Group items tagged

-"information technology may enhance place-based community and facilitate the generation of social capital" (Facebook a place to enhance relationships, not connect with total strangers) *libraries need to take this into account when setting up pages and connecting with people/places -"We use Facebook as a research context in order to determine whether offline social capital can be generated by online tools. The results of our study show that Facebook use among college-age respondents was significantly associated with measures of social capital." *libraries want to accumulate social capital, but have to be aware that it does not always translate in a linear fashion (i.e. I like you online, I will visit in person offline.) -" Bourdieu and Wacquant (1992) define social capital as "the sum of the resources, actual or virtual, that accrue to an individual or a group by virtue of possessing a durable network of more or less institutionalized relationships of mutual acquaintance and recognition" (p. 14). The resources from these relationships can differ in form and function based on the relationships themselves." *social capital= social presence = libraries maintain a sense of space online and offline -"Greater social capital increases commitment to a community and the ability to mobilize collective actions, among other benefits. " *libraries can advocate for the common good, and can be a bridge over the increasing digital divide

libraries need to aim for low/weak ties, not strong or close ties, with the community. Weak ties are still acceptable in social media, and are more powerful than latent ties, which in turn are better than none at all.

-"The strong linkage between Facebook use and high school connections suggests how SNSs help maintain relations as people move from one offline community to another. It may facilitate the same when students graduate from college, with alumni keeping their school email address and using Facebook to stay in touch with the college community. Such connections could have strong payoffs in terms of jobs, internships, and other opportunities. Colleges may want to explore ways to encourage this sort of usage." *also, libraries!!

Social media in the workplace - 2/3 of college students ask about social media policies during job interviews; 56% will not accept a job that bans social media/or will circumvent the policy; 1/3 prioritize social media freedom, device flexibility and mobility over salary; 4/5 of college students want to choose the device for their jobs; 71% of college students believe corporate devices should be used for social media & personal use; 69% of workers in 2011 believed it was unnecessary to be in an office

Social media statistics in infographic format

-FB is top social networking site in 119 out of 134 countries *ubiquity of FB cannot be denied -FB, Youtube and Wikipedia are the 3 top online brands online *all three are user-generated content driven! -Over half of all Twitter users post each day -How people utilize social networks: FB users want community and news; Twitter users want news; Myspace users want games and entertainment; Digg users have mixed interests -The most dominant age group using social media is 35-44 years old (avg age of FB user is 38, Twitter: 39, Myspace: 31, Youtube: 20-35) -daily use of social media networks vary according to networks and needs

50 social media & Internet stats compiled by Ad Age.  Some examples: Twenty percent of searches on Google each day have never been searched for before; Nearly every large charity and university in America is on Facebook. Less than 60% of the Fortune 500 are.  Facebook, Twitter and YouTube are now considered cornerstones of most social-media strategies in larger companies.

p.6 the social networking site Facebook moved from a relative non-factor to near ubiquity in large libraries: for libraries serving communities of at least 500,000 people, the ratio of those with a Facebook presence jumped from barely one in ten in 2008 (11%) to 4 out of 5 (80%) in 2010.

-regular library web presence has plateaued, but social media presence is growing exponentially -"the social networking site Facebook moved from a relative non-factor to near ubiquity in large libraries" (2007 to 2011) -discussions have moved from social media to mobile apps *but why?? users access social media using mobile apps too! (shouldn't be an either/or) -"Revisiting the observational data from the first iteration of the study, researchers found that libraries identified as Early Adopters in 2008 saw significantly greater increases in visits and circulation between 2003 and 2008 than their peers who had not been as active in the adoption of these technologies. Regression analysis suggests that, even when controlling for staff and collection expenditures, adoption of web technologies is a predictor of these increases." *if you build it, they will visit!! -although Web 2.0 has brought new changes into the mix, the reality of the library's mission has not overly changed -libraries mostly use RSS feeds and blogs to convey info to patrons *one way information, doesn't reflect a desire to engage patrons -most literature published about Web 2.0 identifies the potential, not the actual *correlate social media presence to visits? -FB, Twitter and Flickr are the most popular social media sites for libraries

Sept 2011: 78% have Internet at home, 61% have broadband at home; 83% of all adults have mobile devices and 73% of adult cell owners use text messaging at least occasionally; 35% own smartphones; 64% of cell phone users send photos or videos and 55% access social networking sites; 60% of cell phone users who are on Twitter use the cell phone to access Twitter. "New media are the new neighborhood." 48% of those active in groups say group has a social networking page on site such as Facebook; 42% say group uses text messaging; 30% say group has own blog; 16% say group uses Twitter.

