social media use and outreach of selected public libraries in informational world cities
DESCRIPTION
The paper presents results of a study on public libraries from 31 Informational World Cities regarding their social media use and outreach. The analysis focuses on prototypical social media-platforms used for information dissemination and library patron’s engagement (i.e., Facebook, Sina Weibo, Twitter, and YouTube). The results of the statistical analysis of the social media activity carried out from public libraries and users show that social media-posting frequency strongly varies between libraries. Strikingly, similar posting behavior (i.e. frequency and content type) results in different numbers of fans and distribution ratios, i.e. forwarding libraries’ content via Facebook or retweets.TRANSCRIPT
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Social Media Use and Outreach of
Selected Public Libraries in
Informational World Cities
Sarah Hartmann, Isabella Peters & Agnes Mainka
Heinrich Heine University Düsseldorf (Germany)
Department of Information Science
{s.hartmann | isabella.peters | agnes.mainka} @uni-duesseldorf.de
26.07.2013 1
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Agenda
Introduction:
Typical characteristics of Informational Cities
What is an Informational World City?
Which cities are Informational World Cities?
Method
Results for
YouTube
Conclusion
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Introduction: Informational Cities
prototypical cities of the knowledge society are called
Informational Cities (Manuel Castells)
Infrastructures of information and communication
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Informational Cities
Indicators for measuring Informational Cities:
1. Infrastructures
2. Position in the world city hierarchy
3. Structure of the labor market
4. Mix of companies
5. Political willingness
6. Weak location factors
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Informational World City
(Orszullok, L., Stallmann, A., Mainka, A., & Stock, W. G., 2012).
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Informational World Cities
(Orszullok, L., Stallmann, A., Mainka, A., & Stock, W. G., 2012).
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Public Libraries
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Methods
Examined social media accounts by
browsing the websites
Searching within the social media service
In some cases more than one account was found:
More than one public library
More than one account on website
Additional accounts via searching on social media services
Data collection: October 17, 2012 – December 13, 2012
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Libraries’ Posting Behavior on
0
0,5
1
1,5
2
2,5
3
3,5
0
500
1000
1500
2000
2500
3000A
mste
rda
m
Berl
in
Bosto
n
Ch
ica
go
Fra
nkfu
rt a
m M
ain
He
lsin
ki
Kua
la L
um
pur
Lon
don
Los A
ng
ele
s
Me
lbou
rne
Mo
ntr
ea
l
Mu
nic
h
New
York
Pari
s
San
Fra
ncis
co
*Sao
Pa
ulo
Seo
ul
Sin
ga
po
re
**S
tockh
olm
Tokyo
Toro
nto
Van
co
uve
r
Vie
nn
a
ave
rag
e #
po
sts
per
day
# p
os
ts
Link Posts
Video Posts
Photo Posts
Status Posts
Average Posts
*BibliotecasSP, Biblioteca de São Paulo
**Stockholms stadsbibliotek - 40 folkbibliotek, Internationella biblioteket, Internationella biblioteket
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Comparison of Libraries’ Posting
Frequency on Facebook and Outreach
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Results: Interaction with Facebook-
users
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0
5000
10000
15000
20000
Bo
sto
n
Ne
w Y
ork
Am
ste
rdam
Sa
n F
ran
cis
co
Los A
ng
ele
s
Ku
ala
Lum
pu
r
**S
tockh
olm
*Sa
o P
au
lo
Sin
ga
pore
Va
nco
uver
Fra
nkfu
rt a
m M
ain
Lon
don
Vie
nn
a
Mu
nic
h
Ch
ica
go
To
ron
to
Pa
ris
Montr
eal
To
kyo
Be
rlin
Me
lbou
rne
Se
oul
He
lsin
ki
# lik
es
# talking about this
# were here
*BibliotecasSP, Biblioteca de São Paulo
**Stockholms stadsbibliotek - 40 folkbibliotek, Internationella biblioteket, Internationella biblioteket
0
100
200
300
400
500
600
700
800
900
Sin
ga
pore
Va
nco
uver
Fra
nkfu
rt a
m M
ain
Lon
don
Vie
nn
a
Mu
nic
h
Ch
ica
go
To
ron
to
Pa
ris
Mo
ntr
ea
l
To
kyo
Be
rlin
Me
lbou
rne
Se
oul
He
lsin
ki
# lik
es
# talking about this
# were here
*BibliotecasSP, Biblioteca de São Paulo
**Stockholms stadsbibliotek - 40 folkbibliotek, Internationella biblioteket, Internationella
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Distribution Ratio: Interaction of
Facebook-users with Libraries’ Content
0%
20%
40%
60%
80%
100%
120%
140%
160%
180%
200%A
mste
rdam
Be
rlin
Bo
sto
n
Ch
ica
go
Fra
nkfu
rt a
m M
ain
He
lsin
ki
Ku
ala
Lum
pur
London
Los A
nge
les
Melb
ourn
e
Mo
ntr
eal
Mu
nic
h
New
York
Pa
ris
Sa
n F
rancis
co
*Sa
o P
au
lo
Se
ou
l
Sin
ga
po
re
**S
tockho
lm
Tokyo
Toro
nto
Va
nco
uve
r
Vie
nn
a
ratio library action/user action
*BibliotecasSP, Biblioteca de São Paulo
**Stockholms stadsbibliotek - 40 folkbibliotek, Internationella biblioteket, Internationella biblioteket
dis
trib
uti
on
ra
tio
↑ 1071 %
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How many posts from
libraries found their way
into users‘ conversations?
