By Group 1: Amy Calmes, Stephanie Garey, Danielle Hansard, Jennifer Herron, Kathleen Kozlowski, and Carson Waites
According to Dictionary.com (n.d.), social networking is, “…a website where one connects with those sharing personal or professional interests, place of origin, education at a particular school, etc.” Customarily, social networking refers to discussion-based sites, like Facebook, MySpace, Linked In, and Ning; sites where users can communicate and collaborate through posting discussions, comments, responses, etc. However, sites such as those used for video streaming (i.e. You Tube), bookmark tagging (i.e. Delicious), photo sharing (i.e. Flickr), blogging, virtual communication and collaboration (i.e. Second Life), etc. also fall under the large umbrella of social networking.
Social networking is by no means a new phenomenon. Since the emergence of the Internet, millions of individuals from across the globe have been using social networking sites to communicate, connect, collaborate, etc. Recently, however, organizations such as educational institutions, businesses, and libraries have begun to utilize social networking tools with the hopes of harnessing their power for their potential benefit. Tools such as blogs, Facebook, Twitter, Second Life, and e-reference services have become common items for libraries to utilize with their local patrons and, in some cases, the world. It is the purpose of this work to discuss just how libraries are using these particular social networking tools, why they may be doing it, and what kind of impact they are having on their organization.
Libraries and Blogs
A blog, the combination of the words web and log, is essentially a web-based journal, usually part of a website, with entries that tell the reader any and everything that the blog writer wants them to know. Besides individuals creating blogs for personal interests, many libraries are also creating blogs to draw in patrons. If you type the phrase “library blogs” into Google, you will get over 65 million hits. Why? Because librarians, as professionals, and libraries, as institutions, know that quick, concise updates with straight to the point information will keep patrons interested in what is going on in the library.
Those who are savvy know that libraries offer a wealth of resources and activities; that’s why many libraries have adopted the use of blogs. Using a social medium like blogs allows libraries to maintain relevance in today’s technological world by allowing them to network, market library programs and happenings, and showcase resources. According to Haycock and Sheldon (2008), other ways libraries have utilized blogs included: to list new materials as they are added to the collection, to start online book discussions, to provide links to author interviews, to engage children to get involved with literature, and more. Examples of library-related blog sites include:
- Worthington Library in Worthington, OH: http://www2.worthingtonlibraries.org/teen/blog/
- Cincinnati Public Library: http://www2.cincinnatilibrary.org/blog/
- Harris County Public Library in Texas: http://www.hcpl.net/find/websites%20
The impact of such blogs has been immense. Blogs from libraries have attracted readers and patrons from all over the country, such as the blog from the Library of Congress, http://blogs.loc.gov/loc/ . These types of blogs allow patrons and readers of all levels and interests to communicate with librarians and voice their opinions on what is happening (or not happening) at the library. Meanwhile, blogs from librarians have caused such a stir that Marilyn Johnson dedicated a whole chapter to it in her book, This Book is Overdue!. According to Johnson (2010), “…librarians were the last people I’d expect to make noise on a social network. And yet, in the last decade or so, librarians took to blogging with a vengeance…Unedited and unmonitored, blogs represented a kind of free expression that librarians traditionally supported and celebrated, but had rarely taken the opportunity to practice” (p. 52).
But while many have lauded the wonders of blogging by libraries and embraced the blogs of Annoyed Librarians everywhere, some potential problems could arise. In This Book is Overdue!, Marilyn Johnson writes about a librarian who wrote his Ph.D. on blogging librarians. He came to find that “his exposure on the Web seemed to invite a sort of creepy familiarity…he recalled the night a strange young woman called him via video-chat.” And on another occasion, “I was floating on my floatie in the middle of Spider Lake…when two kayaks approach. ‘Hello’ says the younger of the two fellows….We wanted to FIND YOU.’” (Johnson, 2010, p.55) Another downside to blogging by libraries might be the patrons who use these forums to complain about library problems when that may not be what that particular blog is for.
As with anything, however, blogging by libraries has its uses and problems. With such a growing fan base and an emergence of new blogs every day, though, it seems like blogging by libraries is going to be around for a while.
