Building Library Community Through Social Media
In this article academic librarians present and analyze a model for community building through social media. Findings demonstrate the importance of strategy and interactivity via social media for generating new connections with library users. Details of this research include successful guidelines for building community and developing engagement online with social media. By applying intentional social media practices, the researchers’ Twitter user community grew 100 percent in one year, with a corresponding 275 percent increase in user interactions. Using a community analysis approach, this research demonstrates that the principles of personality and interactivity can lead to community formation for targeted user groups. Discussion includes the strategies and research approaches that were employed to build, study, and understand user community, including user type analysis and action-object mapping. From this research a picture of the library as a member of an active academic community comes into focus.
Aharony, Noa. 2010. “Twitter Use in Libraries: An Exploratory Analysis.” Journal of Web
Librarianship 4(4): 333–350.
Anderson, Katie Elson, and Julie M. Still. 2013. “Librarians’ Use of Images on LibGuides and
Other Social Media Platforms.” Journal of Web Librarianship 7(3): 272–291.
Ayu, A. R. Riza, and A. Abrizah. 2011. "Do You Facebook? Usage and Applications of
Facebook Page among Academic Libraries in Malaysia." The International Information & Library Review 43(4): 239-249.
Beaudoin, Christopher E., and Chen-Chao Tao. 2007. “Benefiting from Social Capital in Online
Support Groups: An Empirical Study of Cancer Patients.” Cyberpsychology & Behavior :
The Impact of the Internet, Multimedia and Virtual Reality on Behavior and Society 10(4): 587–90. doi:10.1089/cpb.2007.9986.
Bell, Steven. 2012. "Students Tweet the Darndest Things about Your Library–and Why You
Need to Listen." Reference Services Review 40(2): 217-220.
Brown, Roger. 1973. A First Language: The Early Stages. Cambridge: Harvard University Press.
Brown, Susannah K., and Charles A. Burdsal. 2012. “An Exploration of Sense of Community
and Student Success Using the National Survey of Student Engagement.” The Journal of
General Education 61(4): 433–460.
Castonguay, Remi. 2011. "Say It Loud Spreading the Word with Facebook and Twitter." College
& Research Libraries News 72(7): 412-415.
Chan, Christopher. 2012. “Marketing the Academic Library with Online Social Network
Advertising.” Library Management 33(8): 479–489. doi:10.1108/01435121211279849.
Chen, Dora Yu-Ting, Samuel Kai-Wah Chu, and Shu-Qin Xu. 2012. "How Do Libraries Use
Social Networking Sites to Interact with Users." Proceedings of the American Society for Information Science and Technology 49(1): 1-10.
Cheng, Xu, Jiangchuan Liu, and Cameron Dale. 2013. "Understanding the Characteristics of
Internet Short Video Sharing: A YouTube-Based Measurement Study." IEEE
Transactions on Multimedia 15(5): 1184-1194.
Chua, Alton Y.K., and Dion H Goh. 2010. “A Study of Web 2.0 Applications in Library
Websites.” Library & Information Science Research 32(3): 203–211.
Creighton, Jill L., Jason W. Foster, Libby Klingsmith, and Darren K Withey. 2013. “I Just Look
It Up: Undergraduate Student Perception of Social Media Use in Their Academic Success.” The Journal of Social Media in Society 2(2): 26–46.
Cuddy, Colleen, Jamie Graham, and Emily G. Morton-Owens. 2010. “Implementing Twitter in a
Health Sciences Library.” Medical Reference Services Quarterly 29(4): 320–30.
Cullen, Rowena, and Laura Sommer. 2011. “Participatory Democracy and the Value of Online
Community Networks: An Exploration of Online and Offline Communities Engaged in
Civil Society and Political Activity.” Government Information Quarterly 28(2): 148–154.
DeAndrea, David C., Nicole B. Ellison, Robert LaRose, Charles Steinfield, and Andrew Fiore.
“Serious Social Media: On the Use of Social Media for Improving Students’
Adjustment to College.” The Internet and Higher Education 15(1): 15–23.
