Academic libraries have been challenged by the fact that we are no longer the sole providers of primary scholarly publications free of charge; and the fact that the way our users consume info differs from what we've prepared for them via licensed databases, catalogs, subject guides, etc. While library is still the physical learning place for our users, what should we do to remain relevant to our users' teaching, learning, and researching needs in virtual library spaces, maybe embedded into users’ experience in compliance with regulatory requirements? At James E. Walker Library, we did some experiment in such notion with social media sites such as Flickr, Google, and others. This presentation will share with you our lessons' learned in initial prototypes: 1) promotionally curating, producing, and distributing MTSU faculty & students’ achievements at ET Open House in Web-scale architecture; 2) intentional discovery of the resources of national & regional interests for the learning community of MTSU, e.g. tools, services, resources, experts, etc. using social media & social networking in collaboration with many library constituents, including our users, and internal and external partners.

1. Participatory Branding of Library Resources and Services: Lessons Learned from James E. Walker Library Spotlight Series in Social Media Sites TLA Conference 2011 March 24, 2011 Embassy Suites and Convention Center Murfreesboro, TN Poster Session Amanda Xu Information Technology Librarian for Collection Management James E. Walker Library Middle Tennessee State University axu@mtsu.edu (email) 615-904-8510 (voice)

2. 2 Participatory Branding of Library Resources and Services: Lessons Learned from James E. Walker Library Spotlight Series in Social Media Sites Abstract Academic libraries have been challenged by the fact that we are no longer the sole providers of primary scholarly publications free of charge; and the fact that the way our users consume info differs from what we've prepared for them via licensed databases, catalogs, subject guides, etc. While library is still the physical learning place for our users, what should we do to remain relevant to our users' teaching, learning, and researching needs in virtual library spaces, maybe embedded into users’ experience in compliance with regulatory requirements? At James E. Walker Library, we did some experiment in such notion with social media sites such as Flickr, Google, and others. This presentation will share with you our lessons' learned in initial prototypes: 1) promotionally curating, producing, and distributing MTSU faculty & students’ achievements at ET Open House in Web-scale architecture; 2) intentional discovery of the resources of national & regional interests for the learning community of MTSU, e.g. tools, services, resources, experts, etc. using social media & social networking in collaboration with many library constituents, including our users, and internal and external partners.

4. Building data systems that measure student growth and success, and inform teachers and principals how to improve instruction;

5. Recruiting, developing, rewarding, and retaining effective teachers and principals, especially where they are needed most; and

6. Turning around their lowest-performing schools” (TN.gov Newsroom, 2010, para. 6).3

7. 4

8. 5 The Challenges to Implement TN Assessment Criteria for K-12 Science & Engineering Education Sources: 1. NCREL & METIRI. (2003). “enGauge: 21st Century Skills: Literacy in Digital Age.” Retrieved from http://www.careersmarts.com/21/engauge21st.pdf 2. Xu, A. (2009). “Visions of Library Technical Services.” Side #10. Retrieved from http://www.slideshare.net/elephantsmith/vision-of-libraries-technical-services

9. A Roadmap – James E. Walker Library of Middle Tennessee State University 6

10. General Enablers– James E. Walker Library of Middle Tennessee State University (1) 7

11. 8 The Process Enablers– James E. Walker Library of Middle Tennessee State University (2)

12. 9 The People/Team Enablers– James E. Walker Library of Middle Tennessee State University (3)

13. 10 The Measurement Enablers– James E. Walker Library of Middle Tennessee State University (4)

14. 11 The Prototype– Walker Library Spotlight Series in Social Media Sites on the Web

15. 12 Technology /Infrastructure A Photo from ET Open House Geo-tagged for Google Map View in Flickr Embedding Resources/Services User experience Distribution The Prototype Demo Screenshots – Walker Library Spotlight Series in Social Media Sites on the Web (1)

16. 13 Technology /Infrastructure Panoramic View of Photos from ET Open House Geo-tagged for Google Earth View in Flickr User experience Embedding Resources/Services Distribution The Prototype Demo Screenshots – Walker Library Spotlight Series in Social Media Sites on the Web (2)

