25-page article from JSTOR than 250-page book.”
“Sometimes content can be sacrificed for format.”
Seeking Synchronicity: Evaluating Virtual Reference Services from User,
Non-User, & Librarian Perspectives
VRS Transcript AnalysisVRS Transcript Analysis
Population of 500,000+ QuestionPoint VRS sessions
In-depth analysis of n=850, random sample• Sessions coded as Millennial (secondary school or
collegiate)
n=296
• Sessions coded as adult for comparison,
n=76
Analysis of relational facilitators and barriers reveal different communication patterns
Facilitators – DifferencesMillennials (n=296) vs. Adults (n=76) Facilitators – DifferencesMillennials (n=296) vs. Adults (n=76)
Lower averages (per transcript)
Thanks 59% (175) vs. 75% (57)
Self Disclosure 42% (125) vs. 63% (48)
Closing Ritual 38% (111) vs. 50% (38)
Lower averages (per occurrence)
Seeking reassurance 56% (166) vs. 68% (52)
Polite expressions 30% (90) vs. 33% (25)
(n=372 transcripts)
Facilitators – DifferencesMillennials (n=296) vs. Adults (n=76) Facilitators – DifferencesMillennials (n=296) vs. Adults (n=76)
Higher averages (per occurrence)
• Agree to suggestion 64% (188) vs. 47% (36)
• Lower case 43% (126) vs. 16% (12)
• Greeting Ritual 24% (70) vs. 16% (12)
• Admit lack knowledge 20% (58) vs. 7% (5)
• Interjections 20% (58) vs. 7% (5)
• Slang 9% (27) vs. 3% (2)
(n=372 transcripts)
Barriers – DifferencesMillennials (n=296) vs. Adults (n=76) Barriers – DifferencesMillennials (n=296) vs. Adults (n=76)
Higher averages (per transcript) for:
Abrupt Endings 37% (109) vs. 28% (21)
Impatience 4% (13) vs. 1% (1)
Rude or Insulting 3% (9) vs. 0
(n=372 transcripts)
What We LearnedWhat We LearnedLibraries are trusted sources of information
Search engines are trusted about the same
People care about the quantity and quality of information they find
They like convenience and speed
They do not view paid information as more accurate than free information
The image of libraries is…
BOOKS
Patrons do not think of the library as an important source of electronic information!
Multiple Demands on the LibraryMultiple Demands on the Library
Traditional Library Environment
Baby Boomer Preferences
Millennial Preferences
Requires patience Want it now Want it now
Largely text based Largely text based Visual, audio, multi-media
Learn from the expert Learn from the expert Figure it out for myself
Logical, linear learning
Logical, linear learning
Multi-tasking
Metasearch Full text Full text
Complexity Simplicity Simplicity
What Now? What Now?
Three Opportunity Areas:
Content
Access
Services
1. Content 1. Content
What can libraries do?
• Tailor content
• Shape collections
• More choices
• Make discovery easy
1. Content1. Content
What libraries are doing today:
• WorldCat.org
• Discovery
• 24x7 access
• Online content
• Incorporating more relevant content
• Enabling user contributed content
2. Access 2. Access
What can libraries do?
• Expand search tools
• Expose library content through both:
• Library interfaces
• Non-library interfaces
• Provide access – anytime, anywhere
2. Access 2. Access
What libraries are doing today:
• Broadcast & federated search
• WorldCat Local
• Partnerships
• Web services
• Mobile interfaces
3. Services 3. Services
What can libraries do?
• Integrate physical spaces with virtual services
• Provide a comfortable environment
• Support collaboration
• Update infrastructure
• Provide media literacy skills
• Redesign the role of the
librarian
3. Services 3. Services What libraries are doing today:
• Virtual reference
• Social networking tools
• Profiles
• User contributed content
• Tags
• Reviews
• Lists
• RSS feeds / alerts
• Recommendations
• Community tools
• Collaboration
ConclusionConclusion
Expectations not isolated
Lead the way
By understanding them, we can serve everyone better
Additional ResourcesAdditional ResourcesBoomer Nation: The Largest and Richest Generation Ever and how it Changed America, S.
Gillon. New York: Free Press, 2004.
Generations: The History of America’s Future, 1584-2069, N. Strauss & W. Howe. New York: Morrow, 1991.
Generations at Work, S. Luck. http://dps.dgs.virginia.gov/Forum2006/Presentations/S201%20PPSluck%20Generations.ppt
Growing Up Digital, D. Tapscott. www.growingupdigital.com
Millennial Behaviors and Demographics. Sweeney,R. http://library1.njit.edu/staff-folders/sweeney/Millennials/Article-Millennial-Behaviors.doc
Millennial Net Values: Disconnects between Libraries and the Information Age Mindset, R. Mcdonald & C. Thomas. http://dscholarship.lib.fsu.edu/general/4/
Millennials Rising: The Next Generation, W. Howe & N. Strauss. New York: Random House, 2000.
Net Generation Students and Libraries, J. Lippincott. In Educating the Net Generation, Educause 2005.
“Screenagers” and Live Chat Reference: Living Up to the Promise, M.L. Radford & L.S. Connaway. (February, 2007). Scan, 26(6), 31-39.
Questions and CommentsQuestions and Comments
Lynn Silipigni ConnawayJasmine de Gaia
Marie L. Radford