The Uprising of Social Media

The uprising of Social Media
Houeida Charara, Omar Farhoud & Hani Salem
iUser DB Evolution: An Information
Revolution
2nd General Conference
LLA Beirut, May 20-22, 2014

Abstract
• This presentation discusses the use of social networking tools in academic
libraries environment, with special emphasis on LAU Libraries.
• With the rapid expansion of information technology in modern academic
library setting, several libraries nowadays are transforming their services
in different ways, including but not limited to the inclusion of social media
in their daily operations to outreach their users.
• This will entail a changing role of librarians to accommodate with this new
era of learning by updating their skills to fulfill users’ needs.
• While the majority of LAU Libraries staff had positive perceptions on the
usefulness of social networking tools, the participation of students
showed to be limited in addition to hesitancy witnessed among library
staff.
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Abstract (Cont’d)
• Benefits and challenges facing library staff in the implementation of social
media, will be explored, as well as staff perceptions regarding the
usefulness of social networking tools; factors influencing library
administration’ decisions whether to use these tools or not will also be
analyzed.
• Facebook, Twitter , YouTube and Instagram are the most commonly
adopted apps in university libraries, in addition to Tumblr, Pinterest, Flickr
and so on. Last but not least the physical environment needs to be
compliant with emerging technologies to go “beyond library walls”.
Keywords: Social Media, Digital environment, User engagement, Facebook
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Outline
• What are Social Media?
• Social Media tools
• Social Media in Academic Libraries
• LAU Libraries experience
– Facilities & Services: Transforming library services.
– Human resources perspective: Changing role of librarians; acquiring new skills.
– Students: Using Social Media to market library events, resources and services.
• Benefits and challenges
• Conclusion
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Social Media Definition
• Social Media is a communication phenomenon. The
Oxford English Dictionary Online (2014) defines it as:
Web sites and applications which enable users to create
and share content or to participate in social networking
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Social Media Core Features
• User profiles
• Friending
• Groups
• Individual messaging
• Announcements
• Videos, Photos, Music
• Blogs, Journals, Wikis
• Searching
• Privacy controls
• Comments & feedback
Conference

Social Media Tools
Facebook is a popular free social networking website that allows
registered users to create profiles, upload photos and video, send
messages and keep in touch with friends, family and colleagues.
Instagram is a fun and quirky way to share your life with friends
through a series of pictures. Snap a photo with your mobile phone,
then choose a filter to transform the image into a memory to keep
around forever.
YouTube: Founded in February 2005, YouTube allows billions of people
to discover, watch and share originally-created videos.
Flickr is an image and video hosting website that allows you to upload
your photos, then easily share them through Facebook, Twitter, email,
blogs and more.
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Social Media Tools
Twitter: Twitter is a real-time information network that connects
you to the latest stories, ideas, opinions and news about what
you find interesting.
Tumblr is a microblogging platform and social networking
website founded by David Karp and owned by Yahoo! Inc. The
service allows users to post multimedia and other content to a
short-form blog.
SlideShare allows you to share presentations, documents and
professional videos.
And more…
Blogs (WordPress), Wikis, Social Bookmarking (Delicious),
Tagging etc…
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What is Social Media Curation?
• “Social Media
curation is when you
filter, select, review
and reposition
quality content on
the web for a specific
audience and/or
topic”.
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9
Image Source: instamom101.com - March 4,
3:35 PM

Social Media Curation Tools
• Pinterest is a Virtual Pinboard that lets
you organize and share all the beautiful
things you find on the web. People use
pinboards to plan their weddings,
decorate their homes, and organize their
favorite recipes.
• Scoop it helps you discover and collect
great content from all over the web to
feed your topic (Scoop it: It just works)
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Social Media in numbers
• 2.7 billion (40% of the world population) use Social
Media where 1.2 billion use Facebook (Business
Insider, October 2013).
• 67 % of internet users (18-29 years old) use Social
Media (Stoeckel, & Sinkinson 2013).
• From 2,000 faculty across USA, 2/3 of these use
Social Media in class context (Stoeckel, & Sinkinson
2013).
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11

