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The tremendous popularity of social networking sites like Facebook presents libraries with unique opportunities for reaching students. What many organizations fail to realize, however, is that the presence of professors, librarians, or parents in this social space is often perceived as intrusive, unwelcome, or just plain "weird". Researchers at a small university library decided to take a step back and ask a critical question: what do our students really want? That is, how do our students really use Facebook, and what part can the library play in this social environment? The library literature provides some insights; many of these recommendations, however, are from the perspective of librarians and do not reflect students' expectations, experiences, or preferences. Researchers conducted a mixed methods study of students' use of Facebook, focusing on the intersection of students' academic and social lives in this platform. Results indicated that students are uncertain about the library and librarians using Facebook, but are willing to consider accessing the library through this platform in the right circumstances. By listening to students' concerns and identifying standards for interaction, the researchers made recommendations for restructuring the library's Facebook initiatives. This panel will offer an overview of this study and its implications for library outreach efforts in Facebook. This panel will explore the conflict between the literature's best practices and students' expectations for library behavior in Facebook. A discussion of the library's experiences in implementing and refining its Facebook campaign will facilitate a broader consideration of the opportunities social networking sites present for libraries.
Citation preview
“Okay, This is Just Too Weird”
Identifying Outreach Opportunities in
FacebookDavid Bietila
Elizabeth Edwards
The George Washington University
Facebook: What is It?
A social networking site A community of more than 90
million active users A development platform “A social utility that connects you
with the people around you.”
Facebook: Why Should I Care? As of 2006, 55% of all teens
who use social networking sites have used Facebook or MySpace, and 48% visit daily or more often.
“The fastest growing demographic is those 25 years and older.”
One of those “trends of our users that we just can't ignore”
Creating this Study
Who we are Our background with Facebook Formulating research questions Crafting a methodology
Our Library
System of three libraries Major social hub for students
on campus Typical weekly gate counts of
over 37,000
Collections Over 2 million items Research collections in:
Washingtoniana, Judaica, journalism, labor history, Asian studies, Eastern European studies
Our Students GWU
Private Urban campus
4 blocks from the White House High tuition 10,800 undergrads 13,700 grad 4,000 off-campus Large % of Int’l students
Strong programs in: International Affairs Business Communications
Existing Services
IM Email Web
Learning Modules
Our Usage of Facebook
At the time of this study (Fall '07) Reference staff had just completed "The Librarian is Your Friend" campaign Most library instruction is done in conjunction
with our freshman writing program Those students, in particular, were
encouraged to friend the librarian liaison working with their section
Our Usage of Facebook
About half of the reference staff had individual profiles on Facebook
Despite the profiles and the campaign, no student had yet friended a librarian
Research Questions
We had just completed an anthropological study on the use of space in the library This study demonstrated the social dimensions of space in
the library How research is mediated by institutional practices
We intended to do a study of the social aspects of technology use in the library Saw Facebook as a focused topic Addressed an immediate issue at our library Tied into broader concerns in the profession about social
media in libraries
Research Questions
What role does technology play in our students' study habits?
What role does Facebook play in our students' lives, in general?
How can the library use Facebook to connect with GW students?
Ethnography
Ethnographic methods suited to find social structures and rules in this environment Seeks to identify meanings of observed behavior Meaning are not always directly articulated Survey data supplemented by informal interviews,
focused “hanging out”
Researchers
Research Team Two librarians Recent anthropology graduate
Did thesis on Facebook Conducted all of our interviews
As non-librarian, was able to get less biased answers Collaborated with us to draft questions, and interpret
results
Methodology
Methodology contained three segments Review of librarian profiles Observation of student activity on Facebook Survey of GW students Interviews with Facebook users at GW
Questions crafted based on findings from the survey Casual, but in-depth
Survey Questions
Survey Questions
Interview Questions
How does Facebook as a recreational practice impact your study habits and academic life?
What sort of information would you expect/want to find on a librarian’s profile page (social or practical)?
How would you feel if a librarian “friended” you? Under what circumstances would you feel comfortable “friending” a librarian or accepting a librarian’s friend request?
Students and Facebook
Literature versus Reality
Home is where the Students AreThe literature told us…
Students use university websites, including course management systems, the library’s website, and other student portals, when they have to - but spend time on Facebook because they want to.
Home is where the Students AreStudents said…
Social Network Membership
0
20
40
60
80
100
120
Facebook MySpace Friendster LinkedIn Orkut Other
Nu
mb
er
of
resp
on
den
ts
Home is where the Students AreStudents said…
Frequency of Facebook Use
78%
13%
7%
2%
0%
Multiple times daily
Once daily
1-5 times per week
Less than weekly
I do not use Facebook
Students and Relationships
The literature told us…
“Students use Facebook primarily to maintain existing offline relationships or to solidify what would otherwise be ephemeral, temporary acquaintanceships.”
Students and Relationships
Students said…
Social and/or Academic?
The literature told us…
“When asked if Facebook serves any academic purpose, 54% of [librarians] surveyed indicated that it does not.”
