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The impact of social
media technologies upon
academic researchers and
librarians
Elizabeth Kim, Elsevier
10 November 2011
http://www.pepsico.com/PressRelease/PepsiCo-Introduces-Social-Vending-System-the-Next-Generation-in-Interactive-Vend04272011.html
Social revolution?
Use of Social Media:
• 74% of world’s internet population visit a social
networking or blogging site
• Visits to Social Media sites average almost 6 hours
monthly per user
• Facebook has 750 million + users
• Twitter users send 140 million tweets a day
• YouTube's 490 million users uploaded more video
content in a 60-day period than the three major US
television networks created in 60 years
Source: Nielsen , Independent Online
The web is shrinking
What is Social Media?
http://www.youtube.com/watch?v=x0EnhXn5boM
15
Sharing
Collaborating
Community
Networking
What is Social Media?
• Content generated by communities of users,
collaborating, sharing ideas and
networking, enabled by tools, applications,
online platforms
• Community led information exchange
• Little or no independent verification
18
Examples of Social Media
Communities
Networking Collaboration
Sharing
FUNDAMENTAL
SHIFT IN THE
WAY WE
COMMUNICATE
& WORK
21
Impact on researcher workflow
CreateReview/ Find
QADisseminate
Collaborate
Source: “Social Media: A Guide for Researcher” by Research Information Network (RIN) and University of Leicester
Perceived benefits of social media use in research
Social Media and Research Workflow, CIBER University College London, http://www.ucl.ac.uk/infostudies/research/ciber/social-media-report.pdf
Popularity of various types of social media in research
http://www.ucl.ac.uk/infostudies/research/ciber/social-media-report.pdf
Social Media in Research
24
Microblogging allows me to reach a wider and broader audience quickly and helps in interactive problem solving, especially for
topics at the margins of my speciality.
Anna Croft (Lecturer, Organic Chemistry)
There is a significant portion of the research and development that I do that would simply be impossible without Friendfeed and Twitter.
Cameron Neylon (Senior Scientist, Biophysics)
http://www.ucl.ac.uk/infostudies/research/ciber/social-media-report.pdf
Collaboration:
NONE OF US
IS AS SMART
AS ALL OF US
Community input
28
“Networked science has the potential to speed up
dramatically the rate of discovery across all of science.
We may well see the day-to-day process of scientific research change more
fundamentally over the next few decades than over the past
three centuries.”
Networked Science
Crowd-solving problems
Connecting to Collaborators &
ReviewersReceive suggestions for collaborators with whom to pursue the grants and form new partnerships by emailing other researchers from within the tool.
Hi, Harry G McKee
Researcher 1 wants to contact you
Dissemination:
SHARE
TEACH
LEARN
Social Funding
& Evaluation
“Both of us had some hesitation,
we were sort of afraid we’d lose
some legitimacy in the eyes of
other scientists. It’s not a peer-
reviewed process. I was just
ready to do anything it took to
do my research.”
Dr. Gee speaking to the New
York Times
Barriers to using Social
Media:
• Information Overload - Filtering through the
vast amount of information
Librarians:
Power
users of
Social
Media
Source: http://en.wikipedia.org/wiki/Library_2.0 and http://en.wikipedia.org/wiki/Radical_Trust
The Library 2.0
The State of America’s Libraries – 2010. An ALA publication
Libraries: Key reasons for use
- Gather & track feedback
- Build community
Social Media types
58
Source: Social Media, Libraries, and Web 2.0: How American Libraries are Using New Tools for Public Relations and to Attract New Users ,
Nov 2010; Curtis R. Rogers, Ed.D., South Carolina State Library:
http://www.ala.org/ala/newspresscenter/mediapresscenter/americaslibraries2011/socialnetworking.cfm
59
Source: Social Media, Libraries, and Web 2.0: How American Libraries are Using New Tools for Public Relations and to Attract New Users ,
Nov 2010; Curtis R. Rogers, Ed.D., South Carolina State Library:
http://www.ala.org/ala/newspresscenter/mediapresscenter/americaslibraries2011/socialnetworking.cfm
Social Media Tools
Marketing, Promotions &
Communication
“Web 2.0 services have enhanced communication between librarians and users and have also publicized the
role/function of libraries. This is good for the group of younger persons who have grown up with such tools as Facebook and
Twitter.”
Carolyn, USA
“Facebook, LinkedIn—I use them to find specific people, make contacts, put faces to names, get background information on people and/or organizations. Blogs, I use them to provide current awareness services to our clients
(highlighting news items, new resources in the library, etc.) Google Docs, Google Calendar —I use them to share documents and information
with project team members. Skype —I use it to contact colleagues in other cities.”
Ann, Canada
Our purpose—the reason why we use the social
web is to find people who “like” the library and give
them a way to express it.
We will use this platform to nurture that bond and
move them from like to love. [Develop their
passion.]
We also want to enable them to share this
experience and help bring others into this
relationship
Brian Mathews: is an Assistant University
Librarian at UC Santa Barbara
Building customer intimacy
Better serve customers
http://andyburkhardt.com/2009/07/27/six-things-libraries-should-tweet/
Better serve customers
http://www.slideshare.net/laureltarulli/social-catalogues-the-new-face-of-the-public-library-catalogue
http://www.guardian.co.uk/books/interactive/2011/feb/01/library-protests-map
Maintaining my own network of colleagues and contacts64%
Accessing information about Researchers40%
Providing relevant information to the researchers36%
Getting updates on the researchers’ current work/initiatives35%
Assessing Researchers29%
SOCIAL NETWORKING TOOLS HELP LIBRARIANS
N=72
Social Networking for librarians
Elsevier Market Research, 2011
71
COMMUNICATION
I use them when communicating with staff in other offices e.g. when troubleshooting online access problems
I can receive help from another librarian by social nets
Keeping up with what is current in my field
They have helped me in the development of my online tutorials: I get immediate feedback from my peers
INFORMATION
HELP
Social Networking for librarians
Elsevier Market Research, 2011
Social Media: Here to Stay
Key Sources:
77
Rafael Sidi - VP, Application Marketplace & Developer Network, Elsevier
http://rafaelsidi.blogspot.com/
Key Sources
• Social media revolution, Erik Qualman.
http://www.youtube.com/watch?v=x0EnhXn5boM
• CIBER, University College of London
• American Library Association
78
