Sponsored by: Dominican University, Graduate School of Library and Information Science

Trends in Social Media and their Impact on Library Communication:

Assessing Patron Patterns of Access

Sponsored by: Dominican University, Graduate School of Library and Information Science

Presented by: Dawne Tortorella, BellCow, Inc.

What do we want to know?

Before asking questions, determine what you want to know…

and the best way to gather that information

E-mail Printed surveyMailer in newsletterFocus groupsPollsInterviewEvent evaluationCrowdsourcing

Data Collection

Web Analytics Polling & Surveys

Interaction & Interviews

Focus Groups

QuantitativeQualitative

Qualitative Quantitative

Identify trends in opinion/thought - subjective

Determine discrete action - objective

Sample size is small Randomly selected large population set

Open-ended or unstructured questions Structured questions based on likert scale response or discrete choices

Anecdotal , case studies Used to track comparison patterns across times and demographics; data charts used to visualize

Results in complete, detailed descriptions Results in classification , counts and statistical measurements

Interviews, focus groups Polls, surveys

Web Analytics

Web Analytics Polling & Surveys

Interaction & Interviews

Focus Groups

QuantitativeQualitative

Web Analytics

Social Network Analytics

Polling & Surveys

Web Analytics Polling & Surveys

Interaction & Interviews

Focus Groups

QuantitativeQualitative

Guidelines for Designing a Library Survey

• Articulate the questions you want answered through analysis of responses

• Who is the target and how will that target audience be identified and filtered

• How will the survey be distributed – if via multiple methods, how can you identify response source

• Will you share results with community – make this apparent from the start

Survey Distribution• Via library communication channels– Website– Social media– Newsletter– E-mail alert– Signage/handouts

• Via outside advertising– School insert– Local paper– Flyers in community– co-development with partner

Formal Survey & Analysis

• Algonquin Public Library• Seattle Public Library

Comparative Analysis

Changing Social Norms

• How have general views on privacy changing?

Seattle Public Library asked: “To protect your privacy, the Library currently does not track your use of Library materials. How interested would you be in having the Library provide personalized recommendations, understanding that this would require keeping a history of your use of materials?”

Correlate Demographics

• Demographic differences need to be considered

Electronic vs. Print

PollingWeb Social Media

Generally anonymous Tracks by user and usually requires approval by account holder to track

Can respond to poll repeatedly unless restricted by IP address (not recommended for organizations providing public access)

Can “vote” once

Provide immediate feedback, depending on polling service/application used, responses of others can be hidden, displayed as accumulated, or upon submission.

Process Timeline & Activities

Open House

Community Survey

Public Forums

Focus Groups (staff)

Staff survey – open ended

Discussion Groups

Interaction & Interviews

Web Analytics Polling & Surveys

Interaction & Interviews

Focus Groups

QuantitativeQualitative

Informal Interaction

How did you place your hold?

On my phone Called the desk

From my computer

• Scripted interaction and guidelines when to ask

• Tracking system for responses

• Situational inquiry

CrowdsourcingCapture the chatter and wisdom of the crowd

IdeaScale

Focus Groups

Web Analytics Polling & Surveys

Interaction & Interviews

Focus Groups

QuantitativeQualitative

Focus Groups

• Often conducted by external consultant• Strict script, including sequence of questions

are critical• Moderator must be adept at stemming

discussion that wanders• Recruitment methods• Pros/Cons of mixed vs. targeted audience

Examples

1. Can everyone pull out any mobile devices you use and place them on the table - share with us how you use your mobile technology now.

2. How do you hope to use your mobile technology in the future?

3. What would you like to be able to access or do when visiting the library website?

4. Give an example of how you use the Internet to find information.

Staff are people too!Canvas staff

continuously - • Identify key indicators

of service community• Assess readiness for

industry/societal changes

Example: Staff Assessment

from a Winter 2010 staff assessment survey:

Prevalence of staff familiarity with portable devices can reflect community trends

Example: Staff Readiness Survey

Sample Surveys

Experiment with the following online surveys and create your own library survey

http://www.surveymonkey.com/s/DU_example1

http://www.surveymonkey.com/s/DU_example2