Libraries and Facebook
"A 2007 Pew Internet and American Life Project survey found that more than half of U.S. youths ages twelve to seventeen use social networking sites" (Agosto & Abbas, 2009, p.33). Then, in 2008, out of all of the social networking sites available, Facebook became the number one social networking site on the world wide web (Agosto & Abbas, 2009, p. 32). According to Meredith Farka's book, Social Software in Libraries, social software has specific characteristics which include: "Easy content creation and content sharing, online collaboration, conversations: distributed and in real time, communities developed from the ground up, transparency, personalization, and portability" among others (Farkas, 2007, 2-7). Facebook is a social networking site which contains each of these characteristics displayed in a unique way. Because of its vast popularity and loyal user base, many libraries have become interested in finding more out about Facebook and some have even created their own library profile pages. Facebook has had an overwhelming influence in how librarians reach out to their patrons. Many libraries have adopted this social networking technology and are using it in various ways for many different purposes. There are benefits that come from using Facebook to connect to patrons and there are also some potential negative effects that can come from using this method of communication.
Because of the high traffic on Facebook and the number of people that actively use the site, libraries have had to adapt to the new environment where their patrons are "hanging out." As of 2008, Facebook is the sixth most trafficked website online and many patrons who use the internet at the library are logging onto Facebook and library professionals have taken notice of it (Spomer, 2008, p. 10). The use of Facebook is relevant and important for both academic and public libraries. Because of Facebook's original intent for college students, many students are registered on the site and Facebook maintains approximately 85% of market share of four year universities (Spomer, 2008, p. 10). In some cases libraries have seen Facebook usage as a problem and have filtered the internet, blocking Facebook. However, many libraries have seen the site as a "potential tool for connecting with individuals and creating community" (Spomer, 2008, p. 10). This "potential" for creating a community that connects patrons and gets news about library programs and events is what has caused the use of Facebook to have such an impact on libraries.
It is necessary, in order to provide the best service to patrons, that librarians are knowledgeable of the tools that customers are using so that they can use those same tools to connect with them and provide services (Farkas, 2007). Because of this, many libraries have adopted the use of social networking tools to promote their library's services and "provide a human face beyond their walls" (Farkas, 2007, p. 8). Once such site, Facebook, is being used because of its ability to allow users to create a community, connect, share, collaborate, and converse in real time (Farkas, 2007; Spomer, 2008).
Libraries adopted the use of Facebook early on by creating profiles for their library on the site. Utilizing these profiles, they could then update them with information about library programs and events, applications, and links to the library catalog or other relevant information that was shared with all of profile’s “friends”. In doing so, whatever updates they posted to their profile would show up on the newsfeed and, in turn, would allow for patrons who were "friends" with the library, to have quick and easy access to any profile updates. However, in the fall of 2006, Facebook disabled all library profiles under the reasoning that profiles are for individual people, and not for public or private organizations. After this action, many organizations, including libraries, were upset that their profiles had been shut down. In response, Facebook created "pages" for organizations which still allow for the use of applications and updates but no longer quick access through the newsfeed (Farkas, 2007, p. 120-1). And, despite this switch from profiles to pages, libraries’ use of Facebook has not seemed to slow down.
As of March 2009, there were over 500 Facebook results with "public library" in the page name (Agosto & Abbas, 2009); evidence that many libraries have seen the advantages of having a Facebook page for their institution. But, what are these benefits? Based on the available research, there are three main benefits that come from librarians/libraries using Facebook, including: "increasing library reach and visibility, promoting library services (book circulation and reader's advisory), and promoting web based services (online homework help, program promotion, etc.)" (Agosto & Abbas, 2009, p. 34). Facebook also allows users to network and libraries to create a meaningful community of users. And, because more and more patrons are using Facebook, it is a great way to reach out to library patrons and connect to them on a level they understand and appreciate.
Even though there are definite advantages for libraries who utilize Facebook , a surprisingly low number of libraries actually have pages. According to the American Library Association's 2010 "State of America's Libraries Report”, the highest percentage of libraries that use Facebook have a patron population of 100,000 to 499,000; and, only 5% of libraries in that population range have a Facebook page (American Library Association, 2010).
