Chapter 4

Social Networking Services

s detailed throughout this report, social network­ MySpace ing technologies afford users the chance to inter­ Aact, share themselves, and create content. Social MySpace is one of the most talked about and used social networking services (SNS), as defined by Wikipedia, are networking sites around. While Facebook gains ground, “primarily web based and provide a collection of vari­ libraries are still finding ways to make connections via ous ways for users to interact, such as chat, messaging, MySpace, which offers profile pages, blogging, instant email, video, voice chat, file sharing, blogging, discussion messaging, favorite friends, embedded music, and much, groups.”1 Gene Smith’s building blocks of social sites (see much more. Library Technology Reports Technology Library Reports chapter 1)—identity, presence, relationships, conversa­ Two notable examples among many are the MySpace tions, groups, reputation, and sharing—will all be found pages for Hennepin County Public Library (HCPL) and for by users at various SNS. the Public Library of Charlotte & Mecklenburg County In the past few years, we’ve seen the rise of sites such (PLCMC). Examining both offers insights into what makes as MySpace, Facebook, and other communities online, a thriving MySpace page for a library. many centered around topics or interests. (Wikipedia’s list Hennepin’s page features an embedded Library of social networking sites includes 40+ sites to explore.) Search box and the code that the library’s MySpace friends Through such a service, a user can, for example, create a can use to add the search to their own profiles. Rotating profile page complete with an image and other personal images on the page show the faces of various library information; establish connections to online “friends”; staff members, adding the human dimension discussed in and engage in discussions, sharing knowledge or opin­ chapter 3. “The best thing a library can do in any social www.techsource.ala.org ions and eliciting feedback. Thriving sites might have networking environment is link to as many exciting fea­ hundreds or thousands of users (or millions, in the case tures on your library website as possible,” stated HCPL’s of MySpace), who have learned how easy it is to make Meg Canada. “Users who find you here appreciate code connections online. that can be copied and reused. Add a catalog search and In 2006, this phenomenon was noted in Newsweek share how they can do the same. Show them how to add and Time cover stories.2 What does it mean in 2007? It content from your site. At Hennepin County Library, we means that many people have discovered a way to extend get over eight hundred hits each week from our MySpace 3 their lives online—to engage with others, to talk, and to account.” 2007 September–October get a response. What does it mean for libraries? It means PLCMC’s “Library Loft” page features blog posts, an we may want to be present there—finadable and ready to embedded IM window via Meebo Me (see chapter 2), and notes discuss or answer questions. This chapter explores how about what teens will find in the physical Library Loft: libraries and librarians are using some popular social networking sites, including MySpace, Facebook, and the Up for a relaxing uptown hang out? Stop by The do-it-yourself site Ning to do just that. Other sites that Loft at ImaginOn in uptown Charlotte. You’ll offer social networking features include the music-focused find a space designed to support all your home­ Last.fm and MySpace rival Bebo. work help, computer, graphic novel, DVD, CD,

