Libraries on Twitter

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Contents

Introduction

See also Twitter and LIBR559M Group I wiki

Twitter is a free social networking and microblogging tool where users post text messages of 140 characters (or less). These messages are known as tweets. Twitter allows you to follow what others are tweeting by subscribing to their feeds; they can follow yours as well. There are multiple ways of sending and receiving tweets on Twitter: through the web interface, SMS or instant messaging service. There are also third-party applications, which notify you of the latest tweets as they occur and/or help you post messages across multiple platforms such as Facebook and LinkedIn (Wikipedia, 2009)

Third-Party Apps

Many libraries create Twitter accounts, and use them to push various types of information out to their users. For a list of libraries around the world that use Twitter, see http://www.libsuccess.org/index.php?title=Twitter (Library Success, 2011). This entry examines three libraries that use Twitter (The British Library, Vancouver Public Library, and the BCIT Library) and what makes them successful thereby identifying different types of tweeting and potential improvements to their use of Twitter.

Examples of Twittering Libraries

The British Library

All things prim and proper might come to mind when one thinks about this grand dame of an institution. But the British Library's tweeting voice is anything but starchy. Take this tweet for example, which says: "How about leaving us your archive? RT@JohnCleese: I will donate my vital organs, and lush hair to the Smithsonian, and the British Library" John Cleese (who acted in Fawlty Towers) is substantially famous in the UK, and he has lots of followers. By responding to his tweet, the British Library is pushing itself as a potential place to donate one's treasure trove to - even if that push is done in a subtle, tongue-in-cheek manner.

Aside from such interesting tweets, the British Library also uses Twitter to promote its events and new publications, as most libraries do, with a simple blurb and a link to follow (here's an example). The library also tweets when it has been mentioned in the news, even if the news articles do not necessarily shed a favorable light. This is an interesting and bold strategy to take. It shows that the library is confident of its overall worth, and promotes whatever presence it has in the news, because whether good or bad, any news is better than none. Either way, it gets people remembering and talking about the library.

Another type of informational tweet, is when the library highlights what its people are doing. For example the British Library's archivist Zoe Wilcox is cataloging the archive of play agent Peggy Ramsay, and also maintains her own twitter feed about it. Hence this tweet. This is a useful way of promoting certain library projects, and allowing the public to follow its progress and comment on it. The British Library's Twitter feed is indeed far from boring - it has 3,943 followers as of September 30, 2009. Successful tweeters highlight fun or interesting things, reply to what others say about them, and mix original tweets with intriguing 'retweets' (Reisinger, February 3, 2009) - the British Library appears to do all of that, based on the examples above.

Some institutions fall into the trap of using Twitter only to advertise, and the British Library refreshingly has not forgotten that this social media tool is precisely all about socializing. "Viewing Twitter as only a broadcast service is not only failing to utilize Twitter properly, but is a virtual slap in the face to the people who follow you. Nobody wants to talk to a wall! Almost certainly, they want to ask you/your library questions or make commentary. They will assume that is why you’re on Twitter–not just to make announcements, but to interact with them." (Solomon, June 8, 2009) The British Library also allows its employees to tweet as real people, putting a human face (i.e. its web editor Colin Wight) to their Twitter feed. That is another ingredient in the recipe for Twitter success (Tad Chef, January 19, 2009). Some libraries might balk at this, but a personal voice is important in online social networking, because no one likes robotic institutional voices. Giving employees professional boundaries via a social media policy might lessen the likelihood of questionable tweets perhaps.

The Vancouver Public Library

The BCIT Library

The BCIT library, according to their Twitter profile “ aims to strengthen learning, teaching, and research at BCIT through innovative and effective resources, partnerships and services". One of the services that the library has introduced is Twitter. This page looks at Twitter at the BCIT library, in the context of other electronic communication tools offered by the library in order to see what kinds of information is pushed via Twitter, and the types of interactions that can take place and are most effective using the platform.