So, if Facebook helps build community and get news out to patrons, why aren't more libraries using it? One major reason why more libraries haven't used Facebook to connect with patrons is online safety. Because of the high percentage of Facebook use among teens, parents and librarians are concerned with how teens are utilizing it; worried they may be disclosing personal information or exhibiting risky behaviors on the social networking site. And, because of the potential risks involved, many libraries have decided to block the use of Facebook making availability an additional issue (Agosto & Abbas, 2009, p. 35). Other concerns, such as marketing, advertisement, and lack of access to a newsfeed have also helped to keep libraries from using Facebook (Spomer, 2008).
Despite the concerns, however, the use of social networking tools, like Facebook, is constantly on the rise and libraries are taking notice. And, with the American Library Association (2010) now stating that it is necessary for librarians to acquire new skills and understand how to use social networking as a promotional tool in an effort to pass that information on to patrons in an instructional way, the importance of libraries utilizing social networking only increases. Chances are, that’s not changing any time soon.
Check this video out which is used by the Birmingham Public Library in Alabama to train their new staff on how they use social networking software at the library. We thought it was interesting to see how they incorporate elements of all of the things we are talking about here. The link to the video is: http://www.youtube.com/watch?v=a3ylfi43N8g&feature=related%20
Libraries and Twitter
Created in March 2006, Twitter allows users provide updates and commentary, limited to 140-characters, to answer the question “What are you doing?” (Kho, 2009). These ‘tweets,’ as they are referred to, allow page followers to receive real-time information from those who they choose to follow. Utilizing, easily accessible technology, such as computers, text messaging, and Internet-enabled cell phones, users are able to post tweets from just about anywhere on just about any topic (Krabill, 2009).
Since its creation, Twitter has evolved into a highly popular social networking tool across the globe. And, the use of Twitter has not been limited to individuals. Businesses and organizations have begun using Twitter to as a marketing tool; allowing them to send out new information to followers quickly and receive responses to their tweets. Many libraries have begun utilizing Twitter, with accounts being created for the library and even the librarians themselves.
Whether small or large, public or academic, libraries across the globe are establishing Twitter accounts. They are taking advantage of the free publicity offered through Twitter and creating accounts for a myriad of reasons, including: to inform patrons of news regarding their library, recommending books, providing links to author websites and book trailers, tweeting about different online reference sources available, linking followers to photos taken from library events, writing booklists, creating a Twitter book club, and more (Cole, 2009). For example:
And, though many libraries seem to be utilizing Twitter for similar purposes, they way in which it is done can be quite different.
As public, academic, and special libraries all encounter different groups of patrons, their tweets must be tailored to what information their patron types will find useful. Public libraries tend to focus their tweets on upcoming events, holiday hours, new book releases, and when an author will be visiting, whereas, academic libraries concentrate their tweets more on due dates of the university, student job postings, reference tools for students, and university announcements. Tweets from special libraries include announcing new additions to their collections, different exhibits they have, and future guest speakers. And, though the way in which libraries use the technology may differ, what they want to accomplish is the same: to keep their patrons informed and utilizing all of the services the library provides (Milstein, 2009).
Twitter has had an enormous impact on libraries. By using Twitter, libraries can inform patrons faster on news and events taking place at the library, provide some basic reference services, recommend books, put a ‘friendly face’ out for the library to interact with followers, and can cater to patrons’ need for immediate information. Gone are the days of simply having an official website that requires libraries to wait and see if patrons check it for information in order to find what they are looking for (Stuart, 2010). With Twitter, libraries know whether their site is being used just by looking at the number of followers.
Twitter has helped libraries interact more with patrons and even provide services to those outside of the library; highlighting the library’s importance to the community, especially during times of economic difficulties. Providing free information is what makes a library and libraries with Twitter accounts are able to do that, and more, by increasing the speed at which information is delivered and the amount of people who receive that information.
But, while using Twitter in a library environment has many advantages, it does come with some problems. One of the main problems lies with the shortened URLs (web links) that users post due to the 140-character limit in their posts. While most of these shortened links are harmless, some users, who create accounts providing false information, can post malicious links called, “maltweets” that directs whoever clicks it to a websites that can be used to deliver viruses and malware. By utilizing new software, like SecureTwitter, though, the risk can be minimized. However, even with new security software available, maltweets still create a threat to businesses and organizations whose name could be used to deliver the malicious software (Cramer, 2009).
