Roles

In response to the following question:

“Do you see tools like Ask Metafilter and Yahoo! Answers as a threat to our role? Why or why not?”

No, I do not see these tools as a threat to the role of librarians.  I think in realizing the reasoning behind this, it’s important to understand the context of information seeking behavior.  Rubin (2004, p.38-41) discusses the differences between information wants versus needs, and seeking versus gathering behavior.  There are basically different types of questions, and numerous ways in which individuals can decide to go about satisfying their informational quest.  Online open community forums I feel offer a space in which more opinion or user experience based questions can best be answered.  If people can go directly to these forums to have these types of questions answered, it almost acts as a filter for libraries and librarians to be able to focus their energies on the other types of questions that may be more suitable for them to assist with.

Reference:

Rubin, R. E. (2004). Foundations of Library and Information Science, 2^nd edition. New York: NealSchuman Publishers, Inc.

Delicious Bookmarking Exercise

Image from: Delicious

It was interesting to explore the various available functionalities within Delicious.  Delicious not only allows one to create and organize content for themselves, but also share, search, and explore what others have saved.  All of the features of Delicious are intuitive, quick, and easy to utilize.  The added value of this tool lies in the ability to search for bookmarks using tags, view the popularity of particular bookmarks, view who bookmarked something, and access ones bookmarks from any computer with internet connection.  The ability to view bookmarks by popularity or by recent activity is also particularly helpful.  

Finding interesting and useful resources on the web by utilizing Delicious also supports efficiency in many ways.  Unlike a list of search results simply from a search engine, the sources on Delicious have to have already been reviewed and determined to be of value to someone for them to take the effort to tag and bookmark it.  The list of tags for a particular bookmark may also offer other search term options for someone to use in their quest.  The tagging feature does have its strengths and weaknesses though, as mentioned in my earlier posting entitled Tag & Find It with regards to tagging in general.  Although tagging does tend to use more commonly used language, because of the lack of controlled vocabulary and the inability for the system to differentiate the various definitions associated with a term, the task of tagging and searching could potentially be difficult.   

Free Range Collaboration

Organizational culture plays a significant factor in internal collaboration.  Both managerial and staff level support are essential to the success of internal collaborative efforts.  Either of these could also pose as potential barriers.  When there is a corporate culture that focuses on rewarding individual achievements instead of that which is accomplished by the group, in efforts to boost self-interest and personal advancement, individuals may feel more compelled to keep certain knowledge and ideas to themselves instead of sharing them with the rest of the group.

I would imagine that physical locality, time constraints, and technological capabilities will also play a factor in an organization’s capabilities for internal collaboration.  Collaborative efforts often take time, and an organization must be willing to spend time contributing to whatever it is that they are working together on to see positive results.  Members of an organization must also be able to work out arrangements in regard to physical locality.  In other words, members must be able to periodically gather in some sort of space to exchange their thoughts and contribute to the collaboration.  If it is not feasible for this space to be physical, then a virtual space must be established.  Access to proper technological tools, and the available staff knowledge to utilize these tools will then also play a large role in the ability for collaborative efforts to be achieved.      

Tag & Find It

Image from: Delicious Scraps

Some of the weaknesses of tagging for making content more findable online are also its strengths.  With regards to online tagging, Farkas (2007) discusses the differences between folksonomies and taxonomies.  Taxonomies are usually created by “large standard-making bodies” (p. 134), utilize controlled vocabulary, and are hierarchical.  Folksonomies on the other hand, are created by anyone who chooses to do so, utilize open vocabulary, and are flat (p.134-135).  Tagging online typically involves the use of folksonomies. 

There are a myriad of terms that people can use to describe something.  In using controlled vocabulary, those performing a search will be directed to the appropriate term for their inquiry.  However with tagging, and without the use of controlled vocabulary, people are free to use whatever terms they choose, which could potentially lead to difficulties for other individuals who may not use those particular words in their search to find it.  Some words also have numerous meanings, and because tags are flat and unable to differentiate between which definition a word pertains to, some search results may result in unrelated and undesirable content to appear.  The flip side to all of this is that tagging and folksonomies use terms that are more commonly used among the general population, and therefore has the benefit of power in numbers.    

I suppose as with all things, there are both strengths and weaknesses to consider.

Reference:

Farkas, M. G. (2007). Social software in libraries: Building collaboration, communication, and community online. Medford, NJ: Information Today.

New York Public Library Marketing Critique

Image from: NYPL

The New York Public Library is undoubtedly a well-established and renowned institution.  The nearly hundred locations within the New York Public Library system are indicative of their sheer size.  Their online presence beyond their website falls nothing short of showcasing their Goliath-like abilities and reach in digital realms as well.  They have online accounts with Facebook, Twitter, Flickr, Tumblr, Foursquare, YouTube, VoiceThread, and iTunes.  In addition, although the main access point for their blogs are through their website, they have 29 different blogs with the ability for patrons to follow them via RSS feeds.  The breadth, quality of, and efforts in maintaining all of their various online accounts are impressive.

