The internet has profoundly challenged all constituents of the information economy: media, education, publishing and libraries. Social software, web 2.0, the read/write/web – all terms that were once the cusp of innovation and cutting edge – are now part of our everyday workflow. Libraries are constantly embracing new media and technologies to stay relevant, build awareness and ultimately engage with their users. Like most libraries, the University of British Columbia Library has a presence on social media, but how do we know what’s working and what’s not? Using a case study from UBC, we examine and measure the Library’s use of social media and how it interacts with users in a variety of ways, from events to promotions to informational questions, using its own auditing metrics and best practices. Presented at the 2013 British Columbia Library Association annual conference in Richmond, BC May 10. Jessica Woolman is the Web Communications Coordinator for UBC Library’s Communications and Marketing Department. Allan Cho is a Program Services Librarian for the Irving K. Barber Learning Centre.

1. The Social Library
Case studies at UBC Library
Jessica Woolman & Allan Cho
British Columbia Library Association Conference
May 10, 2013

2. What is social media?
• Social media includes all online tools
that allow social interaction (through
sharing, collaborating, commenting etc.)
• It is a communication channel

3. Social Media in libraries
How are libraries using social media?
76%
of Association of Research Libraries (ARL)
member libraries have active Twitter accounts

4. About UBC Library
We serve the University of British Columbia
• Over 60,000 faculty, students and staff
• 15 branches and divisions, including off-campus locations at UBC-O
and Vancouver General Hospital
• Nearly 6.5 million volumes
• 2.8 million in-person visits and 140,000+ reference questions

5. Social Media @UBC Library
How do branches use social media?

6. Social Media @UBC Library
How does “the Library” use social media?

7. How does it work?
Where does the content come from?

8. How do you know it works?
Metrics, analytics

9. Facebook Edgerank Algorithm:
friend or foe?
Edgerank is the algorithm used by Facebook
to determine where and what posts appear
on each individual user's newsfeed. The
three variables that make up this algorithm
are affinity, weight and time decay.

10. What does this mean?
• AFFINITY: The more someone likes your stuff, the more
of your stuff they will see.
• WEIGHT: Posts are measured in weights – videos,
photos and links = more weight
• TIME DECAY: The older a post is, the more it has lost
value.
Tips? Post consistently, post often, and post stuff people
will like to see: not just text! Be visual, relevant and timely.

11. YouTube as Webcasts

12. Location-based social
networking website for
mobile devices, such as
smartphones
Users post their location
at a venue ("check-in")
and connect with friends
Mobile Media: Foursquare and Layar

13. Download the Layar app
• Download via QR code
OR
• Login through: http://layar.it/yzKVDr

14. The Project
• Irving K. Barber Learning Centre
• Recognition Wall
• UBC Digital Collections
• Institutional Repository (cIRcle)
• UBC Archives

15. Virtual Reality
Virtual: computer generated, 3-d space

16. AR in Action
Augmented: digital information overlays a real world scene

17. • The browser allows users to find various items
based upon augmented reality technology
• Uses built-in camera, compass, GPS
• Used together to identify the user’s location and
field of view
• From the geographical position, the various
forms of data are laid over the camera view
• Other popular browsers: Junaio, Wikitude,
Glasses?
AR Apps: Layar & Stiktu

18. Sample point-of-
interest (POI)
Set to replace QR
codes
Geolocation or
Object
Recognition

19. Dr. Irving K. Barber

20. Student studying (top left)
Musqueam house post (right)
UBC’s Great Trek
(bottom left)

21. Thanks!
Jessica Woolman
Web Communications Coordinator
jessica.woolman@ubc.ca
Allan Cho
Community Engagement Librarian
allan.cho@ubc.ca

22. Photos courtesy of UBC Library, except where noted below:
• Augmented Reality. Charles Arthor, The Observer.
Augmented Reality: its like real life, but better. March 2010.
• Virtual Reality. http://www.nrc-iol.org/old_website/drive_screenshot.jpg
• AR in action. James Rivington, Tech Radar. Google Glass: what you need to know.
• Layar. Layar.com

23. For more info on libraries using Twitter:
Willie Miller & Brian Matthews. ”ARL Klout study: significance of Twitter in academic libraries.”
Conference presentation, March 2012.
Nancy Dowd. “Social Media: Libraries Are Posting, but Is Anyone Listening?” Library Journal,
May 7, 2013.
For more info on metrics:
Susan Etlinger, Altimeter Group. @setlinger
"Measure or Die: Making Social Media Actionable."
http://www.slideshare.net/Altimeter/the-social-media-roi-cookbook
Mark Schmulen, Constant Contact. @mschmulen
"The New Rules of Engagement: How Email & Social Media Marketing Go Hand-in-Hand to
Grow Business.”