Another potential problem to consider is time; the time a library needs to dedicate to posting new tweets. For a library to be viewed as an active Twitter participant, it must post at least one tweet a day and keep up with responses from followers or risk the appearance of indifference. Though this may seem easy, in his article, What are Libraries Doing on Twitter?, author David Stuart found that in a study of 433 libraries on Twitter, only 30% made updates to their account more than once a day (Stuart, 2010, p. 46). Stuart (2010) goes on to say, “…with everything automatically time stamped, it quickly becomes obvious when institutions are not fully partaking in the community. It is not enough for a library to have an account on Twitter; it is necessary for them to have an active account” (p. 46).
Despite these problems, Twitter is an important tool for libraries to utilize. By choosing to open and use a Twitter account, libraries are able to connect with and help more patrons than they would during a typical day in the library by allowing them to see hear from their library even when they do not have the time to a stop in. Its ease of use and growing popularity make it a perfect social media outlet for libraries.
Follow the link to watch a short video about the new changes happening with Twitter, http://twitter.com/newtwitter
Check if your library is using Twitter; follow the link to see current listing of libraries on Twitter: http://lindybrown.com/blog/2009/01/libraries-on-Twitter-updated-list/%20
Libraries and Second Life
Though not immediately thought of as a social networking tool, Second Life is a web-based 3D virtual world, “…in which ‘residents’ create an identity, meet people, buy land and build their own environment…” (PC Magazine, n.d.). Residents of Second Life navigate the world through avatars they have created to serve as their virtual representatives. Once in Second Life, residents are able to move through its many worlds, islands, locations, etc. freely; exploring areas and buildings, teleporting from place to place, flying, resting, and socializing. It is because of this ability to socialize with others in world, to connect, to network, and to ask questions with the expectation of them being answered in near real time that makes Second Life a valuable tool for libraries and for social networking, in general.
In the years since it was developed and launched by Linden Lab, Second Life has become host to a wide variety of educational entities including schools, universities, non-profits, and more (Linden Research, Inc, n.d.). A quick look at the Second Life Destination Guide shows hundreds of different locations where residents can visit, explore, and interact will fellow inhabitants from across the globe. Scattered among these many locations are over 100 libraries and library-related organizations ranging from actual public or academic libraries that have created a virtual presence as an extension of their real world location (i.e. Stanford University Libraries or Glenview Public Library) to completely virtual libraries that have no actual physical site and only exist in the virtual realm of Second Life (i.e. Community Virtual Library) (Second Life Library Project, 2008). And, through the use of the available in world social networking tools (i.e. chat, voice, messaging, etc) many of these organizations are finding new and innovate ways to connect, communicate, and serve the residents of Second Life, be they local or global. For example:
- “InfoIsland Library is a virtual library providing real service to Second Life residents. It receives around 4,000 to 5,000 visitors per day. The library hosts exhibits, offers lectures from real world experts, and the staff answer questions that range from the simple to the complex…” (Haycock & Sheldon, 2008, p. 157).
- At the Community Virtual Library on InfoIsland, aka Alliance Virtual Library, residents, through voice or chat, can seek out the information finding services of volunteer librarians who staff that world’s reference/information desk (Bell, Pope, & Peters, 2008). They also have the ability to connect with many different library-related resources by visiting various parts of the library.
- The Second Life location of the American Library Association (ALA), utilizes their space to promote libraries and library-related events and assist in the professional development of library professionals who can connect with each other, attend lectures, seek resources, and maintain contact with peers.
Utilizing Second Life, libraries can bring together people from across the globe; something that would be difficult and expensive to try to do in the real world. But, that is just one if the advantages of establishing a presence in the virtual world. Setting up a space in Second Life also:
Allows Libraries to Fulfill a Real Need- in Second Life, “…there is a community present…that does seek library resources (including reference) in that context. The presence of library patrons is a good reason to provide library services in and of itself” (Thompson, 2009, p. 5).