*the new neighborhood is online. How to maintain relationships there? What is the library's role? "Sentry? Evaluator?" *each social network has its own etiquette, thus its own way of bridging and maintaining "social capital" *with the explosion of "creators and niches", how to remain relevant and visible? *if in the "information ecosystem" we are all alone together, then how do libraries fit? Lurking in the background, or always a friendly presence just around the corner? *technology allows the time to better-connected with groups... less effort to maintain social capital

as advances in technology increase, so does the importance of social networks in everyday lives. "Together we are more alone than ever" means that as we can carry our networks with us, and latent or weak connections become more important.

-1. Strategy: measure objectives and potential for insight *Google Analytics *know what your organization has and needs before making social media plans -2. Define success: metrics or goal to achieve *what is a successful campaign/media effort? -3. Identify resources, training and potential obstacles *who can help? What might impede progress? How can these things be avoided/surmounted? -4. Identify tools based on these needs *what exists to help with this? -PR is not a transaction but a relationship. *SMNs help people connect with each other. SMNs can also help brands connect with potential users. -people act and share differently on various social media (FB vs Twitter vs other platforms)

*(substitute every reference of teacher with Library) *some disclosure online translates into more involved participants *when students engaged with teacher online and teacher had some level of self-disclosure on the profile, the students were more motivated and happy *libraries need to have a level of self-disclosure with the posters, without crossing the line into TMI *there needs to be an adjustment for multiple users of a network, so its not confusing or the voices become muddled (our solution, we post and add short signature at end when personal remarks are made)

-"Student perceptions of a teacher's credibility and their reports of motivation and affective learning may also be affected by what the teacher discloses on Facebook. The number of photographs and the amount of information provided on the virtual social network may positively or negatively alter student perceptions" -"The decision whether and when to disclose private information is rule-based and determined by a variety of criteria including culture, motivation, individual differences, situations, and gender. Teachers may intentionally or unintentionally utilize these criteria to decide whether or not to disclose in the classroom. Guided by new technology in this student-dominated virtual social network, teachers can purposefully limit the amount of personal information they disclose on their Facebook website (much like face-to-face interaction in the classroom) to be seen in a positive light among their students" *manage the social networks properly in order to gain social capital, and strengthen latent ties into weak ones

-"Certain forms of face-to-face self-disclosure can have disastrous effects on teacher credibility; however, the nature of computer-mediated communication allows teachers to determine how they appear on Facebook. In other words, teachers can strategically reveal pictures, quotes, and personal information that present them as competent and trustworthy instructors who have the students' best interests in mind. Scholars should explore how certain forms of mediated self-disclosure, such as photographs, personal beliefs, and relationship status, affects student perceptions of teacher credibility. Future research must also explore if a curvilinear relationship exists in terms of teacher self-disclosure on Facebook. In other words, can teacher self-disclosure reach an exceedingly high level and result in negative student perceptions?" -" In addition, scholars should examine how students' perceptions differ if teachers self-disclose on their university-housed personal websites or Facebook websites." *the area of sharing and the how of sharing is related. But will personal and professional social media accounts, and the level of sharing on each, also be affected?

Search engine optimization & social media - Bing uses Facebook Likes as a ranking signal; Google is working on using +1 for ranking; Tweets help Google index content faster; 1 in 5 social media messages includes a link to content

Phone interviews in May 2011 with 2,277 adult internet users ages 18 and older p.2 65% of online adults use social networking sites; p3 Of young adult women ages 18-29 who are online, 89% use social networking sites, 69% on an average day. Highest usage skews toward female and younger, but no significant differences in usage by race, household income, geography and education level.