45 4

6 Library Technology Reports www.techsource.ala.org September–October 2007 how mightuseMySpaceeffectively: libraries most topicsandupcomingprograms.” important our about bulletins posting only by friends 1100 ing organizations, and YA authors. Finally, we respect our serv youth local librarians, or libraries requests other teens, from friend accept only we sure making by this do “We friends. teen library’s forthe space appropriate tally ing sure PLCMC’s MySpace site is a safe and developmen onoursite.” posted are then photos that take and art create as well as videos), (especially content generate and suggestions with us provide to teens aging in our same the basic needs of our patrons virtual as we do with meet to is goal the page, MySpace the and Web site teen every in the both practices” “With Department. TeenServices “best the of aspect for strives staff YA the that County, wrote a thoughtful post about making connections inlibrary MySpace classes: postaboutmakingconnections wrote athoughtful County, Matt Gullett, emerging technology manager for the ImaginOn at the Public Library of Charlotte & Mecklenburg Are youteachingMySpace?Howare youteachingMySpace? s feha/ohmr i clee pg loe fine. looked page college, in freshman/sophomore a is who daughter’s, her but that, doing about nervous bit a was I before. it seen never had mother the and page, mother’sdaughter’sMySpace the of one up looked we go an hour. In the process of all that went to on suppose that only evening is It hours. 2 full a lasted workshop the study. They were all very interested and engaged. In fact, On another occasion I had four moms from the same bible push blogs that evaluate for parents manga and manga parents for evaluate that blogs push not Why library? public a with youAre campus. your on offered courses the to relevant mation infor push Then library? college a with youAre better. do can We users. for things good doing ahalf perhaps seen, I’ve files pro library the all of But practices. good keep MySpace on libraries no that say to isn’t This tals to more complete suites of resources.library por be should MySpace in profiles library First, in detailed Evans Woody Librarian mak believesin Vieau regardpractices, best to With me told PLCMC, the at specialist teen Vieau, Jesse a recordable CD. on you with them take and beats ownyour spill actor) to available Studio the Music Acid haveWe movies. (you’re action live or claymations, cartoons, own very your create can you where studio a right, Youheard studio??? screen Blue state a has even and are between 12 & 18 years old. Tech Central town) in you’re (or area the in live you if above and script and wants needs. Check out blogs the - house patrons. We invite participation by encour by participation invite We patrons. house 4 - of - the - r bu sre studio. screen blue art - oe ae really are dozen Library Journal Library 5 6 ­ ­ ­ ­ ­ ­ ­ o Prns t 2 . , Yuh eh Ot 1, 2006, -for-parents-pt-2) 15, Oct. Tech, Youth ,” . http://youthtech.wordpress.com/2006/10/15/myspace . . 2 Pt. Parents for “MySpace Gullett, (Matt page. child’sMySpace their for also allowed us the opportunity to go over how to search It twenties. teens/early late their in adult young typical a for ordinary the of out or shocking really nothing had It college students. A user had to provide a .edu e .edu a provide to had user A students. college user more and cleaner a in but MySpace the as affordances same of many features which SNS, another is Facebook Also blog,July3,2007,http://stevelawson.name/seealso Steve Lawson,“FacebooktoLibraryApps:Drop Dead,”See two months before school starts. class ofincomingstudentsalreadyhas 354 members with ~2,000currentstudents).Thegroupforthe network hascloseto3,500people(foracampus It reallyiswhereourusersare:theColoradoCollege Facebook into our library Webinto ourlibrary presence ina2.0world: The design can section teach us use. a lot about of what might go ease and usefulness, community, media, design, evaluation: social of areas five on focuses popular He sites. networking two the between similarities and ences 2007. inspring applications Facebook launched and universities and colleges beyond re ceived a has lot of since Facebook attention it opened Lately, the social network account. an get even to dress - database pages andyourdatabase catalog? anime? Why not use your profiles to link to your because of it’s inconsistent design. This time its its time This design. inconsistent it’s of because done when compared to Facebook, mainly again unprofessionallyso looks MySpace here. winner Design: Site Overall profiles are sougly andinconsistent. you want. It mainly beats MySpace because most info the find to profiles the through navigate to are well set up and neatly organized and it’s easy Layout: differ the about wrote Mashable.com at Gold Ben friendly space. Facebook started as a site strictly for strictly site a as started Facebook space. friendly Facebook wins here because the profiles Facebook is obviously the the obviously is Facebook 7 - mail ad mail

