using facebook for marketing and reference service: the university of the philippines diliman...
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Using Facebook for Marketing
and Reference Service:
The University of the
Philippines Diliman Library
Experience
Elijah John F. Dar Juan
University of the Philippines Diliman
PLAI Congress 2014
PaperOutline
1. Online Social Networks and the Concept of Social Networking
2. Facebook: What It Is and How It Works
3. Objectives of the Study
4. Facebook Use in the UP DilimanUniversity Library
5. Challenges in Managing the Facebook Page
6. Conclusion
Online Social Networks
• Numerous Web-based applications have changed the way Internet users communicate, interact and share information with each other.
• Three of the top ten Websites are Web 2.0 in nature: Facebook on #2, YouTube on #3 and Twitter on #10.
• Described as the second generation of the World Wide Web (WWW), Web 2.0 focuses on the participation and communication of users (Hoechsmann, 2008).
Online Social Networks
• One characteristic of Web 2.0 tools is its capability of connecting and facilitating interaction within users and open sharing of data (Cassell and Hiremath, 2011).
• Social networking has evolved to the more dynamic way of collaborating, connecting, publishing and sharing information (Falzone, 2011).
SECOND MOST POPULAR WEBSITE IN 2013
Alexa traffic rank based on a combined measure of page views and unique site users
MARK ZUCKERBERGCreated a site called Facemash at Harvard University in the late 2003. The site was rebranded as Facebook in February 2004.
http://www.biography.com/people/mark-zuckerberg-507402
• To facilitate information sharing between individuals who have indicated that they are mutual friends.
To give people the power to share and make the world more open and connected. People use Facebook to stay connected with friends
world, and to share and express what matters to them.
(Facebook - About).
FACEBOOK USE
• In 2013, Facebook reports that an average of 584 million people use Facebook every day.
• Each person spends over 700 million minutes every month in Facebook. (Haydon, 2013)
OBJECTIVES OF THE STUDY
1. Discuss how the UP Diliman University Library promotes library resources and services through the use of the online social networking site;
2. Determine how fans communicate with Facebook page through messaging and posts on the page;
OBJECTIVES OF THE STUDY
3. Present challenges that library staff have encountered in managing the Facebook page; and
4. Recommend ways to effectively administer reference and marketing services using Facebook.
Reference and Marketing in the UP Diliman Library
• The reference and information desks in the Main Library have existed even prior to the emergence of virtual reference and online social network services.
• To promote resources and services, the University Library has used many marketing and promotion tactics.
Facebook is used at UPD Library for
information.
• Announcements on library hours/schedules
• Promotion of e-resources
• Showcasing past and future library events.
In 2013, the Facebook page URL was changed
FROM
www.facebook.com/
pages/UP-Diliman-University-Library/92328793322
TO
www.facebook.com/
UPDLibrary
Total Number of Likes per Day on the UPD University Library Facebook Fan Page in 2013
9000
9500
10000
10500
11000
11500
12000
12500
13000
Dec-12 Jan-13 Feb-13 Mar-13 Apr-13 May-13 Jun-13 Jul-13 Aug-13 Sep-13 Oct-13 Nov-13 Dec-13
Majority of the page likes (1,016 likes) were through visits on the page itself.
www.facebook.com/UPDLibrary
• This is more effective to mention in day-to-day conversations and show in promotional media compared to the former string of letters and numbers that Facebook provides on default.
• The page has been placed alongside the University Library website as Web browser homepages of the computers in the Library.
Another source of page likes were via the
Recommended Pages (257 likes).
• Usually appearing on the right side of the Facebook
that have been liked by friends that might be of interest to the user.
• This the same feather flock together
Increase in Fan Page Likes
• May promotional materials of the Library.
• Mention occasionally by including it in the body of e-mail replies, in closing the chat conversation and in library orientation sessions.
• The placement of the fan page as one on the home pages in the computers in the Electronic Resources Room.
• The increase is the activity of the Library within Facebook.
Number of Likes Added per Day to the UPD University Library Facebook Fan Page in 2013
0
20
40
60
80
100
120
140
PEOPLE WHO LIKE THE PAGE
5.50%
43.80%
35.40%
8.50%
3.10%1.20% 1.60%
13-17 y.o. 18-24 y.o. 25-34 y.o. 35-44 y.o. 45-54 y.o. 55-64 y.o. 65 and above
When age and sex data are combined, the most number of users who like the fan page are females, aged 18-24 years old (26.4%).
Comparison of Sex ofFacebook Unique Users who have liked the Fan Page and University Enrollment
Sex LikesActual
Enrollment*
Difference
(% pts.)
Male 38.30% 43.52% +5.22
Female 60.80% 56.48% -4.32
*As of Second Semester, 2013-14.
During the day, most Facebook fans of the Library fan page are online in the evening with the figures reaching 4,974 at around 10:00 PM.