Dickson, Andrea, and Robert P. Holley. 2010. “Social Networking in Academic Libraries: The
Possibilities and the Concerns.” New Library World 111(11/12): 468–479.
Dennis, Melissa. 2012. "Outreach Initiatives in Academic Libraries, 2009-2011.” Reference
Services Review 40(3): 368-383.
Ellison, Nicole B., Charles Steinfield, and Cliff Lampe. 2007. “The Benefits of Facebook
‘Friends:’ Social Capital and College Students’ Use of Online Social Network Sites.”
Journal of Computer-Mediated Communication 12(4): 1143–1168.
Foasberg, Nancy. 2012. “Online Reading Communities: From Book Clubs to Book Blogs.” The
Journal of Social Media in Society 1(1): 30–53.
Forrestal, Valerie. 2010. "Making Twitter Work: a Guide for the Uninitiated, the Skeptical, and
the Pragmatic." The Reference Librarian 52(1-2): 146-151.
Ganster, Ligaya, and Bridget Schumacher. 2009. “Expanding Beyond Our Library Walls:
Building an Active Online Community through Facebook.” Journal of Web
Librarianship 3(2): 111–128. doi:10.1080/19322900902820929.
Garcia-Milian, Rolando, Hannah F. Norton, and Michele R. Tennant. 2012. “The Presence of
Academic Health Sciences Libraries on Facebook: The Relationship between Content and Library Popularity.” Medical Reference Services Quarterly 31(2): 171–87. doi:10.1080/02763869.2012.670588.
Geiger, R. Stuart. 2014. “Bots, Bespoke, Code and the Materiality of Software Platforms.”
Information, Communication & Society 17(3): 342–356.
Glazer, Harry. 2009. "Clever Outreach or Costly Diversion? An Academic Library Evaluates Its
Facebook experience." College & Research Libraries News 70(1): 11-19.
Glazer, Harry. 2012. "’Likes’ are Lovely, but Do They Lead to More Logins? Developing
Metrics for Academic Libraries’ Facebook pages." College & Research Libraries News 73(1): 18-21.
Gray, Rebecca, Jessica Vitak, Emily W. Easton, and Nicole B. Ellison. 2013. “Examining Social
Adjustment to College in the Age of Social Media: Factors Influencing Successful
Transitions and Persistence.” Computers & Education 67: 193–207.
Grieve, Rachel, Michaelle Indian, Kate Witteveen, G. Anne Tolan, and Jessica Marrington.
"Face-to-Face or Facebook: Can Social Connectedness be Derived Online?" Computers in Human Behavior 29(3): 604-609.
Griffin, Melanie, and Tomaro I. Taylor. 2013. “Of Fans, Friends, and Followers: Methods for
Assessing Social Media Outreach in Special Collections Repositories.” Journal of Web
Librarianship 7(3): 255–271. doi:10.1080/19322909.2013.812471.
Hofer, Matthias, and Viviane Aubert. 2013. “Perceived Bridging and Bonding Social Capital on
Twitter : Differentiating between Followers and Followees.” Computers in Human
Behavior 29(6): 2134–2142. doi:10.1016/j.chb.2013.04.038.
Jansen, Bernard J, and Mimi Zhang. 2009. “Twitter Power : Tweets as Electronic Word of
Mouth.” Journal of the American Society for Information Science and Technology
(11): 2169–2188. doi:10.1002/asi.
Junco, Reynol, Greg Heiberger, and Eric Loken. 2011. "The Effect of Twitter on College Student
Engagement and Grades." Journal of Computer Assisted Learning 27(2): 119-132.
Jurgenson, Nathan. 2012. "When Atoms Meet Bits: Social Media, the Mobile Web and
Augmented Revolution." Future Internet 4(1): 83-91.
Li, Xiang, and Tang Li. 2013. "Integrating Social Media into East Asia Library Services: Case
Studies at University of Colorado and Yale University." Journal of East Asian Libraries
Lieberman, Morton A., and Andrew Winzelberg. 2009. “The Relationship between Religious
Expression and Outcomes in Online Support Groups: A Partial Replication.” Computers in Human Behavior 25(3): 690–694. doi:10.1016/j.chb.2008.11.003.
