#22 Social networking and libraries

Social networking sites offer libraries the opportunity to reach out to potential and actual patrons at the places where they gather socially. At present the target group is teenagers to early twenties as is it the group that is most active in online social networks.

What kind of opportunities does a presence in online social networks offer a library?

• Relationship building - both maintaining relationship with current patrons and reaching out (making contact) with new/potential patrons
• Publicity and promotion of library events and services
• Raising the library's profile, enhancing visibility within a particular group who may not otherwise consider the library as a possible contact point or resource
• Picking up trends relevant to that social group
• Getting new ideas, new insights and another perspective from interaction with the group
• It's about connecting with patrons and how we can help them.
  

A lot is written about networking in the business literature and I think some of the advice on networking in the 'real' world is also applicable in online social networking (or virtual world). Advice that is of use in all networking environments:

• Listen to your contacts to see where you share interest and goals
• You need to be clear in what goals you want to achieve with networking
• You must be able to convey clearly what you (or your organisation) do to find points of common interest
• Follow up quickly and offer feedback where appropriate
• Good and effective networking takes time and dedication
  

I think for libraries to have a meaningful presence in online social networks they should regard their social space as a service delivery point which should receive the same effort and support as the other service delivery points, such as the physical library space and the website.

As the majority of the social network users are individuals, it would make sense to have a 'representative' in the profile. It is always much easier to connect with a person rather than a 'faceless' organisation.

As always, we shouldn't neglect to link our services. I have come across many library blogs with no links to the library website, or vice versa. The same should also happen in social network spaces - links to the website and on the website links to the social network (and other online activities).

What an exciting era for the library - so many ways of communicating with and delivering services to the public. It also presents a challenge to reach our patrons and not get lost in a sea of information and distractions.

#21 Get social

I have known about social networking for some time, but have not yet used them myself. So with this exercise I had a closer look at social networking.

Both Auckland and Rotorua Libraries' Bebo sites look good - obviously pitched towards the Young Adult library patrons. It is a good place to meet that group because that is where many of them spend their time socialising / keeping in contact. (They are known as the 'connected' generation.) Facebook doesn't allow exploration unless you sign up, though a colleague with a Facebook account has shown me a bit of Facebook. Had a look at MySpace - people's profiles, forums. The conversations seem so meaningless. Maybe if you have an account and develop relationships over time the nature of the conversations will change. Or, maybe the public profiles have parts they keep private. It would, of course, be a different story if you know that person in 'real' life, which makes sense to me. I know of a few people who keep in contact with family and friends through social networking sites.

Generally, I found these sites looking busy/cluttered. There is a whole culture in using social networking sites - came across this blog that is about Facebook etiquette - but at this stage I still feel reluctant to join. It looks like a lot of work and time involved. Tristan Louis wrote this article on 5 reasons why social networks fail. The points mentioned makes sense, but I found the comments on the post revealing especially those that relate their personal experiences on social networking:

• We use these to keep in touch with people we ALREADY know or have met.
• I have been in several groups over a number of years. It depends on what you put into a group as to what you get back. As my life has changed, I have moved away from some groups and toward others. It can be a lot of work.
• I’ve yet to visit a network where I don’t think ‘what now?’. Okay, it’s a ‘lean back’ activity for people who want to browse / kill time, but man, I can think of better ways.
• ... people are much more public in showing their character and have the opportunity to do so, much more easily online.

He also wrote another article on 5 reasons why social networks can succeed - very interesting points we need to take note of if the library wants to get involved in social networking.

There are also social networking sites for older adults: Eons, Rezoom, Multiply, Boomj, Boomertown. These sites have a different look - more uncluttered with articles of general interest to older adults. Will explore them when I have more time after this programme. Topic social networks, like Ning, attracts people interested in a specific topic - some more explorations to do later. Another place to learn more about social networks is this social networking watch site and this Social networking blog. Social networking is, like any web service, developing fast and it will be interesting to watch the emerging trends.