An analysis of current Reference Services trends in use of Social Networking by libraries in North America and Canada. This is part of a presentation of graduate work in Reference and Information Services at University of Rhode Island with Professor Amanda Izenstark.

1. Ariel Dagan
Laura Hogan
Reference 504
Prof. Amanda Izenstark
7/25/2013

2. “One of the best means in making a library
popular is to mingle freely with its users,
and help them in every way” (Zabel, 2011)
From 1876, The Library Journal, "Personal Relations between
Librarians and Readers" by Samuel Green

3. The Social Media Revolution in a nutshell:
Social Media began in the late 90's
and continues to grow
Please click and watch 3.5 min introductory. At end of clip click space bar for next slide

4. There's a difference between
Social Media & Social Networking
"Social media is a way to transmit, or share
information with a broad audience."
&
"Social Networking is engagement with people
who have common interests and build
relationships and community through social
networking sites."

6. Facebook/Myspace/Google+/LinkedIn
Social networks based on user created profiles.
Twitter
Micro publishing social network
limited to 140 characters.
RSS (Really Simple Syndication) feed
Content delivery tool for news and any web
content.
Podcasts
Audio content files that can be distributed or
downloaded.
Flickr/Picasa/Instagram
Image (photo/video) sharing social networks.
Pinterest/Delicious/Reddit/Digg
Social networks based on bookmarking tools.
Blogs
Publishing tool with option to allow readers
to comment on content.
Wiki
Collaborative website tool for the creation
and editing of info by community.
Skype/Google hangouts
Live videocasts.
YouTube/Vimeo
Video sharing social networks.
Social Networking Tools
- used in various ways across social media channels

7. Phone Support / Ask A Librarian
(considered social-networking) At times
used by Voice Over Internet Protocol
Email Support / Ask A Librarian
Text Message Support/ Ask A Librarian
Live Chat Support /Short Message
Service/Ask A Librarian
Schedule consultation with subject
specialist/ Ask A Librarian
Feedback/Suggestion
Give user an opportunity for their words or
voice to be heard and considered valuable.
Social Networking Tools - continued
Library Catalog with integration of
Social Networking
Open Source
Built on code shared freely and supported
by community of developers.
Secured Network Access via WiFi
Allows wide access to resources remotely.
Information Content Production
Mashups
Combination of multiple applications for
creating new web service not available.

8. Social Networking Tools - continued
Tagging
Tool to identify folks in
images,creating blog labels or other
web content - folksonomy.
Reference Librarians
need to be aware of all
of the tools and pick
and choose carefully.
FriendFeed
Real Time social networks aggregator.
iTunes U
Services for uploading and sharing
educational content.
SecondLife
Virtual social network environment where
millions of users have avatar profiles.
Foursquare/Facebook places/Gowalla/Yelp
Geolocation & gamification social networks.
QR Codes
Scanned by mobile reader app and linked to
web content.

9. Why should libraries care about
Social Networking?
Libraries can
connect with the physical
community, create new
communities,
share information, and
become a valuable resource.

10. Librarians Should
Also Care about
Mobile Agility
Patrons are going to
want to be connected
to the library via
their mobile device

11. We must use new methods to stay connected to our
teens inorder that they remain patrons in the future.
Libraries HAVE to become
Mobile Friendly Since:

12. Findings from professional literature:
 Reference Services and Social Networking has lots to do with
listening that in turn leads to greater results. (Bell, 2012)
 Librarians understand the importance of service and therefore are
providing patrons easier access to information. (Bell, 2012)
 Values of participating on one social network can be transferrable to
many other social networks. (Jennings, 2012)
 Reference questions via Facebook are greater than email, phone, IM
and direct Face to Face Reference. (Aharony, 2012)
 Content production is produced individually and through on-line
collaborative efforts.
• On-line tutorials
• Strategically placed widgets on the website
• Subject guides and LibGuides
LibGuides designed by URI librarians http://bit.ly/12z5Iqs
(Gilson, 2011)

13. Best practices at various libraries:
Vancouver Public Library, Canada
3rd Largest public library in Canada
Uses BiblioCommon so signed in
patrons have many ways to interact
with the online catalog. The features
they utilize are visible at
http://on.nypl.org/lB3Xag (Cahill, 2011)
Sam Houston State University in
TX is using the virtual reality world
of game SecondLife to connect
students http://bit.ly/1aC7IIp
(Turney, 2011)
In 2009 over 1358 librarians were involved in running
Information Island (library) in SecondLife. NY Public
Reference librarian with an Avatar named Hypatia Dejavu
coordinates the efforts of 51 professional librarians who
volunteer to run this service 80 hours weekly in two hour
shifts. (Zabel, 2011)
All of these libraries have multiple ways to interact with Reference Services.

