A Social Networking Primer for Librarians

Abstract

This seventh volume of The Tech Set—a series of guidebooks for using cutting-edge technologies in libraries—steers librarians through the process of creating a social networking presence for their libraries. Most librarians are aware of what the potential of social network sites is and how such sites might reach out to users and increase library visibility. Still, it is common for librarians to hesitate before jumping into this nontraditional form of communication with library users. Armed with the practical advice and step-by-step procedures outlined in this guidebook, more librarians will take the leap into social networking with confidence. Author Cliff Landis, known for his national and international presentations on a variety of library technology topics, writes in an informal, concise style that is easy to read. The book may be read from cover to cover for a complete picture of how to go about establishing a social network presence, or it may be used in parts to tackle specific tasks or issues. It is accompanied by a companion wiki and podcast (for the entire series) and includes a glossary of social networking terms, a list of recommended web-based resources, references, and an index. The first chapter includes the basics of social networks and addresses how they work and what they do. Included are the history of social networks (their origin, evolution, and media coverage), an overview of the theory of social networking, friending, the importance of identity in relation to librarianship, and future directions. The second chapter is all about planning and includes tips about choosing a social networking site, submitting a proposal to administrators, getting staff buy-in, establishing social media policies, and creating lists of project ideas. MySpace and Facebook are described in detail, but lesser-known social network sites are addressed as well. This portion also discusses Flickr and YouTube and the ways librarians might use these image and video features to alert users to events or services. Emphasis is placed on evaluating the user community to determine the best sites to use, on remaining flexible, and on keeping up with change. Chapters three and four focus on implementation and marketing. Readers are offered a step-by-step guide on establishing accounts in MySpace and Facebook, from initial setup to advanced features and applications. Development of a marketing plan is discussed, as well as brand identity, “push and pull” marketing, and creation of a social marketing campaign. The author stresses that though establishing a social network presence involves no monetary investment and may result in a large return in library usage, the entire process does involve a lot of planning, creating content, and updating. These steps require time and energy, two resources that should be spent wisely. Further advice includes, “Keep it user-centric, offer something of value, give them an experience, make it interactive, make it memorable, make it shareable, and keep it up” (pp. 75–76). Chapter five deals with best practices and includes friending etiquette, proper tone and content, blending of professional with personal, and reactive versus proactive services. The final chapter (chapter six) deals with measurement of success and includes assessment, usage statistics, user surveys, focus groups, and how to set and achieve goals. This book is written for librarians in all types of settings. However, the emphasis on reaching out to users, promoting services, and building community could easily be applied across many disciplines. Those who wish to incorporate social networking into their daily services will find this to be a valuable guidebook.