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Cited As: Chu, S.K.W., Rajagopal, S., Wan, W.W.T., & Yeung, K.M., (2012). Using social

media to enhance inclusion and outreach by libraries. Paper presented at The 4th

International Conference on Libraries, Information and Society (ICoLIS) 2012, Malaysia.

Using Social Media to Enhance Inclusion and Outreach by Libraries1

Authors: Samuel Kai-Wah Chu, Sandhya Rajagopal, Wan Wai Tung Abigail and Yeung Kwong

Man

Abstract

As James Smithson said in his Last Will and Testament of 1826, the founding of the Smithsonian

Institute was for ‘the increase and diffusion of knowledge’ (quoted in Kalfatovic, Kapsalis,

Spiess, Van Camp, & Edson, 2008, p. 276). The function of libraries should embody such

essence, with due consideration for social inclusion. According to the Department for Culture,

Media and Sport in Britain (DCMS, 1999), social inclusion constitutes the promotion of

participation in culture and leisure activities of the disadvantaged and marginalized groups in the

society, thereby causing an improvement in quality of life. Libraries share the mission of

promoting social inclusion. This talk will first discuss inclusion/outreach activities that are

commonly implemented by libraries in the past few decades. Current developments in

technology have led to the use of social media tools by libraries, and the exploratory study that

will be presented examines the application of social media to enhance inclusion and outreach

activities by libraries.

1.0 Introduction

An inclusive society has been defined by the United Nations as “a society for all” where every

individual has rights, responsibilities, and an active role to play in the society (United Nations,

1995, para 66). Libraries support social inclusion by promoting equal opportunities and

accommodating diversity to facilitate the active participation of each individual in the library

program and services (Department of Economic and Social Affairs-United Nations, 2012). One

mechanism instituted by libraries to support social inclusion are outreach programs. These are

1 Based on this paper, a keynote speech under the same title was presented at The 4th International Conference on

Libraries, Information and Society (ICoLIS) 2012.


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channels to “reach out to their users, to encourage use of the library and its resources, and to

promote a positive image on campus and often in the community” (Carter & Seaman, 2011, p.

164) and are believed to empower libraries to be agents of social inclusion.

Muddiman et al. (2001) examined the ability of libraries to embrace inclusion and report

that “public libraries have the potential to play a key role in tackling social exclusion, but in

order to make a real difference they will need to undergo rapid transformation and change.” (p.

157). Alongside a host of processes that promote social inclusion, the use of information and

communication technology (ICT) has been identified as one of the new instruments that could be

used (van Winden, 2001).

In the recent years, the Internet has transformed from being a static repository of

information into a socially interactive web. The development of what has been touted as Library

2.0 has introduced collaborative development of content in libraries using social media

instruments such as Facebook, Twitter and Delicious (Bolan, Canada, & Cullin, 2007). Such

social media web sites were thought to constitute a form of technology that creates outreach

opportunities for libraries (Dickson & Holley, 2010). In this current study, we investigated

whether the use of social media could augment capabilities of different libraries around the world.

The findings of this study contribute to a better understanding of social media as a strategy for

libraries to promote social inclusion and outreach.

2.0 Literature Review

Train, Dalton and Elkin (2000) noted that the key concept of social inclusion is parallel to the

ethos of public library service – that opportunities should be equally available to all. They further

stated that in attempting to apply such mandate, public libraries have confronted the challenges

of social deprivation and disadvantage through outreach work with excluded communities. It can

be surmised, therefore, that there are various library outreach programs that exist, some of which

are specifically for promoting social inclusion.

2.1 Outreach programs in libraries

Traditionally, libraries have used outreach programs to connect with the communities they serve.

For example, Dennis (2012) studied academic libraries and identified outreach initiatives such as

‘Bathroom stall Newsletters’, ‘Novel writing month’, ‘African American Heritage and cultural


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Read In’, Webinars, iPad Forum and annual Technology Conference. It appeared that a variety

of initiatives are considered by librarians as outreach programs, and are primarily directed

towards engaging patrons to participate in library-initiated activities. Similarly, Carter and

Seaman (2011) noted that outreach initiatives by libraries tend to aim at promotion of library

services.