Social Media in Academic Libraries
12
Characteristics of Social Media in academic libraries:
• Two-way communication: students institution (Library).
• Multidisciplinary subject coverage.
• Users’ privacy.
• Content updated continuously.
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• Purpose of libraries using Social Media:
Source: Chu S K, and Du H S Journal of Librarianship and Information Science 2012; 45:64-75
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0 5 10 15 20
Group Discussions
E-resources/database trials
General Library Info
Enquiries
Library Resources
Online Resources
Library Events
Libray News Dissemination

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Source: Social Media, Libraries, and Web 2.0: How American Libraries Are Using New Tools for Public Relations and to Attract New
Users — Fourth Annual Survey, November 2011 (PDF). Columbia, S.C., South Carolina State Library, 2012

Top Rated Social Media
• ~1.2 billions users.
• ~450 millions potential users from WhatsApp.
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15
Image Source: Internet March 19, 2014

Lebanese Academic Libraries using Facebook
• ALBA-Bibliothèque ~575 likes, posts events, news, pictures, and new
acquisitions.
• AUB University Libraries ~2,546 likes, posts events, news, links, pictures,
and highlights special collection.
• BAU Libraries ~18 likes- Inactive since May 4, 2012.
• Islamic University of Lebanon- Central Library ~585 likes, posts photos,
contact, Twitter and Poll.
• LAU Libraries ~2,196 likes, posts events, news, links, photos, twitter,
Instagram, OCLC WorldCat, Videos, and New Thesis Guidelines.
• NDU Libraries ~794 likes, posts events, news, links, and points users
toward library resources and services such as OPAC, Ask a Librarian,
FAQ’s, Staff Picks, Latest acquisitions, etc.
• UOB Libraries ~564 likes, posts events, news, pictures, and videos.
• USJ-Bibliothèque Orientale ~420 likes, posts events, news, pictures and
Notes.
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Other Social Media used in Lebanese
Academic Libraries
Twitter
LAU Libraries ~13 followers, under construction.
AUB Libraries ~818 followers, sharing libraries activities and events.
YouTube
AUB Libraries uploaded one video only, published on Oct. 9, 2013; AUB Libraries
Open Day 2013/14 ~37 views.
Instagram
LAU_Libraries ~138 followers, current images of LAU Libraries activities.
Tumblr and Flickr
Even though well known globally, they are not used by Lebanese Academic
Libraries.
N.B. Listings in slides 16 & 17 cannot pretend to be complete. Data collected when found on the net
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LAU Libraries Target
To outreach students with a tool(s) they are
familiar with
Rely on Open Source tools (FBML, Meebo, etc…)
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LAU Libraries Experience
• Joined Facebook in November 11, 2008.
• 2194 likes.
• Photos, Videos, Notes, Events, Announcements.
• Twitter Instagram Online Catalog
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LAU Libraries Experience
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LAU Libraries & Facebook
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21
1200
603
459
543
612
418
682
641
0
200
400
600
800
1000
1200
1400
visits
AMICAL -OCLC Forum March 9, 2013
LOH event 2013, Byblos Campus
How to get materials not available at LAU libraries? Use ILL/DDS Services
RNL Final Exams schedule
Book Exchange Day @ Your Library
New Theses Guidelines
“De-stress @Your Library!” event
Come and check our Fiction’s Display at Byblos Library Danielle Steel’s week Don’t miss any updates
Image Source: becsouthernsydney.com.au - March 02, 10:00 AM

Marketing Events via FB: Library Open House
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Marketing via FB: De-Stress@Your Library
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LAU Libraries Facebook Visits
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Photo Photo Note Note Photo Photo Note Note Status Note Status Status Status
09-Mar-
13
13-May-
13
22-May-
13
10-Jun-
13
12-May-
13
19-Jun-
13
19-Jun-
13
18-Jul-
13
29-Sep-
13
22-Oct-
13
22-Jan-
14
25-Feb-
14
10-Mar-
14
visits 1200 603 271 254 668 707 459 543 612 418 682 641 377
0
200
400
600
800
1000
1200
1400
Image Source: mombizcoach.com/ - March 13, 6:00 PM