The library offers patrons several ways to interact with library staff. From the front page of the library website, users can access the ASK A LIBRARIAN page.

  • BCIT Library homepage, ASK A LIBRARIAN

The ASK A LIBRARIAN page features several different methods of communicating with library staff, including by email, in person, by appointment, by phone, and by chat. The fact that the library's Twitter account is not listed among these options suggests that the library doesn't intend it to be used for traditional reference purposes.

  • ASK A LIBRARIAN PAGE, BCIT library website.

There is no mention of the library Twitter account anywhere obvious on the library website, including the library homepage, the ask a librarian page, the FAQ page, or the tips and tutorials page. The only place that seems to mention the Twitter account is the library's Employee Guide to BCIT Library, available as a PDF download (the Student Guide to Burnaby Campus Library didn't have any mention of Twitter).

  • Employee Guide to BCIT Library

I emailed the library to ask how they acquire new followers and was told that while at least one librarian mentions it during library orientations, others have it added to their online subject guides (D.Grace, personal communication, Oct. 8, 2009). BCITLIB tweets are sometimes retweeted by the BCIT Twitter, which has 1382 followers. The library has several TV screens that mention Twitter, and BCITLIB also tracks people who twitter about BCIT and follow them, in hopes that they will reciprocate.

  • As of October 12th, the BCITLIB has 226 followers. BCIT has over 15000 full time, and 30000 part-time students (BCIT fact sheet). Assuming that followers are students, this means that for every student that is following the library on Twitter, there are 200 that do not. This highlights several of the potential problems of Twitter, as discussed in the article Twittering Libraries, namely, a select audience and a lack of support from staff. While the Tweets have valuable information and are useful to followers, many people who could benefit from following BCITLIB are seemingly unaware of the service, or are not Twitter users. Hopefully, as Twitter grows in popularity, so will the follower rate on the BCITLIB Twitter account.
  • Twitter@BCITLIB: Examples and usage

While all librarians have access to the BCITLIB Twitter account, two librarians are the main Tweeters. The account is used for distributing information that is time sensitive, "such as events, contests, last minute closures, and cancellations" (D. Grace, personal communication, Oct. 8, 2009). Using the article How Your Library may not be using Twitter But Should as a guide to different types of library Tweets, lets look at some of the BCITLIB Tweets.

  • "Tweet Style 1, or 'The Average Library Tweet'" (Dallen, 2009), is essentially a Tweet that promotes upcoming events.
  • BCITLIB TWEET, Sep. 23, 2009.

Above we see a Tweet that promotes an event that may be of interest to library patrons, even though it isn't an event that is put on by the library itself. The library also tweets about upcoming events at the library itself.

"Tweet Style 2, or 'Promote Some Materials;" (Dallen, 2009) refers to Tweets that promote library materials. Several Tweets mention items that are new to the library catalog, which lets users see new items that may be of interest without coming to the library or searching the catalog. Especially at a technical school, this type of service could be very useful to those wanting to keep track of the most up-to-date library resources.

  • BCITLIB Tweet, OCT. 1, 2009 
The BCIT library, according to their Twitter profile “ aims to strengthen learning, teaching, and research at BCIT through innovative and effective resources, partnerships and services". One of the services that the library has introduced is Twitter. This page looks at Twitter at the BCIT library, in the context of other electronic communication tools offered by the library in order to see what kinds of information is pushed via Twitter, and the types of interactions that can take place and are most effective using the platform.

The library offers patrons several ways to interact with library staff. From the front page of the library website, users can access the ASK A LIBRARIAN page.

  • BCIT Library homepage, ASK A LIBRARIAN

The ASK A LIBRARIAN page features several different methods of communicating with library staff, including by email, in person, by appointment, by phone, and by chat. The fact that the library's Twitter account is not listed among these options suggests that the library doesn't intend it to be used for traditional reference purposes.

  • ASK A LIBRARIAN PAGE, BCIT library website.