Allows Libraries to Provide a Wide Range of Opportunities - utilizing Second Life, libraries can present a host of exciting activities to residents aside from the reference services previously discussed, including:
- Hosting events, book clubs, real world speakers, lectures, and exhibits
- Connecting residents to online and real world resources for information
- Allowing residents to experience real world locations and historical events through immersive recreations and role playing activities
- Providing opportunities for residents, including library professionals, to enhance their skills, connect with peers, and receive training in a variety of topics
- Promoting real world library activities on in world sites in the hopes of encouraging residents to attend
Certainly, having a presence in Second Life can be a boon to a library, but there are many potential issues that need to be considered before diving in including, but certainly not limited to,:
Technology- as Second Life is a web based program users are dependent on technology for access. According to Bell, Pope, and Peters (2008),
...to offer library services in Second Life, librarians do not simply show up to a physical space or even a web page to offer services. Even the most basic services in a virtual world depend on bandwith, a third party company (Second Life, maintained by Linden Lab), computer hardware, and a clunky client software updated every week or so (p. 60).
Without top notch technology, which often costs quite a lot, trying to utilize Second Life can be quite cumbersome and difficult.
Training and Skill- although Second Life isn’t a difficult program to operate, “…librarians need not only traditional library skills, but also to feel comfortable with new technology and with using it to communicate with residents” (Bell, Pope, & Peters, 2008, p. 60). In order to truly serve their patrons, they must be not only experts in their profession but in how the world of Second Life operates and how to function in that world. This requires a pretty hefty commitment of time and resources, both of which aren’t always in great supply for libraries and their staff.
Availability- because Second Life is a community created almost entirely by its users it is always growing (Bell, Pope, & Peters, 2008). This makes it difficult to locate and keep up with what library-related worlds exist in world. There is a search engine that allows users to find, by keyword, places and people but in order for a location to be listed, developers/owners must pay a weekly fee. For this reason, it is common for residents to have a hard time finding library locations as a search for all locations listed as a library yields inconsistent and incomplete results (Bell, Pope, & Peters, 2008).
When compared to other, more traditional, social networking sites, though, Second Life stands out as shining example of how to leverage the use of existing social networking technology to provide services to local and global audiences. The advent of the information superhighway as a source of content has had a direct impact on real world library usage (Bell, Pope, & Peters, 2008). By utilizing social networking tools like Second Life, libraries can try reclaim their piece of the information pie by providing real world services (i.e. reference services, book clubs, lectures, links to resources, etc) to virtual patrons, near and far.
For more information on how libraries can use Second Life, take part in the October 13, “Libraries in Second Life- Paths to Virtual Treasure” conference.
Libraries and E-Reference Services
Although it is incorrect to say that no one goes to the library anymore, there is evidence that far fewer people are utilizing the reference desk. The Association of Research Libraries, an organization of university research libraries which includes the Wayne State University libraries, reports a 54% dip in reference transactions between the years of 1995 and 2008 (Martell, 2008, p. 404). This decline is likely representative of the trending movement of clients away from the library, and with it, the reference desk, to online sources. An example of the thriving use of electronic resources is documented in the growing number of users accessing electronic resources on the Harvard University Libraries' e-resource search website, HOLLIS, as electronic article access increased more than 400% between 2001 and 2006 (Martell, 2008, p. 406).
Internet users are experiencing a time when access to information is increasingly available at any time, from just about anywhere, which is what makes online resources so appealing. Databases like JSTORE and WilsonWeb are not limited to traditional business hours, they take no holidays off, and will never be unavailable because another user is reading the library's only copy. While this availability is fantastic for ease of research, it can also encourage users to go-it-alone, removing the capabilities of a talented reference librarian. If Web 2.0 is a social movement of interactivity on the Internet, then the Library 2.0 must embrace services that foster connections between clients and librarians online, including at the reference desk. This “Internet Age” swing away from face-to-face transactions is actually decidedly less social, and less Web 2.0.