17. 14 Technology /Infrastructure Tag-Cloud View of the Photos in Flickr & Searchable in Google User experience Embedding Resources/Services Distribution The Prototype Demo Screenshots – Walker Library Spotlight Series in Social Media Sites on the Web (3)

18. 15 Technology /Infrastructure Tag-Cloud Gadget of Photos from ET Open House in Flickr & Portable in iGoogle User experience Embedding Resources/Services Distribution The Prototype Demo Screenshots – Walker Library Spotlight Series in Social Media Sites on the Web (3)

19. 16 Technology /Infrastructure Tag-Cloud Gadget of the Photo Collections from ET Open House in Flickr & Portable in iGoogle User experience Embedding Resources/Services Distribution The Prototype Demo Screenshots – Walker Library Spotlight Series in Social Media Sites on the Web (4)

20. 17 Technology /Infrastructure Photo Collections & Metadata from the ET Open House Embedded in Merlot & D2L User experience Embedding Resources/Services Distribution The Prototype Demo Screenshots – Walker Library Spotlight Series in Social Media Sites on the Web (5)

21. 18 Technology /Infrastructure Walker Library Spotlight Series Exposed as Entity Graph & Exported as Linked Open Data in Freebase User experience Embedding Resources/Services Distribution The Prototype Demo Screenshots – Walker Library Spotlight Series in Social Media Sites on the Web (6)

22. 19 Technology /Infrastructure Walker Library Spotlight Series Exposed as Entity Graph & Connected as Linked Open Data in Freebase User experience Embedding Resources/Services Distribution The Prototype Demo Screenshots – Walker Library Spotlight Series in Social Media Sites on the Web (7)

23. 20 Technology /Infrastructure Walker Library Spotlight Series Exposed as Entity Graph & Connected as Linked Open Data in Freebase User Experience Embedding Resources/Services Distribution The Prototype Demo Screenshots – Walker Library Spotlight Series in Social Media Sites on the Web (8)

24. 21 Technology /Infrastructure Walker Library Spotlight Series Exposed as Entity Graph & Linked Open Data in Freebase User experience Embedding Resources/Services Distribution The Prototype Demo Screenshots – Walker Library Spotlight Series in Social Media Sites on the Web (9a)

25. 22 Technology /Infrastructure Walker Library Spotlight Series Exposed as Entity Graph & Exported as RDF for Linked Open Data in Freebase User experience Embedding Resources/Services Distribution The Prototype Demo Screenshots – Walker Library Spotlight Series in Social Media Sites on the Web (9b)

26. 23 Technology /Infrastructure Walker Library Spotlight Series Exposed as Entity Graph & Exported as RDF for Linked Open Data in Freebase User experience Embedding Resources/Services Distribution The Prototype Demo Screenshots – Walker Library Spotlight Series in Social Media Sites on the Web (9c)

27. 24 Technology /Infrastructure Walker Library Spotlight Series Exposed as Entity Graph & Metadata Reused as Linked Open Data in Freebase User experience Embedding Resources/Services Distribution The Prototype Demo Screenshots – Walker Library Spotlight Series in Social Media Sites on the Web (10)

28. 25 Technology /Infrastructure Walker Library Spotlight Series Exposed as Entity Graph & Metadata Exported as Linked Open Data in Wikipedia, etc. User experience Embedding Resources/Services Distribution The Prototype Demo Screenshots – Walker Library Spotlight Series in Social Media Sites on the Web (11)

29. 26 Technology /Infrastructure Walker Library Spotlight Series Exposed as Entity Graph & Inferable for Related Entities in Freebase, etc. User experience Embedding Resources/Services Distribution The Prototype Demo Screenshots – Walker Library Spotlight Series in Social Media Sites on the Web (12)