There is no mention of the library Twitter account anywhere obvious on the library website, including the library homepage, the ask a librarian page, the FAQ page, or the tips and tutorials page. The only place that seems to mention the Twitter account is the library's Employee Guide to BCIT Library, available as a PDF download (the Student Guide to Burnaby Campus Library didn't have any mention of Twitter).

  • Employee Guide to BCIT Library

I emailed the library to ask how they acquire new followers and was told that while at least one librarian mentions it during library orientations, others have it added to their online subject guides (D.Grace, personal communication, Oct. 8, 2009). BCITLIB tweets are sometimes retweeted by the BCIT Twitter, which has 1382 followers. The library has several TV screens that mention Twitter, and BCITLIB also tracks people who twitter about BCIT and follow them, in hopes that they will reciprocate.

As of October 2009, the BCITLIB has 226 followers. BCIT has over 15000 full time, and 30000 part-time students (BCIT fact sheet). Assuming that followers are students, this means that for every student that is following the library on Twitter, there are 200 that do not. This highlights several of the potential problems of Twitter, as discussed in the article Twittering Libraries, namely, a select audience and a lack of support from staff. While the Tweets have valuable information and are useful to followers, many people who could benefit from following BCITLIB are seemingly unaware of the service, or are not Twitter users. Hopefully, as Twitter grows in popularity, so will the follower rate on the BCITLIB Twitter account.

  • Twitter@BCITLIB: Examples and usage

While all librarians have access to the BCITLIB Twitter account, two librarians are the main Tweeters. The account is used for distributing information that is time sensitive, "such as events, contests, last minute closures, and cancellations" (D. Grace, personal communication, Oct. 8, 2009). Using the article How Your Library may not be using Twitter But Should as a guide to different types of library Tweets, lets look at some of the BCITLIB Tweets.

"Tweet Style 1, or 'The Average Library Tweet'" (Dallen, 2009), is essentially a Tweet that promotes upcoming events.

  • BCITLIB TWEET, Sep. 23, 2009.

Above we see a Tweet that promotes an event that may be of interest to library patrons, even though it isn't an event that is put on by the library itself. The library also tweets about upcoming events at the library itself.

"Tweet Style 2, or 'Promote Some Materials;" (Dallen, 2009) refers to Tweets that promote library materials. Several Tweets mention items that are new to the library catalog, which lets users see new items that may be of interest without coming to the library or searching the catalog. Especially at a technical school, this type of service could be very useful to those wanting to keep track of the most up-to-date library resources.

  • BCITLIB Tweet, OCT. 1, 2009

"Tweet Style 3, or “Promote Things As They Happen'"(Dallen, 2009) refers to Tweets that promote an event that is currently in-progress.

  • BCITLIB TWEET, Oct. 7, 2009.

Tweeting about things that are happening "live" is useful because Twitter is in many ways a real-time platform; people use it to discuss things that are currently happening. Because of the nature of the platform, Twitter makes it easy to check updates, to see events that are taking place at any given moment. Dallen suggests taking pictures of events live, using Twitpic, and posting them to the Twitter account.

"Tweet Style 4, or 'It Doesn’t Have to Require a Library Visit'" (Dallen, 2009) is any Tweet that links users to a resource that doesn't require a library visit. BCITLIB uses this type of Tweet fairly regularly, posting links to interesting articles, different parts of the BCIT library website, or websites. Dallen argues that it is a good idea for the library to Tweet this way, as "when we post tweets like that we’re solidifying our image as a hip, entertaining, vibrant, and fun place... It isn’t just about selling your materials and services, but creating your image as well!" (Dallen, 2009). It is appropriate for a library to Twitter about interesting web links, even if they are not strictly related to library content.Below are several examples of these kind of Tweets.