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User Interaction on Libraries'
Microblogging Accounts
0
50.000
100.000
150.000
200.000
250.000
0
5
10
15
20
25
30A
mste
rda
m
Bosto
n
Chic
ago
Hels
inki
Lon
don
Los A
ng
ele
s
Me
lbou
rne
Mo
ntr
ea
l
Ne
w Y
ork
Pari
s
San
Fra
ncis
co
Sao
Pa
ulo
Sin
ga
po
re
Sto
ckh
olm
Tokyo
Toro
nto
Van
co
uve
r
Vie
nn
a
Seo
ul
Beiji
ng
Sha
ngh
ai
She
nzhe
n
# f
oll
ow
ers
ave
rag
e #
average # tweets
average # retweets
# followers
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Libraries' and Users' YouTube Activity
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It is important
to post
regularly!
0
200.000
400.000
600.000
800.000
1.000.000
1.200.000
0
500
1.000
1.500
2.000
2.500
3.000
3.500
New
York
Toro
nto
Mo
ntr
ea
l
Hels
inki
Vie
nn
a
Van
co
uve
r
Los A
ng
ele
s
*Sao
Pa
ulo
San
Fra
ncis
co
Am
ste
rda
m
Bosto
n
Berl
in
Sto
ckh
olm
# v
iew
s
tota
l #
# videos
# subscribers
# views
*BibliotecasSP, Biblioteca de São Paulo
**Stockholms stadsbibliotek - 40 folkbibliotek, Internationella biblioteket, Internationella biblioteket
0
10.000
20.000
30.000
40.000
50.000
60.000
0
20
40
60
80
100
120
140
160
Mo
ntr
ea
l
Hels
inki
Vie
nn
a
Van
co
uve
r
Los A
ng
ele
s
*Sao
Pa
ulo
San
Fra
ncis
co
Am
ste
rda
m
Bosto
n
Berl
in
Sto
ckh
olm
# v
iew
s
tota
l #
# videos
# subscribers
# views
*BibliotecasSP, Biblioteca de São Paulo
**Stockholms stadsbibliotek - 40 folkbibliotek, Internationella biblioteket, Internationella biblioteket
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Conclusion
Social media services reach
users and facilitate communication
Regular publishing leads to more
interaction and attention from users
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Thank you for your attention!
Sarah Hartmann
Heinrich Heine University Düsseldorf (Germany)
Department of Information Science
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References
Castells, M. (1989). The Informational City. Information Technology,
Economic Restructuring, and the Urban-Regional Process. Oxford, UK,
Cambridge, MA: Basil Blackwell.
Mainka, A., Khveshchanka, S., & Stock, W. G. (2011). Dimensions of
informational city research. In Digital Cities 7 – Real World Experiences.
International Workshop at C&T 2011, 30 June 2011, Brisbane, Australia.
Orszullok, L., Stallmann, A., Mainka, A., & Stock, W. G. (2012). Core Services
of Digital and Physical Libraries in Informational World Cities. An Empirical
Investigation. In Proceedings of the 6th Shanghai International Library Forum,
Shanghai, China (pp. 288-301). Shanghai, China: Shanghai Scientific and
Technological Literature Publishing House.
Sekyere, K. (2009). Too Much Hullabaloo about Facebook in Libraries! Is it
really helping libraries? Nebraska Library Association Quarterly, 40(2), 25–27.
Stock, W. (2011). Informational cities: Analysis and construction of cities in
the knowledge society. Journal of the American Society for Information Science
and Technology, 62(5), 963-986.
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