30. 27 Technology /Infrastructure Walker Library Spotlight Series for YouTube Video Widgets Aggregated & Distributed for Intentional Discovery of Tools such as SketchUp Pro 8 in Twitter, LinkedIn, D2L, etc. User experience Embedding Resources/Services Distribution The Prototype Demo Screenshots – Walker Library Spotlight Series in Social Media Sites on the Web (13)

31. 28 Technology /Infrastructure Walker Library Spotlight Video Series as YouTube Auto-Generated Microblogging Streams &Widgets, Aggregated & Distributed for Intentional Discovery of Tools such as SketchUp Pro 8 in Twitter, LinkedIn, iGoogle, D2L, etc. User experience Embedding Resources/Services Distribution The Prototype Demo Screenshots – Walker Library Spotlight Series in Social Media Sites on the Web (14)

32. 29 Technology /Infrastructure Walker Library Spotlight Series as YouTube Auto-Generated Microblogging Streams &Widgets, Aggregated & Distributed for Intentional Discovery of Tools such as SketchUp Pro 8 in Twitter, LinkedIn, iGoogle, D2L, etc. User experience Embedding Resources/Services Distribution The Prototype Demo Screenshots – Walker Library Spotlight Series in Social Media Sites on the Web (15)

33. 30 Technology /Infrastructure Walker Library Spotlight Series as YouTube Auto-Generated Microblogging Streams &Widgets, Aggregated & Distributed for Intentional Discovery of Tools such as SketchUp Pro 8 in Twitter, LinkedIn, iGoogle, D2L, etc. User experience Embedding Resources/Services Distribution The Prototype Demo Screenshots – Walker Library Spotlight Series in Social Media Sites on the Web (16)

34. 31 Technology /Infrastructure Walker Library Spotlight Series as Intentional Discovery of Library Metadata Services in D2L blogs, etc. User experience Embedding Resources/Services Distribution The Prototype Demo Screenshots – Walker Library Spotlight Series in Social Media Sites on the Web (17)

35. 32 Technology /Infrastructure Walker Library Spotlight Series as Intentional Discovery of Library Consulting Services in D2L blogs, etc. User experience Embedding Resources/Services Distribution The Prototype Demo Screenshots – Walker Library Spotlight Series in Social Media Sites on the Web (18)

36. 33 Technology /Infrastructure Walker Library Spotlight Series as Intentional Discovery of Walker Library Experts in Twubs, Twitter, Flickr, etc. User experience Embedding Resources/Services Distribution The Prototype Demo Screenshots – Walker Library Spotlight Series in Social Media Sites on the Web (19)

37. 34 Technology /Infrastructure Walker Library Spotlight Series as Intentional Discovery of Walker Library Experts in LinkedIn, Twitter, etc. User experience Embedding Resources /Services Distribution The Prototype Demo Screenshots – Walker Library Spotlight Series in Social Media Sites on the Web (20)

38. 35 Users’ Teaching, Learning & Researching Experience Science/Technology/Engineering/Medicine Embedded g/ /Services Archived Blogged/ /RSS /Geo-Tagged /Microblogged /Favorite /Participatory branded/ /Shared /Gadget /Widget The Summary of Walker Library Spotlight Series in Social Media Sites on the Web

39. 36 Technology Technology For Web as Infrastructure Web 1.0, 2.0, 3.0, 4.0 Rising expectations Ever Changing Competing priority Expertise – never having enough Solutions never completed & quality Critical mass User experience Embedding Resources/Services No sufficient access to tools & infrastructure Scale-up Budget $500.00 yr. Consensus scope/deliverables/metrics/capability maturity level Broaden collaboration/Comm. circles @mtsu Management Buy-in - Hardest Not enough communication Distribution Research Question Most Sophisticated Inquiry TN Education reform Scientific & technological breakthrough The Lessons Learned for Prototype of Walker Library Spotlight Series in Social Media Sites on the Web

41. This is just an example of D-Lib Research Penetration Roadmap that defines the info needs for D-Lib research maturity level and process requirement for penetrating D-Lib Research into D2L and social media sites.

