#Academic Libraries

Social media strategies from Ontario University Libraries

Eva Jurczyk - University of Toronto iSchool

Innovation

Access

Who cares?

Marketing services

Social Media/OutreachLibrarians

Engaging users

Who cares?

Learn from the successes

of others

Create Measurable

goals

Strategize a social media

presence

Twitter in Ontario University Libraries

2200 tweets in 214 days22 Twitter feeds

Twitter followers / Total enrollment

0

1

2

3

4

5

6

7

AlgomaBrock

Business Western

Gerstein UTGraham UT

Guelph

Guelph Humber

Laurier

Lyons Mcmaster

McMaster

Mississauga UT

NipissingOCAD

QueensRyersonScott York

SMC UT

Steacie York

UT

WaterlooWesternWindsor

Total Library Users / Twitter Followers

Major Findings

Subject focus

Media and Twitter

functions

Frequency of tweets

Personal messages

Frequency

0

1

2

3

4

5

6

7

8

9

AlgomaBrock

Business Western

Gerstein UTGraham UT

Guelph

Guelph Humber

Laurier

Lyons Mcmaster

McMaster

Mississauga UT

NipissingOCADQueensRyerson

Scott YorkSMC UT

Steacie York

UT

WaterlooWesternWindsor

Follower percentage

Tweets per day

Strategies for Frequency

0

50

100

150

200

250

Education Universityand Library

LiteratureCulture and

MediaArt andDesign Social

Science Business Science Politics

Technology

Algoma

Brock

Business Western

Gerstein UT

Graham UT

Guelph

Guelph Humber

Laurier

Lyons Mcmaster

McMaster

Mississauga UT

Nipissing

OCAD

Queens

Ryerson

Scott York

SMC UT

Steacie York

UT

Waterloo

Western

Windsor

Subject Specialty

012345678

AlgomaBrock

BusinessWestern

Gerstein UTGraham UTGuelph

GuelphHumberLaurierLyons

McmasterMcMasterMississauga

UT

Nipissing

OCADQueensRyerson

Scott YorkSMC UTSteacie

YorkUT

WaterlooWesternWindsor

Follower Percentage Media Per Tweet

Photos and Video

Twitter functions

0

10

20

30

40

50

60

AlgomaBrock

Business Western

Gerstein UTGraham UT

Guelph

Guelph Humber

Laurier

Lyons Mcmaster

McMaster

Mississauga UT

NipissingOCADQueensRyerson

Scott YorkSMC UT

Steacie York

UT

WaterlooWesternWindsor

Personal Message

Follower percentage

Personal Messages

Summary

Subject focus

Media and Twitter

functions

Frequency of tweets

Personal messages

Questions?Contact me on Twitter

@MsEvaV

Thank you!

Resources Astin A. (1984) Student involvement: a developmental theory for higher education. Journal of College

Student Personnel 25, 297-308. Burkhardt, A. (2010) Social media: a guide for college and university libraries. College and Research

Libraries News 71(1) 10-24. http://crln.acrl.org/content/71/1/10.short Common University Data Ontario. (2011). Council of Ontario Universities. http://www.cou.on.

ca/statistics/cudo.aspx Fernandez, J. (2009). A SWOT analysis for social media in libraries. Online 33(5) 35-37. http://www.

mendeley.com/research/swot-analysis-social-media-libraries/ Finin, T., Joshi, A., Kolari, P., Java, A., Kale, A. and Karandikar, A. (2008). The information ecology of

social media and online communities. AI Magazine 29(3) 77-91. http://www.aaai.org/ojs/index.php/aimagazine/article/view/2158/2024

Fischer, E., Reuber, A.R. (2011). Social interaction via new social media: (how) can interactions on Twitter affect effectual thinking and behavior? Journal of Business Venturing 26(1) 1-18.doi: 10.1016/j.jbusvent.2010.09.002

Junco, R., Heiberger, G., and Loken, E. (2011). The effect of Twitter on college student engagement and grades. Journal of Computer Assisted Learning 27(2) 119-132. doi: 10.1111/j.1365-2729.2010.00387.x

Kaplan, A.M., Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of Social Media. Business Horizons 53 (1) 59-68. http://www.michaelhaenlein.eu/Publications/Kaplan,%20Andreas%20-%20Users%20of%20the%20world,%20unite.pdf

Le Gac, M.A.O. (2010). Twittering libraries: how and why New Zealand public libraries use micro-blogging. (Masters Thesis). Victoria University of Wellington : School of Information Management. http://researcharchive.vuw.ac.nz/handle/10063/1402