Title: Selfie culture inside and outside university libraries: two study cases. Introduction: Spanish university libraries are using social media to connect with young users from when web 2.0 first started. The Association of University Libraries in Spain (REBIUN) as well as others, have published several documents regarding this. Object of the study: The university libraries of Alcalá de Henares (Madrid) and Seville use social media to communicate and offer young users useful content from the very beginning. However the publications of librarians and public data related to social media confirm that the interaction of this type of user with library contents was low. Methode: We will describe the strategic, communication and social media plans of both libraries and the results they have achieved through the direct use of social media in their products and services, and then, we will propose the new action plan or social media marketing plan both libraries should implement in order to improve interaction, participation and communication with generation selfie. To conclude our advice to libraries is to implement a social media marketing plan, integrated with a digital marketing plan, in order to get engagement from generation selfie.

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Selfie culture inside and
outside university
libraries: two study cases

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Index
1. Spanish university libraries and
social media
2. Two study cases
3. Our proposal and conclusions

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1. Spanish universities libraries and
social media

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http://www.rebiun.org/bibliotecaDigital20/Paginas/default.aspx
REBIUN. Spanish University
Libraries Network

5. Directory of
Spanish
university
libraries on social
media

6. Ranking of
academic
libraries in
social media
by REBIUN
Followers

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Vanity metrics (Opportunity)
Actionable metrics (Engagement)
● Community size (number of followers, contacts, likes).
● Influence Índices: Klout, PeerIndex, SocialMention.
● Frequency of the activity of the library in social media (number of posts,
answers or comments).
● Web traffic from social media sites: number of visitors, bounce rate, etc.
● Mentions, number of RT, shared, comments, favorites, bookmarked items,
downloaded resources.
● Engagement rate.

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1.University of Seville. Library
1.University of Alcalá. Library
2. Two study cases

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University of
Seville. Library
Library branches at
University of Seville and
social media presence

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Increasing followers in
every social media
channel
Followers
2013 2014
University of
Seville. Library

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Very detailed
planification of
marketing campaign
Ordoñez-Cocovi, Elvira; Pérez-Benito, Charo; Lobato, Carmen; Millán, Laura
(2016)
University of
Seville. Library

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Campaign Target Communi
cation
channels
Contents Hashtags Mentions/Hash
tags
Dates Respo
nsible
Films
collection
Univer
sity
commu
nity
Twitter Promotion
by gender
#bibearq
#nosgustael
cine
#bib_US
@Biblioteca_US
@delegarqSVQ
@ETSIEdelega
cion @unisevilla
Apr-Dec
2015
Weekly
(Thursday)
Name
Promotion
ZonaCine
#bibearq
#nosgustael
cine
#bib_US
@Biblioteca_US
@delegarqSVQ
@ETSIEdelega
cion @unisevilla
Apr-Dec
2015
Weekly
(Friday)
Name
Facebook Promotion
by gender
#bibearq
#nosgustael
cine
#bib_US
Library US
University of
Seville
Culture Services
ETSAS
Apr-Dec
2015
Weekly
(Thursday)
Name
Promotion
ZonaCine
#bibearq
#nosgustael
cine
#bib_US
Library US
University of
Seville
Culture Services
ETSAS
Apr-Dec
2015
Weekly
(Friday)
Name
Chart of the
marketing
campaign of
the Films
Collection
(Seville
University
Library)

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Our strategies in social media for
selfie generation

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● For employment
● More comfortable
study zones
● Book loan reminders
● Resources for study
● Digital competencies

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● Solidarity

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● Games, for fun

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● Complaints

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Central
Management of
social media
and users by
target and
Website for
marketing
campaign
management

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Wiki for social
media data
from every
library branch
http://herramientas2-0.pbworks.com/

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University
of Alcalá.
Library
Link

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University of Alcalá. Library
TWITTER 2015
TOTAL
FOLLOWERS TWEETS RETWEETS FAVORITES MENTIONS
NEWS
FOLLOWERS
START
DATE
Politécnica 1.101 2041 877 1073 82 189 20 May
2011
CRAI
Arquitectura
757 2263 497 742 13 117 24
Feb.
2012
Medicina 509 1613 323 403 85 143 5 Sept.
2013
CRAI
Economía y
Derecho
201 1010 173 253 57 112
15 May
2014

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University of Alcalá. Library

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University of Alcalá. Library

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III Strategic Plan
2015-2017
University of Alcalá. Library

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Our strategies in social media for
selfie generation

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Services:
• book study
rooms
• books,
laptops
and movies
loan

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Conversation
and
engagement

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Conversation
and
engagement

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Interaction

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Nativity Scene made
with pieces of old
computer components
https://twitter.com/bibliopoliuah/sta
tus/676765206991761409
There were 70 entries
https://twitter.com/hashtag/BiblioT
ecnoBelen2015UAH?src=hash
Motivation

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“Including novelties and gift”

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Complaints
Solution

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III Strategic Plan 2015-2017.Objective: "Redefining and
implementing the Plan of Social Media"

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• Listen everything they need
• Offer everything they need
• Inform
• Hold conversation and engagement
• Adapt
• Measure
• Evaluate
4. Our proposal and conclusions
The social media is not an end but a means to reach our
users, to listen and to be listened

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Greetings our students selfie generation!!!
Students of the Physical Activity and Sports Sciences Degree. University of Alcalá

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Bibliography and links
• Ordoñez-Cocovi, Elvira; Pérez-Benito, Charo; Lobato, Carmen; Millán, Laura (2016). “Campañas de marketing en la
Biblioteca de Arquitectura de la Universidad de Sevilla”. El profesional de la información, v. 25, n. 1, pp. 125-134.
http://dx.doi.org/10.3145/epi.2016.ene.12
• González-Fernández-Villavicencio, Nieves (2014). The Profitability of libraries using social media, ACM.
http://dx.doi.org/10.1145/2669711.2669956
• González-Fernández-Villavicencio, Nieves (2016). Métricas de la web social y bibliotecas. Editorial UOC.
• REBIUN http://www.rebiun.org/bibliotecaDigital20/Paginas/default.aspx
• Universidad de Sevilla. Biblioteca. http://bib.us.es/conocenos/medios
• Wiki de Herramientas de la web social http://herramientas2-0.pbworks.com/
• Universidad de Alcalá. Biblioteca. Herramientas de la web social. http://www.socialmedia-uah.es/red-de-medios-
sociales/otros-centros/biblioteca-de-la-universidad-de-alcal%C3%A1.html
• Universidad de Alcalá. Biblioteca. Plan de Medios sociales, 2013
http://biblioteca.uah.es/biblioteca/documentos/plan_medios_sociales_BUAH.pdf
• Universidad de Alcalá. Biblioteca. Plan estratégico 2015-2017 http://biblioteca.uah.es/biblioteca/documentos/plan_2015-
2017.pdf

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Atribución-Compartir
Igual 4.0 Internacional
Nieves González-Fernández-
Villavicencio
@nievesglez
María Isabel Domínguez-Aroca
@misabelda