In an evaluation of new reference services at the University of Georgia Miller Learning Center, librarians came to the conclusion that "[r]ather than staff a reference desk in one fixed location, ubiquity is the better way to reach our audience" (Acheson, Barratt, & Luken, 2009, p. 54). Further, they state that they must, "also take our skills into the social environment of our campuses" (Acheson, Barratt, & Luken, 2009, p. 46). It must be admitted that the service techniques being piloted in this study were actually far from Web 2.0, as the social environment referred to in the article is actually geographical; reference librarians from the learning center actually ventured into study centers, computer labs, break areas, and even a campus coffee shop that was frequented by researchers taking in caffeine, looking for potential clients in need of reference service. What is important about this experiment is that they sought to engage the campus socially, outside of the library and away from the reference desk. Likewise, virtual- or e-reference services on the web must bring interaction and instruction to users outside of traditional library walls. Luckily, there are tools available to facilitate interaction online between libraries and their clients.
The first electronic reference services actually started in the 1980s, with one of the earliest established at the University of Maryland Health Services Library in the form of the Electronic Access to Reference Service e-mail reference help, launched in 1984 (Khan, 2006, p. 15). By the late 1990s, many libraries had established web forms, which allowed users to provide contact information and research questions without having to first log in to an email client, and even synchronous text-based chat tools. A survey of the Associate of Research Libraries in 1999 showed that more than 92% of member research libraries had initiated reference services by e-mail (Lederer, 2001, p. 56). However, these early Internet-based services are fairly isolating; asynchronous service requests could take hours or days for responses, and if a request generated a follow-up question, or the librarian must seek clarification from the user before beginning the search, the process lengthened even more. The interaction also largely prevented instruction, as the librarian could not easily coach the client in database navigation, for instance. Further, these services required both users to participate in a static location at a computer with Internet access most often hard-wired.
Today, librarians have the option to go beyond simple chats in which the client must wait for an IM (instant message) response, oblivious to the techniques the librarian is actively using to find valuable sources. There now exists software which allows browser sharing, or co-browsing, which allows users on different computers to see the same screen. By sharing a browser while performing reference service, a librarian and client can actually see the same screen from different computers and locations, allowing a client to watch the steps the librarian takes in performing a database search as if they were sitting side-by-side. Among the programs that allow such interaction is Yuuguu, which allows librarians and client to share the same browser, without requiring the client to download any software. Check out a demonstration of Yuuguu in action below:
Smartphone integration is the next big thing in 2.0 technologies, and that applies in libraries as well. Cornell University has developed an iPhone application which allows users to search the library catalog, view a campus map of library resources, and call, e-mail or text a reference librarian with only a few touches. The days of being tethered to a computer when doing online research may soon be over.
The impact of 2.0 technologies on reference service is substantial. Early asynchronous e-reference services were less productive in terms of reference interviews, whereas both chat interviews and interviews taking place in person require "acknowledging the patron, assessing the patron's needs, assessing what the patron has already done, clarifying the inquiry with open and closed questions and a following-up" (Tucker, 2003, p. 20). New technologies have lessened and even eliminated fees distant reference clients were once required to pay, as links to articles can now be provided instantly and without cost through instant message, rather than being copied and mailed or faxed to the client. Libraries can also now combine reference talents into "reference consortiums," allowing librarians at different libraries to combine efforts in a single "Ask-a-Librarian" program online (Hara, Meho, & Shachaf, 2007, p. 243). Through international cooperative e-reference services, a client can receive assistance from librarians 24 hours a day, including from those working in different countries and time zones. For users expecting information anytime and anywhere, this is an incredibly attractive service.
The advantages of 2.0 technologies in the library are primarily in ease of access for most users, and in the immediacy and richness of interaction. Even in the Yuuguu demonstration above, with its simple and extremely helpful co-browsing capabilities, the conversation between client and librarian was still limited to a text-based chat window. Some librarians have reported that they feel virtual services like text-based chats lose too much of the nuances of face-to-face interaction, like facial expressions and voice clues that can help a librarian to react to their client during the search process (Johnson, 2004, p. 238). There are now programs available that integrate text-chat, voice-chat, video-chat, and browser sharing in one, such as in the clip below.
This video excerpt shows Dr. Marsha Lesley, University of Michigan-Flint professor and Wayne State University graduate, as she instructs a class of potential researchers in the use of an online database using Elluminate within the Blackboard Learning Management System. Each user is logged in from a separate location, able to listen in, see the research instructor, follow her navigation in the browser, and ask questions in real-time. As a browser-based software, users need only have Java installed to participate, with no extra plug-ins or software required. Rich, interactive electronic reference instruction has never been closer.