Announcements and promotion of newly-acquired resources, new facilities and services, databases on trial and notable subscriptions deemed useful to fans
Advisories of library schedule for the end of semester and irregularities in library service hours for holidays, work suspensions, etc.;
Announcements of library- and information-related events and relevant activities within UP Diliman (including college/unit libraries) and outside;
Announcements of relevant information, events and activities within UP that may concern the UP community
Greetings during special occasions such as Christmas and for specific persons or groups of persons; and,
Any general content that might be of interest to students such as quotations and statements on academic work, exams, research, reading, etc.
FACEBOOK MESSAGES AND WALL POSTS
• 201 wall posts and messages
• 136 were incoming query messages
• 21 queries as wall posts and
• 44 other types of wall posts
QueriesPromotion,
Feedback &
OthersTOTAL %
Student 97 10 107 53.23
Faculty
and Staff9 19 28 13.93
Non-UP
Local44 15 59 29.35
Non-UP
Abroad3 4 7 3.48
TOTAL 153 48 201 100.00
Type of Query Description 2013 %
Access Policies
On how to gain access to the library
resources for outsiders and patrons
from other constituent units of the
University
28 18%
Electronic
Resources
Availability and use electronic
resources of including inquiries on
access on campus and remotely.21 14%
LibRadioRelated to the radio program of the
Library at DZUP 1602, the campus
AM radio station.1 1%
Library
Information and
Policies
Asking for information about the
library, procedures in accessing
library materials except visitor
policies.
22 14%
Type of Query Description 2013 %
Library Resources
Related to various types of library
materials and recommendations for
acquisition except electronic
resources
7 5%
Library SchedulesAssociated with library hours and
inquiries if the library is open for
service.43 28%
Library Tools UseUse of the iLib, Library Website,
bibliographies, indexes and other
related publications and services.6 4%
Lost and FoundConcerning items lost by library
clients that may be found by library
staff2 1%
Type of Query Description 2013 %
Ready ReferenceAnswered by standard reference
sources3 2%
ReferralNeed directing to or transferring the
query to another office or institution.9 6%
Specific Search
and Research
Seeking assistance in location
specific information source/s for a
specific research objective6 4%
Student
Assistantship
On how to apply for student
assistantship in the Main Library and
in college/unit libraries5 3%
TOTAL 153 100
Percentages of Different Types of Queries on the UP Diliman Library Facebook Page In 2013
18%
14%
1%
14%5%
28%
4%1%2%6% 4% 3%
Access Policies Electronic Resources LibRadio
Library Information and Policies Library Resources Library Schedules
Lost and Found Ready Reference Referral
Specific Search and Research Student Assistantship Use of Library Tools
Challenge 1:
NON-ENGAGEMENT
• The inability of the page to communicate and create connections with users.
• The inevitable disinterest or apathy to the page content. This is often demonstrated by fewer than expected post-level activity.
• STRATEGY: To improve the content being uploaded by making it more appealing to the target audience.
Challenge 2:
NEGATIVE FEEDBACK
• posts from the Library may incur negative feedback from a number of users.
• Problems may arise when comments of users go out of hand and they eventually quarrel on the post.
• STRATEGY: Stricter policies for deleting unwanted content on the fan page (such as insulting or derogatory remarks) or unrelated posts (e.g. spam, irrelevant posts).
Challenge 3:
PROBLEMATIC PROMOTION PRACTICES
• Differences in approach to fan page activity may become a setback.
• There have been instances of improper monitoring due to staff multi-tasking and cases of inaccurate copy material being uploaded (e.g. posts with factual or grammatical errors) also become problems.
• STRATEGY: Planning is essential. Branding and image building are two of the many considerations that may be thought of during this stage. After planning, staff members managing the page should be adequately trained.
Challenge 4:
ENVIRONMENT CHANGES
• Theoretically, the current environment where the Library operates is dynamic, and thus would require constant adaptation.
• The Library fan page should always adapt to dull times and slow days, when the Library does not have anything new to promote.
• The need for creative ways to maintain an active presence and user engagement would be a best solution in these cases.
Challenge 5:
MARKET SATURATION
• The assumption that not all of the members of the target audience have accounts in Facebook, enjoy regular Internet connectivity and have active online presences on the site.
• STRATEGY: A good practice to reach the highest level of market saturation is to always make the maximum audience awareness and engagement as the end goal in every online activity.
Through the use of Facebook, marketing and promotion of collections and events is further enhanced.
• In the advent of information technology and its capabilities of providing quick and easy access to information, online activity has been a must for every information seeker.
• Numerous library services can be offered on social networking sites. Facebook is also a venue for user-librarian interaction as it can accommodate likes, comments, and shares.
UPD Library has found the possibility of using Facebook to inform and publicize.
• In this paper, the University Library of the University of the Philippines Diliman explored and has found the possibilities of using Facebook as an effective tool to respond to user needs and further publicize its resources and activities.
• It is envisioned that Philippine libraries adopt this innovative online service model in the future as a response to the growing need for information exchange, communication and interaction, not only between users and libraries but also between librarians and libraries themselves.