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Are Spanish public libraries

connecting with the selfie generation?

Natalia Arroyo

PhD on Library Science

Social media and mobile technology specialist

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Social media promises

Communication

Conversation

Participation

Interaction

Online communities

Viral marketing2007

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Ten years later,

have they come true?

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Spanish State Public Libraries

• Network of 53 public libraries created by Spanish State

and managed by regional authorities.

• There is an State Public Library at every province (except

Barcelona, Bilbao, Pamplona and San Sebastián) and

other important cities (Gijón, Mahón, Mérida, Orihuela y

Santiago de Compostela).

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Spanish State Public Libraries on social media

83.0%

49.1%

37.7%

26.4% 24.5%

13.2%9.4% 9.4%

3.8% 3.8% 1.9% 1.9% 1.9% 1.9%

(based on 53 libraries)

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Methodology

• 53 Spanish State Public Libraries

• 44 Facebook pages

• 264 posts

• Followers, posts and interactions analysed

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Followers

• Libraries are followed on

Facebook by 1% - 16% of their

users.

• Only 7 libraries are followed by

10% or more of their users.

Number of followers

(Based on 44 Facebook pages)

More than 5.0007,0%

2.500 to 5.00011,6%

1.000 to 2.499 46,5%

Less than 1.00034,9%

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Contents published

Libraries share contents

generated by themselves and

external contents.

External46,1%

By the library53,9%

Kind of contents published

(Based on 264 posts)

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Contents generated by the library

58.6%

22.1%

9.0%6.2% 4.1%

Activities Readingrecommendations

Resources Fun Information

Contents published

(Based on 145 posts)

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Contents generated by others

37.0%

32.8%

15.1%

7.6%5.0%

2.5%

Fun Culturaldissemination

Activities Anniversaries Resources Readingrecommendations

Contents published

(Based on 119 posts)

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Connecting• More than a half of the

posts published receive 5 or

less likes.

• Only one out of ten posts

are highly liked.

• Weak connection with

users. Number of likes received by posts

(Based on 264 posts)

9.1%

44.7%

19.7%

15.9%

10.6%

0 1-5 6-10 11-20 >20

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Viral marketing

Number of shares per post

(Based on 264 posts)

63.6%

30.3%

6.1%

0 1 - 5 >5

• Six out of ten posts are

never shared.

• Only a few posts can be

considered viral.

• No viral marketing.

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Participation / community

Number of comments per posts

(Based on 264 posts)

91.7%

8.0%

0.4%

0 1 - 5 >5

• Nine out of ten posts

never receive a comment.

• Only a few posts

generate a conversation.

• No communities.

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What kind of posts do people engage with?

People

Reading

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What kind of posts do people engage with?

Local traditions

The weather

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What kind of posts do people engage with?

Touching

Resources

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Conclusions

• Promises of social media have not come true.

• Many libraries have difficulties connecting with their users.

• Viral marketing and online communities are still a challenge.

• How can libraries connect with users?

Thank you

Natalia Arroyo

Social media and mobile technology specialist

PhD on Library Science

natalia.arroyo@gmail.com

@narroyo

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The Instant Library – Using photoson social media to engage youngpeople in the library collections and activities

Charlotte Holm Juul

Allan Thomsen Volhøj

Roskilde Libraries

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Agenda

• How we built our Instagram account – Roskildebib

• Examples of what we do

• How we built or new teen Instagram account

Roskildebib_teens

• What we plan to do

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Why we do itOur users are on social media more and more of their time

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Rules of our Instagram:

• Photos must be taken on location, in the library

• No photoshop (Use carefully, only used twice)

• No reposts

• The picture needs to talk for itself

• Engage with users and libraries

• Be funny, creative or wow

• Be passionate

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How we promote

• Screen savers on all the public computers

• Mention on Facebook

• Following #roskildebib and #roskilde

• The first 150 followers were the hardest to get

• Piggy backed on known concepts eg. #bookfacefriday

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Books

What we do

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Our archive

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Concepts- Same weekday

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Be visualNever use a bad or boring picture

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The newest member of the family

Roskildebib_teens

Why Instagram and not Snapchat?• Good results with the other Instagram account

• What should we offer them on Snapchat?

Rules:• No pics with only a book cover

• Fun, cool or different

• Ideally 2 concepts a week + 1-2 other posts

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How we promote• Screensavers

• Flyers

• Posters

• School classes

Next step:• Book marks

• Digital tiles which gather #roskildebib_teens on an info screen in the

library

• Follow teens using #roskilde

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Concepts bookfaces

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Concepts #petsreading

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Stopmotion

Events

Posing with books

Other kind of posts

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Challenges

How to be true to our target group, when we experience increasing interest

from 9-12 year olds?

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We don’t want to brag but…

Published in

the Guardian

Reposted by

New York

Public libraries

Thanks for listening!

Charlotte Holm Juul

charlottejuul@roskilde.dk

Allan Thomsen Volhøj

allantv@roskilde.dk

@roskildebib

@roskildebib_teens

#roskildebib

#roskildebib_teens

Q&A

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