­ ­ ­ Library Technology Reports www.techsource.ala.org September–October 2007 47 ­ ­ ­ ­ ­ ­ ­ 10 9 mail replies to themail replies site administrators: - We We would also like about to this policy. First, register we do not a believe that complaint your Terms prohibit organizational profiles. The As a librarian and professor, I joined Facebook last year when I found out that the students in my public speaking class were communicating with each other via that tool, university’s insteademail system. of It was our amazing how much more open and willing the students were to sharing information about each othertheir individual and group projects in our and class, viaFacebook. thrilledThey were that willwasI joinFacebook,toing theyandthat loved usedI it to find out and celebrate their birthdays,for semester. the during up came they as instance, network for your company. MySpace was really these have really doesn’t it teensso for designed types of features. What might we take away from an article such as At colleges and universities, Facebook offers stu Kentucky Kentucky Library blogged about her interactions Facebook when with they shut down her library’s profile and her e included Librarians & Facebook “Going where the users are” is a phrase we’ve seen a lot in discussions about Web 2.0. Exploring librarian and li of pages personal many yields Facebook in presence brary library staff members and thanmore a handful of groups librariesspecific librarydevotedto and interests. move A ment to create Facebook profilessame for way that libraries,libraries create profiles inin the MySpace,was derailed in September 2006 as Facebook began shutting down those pages, citing a prohibition on organizational profiles. Librarian Stacey Greenwell at theUniversity of Gold’s—and Gold’s—and from exploring and using the social network as clues some also but sure, for principles Design sites? ing space: social online an in want may users features what to alerts, messaging, relationships. Note the Facebook fea tures that encourage coworkers to interact, create their own Facebook network, and see what’s new with others. Your library could create a Facebook network, and any interaction,“friend for join could member staff interested awareness. ing,” and current dents a similar way to make connections and meet and greet. Libraries and librarians are adding their presence here, too. Robert J. Lackie, associate professor/librarian at posted Jersey, New Lawrenceville, in University Rider at the LibraryGarden Facebook: blog about his use of ­ ­ ­ ­ ­ ­ 8 Facebook kills Both site are pretty well or MySpace and Facebook tie here. here. tie Facebook and MySpace A big difference on Facebook is Facebook can be used as a tool This is a tie. They both a place have This is a tiea is lot This a has MySpace because Both sites have groups, but Facebook Co-Workers: to talk to the people you work with see what’s new also with them. and can You even join a quest quest or your posted items, etc. The other feed who like friends, your all with up what’s you tells they they added and what groups joined. Messaging: profile your on messages leave can people where and they a basic mail system. both have Keeping Keeping Track of What’s New: know to way only the MySpace On here. MySpace if a friend added something new to their profile is to go look at it, and the only way to know if person. the for look to is friends new a made you Facebook has two feeds. One tells you what’s new with you, like who accepted your friend re Groups: makes them more prominent. They are a bigger part of the service and there are a lot of people up meet planning like uses clever for them using to fans. and giving info Relationships: that the friends you add are usually where your MySpace on like contest a real not friends.It’s everyone is trying to have the most friends. On Facebook it about talking to and sharing thingsknow the with them. people you thing need in neat and tidy you boxes. In the community section, Gold compares MySpace is. Unfortunately that’s the reason MySpace’s de MySpace’s reason thethat’s Unfortunately is. thesign is so unruly for part. most Site Organization: Facebook wins because of ganized. itsHowever, clean layout that allows you to find everything rightand it’s away, start page is a link to every better than MySpace’s and it’s very neat and well well and neat very it’s and MySpace’s thanbetter organized. Customization: While Facebook lets you add and remove appli want you whatever do letscations,you MySpace with the pages, if you know a little HTML that MySpace themselves, not the users, who make the site difficult to use. Profiles: of customization, but Facebook’s default looks and Facebook on other valuable affordances of social net social of affordances other valuable on Facebook and working sites, with Facebook coming out on top almost every time: 4