"Tweet Style 5, or 'Interact'" (Dallen, 2009) refers to Tweets that interact with other members of the Twitter community, Dallen suggests tracking the use of the word library within a certain radius of your library. BCITLIB tracks people twittering about BCIT and follows them. Twitter can be used to track what people are talking about, which can be used to link people who are not followers to events at the library. Dallen uses the example of yoga classes at a public library that tracked the word "yoga" within a certain radius of the library and let people know about the classes that might not otherwise have heard about them.

An academic institution could do the same thing, tracking, for instance, the name of a person associated with an event at the library, or keywords relating to the subject of an upcoming special lecture. Interaction can be as simple as thanking people for following you, or responding to questions. Here are some examples of Tweets that fall into this category:

Using Twitter for announcements

One of the most practical usages of Twitter is for making announcements and updates with regards to the school or the library. Twitter, as opposed to the BCIT website, can be instantly updated by any of the library staff; since it is easy to update, users can expect that if something important (and library related) happens, it will be mentioned on the Twitter. This can be a good hook for followers, because they will return to the Twitter if they are seeking up-to-date information, especially if they have found something out through the BCITLIB Twitter before.

Here are a few examples of BCITLIB using Twitter for announcements and updates that may be important to library patrons:

As you can see, if someone is having a problem accessing resources or printing documents, or wants to get the latest library schedule, there may be something on Twitter. Also, some of the information posted on Twitter is not necessarily posted elsewhere, which means that Twitter is a valuable resource for small details that librarians may know, but that don't appear in any other places. A way that the library might be able to benefit from using Twitter for announcements discussed on Sarah Washburn's blog at TechSoup for Libraries, is to implement a Twitter feed somewhere on the library website itself (see the University of Illinois Undergraduate Library for a good example of this). This would allow website users to get the most current information on equipment, databases, and library hours, right from the website itself, as well as promote the library Twitter account, by linking the library website and the Twitter account to each other.

While the BCITLIB Twitter page is not wildly popular, it provides an important and useful service to those who take part, by offering a variety of information services, some of which are only available, or most practically available through Twitter. It also serves as an interactive platform where library staff can communicate with library patrons. Hopefully, as Twitter becomes more and more mainstream, the library can reach more patrons through this service.

Conclusion

We have identified several different ways that libraries use Twitter to share information.

  • At BCIT, the library users Twitter to promote upcoming and ongoing events, promote new materials, share links to content outside or inside of the library, as well as to interact with library patrons who are also Twitterers. While the library doesn't have a ton of followers, the service it provides is valuable to those who follow them, offering them up-to-date information that may not be available elsewhere.
  • At the Vancouver Public Library, librarians use Twitter to actively engage new library users, respond to questions, and provide external links to a variety of resources.
  • At the British Library, librarians use Twitter to promote the library, both by promoting events and publications. The British Library Twitter page also highlights news articles that mention the library, and keeps people updated on the activities of individual librarians.
  • As has been shown, a diverse cross-section of libraries are now employing Twitter in order to communicate and are capitalizing on its potential. Libraries are using Twitter to push information, announce events, answer questions from patrons and highlight new resources and materials - some libraries are even using Twitter to send overdue notices instead of sending these through email (Giustini & Wright 2009). The potential of the tool seems very broad in scope, and new affordances are continually being discovered.

Whilst much has been said and done by libraries on Twitter, not much is known about how their Twitter presence has affected their greater existence as a library. We know it is a great public relations tool, but has Twitter helped increase the usage of the libraries' collections and services? What can we discover from our Twitter followers about their information-seeking behaviors? What type of information do they like best to be shared on Twitter, and which type of information is as irritating as spam? Perhaps that would be the next step for libraries in discovering their user's needs and inventing new ways to serve their users using Twitter.

However, perhaps it is too early in the game to talk about such research. Recently, web statistics firm Hitwise warned that Twitter might have hit a growth ceiling (Parr, 2009), and unless it comes up with new features, it might be in for a bumpy ride. Nevertheless, whether it is just a geek fad and the latest way for libraries to 'talk' to their users, Twitter is undeniably one emerging social networking tool to keep an eye on.

References

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