Professional Documents
Culture Documents
July/August 2011
Volume 17, Number 7/8
Table of Contents
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Abstract
Digital collections marketing is an important, yet often ignored aspect of digital
collection management. While many collections are laudable for the quality of their
pictures, metadata, and preservation techniques, they often remain obscure, unknown,
and therefore inaccessible to their intended user populations. One of the ways digital
librarians can cultivate a broader awareness of their collections is through social
networking. More importantly, digital librarians who participate in conversations with
users through the use of social media become inextricably intertwined with the
knowledge creation processes relevant to their collections. This paper presents a set of
five general principles (listening, participation, transparency, policy, and strategy) that
provide digital librarians with straightforward, concrete strategies for successfully
integrating social media into a digital library's overall strategic plan. In addition to these
concrete strategies, I also explain the theoretical importance of each principle and its
relevance for establishing a rapport with current and potential users of a digital
collection.
Introduction
In recent years, librarians have become increasingly aware that their digital collections
are too often underutilized by their intended user base. For example, Erway & Schaffer
(2007, pg. 7) charge that "our intricate attempts to describe and present a few choice
collections have resulted in expensive, but little-used websites. And the rest of our
collections remain largely invisible ... discovery happens elsewhere". Buczynski (2007,
pg. 196) agrees: "there is an awareness gap between the holdings of digital libraries and
the communities they serve". A 2005 survey conducted by OCLC supported this idea,
showing that 58% of respondents did not know that their library held electronically
accessible full-text materials (Buczynski, 2007). Additionally, 84% of respondents used
a web-based search engine as their first choice for search versus only 1% who said they
went to a library search engine first (ibid). This is confirmed by the fact that the
literature on building digital collections is vast, while literature about how to market
those collections is comparatively thin (Henderson, 2005). As a result, many digital
collections suffer not only from a lack of general public awareness, but also from a lack
of funding in response to their perceived unimportance (Erway & Schaffner, 2007 and
Madsen, 2009).
Madsen (2009, pg. 1) confirms that "there seems to be a disconnect when it comes to
online collections, and often a 'build it and they will come' attitude prevails".
Unfortunately, it seems that the typical assumption held by many brick and mortar
libraries that the success of a library rests on the quality of its physical materials
(i.e., the collection) also applies to many, if not most, digital library collections as
well. This model of librarianship leaves librarians at the periphery, puts collections in
the center, and does not ascribe appropriate weight to the essential role librarians play in
facilitating the usefulness of those collections through conversations and knowledge
creation (Lankes, et al., 2007).
This is especially true for digital librarians, who appear disembodied from their
collections because they exist solely in the online environment. One of the best ways to
promote a collection online therefore, would be for digital librarians to participate in
relevant online conversations using social media tools such as blogging, Twitter,
Facebook, and YouTube. Using social media not only allows digital librarians to
advertise and encourage the use of their collections, it places the digital librarians back
in the center as chief negotiators of the knowledge creation and education that occurs as
a result of user-user and user-library interactions.
Although some digital librarians are beginning to take advantage of online social
networking tools in order to create online conversations about their digital holdings
(e.g., see the Springer, et al., 2008, regarding the Library of Congress Flickr Commons
project), many do not adequately think through the necessary requirements of doing so.
Even worse, many often use social media as a way of blithely promoting their content
instead of as a way to establish trusted relationships with users. As such, the goal of this
paper is to provide digital librarians with a simple framework for implementing a social
networking plan in the digital library context. In what follows, I present a set of five
general principles (listening, participation, transparency, policy, and strategy) that
provide the digital librarian with straightforward, concrete strategies for successfully
integrating social media into a digital library's overall strategic plan. In addition to these
concrete strategies, I also explain the theoretical importance of each principle and its
relevance for establishing a rapport with current or potential users of a digital
collection.
information people need, and the most important online personalities, he or she can
begin to participate. The following list provides some methods of building rapport with
others through the use of social media:
Follow people on Twitter and retweet valuable content. Promote others, not
yourself (Brogan & Smith, 2009).
Write a blog about the collection. Highlight aspects of the collection that will be
particularly useful given the knowledge-community's interests that you've
identified through listening, but make sure to talk about what others are doing as
well.
Use word of mouth to share your excitement about the digital collections
offline, at conferences for example, and in other places. Invite people to become
part of the conversation online.
Allow people to ask questions through Facebook and Twitter and make sure to
respond promptly.
that it often obscures the reality of having to tend to the account daily in order to reap
any benefits from it. For this reason, the capital and labor requirements for
implementing a social media plan need to be included in the larger marketing and
strategic plans. In fact, any new program or service that a library wants to implement
requires developing a plan for integrating new business processes into its current work
flows, marketing the program, and assessing it. Attempting to create a social
networking program for a digital library without forethought is like uploading a new
catalog record with only one category of metadata: the record exists but it's not very
useful, nor is it likely to be found. If digital libraries truly want to create a lasting and
rewarding social media program, they need to think ahead about who will be
responsible for creating content, maintaining the site, and responding to users when
necessary.
Conclusion
Digital librarians stand to gain a lot from engaging their users in conversations through
the use of social media. Since digital librarians typically direct their energy toward the
more traditional aspects of managing digital collections (e.g., curation, preservation,
acquisitions, cataloging), they often lose sight of a fundamental concept of building a
successful digital collection, namely, that the collection is only a means to an end.
Specifically, that "end" is the knowledge creation and ideating that occurs through
conversations facilitated by the librarian.
When done properly, a social networking program provides a way for digital
librarians to develop rapport with users, extend general awareness of the digital
collection, and establish the librarian as a knowledgeable, helpful, and easily
accessible source of authoritative information regarding a given subject area.
When done poorly, however, it reinforces the idea that the library is disconnected from
the most important conversations and discussions and contains little of relevance to the
vast majority of potential users. Funders may trim a collection's budget when they see a
lack of real impact on users. When social networking, or some sort of marketing, is not
engaged in at all the library risks becoming isolated and needing to rely upon the good
will and interest of a chosen few to ensure its continued existence. By drawing on the
concepts and concrete strategies described in the five principles above, digital librarians
will be able to implement a successful social media program, and ultimately prove the
value of their collections by establishing themselves as essential participants in relevant
knowledge-creating conversations.
References
[1] Brogan, C. & Smith, J. (2009). Trust Agents. Hobeken, NJ: John Wiley & Sons.
[2] Buczynski, J. (2007). Referral Marketing Campaigns: "Slashdotting" Electronic
Resources. The Serials Librarian Serials Librarian, 53/(3), 193-209. Retrieved on June