42. If we can reach the ultimate level (a.k.a. producing life-time learners trained to be good persons, team players, etc. and knowing how to learn in the discipline of their specialty), and if we can also make sure the process for training such life-time learners are participatory, traceable, transparent, and repeatable in compliance to regulations and guidelines, every family would send their children to MTSU via physical or virtual campus by word of mouth, recommendation, etc.

43. Like those library posters on ‘Read,’ we will continue to develop successful stories, and make sure that MTSU’s initiatives for international student retention, positive experience, graduation rates, etc. are the common goals throughout the institution and its academic supporting services like libraries. International Telecommunication Union, “Target 2: Connect Universities, Colleges, Secondary Schools and Primary Schools with ICTs,” World Telecommunication/ICT Development Report 2010 : Monitoring The WSIS Targets: A Mid-term Review, p.29-46, http://www.itu.int/publ/D-IND-WTDR-2010/en International Telecommunication Union, “Target 3: Connect Scientific and Research Centres with ICTs,” World Telecommunication/ICT Development Report 2010, Monitoring The WSIS Targets: A Mid-term Review, p. 47-68, http://www.itu.int/publ/D-IND-WTDR-2010/en

44. 38 References Google Images. (2011). Logo images for multimodal interfaces and trans-media. Side #35. Retrieved from images.google.com/ Grotophorst, W. (2010, Sept. 24). Academic research portal: Integrating librarians and academic programs. Library Advisory Council Briefing. Harnad, S. (2006). “Maximizing university research impact through self-archiving,” http://users.ecs.soton.ac.uk/harnad/Temp/che.htm IT Governance Institute. 2007. “Figure 13 – Generic Maturity Model.” COBIT Framework, p. 19 IT Governance Institute. 2007. “Figure 15 – Maturity Attribute Table.” COBIT Framework, p. 21 International Telecommunication Union. 2010. “Figure 2.1: Information Needs at Different Levels of ICT Penetration in Educational Systems World.” Telecommunication/ICT Development Report 2010. p. 32. Retrieved from http://www.itu.int/publ/D-IND-WTDR-2010/en International Telecommunication Union. (2010). “Target 2: Connect Universities, Colleges, Secondary Schools and Primary Schools with ICTs.” World Telecommunication/ICT Development Report 2010: Monitoring The WSIS Targets: A Mid-term Review. pp.29-46. Retrieved from http://www.itu.int/publ/D-IND-WTDR-2010/en International Telecommunication Union, “Target 3: Connect Scientific and Research Centers with ICTs.” World Telecommunication/ICT Development Report 2010, Monitoring The WSIS Targets: A Mid-term Review. pp. 47-68, http://www.itu.int/publ/D-IND-WTDR-2010/en JES & Co. Project. “The Gateway to 21st Century Skills.” Retrieved from http://thegateway.org/ Lynch, C. (2009). Digital Dilemmas Symposium: Challenges, Opportunities, Solutions, METRO, New York, NY, April 16, 2009 NCREL & METIRI. (2003). “enGauge: 21st Century Skills: Literacy in Digital Age.” Retrieved from http://www.careersmarts.com/21/engauge21st.pdf Schonfeld, R. (2009). ). Digital Dilemmas Symposium: Challenges, Opportunities, Solutions, METRO, New York, NY, April 16, 2009 Tennessee Winds Race to the Top Grant. (2010, March 29). TN.gov Newsroom. Retrieved from http://news.tennesseeanytime.org/node/4828 Xu, A. (2009). “Vision of next generation of library technical services: FocusOn Search and CategoryMap – an Integrated approach for discovery of university resources and libraries on the Web : a presentation to University Libraries of UC Santa Cruz, June 8, 2009.” Retrieved from http://www.slideshare.net/elephantsmith/vision-of-libraries-technical-services Xu, A. (2010). “Vision of next generation of library technical services: Alignment to the changing needs of library users and public services staff.: a presentation to George Manson University Libraries, Fairfax, Virginia, Dec. 7, 2010.” Retrieved from http://www.slideshare.net/elephantsmith/alignment-of-lib-technical-services-to-changing-needs-of-users