2.2 Social inclusion programs in libraries

In the general conference and council of the International Federation of Library Associations and

Institutions (IFLA), Byrne (2007) emphasized that when libraries promote social inclusion, they

contribute to creating a community that celebrates diversity. The importance of the library’s role

in social inclusion has also been stated in government policy statements, such as in the UK,

where libraries are deemed to have “an important role to play in helping to combat social

exclusion and promote lifelong learning” (DCMS, 1999, p. 7). For example, the library’s role in

social inclusion was apparent in children’s services (e.g. Homework Clubs) that support the

development of children and young adults, by providing them a safe, non-threatening

environment and opportunities for growth at their own pace (Train, Dalton, & Elkin, 2000).

2.3 Social media (SM) in libraries

While an increasing number of younger adults are becoming Internet users, the popularity

of Social Network Service/Site (SNS) has also gone up dramatically. Enders and Wineland (2012)

stated that, “to lack a social media presence in 2012 is like not having a telephone twenty years

ago” (p.16). In the contemporary times, students are not likely to engage with entities that do not

utilize the currently popular forms of technology. These developments have affected libraries too,

who now utilize different forms of social media for different purposes. Social media, tools such

as Facebook, Blogs, Wiki and Twitter, have been adopted by libraries (Browne & Rooney-

Browne, 2008; Chu & Du, 2012; Loudon & Hall, 2010). The use of social media by libraries has

been suggested to enhance efforts to promote inclusion and outreach (Dickson & Holley, 2010).

While a number of associated problems arise, Enders and Wineland (2012) pointed out that “a

social media policy to guide postings and set limits on use can address several of these concerns”

(p. 16). Despite such suggestions, studies that contribute to the understanding of the use of

social media tools for the purpose of social inclusion in libraries remain scarce.


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3.0 Research Methods

This study conducted a survey among libraries that already use social media tools, and

investigated the use of such tools for social inclusion/outreach. The following research questions

were asked:

1. What types of social media do the surveyed libraries use?

2. Is social media used for enhancing inclusion/outreach activities?

3. What is the perceived usefulness in applying social media for inclusion/outreach?

4. Do libraries institute policies to encourage social inclusion and outreach?

5. What are the benefits and challenges associated with using social media in libraries?

Out of 110 libraries that were invited to participate in the survey, 27 responses were

received and analyzed. Academic libraries make up 70% of the respondents and the remaining

30% are from public libraries. These libraries were located in Greater China (Hong Kong,

Mainland China, and Taiwan) and from Non-Chinese speaking countries (Switzerland, United

States, United Kingdom, Australia and New Zealand), providing information from an

international sample.

One member of each participating library was invited to complete a self-administered

questionnaire, consisting of eight questions. The first four questions elicited information about

the duration and the most commonly employed social media tools for varied purposes. The last

four questions were open-ended and requested participants to provide details about the benefits

and advantages derived, the challenges and difficulties faced and of existing policy statements, if

any. The distribution of surveyed libraries across countries and their type is shown in Table 1.

Table (1)

Composition of surveyed population

Academic Public

Chinese-speaking countries 10 1*

Non-Chinese speaking countries 9 7

* This institution is a repository, but is considered a public library for the purpose of this research

Responses to close-ended questions were analyzed quantitatively, and were supported by

participants’ responses to open-ended questions. Where a 5-point Likert-type scale was used,

responses were summarized using descriptive statistics. Respondent libraries were coded as R1


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to R27 and the corresponding librarian representatives, labeled L1 to L27. A number of

responses to open-ended questions are reported in this paper accordingly.

4.0 Findings

4.1 Types of social media tools used in libraries

Table (2) shows the type of social media tools used by the libraries, and the duration of use in

years. Blogs and RSS feeds are the two tools that have been used longer by the participants.