14. Website is no longer primary access point:
When a patron is on their mobile device, if the library has set up a
“mobile friendly” version of the site, their device will default to a
different home page which might have limited information and
services. The library may also offer patrons a downloadable app
with specific features. Libraries should promote subscribed
database apps with library login option.
Often Geo-location tools do much more than provide destination.
Foursquare can add gamifciation, earning the user points for
sharing and interacting. http://slidesha.re/15DuRpa
Augmented Reality apps is one more way to access reference
services without using library website as point of origin -
http://bit.ly/wRQPSK (Houghton, 2012)

15. Reference Services through Web 2.0
Because Open Source allows Reference Services to enhance user
experience & allow ease of access using web 2.0 technology
including widgets and API, patrons can:
Discover
Search
Find
Acquire
Secured VNA via WIFI lets patrons use any of their own mobile
devices (smart-phone, tablets, laptops, etc.) to easily access the
network with user-name and pw. Patrons don’t even need to get up
from their chair to chat with Reference Services.
Additionally, reference services can offer image and video sharing, as
well, to educate and inform patrons. (Welch, and June, 2012)

16. Reference Services through web 2.0 cont’d
 Aggregators such as FriendFeed have become greatly important since
many patrons are able to combine and take advantage of life streaming.
 The enormous popularity of iTunes has lead to the development of a sub
section called iTunes U where one can find education content from K-
higher education. This as well is an underutilized are of high traffic.
 Another Ask a Librarian service is scheduling consultation with a subject
specialist in your area of research set time aside to answer your needs.
 Blogs offer the opportunity for feedback and suggestions . Blog may have
gateway to approve/deny comment giving more control than Facebook.
 Social bookmarking networks are very popular. Yet librarians
underutilize them even though indexing /categorizing plays such a large
part of information organization. Of all the bookmarking SN, Pinterest is
the fastest growing social network. (Welch, and June, 2012)

17. For each Pro a Con may be found
Many of these tools provide an easier means to distribute and share
information, such as: instructions through videos, books from collections,
interviews with people on a podcasts or video casts, etc. - Pro
Some of the tools require purchasing, technical skills , and training - Con
Social Networking tools also provide a means for manipulating information for
use in catalogs, such as: tagging. developing collections based on users inquiries
etc. – Pro
Tagging – Pro Misspelling -Con
Need the technology infrastructure before you can have social networking in
place . Patrons need to have the tools to access the resources (not all patrons
have access to the technology out the library building)- Con
Social networking requires constant monitoring. Often change of services and
tools can occur due to the nature of the technology being implemented – Con
(Aqil, Parves and Mohammad, 2011 and Brick and Click Libraries, 2012)

18. Reference Services & Social Networking
The Reference Librarian can no longer sit and wait
for patrons to come up to them with questions.
A library, like a business,
• must spend time and money to remain important to the end user.
• must create effective marketing plans.
The Reference Librarian
• Has the responsibility and task of marketing Reference Services.
• Utilize social networking tools to show and teach the patron how
the library resources can help them.
(Zabel, 2011)

19. Reader Advisory information can be found on many social networks.
Blogs offer a platform in which current collections and new books are
often discussed and comments.
Many Patrons enjoy using the social networking tools GoodReads and
LibraryThing where they can find communities of folks who share
many of the same interest.
Zabel points out the use on online learning has created a term for RS
called “embedded” librarian. You may find them on Sakai, Moodle,
Blackboard and other course management environments. Of course
they are all embedded in various social media channels.
Constant Change