8 Library Technology Reports www.techsource.ala.org September–October 2007 of conversation. Henotes: of conversation. art subtle the in engage to librarians urges Mathews but Mathews and McMaster University Librarian Jeff Trzeciak, work tocommunicate.” net social using and questions, these all have gap—they that bridge help can culture—librarians new a country, of questions,” he said. “It’s like are lots into they a entering new have just “Students boards. message the inside sessions” orientation freshmen and weather, portation, trans subway and trolley scene, music the eat, to places requirements, computer laptop Atlanta, around and pus cam on safety as such topics on individuals to directly responding or answers posting “started and library the Librarian. Ubiquitous The blog his at freshmen incoming of group a with Facebook ence.at Georgia Brian Mathews Tech describes his use of pres and outreach for pages profile own their use ians In an e-mail, Mathews described further for me his interactions with students onFacebook: for students mehisinteractions with further described In ane-mail,Mathews Facebook Librarian them howitworks inthelibrary. that—he on thoughts responded askingaboutjobsinthelibrary. my him gave I .so . . Atlanta in plans andboxing.he’sfood aboxer. about talking to got we Then Club. BBQ the and courts volleyball near grills about him told I BBQ. to likes community. the of part being it’sme so others, with along answers post would I and questions other each asked Students ofral cuhs lt o cmues cool coolequipment.) software, computers, of lots couches, comfortable conditioning, air fantastic café, printing, (Free housing. and financial aid, registration, of stress vironment. We’re the Disneylandcompared with selves as an open, friendly, welcoming service en This of type outreach enables us to our position by described success the had not have Others librar and Facebook, on groups use libraries Now you believethat we have violated. terms the of section specific the us send Please profile. anything. Library We’re selling main not the to contribute who librarians the of several profiles separate havefor and additional created information contact provide We identities. our disguise to attempt no make we and humans, actual represents profile Library—the Kentucky requirement. this satisfies We represent of University the profile our that believe we but only”, non “personal, specify, do terms oen akd bu pitn o cmu— told campus—I on printing about asked Someone security and safety about asking was guy Another he because campus on grills about asked guy One 12 Mathews uploaded images of images uploaded Mathews 13 - commercialuse 11 ­ ­ ­ ­ ­ ­ ­ on myblog(andisintegratedwith job openings.Granted,theopeningwasposted that astudentatMaccommentedononeofour JustthismorningIloggedintoFacebooktosee are payingoffmorethanmyblog. that myeffortstoreachstudentsthroughFacebook Facebook abetterwayoftalkingtothem.Ithink THEY ARE—notjustwhereweare.Iactuallyfind toreachstudents—byengagingthemWHERE I try The blogandFacebookarejustacoupleofwaysthat time studentgroupandoneoftheVP’s for the MSU. the incomingPresident,Presidentofourpart added as“Friend”bytheoutgoingMSUPresident, about campus.IaminFacebookandhavebeen talk tomeandincludeintheirconversations I’ve donequiteabittoencouragethestudents of theMSU(McMasterStudentUnion)nextweek. campus. Infact,IhaveameetingwiththePresident I’ve actuallymetquiteabitwithvariousstudentson going to press, it was reported that Facebook was discourag to presenceestablish was report As inside site. this of the widgets other and boxes search include to way a found interview bytheauthor, July7,2007 Jeff Trzeciak, UniversityLibrarian,McMasterUniversity, e-mail in Facebook. subscribe toit.But,hedidtakethetimelookatit taken timetoeitherreadmyblogdirectlyOR Not bad,eh?Idon’tthinkthestudentwouldhave and feelcomfortableenoughtowriteonmywall! are payingattentiontowhatgoesintomyFacebook and tookthetimetocomment.Thatmesaysthey to befunny. But,thefactis,studentsawpost Facebook) alsogranted,thecommentwasintended tesd u. Bin ahw, -al esg t the to message author, July8,2007) e-mail Mathews, (Brian out. stressed feel and week first the arrive students before impression simply campuslife. software theyshouldbring. organization thatbringsinlocalandregional bands. them about bars and venues near campus, as well student With the launch of Facebook applications, libraries libraries applications, Facebook of launch the With y betv i t poie n none/ae an encounter/make an provide to is objective My Lots of questions about dorms, housing, majors, and and computer of type what about asked Someone told I scene—so music the about asked Someone