Social and/or Academic?
Students said…Do you use Facebook to...
47%
61%
68%
53%
39%
32%
Communicate aboutacademic interests?
Arrange study groups?
Communicate aboutassignments?
Social and/or Academic?
Students said…
While completing homework assignments, studying for exams, or conducting research for courses, I:
50
68
45
32
93
0
10
20
30
40
50
60
70
80
Frequentlycheck and usemy Facebook
account
Frequentlycheck and use
my email
Regularly checkand use myFacebookaccount
Regularly checkand use my
Rarely checkand use myFacebookaccount
Rarely checkand use my
Nu
mb
er o
f re
spo
nd
ents
Social and/or Academic?
Students said…
“Facebook breaks” are seen as a reward for (or distraction from) studying.
Social and/or Academic?
Students said…
What role does Facebook play in your study habits and academic life?
0 10 20 30 40 50 60
My Facebook use negatively affects my academicperformance Facebook distracts me from my studies
My Facebook use positively affects my academicperformance
I rarely use Facebook for academic purposes
I sometimes use Facebook for academic purposes
I often use Facebook for academic purposes
Number of respondents
Figures of Authority
The literature told us… Students recognize that it is easier to
communicate with professors electronically – but they are hesitant to do so for a variety of reasons.
Students aren’t really interested in communicating with the library through Facebook or other social networking sites.
Figures of Authority
Students said…If you needed help with your research or had a question about the library, would you feel comfortable communicating through Facebook with a staff
member about it?
0
10
20
30
40
50
60
70
Yes No Not Sure
Nu
mb
er o
f re
spo
nd
ents
Librarians
Faculty
Figures of Authority
Students said…
How do you feel about university staff having Facebook profiles?
10
44
13
37
16
3638
15
I like it I'm comfortable with it I'm uncomfortable withit
I don't know
Nu
mb
er o
f re
spo
nd
ents
Librarians
Faculty
Librarians and Facebook
Literature versus Reality
Profiles
The literature told us…
“The purpose of the profile is to let students know what their librarians do…so that they might begin to identify their librarians as approachable individuals.”
Profiles
Students said…What features of a librarian's profile would interest you?
31.70%
15.40%
26.90%
55.80%
60.60%
68.30%
84.60%
73.10%
44.20%
39.40%
I have no interest in visiting librarians’ Facebook profiles
The librarian’s social interaction with other membersthrough wall posts
Information about the librarian as an individual
Information about and access to library resources
Study suggestions and research advice
“Friending”
The literature told us…
Be proactive about contacting students. “Friend all of the student workers at your
library. This will make you more visible to them and their Friends.”
“Friend new students at your fall welcome festival by making a laptop available or by taking names on a sheet of paper. ”
“Friending”
Students said…
When asked how they would respond if a librarian “friended” them, most participants expressed varying degrees of discomfort.
Ideally…
The literature told us… “We might envision librarians in a Facebook
repartee with students, answering late night questions ranging from trivia to last-minute, paper-due-in-the-morning information emergencies.”
“Librarians can effectively use Facebook to reach out to students to ‘be where they are.’”
In Reality…
Students said…
“Just please don't start Poking us kids.”
Recommendations
Central Pages
We recommend creating an institutional, formal-looking library fan page that students and librarians alike can join.
Profiles
Personal/Professional Balance Subject Expertise Include Picture
Friending Students are much more likely to
friend librarians if they interact with them in-person. Use research appointments and reference desk interactions as resources for building Facebook relationships.
Applications
Many students said they were inclined to use Facebook’s library applications.
Suggest Books A book recommendation
application on librarians' profiles appeals to many students Occupies a middle ground
between professional and personal spheres
Fits into students’ common expectations about librarians
The Books IRead application
Advertise!
Many students are unaware that librarians are on Facebook Most students who were
aware of the program at Gelman had seen signs
Successful ads will play on tropes and distinctions meaningful to students
Avoiding Facebook Faux Pas
How to use… The wall Notes Messages Poking
Research
Talk to your patrons Your own research
will have the most applicability for you
Epilogue - Up to the present…
Our research was done at a particular moment, while Facebook continues to change
Changes in Facebook New interfaces for web and iPhone Changing demographics
Teens and 25-34 range users growing quickly, though 17-25 users are still the preponderance
Greater commercial saturation of Facebook Marketing tactics for use of Facebook have been codified More outside organizations making themselves known
Dynamic environment May become more friendly to librarian involvement Libraries may be able to make their presence the norm
Additional Resources
Facebook Apps for Librarians http://www.facebook.com/group.php?gid=2469777131
Gelman Fan Page http://www.facebook.com/pages/Washington-DC/
Gelman-Library/10557079749
Thank you
David Bietila
bietila@gelman.gwu.edu
Elizabeth Edwards
edwards@gelman.gwu.edu
or find us on Facebook!
http://www.facebook.com/pages/Washington-DC/Gelman-Library/10557079749
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