20. It’s all about human interaction
In 1876, Samuel Green talked about the role of the librarian. Much of
it still applies today with regards to reference service and Social
Networking:
1. If you gain the respect and confidence of readers, and they find you easy
to go along with and pleasant to talk with, great opportunities are
afforded of stimulating the love of study and of directing investigators to
the best sources of information.
2. You find out what book the actual users of the library need, and your
judgment improves in regard to the kind of books it is best to add to it.
3. One of the best means in making a library popular is to mingle freely
with its users, and help them in every way.
(Zabel, 2011)

21. A Case Study
The Social Networking initiatives of The Worcester Public Library, spearheaded by Pingsheng
Chen, is run by the electronic resource group made of reps from 5 librarians in eResources, Adult
Reference and Youth Services. Their efforts have been recognized by their peers at the recent
biannual award issued by the Massachusetts Library Association and shows that WPL stands out in
its leadership in utilizing these digital tools. Currently WPL uses various platforms such as
Facebook (1636 people following. 25-44 most popular age group), Pinterest (56 themed boards with
956 pins), Twitter (1411 followers), Google+(70 followers), 4 unique blogs that provide a platform
for patrons to post their comments and queries, and established 32 diverse RSS feeds. Reader
Advisory has seen a great boost thanks to the efforts of blogging. In addition Ask A Librarian
reference services are available through phone, texting and email. In addition WPL is working on
adding a YouTube . However they want to be certain their strategic plan for using this tool is in
place prior to launching this additional channel.
Even though WPL is managing their social networking based on their strategic plan and all
indications show a good approach to information dissemination and public relations for library
initiatives, programs and services , the current efforts fall short. For example; Pinterest has 199
followers in a populous of 200,000 patrons. Tweets are a copy of Facebook status update.
Google+ has not been updated since June 29th and only one blog is current. RSS page has no
information about what it is or how to use it from people who are unfamiliar with RSS Feeds.
Need to already have RSS reading software such Google on IGoogle that will end November
2013 or Yahoo and many other providers. No visibility in library building of efforts to promote
social networks or their content.

22. A Case Study (cont.)
Social networking communities are considered by college students a necessity of daily life. Yet
our findings show that user profiles encompass all ages of library patrons. These virtual online
communities allow all to connect and collaborate. AAL Reference Services such phone are
essential to social networking since they give an opportunity to establish a rapport with patrons.
These days libraries who only have one line for phone support leave patrons frustrated on long
hold queue or giving up. Another downside to this service is its limitation to library hours. RS
via email provides patrons multiple choices such as:1) Contact specific staff person directly 2)
Fill in online form. The problem there is that often the library staff get a very high number of
email requests. Often brief factual answers are replied. For example WPL informs that service is
limited to 3 obituary queries. Online forms demand personal information being requested and
may be a privacy concern. Response time may be delayed. WPL asks for $5 donation per
request for non MA residents to defray cost of offering these service to online community. In
addition to the above text support has been become popular. While WPL only offers service
during library hours, other libraries who use this option offer their patron 24/7 AAL text RS. The
limitation of a one person/one line text service is inability to handle multiple requests during a
rush or flow. Libraries who use online SaaS(Software As A Service) such as libraryh3lp easily
avoid this. We have found libraries who use Live Chat but not WPL. Academic libraries such as
UCLA have overcome problems of other libraries where patrons may require help when working
on assignments when library is closed. Librarian must adjust to this additional service option as a
standard in the same way they are accustomed to offering face to face reference services.

23. Social Networking Issues
Authenticity Requires doing
it well and being credible.
Initiative Requires
librarians to take risks
and learn about it.
Nonpartisan Staying neutral
and not sharing personal
or political views.
Marketing based on
strategically implementing
social media tools that will
enable engagement on
various social networks.

24. Social Networking Issues
"Fools rush in where angels fear to tread“ (Pope, 1709)
"Each of these new technologies present new
challenges to users’ privacy and freedom,
although the speed of
the changes means that possible concerns have
been overlooked or downplayed in the rush to
embrace the potential of new technology"
(Stuart, 2012)

25. Ensuring Rights and Privacy
 If the library creates apps, purchasing digital collections
should follow the same privacy concerns as non-digital
purchases.
 Be vigilant about user rights and privacy.
 Monitor interaction on social networks, i.e. Facebook.
 Educate patrons on privacy issues.
 Create, revisit and update library social media policy
frequently.