­ Library Technology Reports www.techsource.ala.org September–October 2007 9 4 - ­ ­ ­ 17 Networks at Ning range from communities cen 16 Ning has caught on with Internet users. Ning To see Ning in action, visit Library 2.0, the thriving Interested readers might check out Ning or the L2 Ning, or create their own network. Othernetwork.their thriving create own library or Ning, related Nings include the American Library Association Librarian Bloggers. Ning and a Ning for cofounder cofounder Gina Bianchini posted to Ning Blog on 12, July 2007, that Ning was hosting over 75,500 social net works. tered around popular culture and music to networks for to discuss their respectiveprofessionals fields. Ning site created by Morrisville State College Libraries librarian Bill Drew (see figure 13). Withinweeks of the launch, librarians from all theover world had joined and started conversations. Drew is pleased with person me to Ning on L2 creating of thebenefit “Thebiggest result. surprise, enjoyment, satisfactionof and one been has ally he community,” sustaining self a into grown has it how at told me. “It demonstrates to the library community and beyond the strengths of building an online community using Web 2.0 tools. I am still experimenting with new and technologies such things on L2 features including as and other YackPack tech goodies. I also learn something everynew almost the from day and blog posts.” forums ­ 14 ­ ­ 15 growing growing list of options. Then - their own custom personal profile pages. their personal profile custom own and for anyone. startYou by choosing a combi forums, photos, blogs, (videos, features nationof etc.) from an ever customize how it looks, decide if it’s public or private, add your brand logo if you create to network have your on people the enable one, and Ning is a platform for creating your own social networks. Our passion is putting new social net works in the hands of anyone with a good idea. With Ning, social your network can be anything Figure 13 Figure Discussion forums at the Library 2.0 Ning. site FAQ states: site FAQ Ning Ning is social networking service that allows anyone to tools. integratedWeb of set a via site SNS own their build Features include the creation of groups, discussion fo rums, integrated blogs, RSS feeds, tag clouds, integrated video and photos, and personal page customization. The ing libraries ing from creating applications that searched the ongoing. were of catalog but discussions searches Web, 50 Library Technology Reports www.techsource.ala.org September–October 2007 P Figure 14 chapter: ideas inthis Here are some yousteps can take now to using begin the What You CanDoNow do sowell. mashup and what libraries of sites social ting networking in Lynn reported patrons. Blumenstein debuted Library library’s the for aspects social featuressome that munity County ahome Hennepin 14), figure (see BookSpace 2007, early In BookSpace Hennepin CountyLibrary’s ersonalized “My bookspace”pageonHennepin CountyLibrary’s Book • The site also features a blog RSS with feeds. It’s a fit and HCL’s own “Ifyou like” product. database advisory readers’ NoveList EBSCO’s both peruse can Users foundation. library’s the group guide, for checkout—an reading offering funded a by and title a of copies ten to eight ing includ kits, club book 100 offersmore than site The comments. and forcontribute alerts, author up sign lists, book create to opportunity the for A “My bookspace” area invites visitors to register ate one for your library. Follow the lead of HCPL of lead Follow library. foryourthe one ate Investigate some MySpace library profiles and cre - rw raig com reading grown Library Journal: 18 ­ ­ ­ ­ • • • Resources www.hclib.org/pub/bookspace Hennepin CountyLibrary’s BookSpace www.bebo.com Bebo http://alamembers.ning.com ALA Ning S Promote it. Invite participation. Promote it.Invite clearinghouse. support technology or site, help coursework or homework community, readers’ a as such users, library your for site Ning a Create channelsformunication library com and projects Manage teams. library yourfor featuresthe of a do explore and etc) agency, branch, department, (or Create a Ning social network for yourstaff library conversation. a in users your engage and Mathews Brian like librarians of advice features.followand the Then, applications the of some Try “friend.” to leagues as Add yourself. for much personal as information you’d like. Find col page Facebook a Create inusers’ space. brary li your of extension an create and PLCMC and pace. - it - yourself SNS. Create groups - wide initiatives. ­ ­ ­ Library Technology Reports www.techsource.ala.org September–October 2007 51