There are issues to be considered with Library 2.0 services. Many clients will be reluctant to use Internet services, and will not accept them as equal replacements for traditional reference services. Some librarians may feel the same, and may hesitate to initiate development of these services. For librarians beginning a transition to electronic reference, training is crucial, not just in how to use new technologies, but how to transfer established skills to the online environment. Unfortunately, although one study found that 83% of librarians felt that formal e-reference training was necessary, only 20% reported that they have actually received such training (Tucker, 2003, p. 13). Finally, there are serious hurdles to overcome in catering to the needs of visual-impaired users when it comes to online library services, whether in the accessibility of databases, or in proprietary chat programs, compatibility with screen readers must be guaranteed for fully-functional e-reference service.
With a smartphone or laptop with a Wi-Fi connection, access to online sources and productive electronic reference service is easier than ever. In the near future, as technologies continue to mature, interactive tools for libraries will continue to become more lightweight and more portable. Most modern laptops now feature built in microphones and webcams, making audio/video chat reference simple, without requiring extra hardware purchases. Perhaps more importantly, with the release of the iPhone 4 and the introduction of FaceTime video conferencing using a cell phone, fully-visual, instant interactivity is now available in a handheld, portable device. The possibility of electronic reference service from anywhere is quickly becoming a reality.
How Social Networking and Web 2.0 have Affected Customer Service in Libraries
“Web 2.0 is the term given to describe a second generation of the World Wide Web that is focused on the ability for people to collaborate and share information online” (Webopedia, n.d.). Libraries are mainly public service organizations, so customer relationships are extremely vital for patrons. Whenever someone has an interaction with a company, for instance a library, they learn something about the organization and make judgments on whether they had a satisfactory visit or not. Some types of customer feedback avenues consist of face-to-face feedback, post-contact surveys, comment cards, a 1-800 number, e-mail concerns and more recently chat features, and social networking websites (Naylor, D., 2009). According to Kristen Hoekstra, the librarian at the Rochester Hills Public Library who manages the library’s Facebook page, her library receives comments about visits and program reviews via the web, which she then passes to the Director for further review (K. Hoekstra, personal communication, September 28, 2010). The information is received immediately and follow-up action is taken if necessary, whereas slower forms of customer feedback like post-contact surveys and comment cards can take a significant amount of time before action is taken.
Some pros of gathering customer feedback by using social networking sites such as Facebook, Twitter, MySpace and LinkedIn are that information is efficiently collected and reviewed. Users can also view program dates, summaries and library information quickly instead of going to the library or picking up a seasonal bulletin. Patrons can access all of this information from the comfort of their home. Although the pros of Web 2.0 and customer service are great, every coin has two sides, and there are also significant cons. The first one is the issue of negative word of mouth (WOM) According to the publication Consumer Behavior, customers who have a negative customer service experience are going to tell 10 people, while customers who have a positive experience are more likely to tell only one or two (Hawkins, Mothersbaugh, & Best, 2008). With information and comment systems in place so readily available to customers, anything negative posted is seen by virtually the whole community associated with that specific organization. One other disadvantage is that there is still a huge age gap in terms of people who use Web 2.0 services, so there is an age group that may not be educated in its ability and end up having to provide feedback the old-fashioned way (Therwanger, 2010).
Conclusion
Overall, the advantages of using social networking websites for libraries far outweigh the disadvantages. The access to information is prevalent and customer feedback can be given fast and reviewed efficiently. Libraries should continue to utilize these tools to better serve the public and address customer needs and concerns. We have looked at various types of social networking tools, like Blogs, Facebook, Twitter, Second Life, e-Reference services, and the effect of Web 2.0 on libraries. Although each of these tools possess some drawbacks or areas of concern, they are proving to be beneficial in connecting libraries with their patrons and promoting library services. Libraries are continuing to adopt these tools and their influence on customer service and patron interaction has been immense. Based on our research, statistics show that libraries will continue to adopt new social networking tools as they emerge as a way to reach out to the increasingly tech savvy patronage and as communities change, libraries will continue to find new ways to use social networking software to better serve their patron population.
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