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Engaging Social Media? A Case Study of University Library Community Building Practices on Twitter from Norway.

Hilde Drivenes Johannessen

Birgitte Kleivset

University of Agder, Norway

Hilde.Johannessen@uia.no

Birgitte.Kleivset@uia.no

A) Introduction
This paper presents results from a case study of community building practices on Twitter in Norwegian University Libraries, using a combination of a qualitative and a quantitative approach. The analysis aims to highlight how academic libraries tweet content that may build a community with two-way communication and engagement with researchers and students. Our research also sheds light on recent developments and current challenges in University Libraries use of Twitter in theory and practice, and give some critical perspectives on information literacy and digital library community engagement.

B) Literature review / Previous research (kommer)
There is a small groing literature on University Libraries use of Twitter for community building .....
Some studies has focused on....

content analyses


C) Methodology and data

The dataset for this research is collected from the twitter timelines of the norwegian university libraries with a presence at Twitter. This is public available data. In addition to tweet content, the frequency of favoritemarking, retweets, answeres and hashtags are retrieved. There will also be a cathegorization of the group each of the libraries have chosen to follow.

Using five principles of Social Media Optimization (SMO), defined in the study “Social media optimization: making library content shareable and engaging” by Doralyn Rossmann and Scott W.H. Young (2015) the objectives will be analyzed accordingly:

1. Create sharable content
2. Make sharing easy
3. Reward engagement
4. Proactively share
5. Encouraging reuse

These principles has been modified and updated from Bhargavas (2006, 2010) established principles of SMO (Rossmann and Young, 529:2015b), and in our paper we will apply and modify these concepts into nine norwegiean university libraries use of Twitter as a community building network. The outcome of this research is expected to give insight into norwegian university libraries use or non-use of effective community building methods and techniques on Twitter.

Twitter handles from 9 interdisciplinary norwegian university libraries were collected, and the usernames were entered into the search engine of Twitonomy, a Twitter analytics website. Results were filtered to display tweets from the university libraries accounts between January 1 and December 31, 2016.


E) Results - case study

Does norwegian university libraries use effective community building methods and techniques to create sharable content on Twitter.

According to the first of the principles of Social Media Optimization (SMO), defined in the study “Social media optimization: making library content shareable and engaging” by Doralyn Rossmann and Scott W.H. Young (2015) sharable content coult be "digital collections," "blog posts," "staff photographs and brief descriptions of areas of work and interest or research" (529:2015). Of the xxxxx tweets from the 9 university libraires xxxxx is about "library resourses" as. 

On the top-tweet-list the "library resourses" is on top 3 list (fodnode til skjema?)

Telle all tweeter - se etter samlinger - skrive ud alle tweeter





the objectives will be analyzed accordingly:

1. Create sharable content - Deling av UHBs Samlinger (interesting/engaging/relevant)
• "Such content could include
• digital collections (lenke)
• blog posts
• institutional reposity content
• videos and
• staff directory pages.
•  Content that is interesting and unique will have more likelihood of being shared."
• "poetry readings or banned books week"
• "staff photographs and brief descriptions of areas of work and interest or research" (p529) Typology: What is the most sharable content - analyze all 2016 from 9 Norwegian University Library Tweets by topic to develop a subject typology of library tweet...
• http://www.sciencedirect.com/science/article/pii/S0740818814000498 Tweet Cathegories 

- Resource (Samlinger)

- Event (Arr)

- Community Building ( Humor, OTD)

- Study Support (I.K)

- Operations Update

- Survey

- Q&A

- Staff

- Club

- Sammanligen med tidl. ubdersøgelser - Deler UHB-er sharable content? (

2. Make sharing easy

• "simple URL"
• "share button on website"
• link? - count web site hits
• "Encouraging use of hashtags" 
• annet?
1. Reward engagement 
• retweets
• replies
2. proactively share
• mentions ("tagging others")
3. Encourageing reuse
• provide tools, formats that encourage and makes reuse easy (on other Sosial Networks)
• encourage reuse with use of hashtags and in text

Make sharing easy
Reward engagement
Proactively share
Encouraging reuse


F) Discussion

G) Conclusion

H) Bibliography


· Bhargava, R. (2006) “5 rules of social media optimization (SMO)” Influential Marketing Blog, available at http://www.rohitbhargava.com/2006/08/5_rules_of_soci.html


· Bhargava, R. (2010) “The 5 new rules of social media optimization (SMO)” Influential Marketing Blog, available at http://www.rohitbhargava.com/2010/08/the-5-new-rules-of-social-media-optimization-smo.html


· Palmer, S. (2014) “ Characterizing University Library Use of Social Media: A Case Study of Twitter and Facebook from Australia. The Journal of Academic Librarianship. Vol. 40. p. 611-619.


· Young, S.W.H. and Rossmann, D. (2015a). Building Library Community Through Social Media. Information Technology and Libraries. Vol.34. No.1. p. 20-37.


· Young, S.W.H. and Rossmann, D. (2015b). Social media optimization: making library content shareable and engaging. Vol. 33. No. 4. p. 526-544.