-in 2005, 8% of adults used SNSs, now the figure is at 65% -most users rate their SNS experiences as positive *great from a social capital standpoint, as they are more likely to keep accounts active, and pursue weak links in newsfeed -"Young adult women ages 18-29 are the power users of social networking", 89% have accts and 69% access them daily *target young adult women with ads on FB, maybe? use GIS data to appeal to interests of that group, and explain what the library can do for them -more adults are using social networks (driving the avg age of the user up considerably from the imagined age) -"As of May 2011, over eight in ten internet users ages 18-29 use social networking sites (83%), compared with seven in ten 30-49 year-olds (70%), half of 50-64 year-olds (51%), and a third of those age 65 and older (33%)." Positive Negative Neutral Notable (top ten) (top ten) (top ten) (mentioned only once) Good Boring Okay Nosey Fun Confusing Fine Omnipresent Great Frustrating Adequate Hog Wash Interesting Time-consuming Family Glitches Convenient Overwhelming Rarely Vulnerable Excellent Addictive All Right Crowded Easy Annoying Communication Stalking Awesome Addicting Seldom Influence Informative Mediocre Facebook Conformity Useful Overrated Infrequent Befuddled *how to work on changing those negative and neutral to positive associations... how to work the library in as a positive association? Infrequent users can be prompted via opt-in participation to log on and complete activities, post. Process needs to be secure, and easy to use for those who are frustrated with the SNS, etc. Address these concerns and you can generate stron

create a social media strategy via a website by answering questions

Lee Rainie of Pew Internet & American Life Project Oct 20 2011

-mobile connectivity changes the way people interact with media, and how they learn -Internet adoption at home is at 78%, broadband at 62% -65% of Internet users utilize social media -as the speed of learning changes, social networks become more relevant in people's everyday lives -35% of adults own smartphones, which means they take the web/social networks with them (51% of Millenials own smartphones) *social networks are accessible anywhere, anytime -40% of adults use the smartphone as a primary internet connector

-texting is popular among younger users *how to sent/relate to users who text primarily? Tweets to phone? -the rise of smartphones means more access points for info *people can look for whatever they want, whenever they want... more real-time info access -"augmented reality" "a merger of real world and data" *layers of information arranged per need *networked connections are more established because of constant availability of network (via smartphone) *libraries can be a weak connection, there for information purposes? *an app/a networked friend/a connection! -small screen leads to "info-snacking" -mobile screens leads to more alone time together, a blurring of private and public spaces -people are more confident in searching (even to their detriment) -Old: knowledge is objective and certain (organized categorically) new: knowledge is subjective and provisional (organized organically) (learning as transaction versus learning as process)

-"in local contexts, the internet holds the potential to grow strong communities of place which are rich in social capital." *social networks mimic neighborhoods in real life. A sense of community can be fostered online, by strengthening latent ties in the community. These latent ties, elevated into weak ties, can be sustained over distances, whereas a physical location relies mostly on geography -"Community could be defined as a collective problem-solving, resource-sharing, interactive and distinct segment of a communicative ecology or society." (31) *does the online environment contribute to the depersonalization of society? Or does it create new, closer connected communities of people with similar interests and goals? (People in neighborhoods may be united by geography, but that's all.) -"The ability to combine face-to-face interaction and local activism with the individuality and flexibility of the online environment is a key advantage of community networks" (34) *proximity is helpful,but so are shared interests. Combine both and the potential is unlimited -"The developer's attention has to shift from mere access to information to use of information. Otherwise these projects regularly result in sophisticated technical products, yet without a social concept it is unlikely that the community will accept them: 'If you build it, they will not necessarily come' (35) *especially key in areas of social media, where navigation of media is as important as a viable site

- table on p 36: System vs Community designs. -goal is ultimately to increase social capital both online and offline, and take ties in the online community to better growth in offline community -digital divide serves to reinforce already existing gaps, and further weakens the community

-inbound media creates dialogue *facilitated by social media, the perfect place for two-way conversations between products and consumers -inbound marketing focuses on earning a person's attention *has to be consumer oriented or directed, can't be done blindly or scattershot -earning vs pushing *finding vs seeking *marketer seeks to educate/entertain vs marketer pushes product blindly -inbound marketing uses social media and content marketing (eBooks, podcasts, blogs) -when done right, the viral potential of the marketing campaign can be substantial, which increases SEO and hits, which improves ranking *plus inbound marketing is cheaper!