Other tools include: Facebook, Flickr, YouTube and Twitter. Overall, 24 of the 27 library

respondents used at least two or more social media tools for four or more years.

Table (2)

Types of SM tools used in libraries and the duration of use in years

Social media tools Mean (SD) Median

RSS 4.15 (1.32) 5

Blogs 3.93 (1.52) 5

Facebook 3.07 (1.36) 3

Flickr 2.93 (1.75) 3

YouTube 2.89 (1.60) 3

Others 2.83 (1.34) 2

Twitter 2.70 (1.44) 3

Wiki 2.44 (1.74) 1

Delicious 1.62 (1.36) 1

Note: Rating scale is: 1 – ‘Never’, 2 – ‘<1 year’. 3 –‘1-2 years’, 4 –‘3-4 years’, and 5 –‘> 4 years’

4.2 Social Media in inclusion/outreach programs in libraries

Participants listed the types of social media tools that were employed in their libraries for various

activities, and specifically indicated whether they were applied for inclusion, outreach or for both

kinds of activities (see Table 3). Only two libraries – R3 and R12 used social media tool

exclusively for inclusion purposes in activities such as virtual reference, library tour and online

library user guide. All other libraries applied social media tools for outreach only or for both

outreach and inclusion.


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Table (3)

Types of library activities that have applied social media tools

Inclusion/Outreach activities Most frequent social media used

Library tour YouTube (5)

Book talks Facebook (8) ; Blog(4); Twitter(4)

Exhibition Facebook (9); Blog(5); Twitter(3); Flickr(3)

Virtual reference Facebook (4)

Online library user guide [Others: LibGuides (4)]; Blogs(4)

Book recommendation Facebook (5); Blogs(5)

Library news posting Facebook (12); Blogs(7); Twitter(6)

Others Blogs (4)

Note: Numbers in brackets refer to the number of respondents using those SM tools for inclusion/outreach.

The primary library inclusion/outreach activities for which social media tools were applied

included: library tours, exhibitions, virtual reference, online library user guide, book

recommendation and library news posting. Of the social media tools used for these activities,

Facebook has been frequently applied to several events including book talks, exhibitions, virtual

reference, book recommendation and library news posting. The next most often used tool is the

Blog, employed for book talks, exhibitions, book recommendation and library news posting.

Twitter, where used, was primarily for posting library news and book talks. A number of

libraries have adopted YouTube particularly for virtual library tours. No social media tools were

used by any of the participants for storytelling and inclusive story times. Inclusive story telling is

designed specifically for those who have difficulties in learning and communication to develop

narrative skills.

The libraries which have not adopted social media technologies, have however been

implementing inclusion/outreach programs for many years without them. For example, library

news posting, exhibitions, library tours and online library guides are popular tools that have been

used for four or more years (see Table 4).


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Table (4)

Duration of types of library activities for which social media tools have not been used

Outreach/ inclusion activities Mean (SD) Median

Library tour 4.43 (1.45) 5

Book talks 1.80 (1.69) 1

Storytelling sessions 1.57 (1.43) 1

Exhibition 4.60 (1.26) 5

Inclusive story times (including children with special needs) 1.19 (0.87) 1

Virtual reference 3.38 (1.93) 4.5

Online library user guide 4.57 (1.09) 5

Book recommendation 3.71 (1.86) 5

Library news posting 5.00 (0.00) 5

Others 5.00 (0.00) 5

Note: Rating scale is: 1 – ‘Never’, 2 – ‘<1 year’. 3 –‘1-2 years’, 4 –‘3-4 years’, and 5 –‘> 4 years’

Storytelling that caters to children with special needs is a particular social inclusion

program reported by a number of respondents. However, social media tools have not been

utilized for this activity. Certain social media tools could have the potential for use in inclusive

storytelling. For example, YouTube, which has been used for library tours, could also be a

platform for storytelling that could reach audience beyond the physical location of the library.