f.html - good networking - - a - social - and - IT, IT, Sept. 22, 2006, http://sla - ning.html 11, 2007). (accessed July - March 15, March 2007, online available at www using - divisions.typepad.com/itbloggingsection/2006/09/ sites.html 11, 2007). (accessed July Ning Blog, July 12, 2007, http://blog.ning.com/2007/07/2007, 12, July Blog, Ning you_had_me_at_75000_social_net.html (accessed July 26, 2007). interviewBill Drew, by the 9, 2007. July author, Lynne Blumenstein, “Hennepin’s BookSpace.org Debuts,” Library Journal, .libraryjournal.com/article/CA6422263.html 30, 2007). July (accessed Ibid. Robert J. Lackie, “MySpace and Social Networking Sites,” Library Garden, April .blogspot.com/2006/04/myspace 11, 2006, http://librarygarden - Down,” Shut Profile Facebook “Libraries Greenwell, Stacey Blogging Section of SLA - librarys_facebo.html 11, 2007). (accessed July FaceBook Impression: First Good a “Making Mathews, Brian and Incoming Freshmen,” July The 2, 2007, http://theubiquitouslibrarian.typepad.com/ Ubiquitous Librarian, the_ubiquitous_librarian/2007/07/making 11, 2007). (accessed July Ibid. For more on this issue, see Steve Lawson, “Facebook to Library Apps: Drop Dead,” See 2007). Also11, July (accessed blog, July http://stevelawson.name/seealso 3, 2007, Frequently Asked Question, Ning Web .com/help/faq site, www.ning Gina Had Bianchini, “You Me at 75,000 Social Networks,”

9. 17. 18. 10. 11. 12. 13. 14. 15. 16.

almost - on -

Dec. 13, 2006, Library Library Journal, myspace - Time, hammers - features (accessed July 11, 2007). (accessed July features - key - all article/CA6413453.html 11, 2007). (accessed July Key All Almost on MySpace Hammers “Facebook Gold, Ben Mashable.com, Features.” June 10, 2007, http://mashable .com/2007/06/10/facebook - Meg Canada, interview 21, 2007. by the Feb. author, www.myspace.com/library ImaginOn,” @ Loft The “Blurbs,” loft 11, 2007). (accessed July Jesse Vieau, interview by the 13, 2007. July author, Ibid. Woody Evans, “My MySpace Comment,” www.libraryjournal.com/at online available 2007, 15, Feb. .org/wiki/Social_network_service (accessed July 26, 2007). 26, July (accessed .org/wiki/Social_network_service Web,” the of Wisdom New “The Levy, Steven & Stone Brad Newsweek, U.S. edition, April 3, “Time’s 2006; Person of Lev the Year: Grossman, You,” available online article/0,9171,1569514,00.html 10, 2007). (accessed July at www.time.com/time/magazine/ “Social “Social Network Service,” Wikipedia, http://en.wikipedia

8. 3. 4. 5. 6. 7. 2. 1.

Notes http://en.wikipedia.org/wiki/List_of_social_networking _websitesResources www.libraryloft.org MySpace Page PLCMC’s www.myspace.com/libraryloft List of Social Networking Sites Wikipedia’s Ning www.ning.com Ning for Librarian Bloggers http://librarianbloggers.ning.com Library Loft PLCMC’s http://sla-divisions.typepad.com/tbloggingsection/ 2006/09/librarys_facebo.htm Library 2.0 Ning http://library20.ning.com Hennepin County Library’s MySpace Library’s Hennepin County www.myspace.com/hennepincountylibrary Last.fm www.lastfm.com Library Profile Shut Down Facebook Hennepin County Library’s Extranet: BookSpace County Library’s Hennepin http://www.hclib.org/extranet/News/bookspace.cfm