Marketing Services via FB: Reference Chat
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Marketing Resources via FB: OPAC
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Free Reference Services
Zoho Chat is a web based chat system. You can access
Zoho Chat using just a web browser and an internet
connection. It does not need any software to be
downloaded or installed
N.B. Meebo acquired by Google in June 2012
Not free anymore
New Tool
Jelly: Jelly is a new way to search with pictures and
people from your social networks. It's also people
helping each other—something that's both
meaningful and fun
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Traditional Librarians
• “Traditional librarian is known as a person located in the
library building carrying out the tasks like acquiring,
organizing, preserving the printed documents besides helping
the readers in locating the information needed by them” (Rao
& Babu, 2001).
• Librarians have been information providers for centuries. As a
result, they have the opportunity to use modern tools and
provide quicker, more complete, and more sophisticated
service to their users.
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Librarians & Social Media
• In the last decade, most library directors didn’t predict any role of Social
Media in academic environment.
• Librarians started using Social Media by displaying their status whether
they were online or not.
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Librarians & Social Media
Later on librarians used Social Media
to:
• Promote library services,
workshops, and events.
• Provide better access to
information.
• Enhance instruction.
• Collect feedback from patrons.
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Changing Role of Librarians
Traditional vs. Social
• Traditional Librarian
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31

April 29, 2011 32

33
Source: infographic: Portrait of a {social} librarian Popular infographic shows breadth of librarian role
By Colleen DeLory www.elsevier.com

Librarians and Change
• Librarians feel that they are threatened by new
technologies.
• Librarians lack some advanced technical skills
when dealing with hardware and software.
• Librarians are no longer the only source of
information especially after the widespread of
Internet.
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Q: Who’s the tech leader @your institution?
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35

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36May 20-22, 2014

Students & Social Media
• Students enjoy the use of Social Media.
• Students are more comfortable in using Social Media to
communicate with others.
• Library staff realized that Social Media provided a direct
access to students’ ideas and suggestions.
• Students are able to keep up-to-date with news & information
from the library despite infrequent actual visits to the library.
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37
Image Source: Internet March 13, 11:00 AM

Benefits
Social Media are beneficial for libraries in
several ways, mainly to:
• Outreach users with a tool (s) they are
familiar with.
• Market library resources, services and
activities.
• Keep the library as a social hub for all
students.
• Provide better access to information.
• Collect feedback from users.
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Image Source: Internet- March 13, 08:22 PM

