Using Facebook for Marketing

and Reference Service:

The University of the

Philippines Diliman Library

Experience

Elijah John F. Dar Juan

University of the Philippines Diliman

PLAI Congress 2014

PaperOutline

1. Online Social Networks and the Concept of Social Networking

2. Facebook: What It Is and How It Works

3. Objectives of the Study

4. Facebook Use in the UP DilimanUniversity Library

5. Challenges in Managing the Facebook Page

6. Conclusion

Online Social Networks and the Concept of

Social Networking

Online Social Networks

• Numerous Web-based applications have changed the way Internet users communicate, interact and share information with each other.

• Three of the top ten Websites are Web 2.0 in nature: Facebook on #2, YouTube on #3 and Twitter on #10.

• Described as the second generation of the World Wide Web (WWW), Web 2.0 focuses on the participation and communication of users (Hoechsmann, 2008).

2.0 in Library Service

Web 2.0 Library 2.0Reference

2.0

Online Social Networks

• One characteristic of Web 2.0 tools is its capability of connecting and facilitating interaction within users and open sharing of data (Cassell and Hiremath, 2011).

• Social networking has evolved to the more dynamic way of collaborating, connecting, publishing and sharing information (Falzone, 2011).

SECOND MOST POPULAR WEBSITE IN 2013

Alexa traffic rank based on a combined measure of page views and unique site users

MARK ZUCKERBERGCreated a site called Facemash at Harvard University in the late 2003. The site was rebranded as Facebook in February 2004.

http://www.biography.com/people/mark-zuckerberg-507402

• To facilitate information sharing between individuals who have indicated that they are mutual friends.

To give people the power to share and make the world more open and connected. People use Facebook to stay connected with friends

world, and to share and express what matters to them.

(Facebook - About).

FACEBOOK USE

• In 2013, Facebook reports that an average of 584 million people use Facebook every day.

• Each person spends over 700 million minutes every month in Facebook. (Haydon, 2013)

Objectives of the Study

OBJECTIVES OF THE STUDY

1. Discuss how the UP Diliman University Library promotes library resources and services through the use of the online social networking site;

2. Determine how fans communicate with Facebook page through messaging and posts on the page;

OBJECTIVES OF THE STUDY

3. Present challenges that library staff have encountered in managing the Facebook page; and

4. Recommend ways to effectively administer reference and marketing services using Facebook.

Facebook in the UP Diliman University Library

Reference and Marketing in the UP Diliman Library

• The reference and information desks in the Main Library have existed even prior to the emergence of virtual reference and online social network services.

• To promote resources and services, the University Library has used many marketing and promotion tactics.

Facebook is used at UPD Library for

information.

• Announcements on library hours/schedules

• Promotion of e-resources

• Showcasing past and future library events.

In 2013, the Facebook page URL was changed

FROM

www.facebook.com/

pages/UP-Diliman-University-Library/92328793322

TO

www.facebook.com/

UPDLibrary

FAN PAGE LIKES

Dec. 31, 2012 Dec. 31, 2013 Change

10,478 12,561 2,083(+19.88%)

Total Number of Likes per Day on the UPD University Library Facebook Fan Page in 2013

9000

9500

10000

10500

11000

11500

12000

12500

13000

Dec-12 Jan-13 Feb-13 Mar-13 Apr-13 May-13 Jun-13 Jul-13 Aug-13 Sep-13 Oct-13 Nov-13 Dec-13

Majority of the page likes (1,016 likes) were through visits on the page itself.

www.facebook.com/UPDLibrary

• This is more effective to mention in day-to-day conversations and show in promotional media compared to the former string of letters and numbers that Facebook provides on default.

• The page has been placed alongside the University Library website as Web browser homepages of the computers in the Library.

Another source of page likes were via the

Recommended Pages (257 likes).

• Usually appearing on the right side of the Facebook

that have been liked by friends that might be of interest to the user.

• This the same feather flock together

Increase in Fan Page Likes

• May promotional materials of the Library.

• Mention occasionally by including it in the body of e-mail replies, in closing the chat conversation and in library orientation sessions.

• The placement of the fan page as one on the home pages in the computers in the Electronic Resources Room.

• The increase is the activity of the Library within Facebook.

Number of Likes Added per Day to the UPD University Library Facebook Fan Page in 2013

0

20

40

60

80

100

120

140

PEOPLE WHO LIKE THE PAGE

5.50%

43.80%

35.40%

8.50%

3.10%1.20% 1.60%

13-17 y.o. 18-24 y.o. 25-34 y.o. 35-44 y.o. 45-54 y.o. 55-64 y.o. 65 and above

PEOPLE WHO LIKE THE PAGE

38.30%

60.80%

0.90%

Male Female Und

When age and sex data are combined, the most number of users who like the fan page are females, aged 18-24 years old (26.4%).

Comparison of Sex ofFacebook Unique Users who have liked the Fan Page and University Enrollment

Sex LikesActual

Enrollment*

Difference

(% pts.)

Male 38.30% 43.52% +5.22

Female 60.80% 56.48% -4.32

*As of Second Semester, 2013-14.

During the day, most Facebook fans of the Library fan page are online in the evening with the figures reaching 4,974 at around 10:00 PM.

