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Engaging Library Users Through Social Media Mining Engaging Library Users through Social Media Mining Hongbo Zou＊, Hsuanwei Michelle Chen§, Sharmistha Dey ¶ ＊Computer and Information Systems, Queensland University of Technology, Brisbane, AU §School of Information, San José State University, San José, US ¶ School of Information and Communication Technology, Griffith University, Brisbane, AU Email: [email protected]; [email protected]; [email protected] Abstract libraries build their participatory services and engage more The “participatory library” is an emerging concept which re- users is a new challenge faced by libraries. fers to the idea that an integrated library system must allow users to take part in core functions of the library rather than Participatory Services engaging on the periphery. To embrace the participatory idea, Users Social Media Web 2.0 … Mobile Apps Libraries libraries have employed many technologies, such as social media to help them build participatory services and engage users. To help librarians understand the impact of emerging Figure 1 The relationship between users and libraries with partic- technologies on participatory service building, this paper ipatory service takes social media as an example to explore how to use dif- Public libraries notice the changes and are increasingly using ferent engagement strategies that social media provides to en- social media in an attempt to connect with their users. Ac- gage more users. This paper provides three major contribu- cording to a study published by the Library Research Service tions to the library system. The libraries can use the resultant (LRS), 93% of U.S. public libraries in all population catego-7 engagement strategies to engage its users. Additionally, the ries had social media accounts in 2013 [23][29]. Almost all best-fit strategy can be inferred and designed based on users’ of the large libraries (serving over 500k population), a little preferences. Lastly, the users’ preferences can be understood more than 4 in 5 middle size libraries (serving the population based on a data analysis of social media. Three such contri- between 25,000 and 499,999), had at least one social media butions put together to fully address the proposed research account in U.S. Libraries make use of social media to engage question of “how to use different engagement strategies on with their communities [9] or promote libraries services and social media to build participatory library services and better events [1][25]. Such a trend perfectly matches the concept of engage more users visiting the library?” [40]. the participatory library, which suggests that the library 1. Introduction should engage in conversations with its community and in- form the community how the library operates [11][34]. With The “participatory library” is an emerging concept, which has such change trends, social media has become an ideal plat- come a long way over the past decade. The term refers to the form for libraries to create their own participatory services idea that a participatory library, as a truly integrated library emphasizing user engagement. By having social media chan- system, must allow users to take part in core functions of the nels that are always open and participating in the conversa- library, such as the catalogue system, rather than engaging on tion with users, the library can constantly and effectively the periphery. This concept is been widely adopted in public evaluate and refine its programs, products, and services to en- libraries on their discourse and in practice. Figure 1 shows the sure that users are getting what they need [1]. Libraries can relation of users and libraries with participatory library ser- take advantage of such social media channels to invite partic- vices. Libraries use new technologies to build their participa- ipation, with active rather than passive participation being the tory services. And, users visit the built participatory services goal [16]. Passive participation is when the library provides to communicate with librarian and take part into the manage- excellent content and simply asks the user to comment, while ment of library. However, how to improve the participatory active participation involves the library inviting its users to library services, and better reach the customers to fulfil their create a community with the library, to help in shaping its needs, is a critical problem faced by libraries. Libraries have direction, co-authoring content and engaging with other users employed many emerging technologies, such as web 2.0 and to form a vocal community of users [20]. social media, to build their participatory services. Such new technologies can significantly help libraries achieve their Despite extensive studies having verified social media poten- mission of engaging with library users, and specifically, al- tial on enhancing the user’s relationship and connection with lowing users to participate in the conversation with libraries the library, libraries still need to understand which social me- [24]. However, how to use such new technologies to help dia engagement strategies can be used to connect with users, and which of the identified strategies are effective for increas- environment is key to facilitating knowledge creation. Social ing user engagement, thus for implementing participatory li- media provides a ready-made communication channel that brary services. Although social media provides a number of the library can use to create user engagement and move to- benefits and opportunities for library user engagement, “low- wards a participatory service [8]. However, there is still a gap quality” content of social media also affects users’ moods and between libraries and users through social media communi- interests negatively. A well-designed strategy should allow cation. The gap is that the topics created by libraries on social the library to better understand users’ needs and interests and media don’t necessarily match users’ topics of interest in create more attractive content to engage users. However, how most cases, so the question is: how are libraries using social to apply different user engagement strategies to build better media to create participatory networks that foster channels and engage more users is still being questioned. knowledge? [12]. This study aims to find out what social media engagement Using social media for library management is an emerging strategies are used by public libraries, and which ones are ef- topic, which has gained increased attention in both academia fective for increasing user engagement, thereby implement- and practice in recent years. Social media can facilitate com- ing participatory library services. This paper intends to ex- munications and engagement on library collections and ser- plore what social media strategies are used by public libraries vices. Rutherford [24] and Tiffen and England [28] suggest in the United States, and which of the identified strategies is that some libraries are using social media to develop commu- effective for increasing user engagement, thus for implement- nities and to personalize interactions between the library and ing participatory library services [41][42]. users. Tools such as Facebook and Pinterest have been used The remainder of this paper is organized as follows. Related to build relationships and rapport with client groups work is discussed in Section 2. Section 3 introduces the re- [16][20][36], to promote libraries [30], and to provide better search approach adopted by this study, and how to design the information services. The use of social media tools to com- research to approach the research problem. In section 4, so- municate and to increase engagement can have powerful and cial media mining is involved into phase one study to nail positive effects on repeated library visits, rapport-building, down the research scope and verify the feasibility of research design. In phase two study, section 5 introduces an online sur- referrals or positive feedback[15]. Twitter also provides an- vey to verify the findings discovered in phase one study and other new Internet venue to market a library’s online brand find out the root causes under facts. The conclusions and lim- and impression. There are many libraries that have already its are discussed in Section 6. created their Twitter communities to connect with their users. While Twitter provides a great avenue for sharing and pro- 2. Related Work motion, it does have its words limits. The library can only While libraries have traditionally been user focused, the par- post short messages, images or videos, and it is not conducive ticipatory library expands on the radical trust and gives the to detailed discussions. How to understand users solely from users more ability to guide the direction of the library service responses to social media is a challenging issue and requires [14]. The public library of the future involves close contact an in-depth, innovative data analysis approach. between the library and its users. This participatory library is engaged in conversation with users [26]. By engaging in con- Although social media provides a good way for libraries con- versation with users, the library develops knowledge about necting with users, a well-studied engagement strategy pro- them that can inform development and delivery of services vides many high-quality participatory services, and can better and collections [11]. This conversational idea also supports understand the users’ needs. How to plan a good participatory the notion of user-driven change, which is often cited as one library service? Libraries should consider two things: first, of the core principles of the future library [1][32]. Social me- how to use social media to better understand online user be- dia can support the key ideas that underpin the idea of a par- havior, and second, how to use social media to build better ticipatory library service: user-centered change, participation library services, thereby engaging more users [34][36]. These from users in developing service, and continual re-evaluation two challenges are motivating many of researchers to propose of services [1].
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