Eye tracker study of where people tend to look on a Facebook profile (results highlight importance of profile pictures, job title, and thumbnails of friends)

-Profile pics matter *for libraries its about establishing and maintaining a brand *recognition is key, from the profile pic to the thumbnail -LinkedIn is all about the job title *makes sense given the professional emphasis of LinkedIn -friends matter *be careful about who libraries friend, as it goes a long way to establishing social media bona fides (businesses vs gov't orgs, other libraries, brands, etc) -content on top is most important *libraries need to continually update, refresh and monitor their social media pages *spam, obscene or offensive posts need to be removed quickly -SNSs condition people to peruse and evaluate in different methods per each SNS -even though pics are bigger on some SNSs than others, eye movement remains the same -shows that each SNS has its own way of conveying info to users, even when users might not be aware of it -Youtube thumbnails garnered as much attention as the larger pic -Klout scores to the side, with more info got more attention than the larger Klout score number **what all of these means is even unconsciously, people negotiate SNSs differently

1. Own your voice, don't share it *locate and identify key words and phrases to appeal to patrons, don't copy or imitate 2. Resolve to be relevant -five need states: utility, entertainment, information, rewards and recognition *online pyramid of needs? How does it compare to Maslow? 3. Context is King, and Content is Queen -value = creativity + technology *relevant content + context is essential to connect with consumers 4. The Data is smarter, are you? *change the way the data is measured 5. They's changed the channel *98% of 18-24 yr olds use social media *use social media in new ways to catch consumers, and enhance brand prestige/awareness

-profile elements vs social influence: what types of info matter? -verifiable info vs facetious profile information -"Walther's Social Information Processing theory posits that online users compensate for the lack of traditional cues in online environments by looking towards other kinds of cues, such as spelling ability" (436) -online profiles contain many signals, but the viewer has to understand them in order for them to function properly *there's also the converse risk of having an inadvertent signal on the profile *there are clues that are meant, and those that are revealed by accident, and those that are subtle have more value to many people -"Signaling theory: the type of information that can be placed in profiles...profile elements act as signals that may prove something about the identity of the user. These signals can be manipulated by senders to communicate personal qualities, or interpreted by receivers to make judgments about the characteristics of other users" (436) *how do we tell about ourselves to others... and how does a library signal info about itself to not only its patrons but its viewers outside the geographical area -"common ground theory: the motivation of filling out profiles, which is to establish common frames of reference that enhance mutual understanding" (436) *libraries need to identify the needs of their primary users, and reflect these in the profile -"Transaction cost theory: certain profile elements may facilitate the production of shared referents" (436)

-due to the social connections of the SNS, the info in profiles can be verified or not, in many cases easily *libraries cannot ever afford to be caught out in a falsehood! -some of the pieces of the profile are not relevant for libraries, or can be whimsical on the page (likes, etc.) Now with the additional of pages, many of these elements are not even present -size of network/friends may help subtly verify other elements to viewers of a profile -generic vs specific knowledge presented in order to garner common ground with viewers of a profile (437) -through the transaction cost theory, finding common ground can reduce social networking time

**written before the rise of the SNSs -"It has been hailed by two U.S. presidents as the ultimate weapon in the battle against totalitarianism and tyranny, and credited by Federal Reserve Board Chairman Alan Greenspan with creating a "new economy." (574) *foreshadowing the Arab Spring w/ Twitter... and SNSs participation of the overthrow of govts -quote by Manasian on p 574 (the Internet will change every aspect of our lives...) -digital divide is a concern, and it only gets worse -"Several scholars have contended that Internet communication is an impoverished and sterile form of social exchange compared to traditional face-to-face interactions, and will therefore produce negative outcomes (loneliness and depression) for its users as well as weaken neighborhood and community ties" (575) -"Others believe that the Internet affords a new and different avenue of social interaction that enables groups and relationships to form that otherwise would not be able to, thereby increasing and enhancing social connectivity" (575) -"First, each new technological advance in communications of the past 200 years-the telegraph, telephone, radio, motion pictures, television, and most recently the Internet-was met with concerns about its potential to weaken community ties" (Katz et al. 2001, p. 406) (576) *there are always concerns about the decline of the community, which are never fully realized

-"CMC (computer-mediated communication): viewed by some as an impoverished communication experience, with the reduction of available social cues resulting in a greater sense or feeling of anonymity *SNSs reduce the anonymity by creating online communities, and giving people cues by which to negotiate and validate truths and options

Tool for measuring social media "influence" on Facebook, Twitter, LinkedIn

*does this matter for libraries? If users are basing decisions off it, then yes! -"Klout helps you understand your influence and how to leverage it. Benchmark your success, understand who you influence, and discover who to trust in the topics you care about." *another analytics tool

Mashable Social Media on questions and answers on Twitter

-13% ask/give product recommendations/advice -67% of people with more than 100 followers ask more questions *because of familiarity with services? ease of use? -the more followers you have, the more likely your questions will be answered -66% of Qs asked have commercial intent