• While social networking websites appear to have
benefits for libraries, their use generated new
challenges.
Benefits Challenges
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Challenges
Social Media’s implementation in academic libraries
created several challenges:
Librarians
• To accept the technological change in the profession.
• To acquire basic technical skills.
• To master, monitor, and administrate new
technologies.
• To build communication channels with students.
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Challenges (Cont’d)
Library Administrators
• To find the adequate budget and funds.
• To dedicate more staff.
• To provide high level training to library staff.
Students
• To avoid undesirable invasion of their privacy.
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Social Media Policies in Academic Libraries
• EDUCAUSE Library SOCIAL MEDIA POLICIES.
• Bucknell University Social Media Guidelines (dated April 1,
2011).
• Drexel University Queen Lane Library Social Media Policy.
• Duke University Social Media Policy Social Media Guidelines
for Communicators (dated October 21, 2010).
• UNH Social Media Guidelines (dated January 19, 2012).
• University of Virginia Library Social Media Guide Social
Media Guidelines and Special Issues (dated June 21, 2011)..
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Social Media Policies in Academic Libraries
• Oregon State University Libraries Social Media Policy.
• University of Baltimore Langsdale Library Langsdale Library
Social Media Policy (dated March 20, 2013).
• Walden University Library Social Networking Policy (dated
January 15, 2013).
• Washington State University Libraries Social Media Policy
(dated August 8, 2011).
Useful link:
Is Your Use of Social Media FERPA Compliant?
http://www.educause.edu/ero/article/your-use-social-media-
ferpa-compliant
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Conclusion
• The use of Social Media is increasing globally in type and
usage. Consequently libraries cannot keep away from this
trend.
• Technological advances and users expectations enforce
universities in general and libraries in particular to provide
their services via a popular medium, i.e. -SOCIAL MEDIA- in
order to encourage students’ participation and engagement.
• Librarians skills need to be updated continuously to fulfill the
ever growing demand of the Millennials; Accordingly Library
Administrators need to allocate budget for staff professional
development.
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References
Arif, M., & Mahmood, K. (2012). The changing role of librarians in the digital world: Adoption of web 2.0 technologies by Pakistani librarians. Electronic Library, the, 30(4),
469-479.
Benn, J., & McLoughlin, D. (2013). Facing our future: Social media takeover, coexistence or resistance? The integration of social media and reference services. IFLA World
Library and Information Congress, 17 - 23 August 2013, Singapore.
Berube, L. (2011). Do you web 2.0?: Public libraries and social networking. Oxford: Chandos.
Bozarth, J. (2010). Social media for trainers: techniques for enhancing and extending learning. San Francisco: Pfeiffer.
Chen, D. Y.T., Chu, S. K.W., & Xu, S. Q. (2012). How do libraries use social networking sites to interact with users. Proceedings of the American Society for Information Science
and Technology, 49(1), 1-10. doi:10.1002/meet.14504901085.
Chu, S. K. W., & Du, H. S. (2013). Social networking tools for academic libraries. Journal of Librarianship and Information Science, 45(1), 64-75.
Clyde, L. A. (2004). Weblogs and libraries. Oxford : Chandos.
Cordell, D. (2012). Skype and the embedded librarian. Library Technology Reports, 48(2), 8-11. http://search.proquest.com/docview/927128199?accountid=27870
Courtney, N. (2007). Library 2.0 and beyond: Innovative technologies and tomorrow's user. Westport, Conn.: Libraries Unlimited.
Dickson, A., & Holley, R. P. (2010). Social networking in academic libraries: The possibilities and the concerns. New Library World, 111(11/12), 468-479.
Drake, P. (2014). Is your use of social media FERPA compliant?. EDUCAUSE Review. Retrieved February 13, 2014 from http://www.educause.edu/ero/article/your-use-social-
media-ferpa-compliant.
Evans, W. (2009). Building library 3.0: Issues in creating a culture of participation. Oxford: Chandos Pub.
Haliso, Y., & Ogungbeni, J. I., (2014). Internet VS library: Coping strategies for academic librarians in Lagos state, Nigeria. Information and Knowledge Management, 4. (1) pp.
58-64.
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References
Hamilton, B. J. (2012). Introduction. Library Technology Reports, 48(2), 5-7, 2. Retrieved February 10, 2014, from
http://search.proquest.com/docview/927128231?accountid=27870
Johnson, L., Adams Becker, S., Estrada, V., Freeman, A. (2014). NMC Horizon Report: 2014 Higher Education Edition. Austin, Texas: The New Media Consortium.
Kroski, E. (2008). Web 2.0 for librarians and information professionals. New York: Neal-Schuman Publishers.
Landis, C. (2010). A social networking primer for librarians. London : Facet Pub.
Mishra, C. (2008). Social networking technologies (SITs) in digital environment: Its possible implications on libraries. NCDDP, 2008, Retrieved January 12, 2014, from
http://eprints.rclis.org/16844/.
Morris, T. (2010). All a twitter: A personal and professional guide to social networking with twitter. Indianapolis, Ind.: Que.
Penzhorn, C. (2009). Quality through improved service: The implementation of social networking tools in an academic library. Just for You: Quality through Innovation,
’Proceedings of the 30th IATUL Conference, pp. 110-114.
Rao, K. N., & Babu, K. (2001). Role of librarian in internet and world wide web environment. Informing Science, 4(1), 25-34.
Stoeckel, S. & Sinkinson, C. (2013, Summer). Social Media. Tips and trends. Retrieved March 2, 2014, from
http://www.ala.org/acrl/sites/ala.org.acrl/files/content/aboutacrl/directoryofleadership/sections/is/iswebsite/projpubs/tipsandtrends/2013summer.pdf
Social Media, what we think about! (2014). Retrieved March 15, 2014 from http://www.scoop.it/t/social-media-what-we-think-about.
Social Networking Librarian: Exploring Social Networks and Technologies in in Libraries. Retrieved March 15, 2014, from http://socialnetworkinglibrarian.com.
Websites:
• Facebook: https://www.facebook.com/ and WhatIs.Com http://whatis.techtarget.com/definition/Facebook
• Instagram: http://instagram.com/
• Youtube: http://www.youtube.com/
• Flickr: https://www.flickr.com/
• Twitter: https://twitter.com/
• Tumblr: https://www.tumblr.com/
• SlideShare: http://www.slideshare.net/
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The Uprising of Social Media

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