26. Social Media Policy Contents
Address different types of platforms and
update as new technologies emerges.
Use a disclaimer "The opinions
expressed are my own and do not
necessarily represent those of { }."
Don't share sensitive or proprietary info.
Authentic representation of oneself.
Post accurate information
Use good judgement
Understand copyright laws- cite
sources.
Be considerate of privacy.
Be respectful in regards to
difference of opinions.

27. Our recommendation for the library's
Reference Department
• Create a communication plan - what do we want to let patrons
know about and how will it be done?
• Set up a Blog service to promote Readers Advisory and other
related topics.
• Set up business page on Facebook
• Establish Google email account to be used for Ask a Librarian
• Set up a Twitter account
• Create a Social Media Policy

28. Works Researched and Cited:
Aharony, N. (2012). Facebook use in libraries: An exploratory analysis. Aslib Proceedings, 64(4), 358-372.
http://0-www.emeraldinsight.com.helin.uri.edu/journals.htm?articleid=17038871&show=html
Aqil, Mohammad, Parvez Ahmad, and Mohammad Asad Siddique. "Web 2.0 And Libraries: Facts Or Myths."DESIDOC Journal Of Library
& Information Technology 31.5 (2011): 395-400. Library, Information Science & Technology Abstracts with Full Text. Web. 5 July 2013.
http://0-search.ebscohost.com.helin.uri.edu/login.aspx?direct=true&db=lih&AN=66729284&site=ehost-live
Baudino, Frank, Carolyn Johnson, and University Northwest Missouri State. Brick And Click Libraries: An Academic Library Symposium
(12Th, Maryville, Missouri, October 26, 2012). n.p.: Online Submission, 2012. ERIC. Web. 11 July 2013.
http://0-search.ebscohost.com.helin.uri.edu/login.aspx?direct=true&db=eric&AN=ED537605&site=ehost-live
Bell, S. (2012). Students tweet the darndest things about your library – and why you need to listen. Reference Services Review, 40(2), 217-
220. doi:10.1108/00907321211228264
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Boyd, d. m., & Ellison, N. B. (2007). Social network sites: Definition, history, and scholarship. Journal Of Computer-Mediated
Communication, 13(1), 210-230.
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Cahill, K. (2011). Going social at vancouver public library: What the virtual branch did next. Program, 45(3), 259-278.
http://0-search.ebscohost.com.helin.uri.edu/login.aspx?direct=true&db=lih&AN=64678812&site=ehost-live
Casey, Michael E., and Laura C. Savastinuk. "Service for the next-generation library." Library journal 1.9 (2006): 2006.
http://cil733.pbworks.com/f/Library+2.0+Journal.pdf
Chen, Pingsheng. "WPL Reference Blog: WPL Wins a MLA Public Relations Award: 1st PLace in Social Media Category." WPL Reference
Blog: WPL Wins a MLA Public Relations Award: 1st PLace in Social Media Category. Worcester Public Library, 30 Apr. 2013. Web. 05 July
2013. <http://wplreferenceblog.blogspot.com/2013/04/wpl-wins-mla-public-relations-award.html>.