Luo, Lili. 2013. “Marketing via Social Media: A Case Study.” Library Hi Tech 31(3): 455–466.
McCorkindale, Tina, Marcia W. Distaso, and Hilary Fussell Sisco. 2013. “How Millennials Are
Engaging and Building Relationships with Organizations on Facebook.” The Journal of
Social Media in Society 2(1): 66–87.
Nanabhay, Mohamed, and Roxane Farmanfarmaian. 2011. "From Spectacle to Spectacular: How
Physical Space, Social Media and Mainstream Broadcast Amplified the Public Sphere in
Egypt's ‘Revolution’." The Journal of North African Studies 16(4): 573-603.
Oh, Hyun Jung, Elif Ozkaya, Robert LaRose. 2014. “How Does Online Social Networking
Enhance Life Satisfaction? The Relationships among Online Supportive Interaction,
Affect, Perceived Social Support, Sense of Community, and Life Satisfaction.” Computers in Human Behavior 30: 69–78. doi:10.1016/j.chb.2013.07.053.
Phillips, Nancy Kim. 2011. “Academic Library Use of Facebook: Building Relationships with
Students.” The Journal of Academic Librarianship 37(6): 512–522.
Roos, Jaana. 2013. “Why University Libraries Don’t Trust Facebook Marketing?” Proceedings
of the 21st International BOBCATSSS Conference: 160-165.
Sachs, Dianna E., Edward J. Eckel, and Kathleen A. Langan. 2011. "Striking a Balance:
Effective Use of Facebook in an Academic Library." Internet Reference Services Quarterly 16(1-2): 35-54.
Sayed, Nermeen. 2012. "Towards the Egyptian Revolution: Activists Perceptions of Social
media for mobilization." Journal of Arab & Muslim Media Research 4(2-3): 273-298.
Sewell, Robin R. 2013. "Who is Following Us? Data Mining a Library's Twitter
Followers."Library Hi Tech 31(1): 160-170.
Thornton, Elaine. 2012. "Is Your Academic Library Pinning? Academic Libraries and Pinterest."
Journal of Web Librarianship 6(3): 164-175.
Tomai, Manuela, Veronica Rosa, Minou Ella Mebane, Alessia D’Acunti, Maura Benedetti, and
Donata Francescato. 2010. “Virtual Communities in Schools as Tools to Promote Social
Capital with High Schools Students.” Computers & Education 54(1): 265–274.
Tufekci, Zeynep. 2013. “The Social Internet: Frustrating, Enriching, but Not Lonely.” Public
Culture 26(1 72): 13–23. doi:10.1215/08992363-2346322.
Valenzuela, Sebastián, Namsu Park, and Kerk F. Kee. 2009. “Is There Social Capital in a Social
Network Site?: Facebook Use and College Students’ Life Satisfaction, Trust, and
Participation.” Journal of Computer-Mediated Communication 14(4): 875–901.
Vucovich, Lee A., Valerie S. Gordon, Nicole Mitchell, and Lisa A. Ennis. 2013. "Is the Time
and Effort Worth It? One Library's Evaluation of Using Social Networking Tools for Outreach." Medical Reference Services Quarterly 32(1): 12-25.
Wan, Gang. 2011. "How Academic Libraries Reach Users on Facebook." College &
Undergraduate Libraries 18(4): 307-318.
Wang, Edward Shih-Tse, and Lily Shui-Lien Chen. 2012. “Forming Relationship Commitments
to Online Communities: The Role of Social Motivations.” Computers in Human Behavior 28(2): 570–575. doi:10.1016/j.chb.2011.11.002.
Zhang, Mimi, and Bernard J. Jansen. 2008. “Using Action-Object Pairs as a Conceptual
Framework for Transaction Log Analysis.” In Handbook of Research on Web Log
Analysis, edited by Bernard J. Jansen, Amanda Spink, and Isak Taksa. Hershey, PA: IGI.
Copyright (c) Scott Woodward Hazard Young, Doralyn Rossmann
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
Authors that submit to Information Technology and Libraries agree to the Copyright Notice.