Children with physical disabilities and mobility issues might benefit from library programs that

could reach them, without having to visit the library physically.

4.3 Perceived usefulness of social media tools for inclusion / outreach activities

Table 5 presents a summary of the respondents’ perceptions of the usefulness of social media

tools for different inclusion/outreach activities. It appears that Blogs, Facebook and YouTube

are considered useful in the library. Blogs and Facebook are preferred for activities such as,

library news posting, book recommendations, exhibitions, storytelling and book talks. YouTube,

on the other hand, is the preferred tool for virtual library tours and for storytelling. RSS feeds

and Twitter are rated high for application in book recommendations and library news postings.


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Table (5)

Usefulness of SM tools for outreach/inclusion in libraries

Note:

(i) Participants rated according to the scale: 1-‘Strongly disagree’; 2-‘Disagree’; 3-‘Neutral’; 4-‘Agree’; 5-‘Strongly

agree’. (ii) Numbers in brackets where shown, refer to the number of respondents who rated the usefulness of social

media tools for library activities

4.3.1. Comparison of perceptions of usefulness across libraries in Chinese speaking and non-

Chinese speaking participants

In the Non-Chinese speaking sample comprising of 16 libraries, Twitter and RSS feeds are

rated high for posting library news, closely followed by Facebook and Blogs. Facebook is quite

popular at exhibitions too. YouTube is by far the most popular tool for library tours in these

regions also. These few tools are preferred more than any other SM tools. These observations

can be discerned from the tabulation below which shows the mean ratings for perceived

usefulness, wherein higher scores meant greater perceived usefulness of the tool.


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Table (6)

Usefulness of SM tools for outreach/inclusion at libraries in Non-Chinese countries

Note:


agree’. (ii) Numbers in brackets where shown, refer to the number of respondents who rate the usefulness of social


In the 11 libraries located in Chinese-speaking countries, most of the participants rated

Blogs as a very useful tool primarily for library news postings, book recommendation and online

library user guide, while Facebook is the preferred tool for book talks and exhibitions. In these

libraries, YouTube is the most popular for library tours. Similar with the perceptions of the Non-

Chinese speaking group, RSS feeds were perceived to be useful for Library news postings. These

findings are reported as mean rating of perceived usefulness is shown in Table 7.

Table (7)

Usefulness of SM tools for outreach/inclusion at libraries in Chinese countries

Note:


agree’. (ii) Numbers in brackets where shown, refer to the number of respondents who rate the usefulness of social



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4.4 Administration of library policy for inclusion

Of the 27 surveyed libraries only six (22%) had library policies in place for inclusion and two

others have instituted guidelines. The library R7 was the only one which has established a

policy referred to as Social Media Policy and a Mobile Strategy which states the library’s

position with regards to social media tools. The same library is currently in the process of

drafting what they call the Social Media Strategy and Social Media guidelines “to enhance

confidence for staff using social media on behalf of the Library” as reported by L7. Libraries R8

and R10 followed the inclusion policies of their respective governments. The site

http://www.trade.nsw.gov.au/policy/TI-A-124 is a sample reference to R10’s guidelines for

posting blogs on the library site, that can be viewed by the public. R14 adopted its parent

university’s guidelines, which L14 said was “with regard to usability, disability services and the

like.” R10 and R15 mentioned that policies for social media technologies were currently being

drafted.

4.5 Benefits realized and challenges faced

4.5.1 Benefits in using social media tools in libraries

A majority (63%) of the respondents cited reaching out to library users as the foremost benefit of

using social media tools. The opportunity to engage users in an environment comfortable to

patrons is considered a significant advantage. As stated by L11, “greater reach, putting content in

spaces where customers interact, there’s a match in demographics between our customers and the

platforms we’ve chosen to keep using.” L5 said, “When done well, it (social media) allows us to

connect with our users and build a relationship.” A finding in a previous study by Chu and Du

(2012), that “benefits associated with use of social networking tools were also reported to

include the quick spread of information with simple steps; communication and promotion;

enhanced interaction between library and students; and access to students’ comments and

suggestions” (p. 6), corroborates the results in this research.