29. Works Researched and Cited
Dankowski, Terra. "How Libraries Are Using Social Media." American Libraries Magazine[Chicago] May 2013: 38-41. Print.
http://www.americanlibrariesmagazine.org/issue/may-2013
Ennis, Lisa A. et al. "Is The Time And Effort Worth It? One Library's Evaluation Of Using Social Networking Tools For
Outreach." Medical Reference Services Quarterly 32.1 (2013): 12-25. Library, Information Science & Technology Abstracts with
Full Text. Web. 11 July 2013.
http://0-www.tandfonline.com.helin.uri.edu/doi/full/10.1080/02763869.2013.749107#.Ud9Iem0hWS0
Freeman, Daniel A. "Archive of the 2013 ALA Annual Tech Wrapup." ALA Tech Source. American Library Association, 8 Jan.
2013. Web. 08 July 2013. <http://www.alatechsource.org/blog/2013/07/archive-of-the-2013-ala-annual-tech-wrapup.html>.
Gilson, Thomas V. "Reference Services TODAY And TOMORROW.“ Searcher 19.7 (2011): 32-35. Library, Information Science
& Technology Abstracts with Full Text. Web. 13 July 2013.
http://0-search.ebscohost.com.helin.uri.edu/login.aspx?direct=true&db=lih&AN=65209967&site=ehost-live
Houghton, S. (2012). Mobile Services for Broke Libraries: 10 Steps to Mobile Success. Reference Librarian, 53(3), 313-321.
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Jennings, Susan. "To Tweet, Or Not To Tweet?." Reference Service Review 40.2 (2012): 214-216. Library, Information Science &
Technologies Abstracts with Full Text. Web. 5 July 2013. http://0-
search.ebscohost.com.helin.uri.edu/login.aspx?direct=true&db=lih&AN=75906573&site=ehost-live
Knox, K. C. (2012). Social Media: Too Much of a Good Thing. Information Today, 29(11), 21.
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Maness, Jack M. "Library 2.0 theory: Web 2.0 and its implications for libraries." Webology 3.2 (2006):
http://www.webology.org/2006/v3n2/a25.html
Macgillivray, Alexander. "The Business Of Free Speech." Index On Censorship 41.4 (2012): 92-93. Library, Information Science
& Technology Abstracts with Full Text. Web. 21 July 2013.
http://0-search.ebscohost.com.helin.uri.edu/login.aspx?direct=true&db=lih&AN=83790159&site=ehost-live

30. Works Researched and Cited (cont.)
Rod-Welch, Leila June. "Incorporation And Visibility Of Reference And Social Networking Tools On ARL Member Libraries'
Websites." Reference Service Review 40.1 (2012): 138-171. Library, Information Science & Technology Abstracts with Full
Text. Web. 5 July 2013.
http://0-search.ebscohost.com.helin.uri.edu/login.aspx?direct=true&db=lih&AN=72096494&site=ehost-live
"State of America's Libraries Report 2013." Social Networking. American Library Association, n.d. Web. 09 July 2013.
<http://www.ala.org/news/state-americas-libraries-report-2013/social-networking>.
Stuart, David. "Technological Threats To Privacy And Information Access." Online 36.5 (2012): 35-37. Library, Information Science &
Technology Abstracts with Full Text. Web. 21 July 2013.
http://0-search.ebscohost.com.helin.uri.edu/login.aspx?direct=true&db=lih&AN=80919254&site=ehost-live
Tsai, Janice. Choose Privacy Week. Choose Privacy Week Resource Guide. American Library Association Office for Intellectual Freedom,
n.d. Web. 17 July 2013. <http://chooseprivacyweek.org/wp-content/uploads/2013/04/CPWResourceGuideIntro.pdf>.
"The Business Of Social Media: How To Plunder The Treasure Trove." Reference & User Services Quarterly 51.2 (2011): 127-132.
Library, Information Science & Technology Abstracts with Full Text. Web. 11 July 2013.
http://0-search.ebscohost.com.helin.uri.edu/login.aspx?direct=true&db=lih&AN=69858660&site=ehost-live
Turney, Linda et al. "Higher Education And Emerging Technologies: Student Usage, Preferences, And Lessons For Library
Services."Reference & User Services Quarterly 50.4 (2011): 380-391. Library, Information Science & Technology Abstracts with Full Text.
Web. 8 July 2013.
http://0-search.ebscohost.com.helin.uri.edu/login.aspx?direct=true&db=lih&AN=61993848&site=ehost-live
Woodard, Amber. "From Zero To Web 2.0 Part 1." Computers In Libraries 29.8 (2009): 41-42. Library, Information Science & Technology
Abstracts with Full Text. Web. 11 July 2013.
http://0-search.ebscohost.com.helin.uri.edu/login.aspx?direct=true&db=lih&AN=44302170&site=ehost-live
Zabel, Diane, ed. “Reference Reborn: breathing new life into public services librarianship.” Santa Barbara, CA. Libraries Unlimited, 2011.
Print.
http://helin.uri.edu/record=b4016847~S29