The what, how and why of social media in Spanish libraries Nieves - - PowerPoint PPT Presentation

The what, how and why of social media in Spanish libraries

Nieves González-Fernández-Villavicencio @nievesglez

Number of social network users worldwide from 2010 to 2018 (in billions)

Spaniards spend more time on social media than the world average People online millions Use social media every day Don’t use social media

Ranking of popularity of Spanish craft beer in Social Media

González-Díaz, Cristina; Iglesias-García, Mar; Codina, Lluís (2015). “Presencia de las universidades españolas en las redes sociales digitales científicas: caso de los estudios de comunicación”. El profesional de la información, v. 24, n. 5, pp. 640-647.

Number of universities profiles in Spain and in the world, in ReserachGate and Academia.edu (march 2015) In the world Spanish universities Academia.edu 20 millions 68.887 ResearchGate 6 millions 77.526

“... “we need a Twitter account”... the reason behind it being “everyone else has one” but really the social media savvy will be saying “we want to communicate more effectively - what tool will help us to that?” “When you’re clear in what you want to achieve, then find a tool that does what you need”

Phil Bradley

(Social media for creative libraries, 2015)

Reference by providing question-answering Education using social sites to support classes. Education and learning not systematized Collection-building and co-creation involving users in a collaborative process Establishing a social media presence extends the physical facilities of the library Assessment of the library from the user perspective (monitoring user comments) Outreach to new audiences of library users Promotion of library resources, programmes and services, librarians. Marketing Advocacy of the library Communication with library users and stakeholders

In Spain, we have the same number of library users than followers in Facebook

Congratulations to Spanish National Library because no

• ther library get

so much engagement

Directory of university libraries (REBIUN) on social media

Ranking of academic libraries in social media by REBIUN

Followers

Campaign Target Communication channels Contents Hashtags Mentions/Hashtag s Dates Responsible

Films collection

University community Twitter Promotion by gender #bibearq #nosgustaelcine #bib_US @Biblioteca_US @delegarqSVQ @ETSIEdelegacion @unisevilla Apr-Dec 2015 Weekly (Thursday) Name of the person Promotion ZonaCine #bibearq #nosgustaelcine #bib_US @Biblioteca_US @delegarqSVQ @ETSIEdelegacion @unisevilla Apr-Dec 2015 Weekly (Friday) Name of the person Facebook Promotion by gender #bibearq #nosgustaelcine #bib_US Library US University of Seville Culture Services ETSAS Apr-Dec 2015 Weekly (Thursday) Name of the person Promotion ZonaCine #bibearq #nosgustaelcine #bib_US Library US University of Seville Culture Services ETSAS Apr-Dec 2015 Weekly (Friday) Name of the person

Chart of the marketing campaign of the Films Collection (Seville University Library)

These charts reflect and summarize the campaign actions: the increase in the number of followers in Twitter and Facebook, the reach of Library Facebook posts, the number of Retweets, but anything else.

Vanity metrics

During the marketing campaign week, they have received more than 2000 tuits from 1.200 different

• users. The hashtag #vivalabiblio was used in more than

4.000 posts.

Vanity metrics

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

We have to demonstrate the profitability of the use of social media by libraries

Reference by providing question-answering Education using social sites to support classes. Education and learning not systematized Collection-building and co-creation involving users in a collaborative process Establishing a social media presence extends the physical facilities of the library Assessment of the library from the user perspective (monitoring user comments) Outreach to new audiences of library users Promotion of library resources, programmes and services, librarians. Marketing Advocacy of the library Communication with library users and stakeholders

Which kind of metrics libraries are using to evaluate the success and failure of the use of social media and marketing programmes and to make comparisons among them?

Benefits divided by investment, divided by investment and multiplied by 100

Measuring ROI is the #1 challenge in 2015

http://get.simplymeasured.com/rs/801-IXO-022/images/2015SocialMarketingTrendsReportTrustRadius.pdf

González-Fernández-Villavicencio, N. (2014). The Profitability of libraries using social media. ACM.

González-Fernández-Villavicencio, N. (2014). The Profitability of libraries using social media. ACM.

González-Fernández-Villavicencio, N. (2014). The Profitability of libraries using social media. ACM.

González-Fernández-Villavicencio, N. (2014). The Profitability of libraries using social media. ACM.

Reach/Au dience

Indicator(Abs/%)

• Followers,

Subscrip., Contact., etc.

• Activ. Rate
• Total Reach

Indicator (Abs/%)

• Posts
• Activ. Rate
• Total

Frequency Indicator (Abs/%)

• Metrics for
• bjective
• Bounce Rate

Engagement

Key metrics

Loyalty/ Web traffic Frequency

• f the

activity Conversion ROI Influence Brand perception

Indicator (Abs/%)

• Sessions
• Users
• Time spent

Indicator (%)

• % New

Sessions

• % Bounce Rate
• % Competitors

Bounce Rate

Indicator (Abs/%)

• Mentions
• Social media

spaces visits

• Influencers
• Influence Rate
• Total Influence

Index(Abs/%)

• Klout
• Social

Mention

• Share of

Voice

• Competitors

Indices

Indicator (Abs/%)

• Total of

interactions

• Share of

conversations

• Total of

competitors conversations

Rate (Abs/%)

Mamaniaca

• Rate of

engagement

• Engagement

Rate by post

• Audience

Engagement Rate

• Media

Engagement Rate González-Fernández-Villavicencio, N. (2014). The Profitability of libraries using social media. ACM.

Nº Indicators Library Predictor of Predicted by

4.1 Mentions UPV Time spending in the website (,431) Comments answered (,647) CORUÑA Chat questions Chats questions (,560) Subscripts wikis (,553) UNIZAR People talking about that HUELVA Loans CSIC Loans Items uploads (,521) Loans (,498) 4.2 Visits to library social media UPV Loans Entries social media (,583) Users social media (,509) HUELVA RT BCN PI (Interlibrary Loan) 4.3 Lists in social media CORUÑA Total of comments Followers Twitter (,330) Reach Facebook (,506) Total Comments (,485) CERVANTES Subscripts in social media 4.5 Klout Index CÁDIZ People talking about that Time spending in the website ULL Renews HUELVA Followers in Twitter CERVANTES Favourites Files displays 4.7 PeerIndex Index UNIZAR Fans Facebook FGSR Files displays

Correlations study and regression lines with SPSS

• Most predictors and

predicted variables and indicators

• Between brackets the

weight of each predictor variable

González-Fernández-Villavicencio, N. (2014). The Profitability of libraries using social media. ACM.

Specific metrics for each social media tinyurl.com/metricasSM

González-Fernández-Villavicencio, N. (2014). The Profitability of libraries using social media. ACM.

Librarians need a set of metrics/indicators for every business objective to:

• know if we have reached the established objective
• demonstrate

the profitability

• f
• ur

marketing campaigns in social media

• evaluate the development of our indicators
• compare with peers
• convert these data in knowledge that allows us to

take decisions

Conclusions

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Nieves González-Fernández-Villavicencio @nievesglez nievesg@us.es