The ability to communicate promptly with their audience was regarded as a considerable

benefit in five of the respondent libraries (R7, R12, R19, R22 and R24). Such communication

serves as a means of instant information dissemination about library events and services and to

promote the library’s philosophies, enabling “immediacy of information transference” as L3 said.

http://www.trade.nsw.gov.au/policy/TI-A-124


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Other benefits stated include an improvement in efficiency of interactive processes (R17, R18,

R23, R27), low costs of outreach efforts (R10, R23) and the ability to keep up with

contemporary technology and information trends.

4.5.2 Challenges in using social media tools in libraries

The types of challenges expressed by the respondents are grouped as shown in the table below.

Table (8)

Challenges voiced by participants

Challenges Participants Number of

responses

Understaffed R19, R23, R9, R10, R18 5

Staff lack skills R2, R7, R10, R18, R27 5

Time consuming R8, R13, R17, R20 4

Inability to assess return on investment in SM tools R5 and R13 2

Content updates to engage users’ interest R3, R7, R20, R21, R26 5

Note: Participating libraries are represented by their codes (R1-R27)

A number of the participants (37%) expressed issues relating to staffing as a primary

concern. Participant L10 noted that “many staff has been here 20-30 years and have little

exposure to social media.” Staff training is highlighted as a key requirement to adapt to new

technology environments which require frequent content updates and maintenance of services.

Five participants felt they are under-staffed and five felt their staff lack necessary skills to

manage the necessary upkeep of social media tools.

Four librarians in the survey also found the implementation of social media tools time-

consuming. A couple of the respondent libraries (R5 and R13) pointed out the inability to assess

the impact that such tools had on their audience and hence unable to evaluate whether it is worth

the cost, time and effort expended. An interesting challenge perceived by 19% of the participants

is the continuous need to update content to engage the interest of their capricious audience, who

demand instant results. L7 voiced concern about the “ongoing pressure to respond quickly and

adapt to changing trends in the communications landscape.”

Overall, participants expressed a positive sentiment in adopting social media tools for

library activities. As L15 said: “Our social media outreach efforts have been a resounding

success. Social media tools are particularly effective at reaching the youngest of our users: the

undergraduates.” However, the adoption of SM tools for inclusion/outreach activities is at its


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early stages with expectation of better future utilization, as opined by five of the participant

libraries (R1, R4, R8, R9 and R23). L9 noted that the use of social media is “a growing area of

interest and our goals are to become more organized and methodical in our efforts”.

5.0 Discussion

5.1 Use of social media for inclusion/outreach

This study reiterates findings from earlier studies (Browne & Rooney-Browne, 2008; Casey &

Savastinuk, 2006; Loudon & Hall, 2010) that libraries have adopted inclusion/outreach activities

such as library news posting, online library user guide, exhibitions and book recommendations

for many years. Libraries have also adopted social media tools as a part of their activities for at

least four years. However, it has been found during the course of this research, that while RSS

feeds are used extensively in many of the library activities, very few apply them for

inclusion/outreach activities. This may present an opportunity for these libraries to extend

existing and accepted service delivery platforms such as RSS feeds to develop their

inclusion/outreach activities.

For instance, YouTube appears to be an immensely popular tool especially for library

tours, and it would seem logical to use it for other similar inclusion/outreach activities that could

be supported by this social media tool. In this study majority of the participants considered

YouTube useful for storytelling (section 4.3). However, none of them have implemented it in

their own libraries, despite the potential of YouTube for supporting libraries’ outreach activities.