2013 POST-LEVEL ACTIVITY

•629 posts • 18,242 likes

• 1,711 comments

• 3,838 shares

Announcements and promotion of newly-acquired resources, new facilities and services, databases on trial and notable subscriptions deemed useful to fans

Content related to new or existing library policies and procedures;

Advisories of library schedule for the end of semester and irregularities in library service hours for holidays, work suspensions, etc.;

Promotion of LibRadioepisodes and live status updates during the broadcast

Announcements of library- and information-related events and relevant activities within UP Diliman (including college/unit libraries) and outside;

Announcements of relevant information, events and activities within UP that may concern the UP community

Greetings during special occasions such as Christmas and for specific persons or groups of persons; and,

Any general content that might be of interest to students such as quotations and statements on academic work, exams, research, reading, etc.

Top Three Posts of 2013 at the UPD Library Facebook Page

FACEBOOK MESSAGES AND WALL POSTS

• 201 wall posts and messages

• 136 were incoming query messages

• 21 queries as wall posts and

• 44 other types of wall posts

QueriesPromotion,

Feedback &

OthersTOTAL %

Student 97 10 107 53.23

Faculty

and Staff9 19 28 13.93

Non-UP

Local44 15 59 29.35

Non-UP

Abroad3 4 7 3.48

TOTAL 153 48 201 100.00

Type of Query Description 2013 %

Access Policies

On how to gain access to the library

resources for outsiders and patrons

from other constituent units of the

University

28 18%

Electronic

Resources

Availability and use electronic

resources of including inquiries on

access on campus and remotely.21 14%

LibRadioRelated to the radio program of the

Library at DZUP 1602, the campus

AM radio station.1 1%

Library

Information and

Policies

Asking for information about the

library, procedures in accessing

library materials except visitor

policies.

22 14%

Type of Query Description 2013 %

Library Resources

Related to various types of library

materials and recommendations for

acquisition except electronic

resources

7 5%

Library SchedulesAssociated with library hours and

inquiries if the library is open for

service.43 28%

Library Tools UseUse of the iLib, Library Website,

bibliographies, indexes and other

related publications and services.6 4%

Lost and FoundConcerning items lost by library

clients that may be found by library

staff2 1%

Type of Query Description 2013 %

Ready ReferenceAnswered by standard reference

sources3 2%

ReferralNeed directing to or transferring the

query to another office or institution.9 6%

Specific Search

and Research

Seeking assistance in location

specific information source/s for a

specific research objective6 4%

Student

Assistantship

On how to apply for student

assistantship in the Main Library and

in college/unit libraries5 3%

TOTAL 153 100

Percentages of Different Types of Queries on the UP Diliman Library Facebook Page In 2013

18%

14%

1%

14%5%

28%

4%1%2%6% 4% 3%

Access Policies Electronic Resources LibRadio

Library Information and Policies Library Resources Library Schedules

Lost and Found Ready Reference Referral

Specific Search and Research Student Assistantship Use of Library Tools

Challenges in Managing the Facebook Page

Challenge 1:

NON-ENGAGEMENT

• The inability of the page to communicate and create connections with users.

• The inevitable disinterest or apathy to the page content. This is often demonstrated by fewer than expected post-level activity.

• STRATEGY: To improve the content being uploaded by making it more appealing to the target audience.

Challenge 2:

NEGATIVE FEEDBACK

• posts from the Library may incur negative feedback from a number of users.

• Problems may arise when comments of users go out of hand and they eventually quarrel on the post.

• STRATEGY: Stricter policies for deleting unwanted content on the fan page (such as insulting or derogatory remarks) or unrelated posts (e.g. spam, irrelevant posts).

Challenge 3:

PROBLEMATIC PROMOTION PRACTICES

• Differences in approach to fan page activity may become a setback.

• There have been instances of improper monitoring due to staff multi-tasking and cases of inaccurate copy material being uploaded (e.g. posts with factual or grammatical errors) also become problems.

• STRATEGY: Planning is essential. Branding and image building are two of the many considerations that may be thought of during this stage. After planning, staff members managing the page should be adequately trained.

Challenge 4:

ENVIRONMENT CHANGES

• Theoretically, the current environment where the Library operates is dynamic, and thus would require constant adaptation.

• The Library fan page should always adapt to dull times and slow days, when the Library does not have anything new to promote.

• The need for creative ways to maintain an active presence and user engagement would be a best solution in these cases.

Challenge 5:

MARKET SATURATION

• The assumption that not all of the members of the target audience have accounts in Facebook, enjoy regular Internet connectivity and have active online presences on the site.

• STRATEGY: A good practice to reach the highest level of market saturation is to always make the maximum audience awareness and engagement as the end goal in every online activity.

Conclusion

Through the use of Facebook, marketing and promotion of collections and events is further enhanced.

• In the advent of information technology and its capabilities of providing quick and easy access to information, online activity has been a must for every information seeker.

• Numerous library services can be offered on social networking sites. Facebook is also a venue for user-librarian interaction as it can accommodate likes, comments, and shares.

UPD Library has found the possibility of using Facebook to inform and publicize.

• In this paper, the University Library of the University of the Philippines Diliman explored and has found the possibilities of using Facebook as an effective tool to respond to user needs and further publicize its resources and activities.

• It is envisioned that Philippine libraries adopt this innovative online service model in the future as a response to the growing need for information exchange, communication and interaction, not only between users and libraries but also between librarians and libraries themselves.

Using Facebook for Marketing

and Reference Service:

The University of the

Philippines Diliman Library

Experience

Elijah John F. Dar Juan

University of the Philippines Diliman

PLAI Congress 2014