Alexander and Levine (2008) suggested that one of the applications of current social media tools

could be in storytelling. The range of social media tools used for inclusion/outreach programs is

limited primarily to Facebook, Blogs and YouTube. The strengths of each tool would be better

utilized if the most suitable one is chosen for each inclusion/outreach activity, keeping in mind

the culture and needs of the people it serves. For example, RSS feeds and Twitter have potential

application in library news posting, Blogs for book talks and recommendations and Flickr for

exhibiting collections or displaying events (section 4.3). The Flickr Commons offers good

direction for adoption of this method and it has provided the Simthsonian Museum with,

“…insights into how the knowledge, skills, and abilities of libraries, archives, and museums

(LAM) can converge in the Web 2.0 environment to provide collection access to new, and in

some cases unknown, audiences.” (Kalfatovic, et al., 2008, p. 267 ).


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This study has also highlighted the underutilization of tools such as Delicious and Wiki,

whereas previous studies have shown the benefits of adopting them. A study of 48 academic

libraries by (Chu,2009) suggests the use of Wiki as a popular tool in university libraries. (Green,

2010) describes the successful generic application of Delicious by librarians. There appears to be

potential for libraries to learn from these experiences and promote the use of social tools for

inclusion/outreach.

5.2 Usefulness and benefits

In an overall analysis of data, for libraries categorized as those located in Chinese speaking

countries and those in Non-Chinese speaking countries, it was found that Twitter was rated

highly in the Non-Chinese speaking sample. While part of the reason for this may be attributed

to socio-cultural differences across the groups, it may be a worthwhile to experiment with

Twitter in libraries in the Chinese-speaking countries, especially for library news posting. This

study has established that connecting with people and building relationships with them are the

primary benefits in using social media tools. This finding is consistent with those of other

researchers who showed that social media supports relationships between users (Bolan, et al.,

2007; Browne & Rooney-Browne, 2008; Enders & Wineland, 2012). Vincent (2007) emphasized

that “Working in libraries is a job that should be all about connecting and linking, networking,

communicating, solving problems, information-handling,” (page??). Given the characteristics of

social media tools, it is likely that such technology will enhance library services, particularly in

developing activities that accommodate the diversity of users.

5.3 Overcoming challenges

This study has highlighted staffing issues as the primary concern for librarians in implementing

social media tools. Explicit policy directives need to be formulated and initiatives should also be

taken to address staff issues such as skills upgrade, allocation of resources, explicit definitions of

roles and responsibilities. Moreover, library policies that direct an inclusive environment need to

be developed. Such policies could promote the identification of marginalized and underserved

user groups, and the implementation of activities that would enhance their participation in library

activities.


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6.0 Conclusion

Libraries have an essential responsibility to contribute to social inclusion using outreach

programs as their instruments of delivery. Internet and communication technologies represent a

potentially convenient means of delivering this goal. In this field, the continuous development of

social media tools seems to have taken root in the routines of the young and impressionable. This

strategically provides opportunities for libraries to adopt social media platforms to reach out to

the communities they serve. This study has shown that libraries that have already incorporated

social media tools, and to some extent for inclusion/outreach activities. While these tools are

deemed useful, very few methods are currently in place. However, participants in this study

indicated a general acceptance of the benefits of using social media and the inclination for future

application. A mismatch seems to exist between intention and actual execution.

The use of Social Media can help build the image of an organization. However, when methods

are ill-defined or the tools improperly applied, it could prove detrimental to that image. Policy

directives can be regarded as top-down commitment to ensuring the execution of the library’s

intended processes. Instituting specific policies for social media use can be a powerful tool to

improve the library’s services to promote inclusion/outreach. The use of social media tools could

be streamlined and optimized, roles and responsibilities of stakeholders could be clarified,

objectives could be defined and execution of social media as a means of promoting social

inclusion could be ensured. However, a lack of specific policies that clarify the responsibilities of

libraries in promoting social inclusion has been brought to light by this exploratory study. This is

possibly something libraries can give thought to.

The need for staff training and upgrading skills is another finding of significance in this study.

Libraries and librarians need to be well-equipped in order to serve those in need. The small

sample size of this study limits the generalization of results, but the findings motivate further

research in this area for further investigation.


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