Mission Statement

A critical component of marketing efforts lies in having a clear understanding of the brand which is being represented.  An institution’s mission statement sheds light onto its brand, and should be the intention behind what drives all their actions.  In reviewing New York Public Library’s mission statement and core values, we are able to establish a framework from which they operate and design their marketing, branding, and outreach efforts.

New York Public Library’s Mission Statement:

The mission of The New York Public Library is to inspire lifelong learning, advance knowledge, and strengthen our communities.

To deliver on this promise, we rely on three great resources—our staff, our collections, and our physical and virtual spaces—as well as on a set of core values.

New York Public Library’s Core Values:

ACCOUNTABILITY.

We take responsibility for delivering on our commitments and for the stewardship of our materials and spaces.

EXCELLENCE.

Only the finest of everything is good enough for the least of us.

EXPERTISE.

We are relentless in our efforts to better understand our communities, our collections, and our users.

FREEDOM.

We are free and open to all. We treat everyone with respect and compassion.

INNOVATION.

We are always learning. We are constantly exploring new ways of doing things better and doing better things.

PASSION.

We love the Library, we love New York, and we love what we do.

TEAMWORK.

We celebrate the diversity of our experiences and build connections. We trust each other.

The message under their mission statement indicating “To deliver on this promise, we rely on three great resources—our staff, our collections, and our physical and virtual spaces—as well as on a set of core values” (NYPL, 2011) also clearly points to their recognition of “virtual spaces” as a valuable marketing tool.

Marketing Efforts

When accessing the New York Public Library’s homepage, we are immediately presented with bold and simple graphic representations of the words ”Discover,” “Connect,” and “Get Inspired,” under which the three main points of their mission statement, “Inspiring lifelong learning, Advancing knowledge, Strengthening our communities” are listed in bold typeface. 

Main area of NYPL’s homepage:

Image from: NYPL

Practically every clickable link on the homepage aside for two brings the user to a webpage that ends with the same bottom footer area, which again repeats the three word categories of ”Discover,” “Get Inspired,” and “Connect”.

Footer example:

Image from: NYPL

 



The area under “Connect” lists a variety of ways in which patrons can follow the library online through a simple click on the various graphic icons.  It is evident here that the library has accounts in Facebook, Flickr, Twitter, YouTube, iTunes, Tumblr, VoiceThread, and the ability to sign up for RSS feeds from their blogs, and e-newsletters.

Image from: NYPL

The link and page entitled “Connect with NYPL” showcases all the ways in which their patrons can choose to connect with them including, e-newsletter, Facebook, Twitter, Tumblr, FourSquare, YouTube, iTunes, and Flickr.

Image from: NYPL

In addition, there is a link that connects them to the many blogs by the library, and another link to their VoiceThread page.

Although the format and layout of each page varies, many of the pages that have a right sidebar column area will include buttons to “Donate Now!” or chat with a librarian, or “Like” the library on Facebook.  This area will also include feeds from their blogs or feature areas of interest.

Image from: NYPL

Image from: NYPL

Evaluation of Marketing Efforts

A most notable strength of their marketing effort lies in their offering numerous avenues and access points in which their patrons can connect with them online beyond their website.  They not only offer a wide variety of other outlets, but they repeatedly offer them on practically every page or account associated with them.  Every account associated with the library offers ways to connect to their other accounts, or is linked in some way with each other.

The main area of their home Facebook page for example features links to “share” on Facebook, “follow” on Twitter, and “watch” on YouTube.

Image from: NYPL’s Facebook

The left sidebar area of their Facebook page also offers numerous other ways for patrons to connect:

Image from: NYPL’s Facebook

 A posting on their Twitter account mentions and links to their Facebook page:

Image from: NYPL’s Twitter

The right sidebar area of their Tumblr page for example also features feeds from their Twitter account and links to their other accounts:

Image from: NYPL’s Tumblr

The marketing effort by the New York Public Library far exceeds my expectations, and it is difficult to see any shortcomings.  Perhaps one observation made while examining their website is how surprising it is that they do not offer any quick links to directly connecting to their other online forums from their main homepage.  

Branding Efforts

In line with their marketing efforts, the key to the New York Public Library’s successful branding efforts lie in their ability to repeatedly offer a consistent message in their various media forums.  The strength and consistency of their brand resides in their ability to incorporate their library’s mission and values into every aspect of what they do and create.  Although the content, format, and authors of the various online forums they maintain are varied, they are able to maintain a common voice through their unified values.  Repeated imagery and a few choice words in all their various platforms also help maintain their brand. 

The most powerful tool in branding efforts often lies in the institution logo.  The logo must be consistent and strategically placed on every representation of that institution, as is the case with the logo for the New York Public Library:  

Image from: NYPL

As mentioned earlier, in addition to repeating their mission throughout their library webpage, their mission statement is also repeated on their various other online platforms as well.

The New York Public Library’s mission statement on Facebook:

Image from: NYPL’s Facebook

The same mission statement repeated on their Tumblr account:

Image from: NYPL’s Tumblr

The mission statement again, yet this time on their YouTube page:

Image from: NYPL’s YouTube

Suggestions

If I were hired by the library as a social media consultant, the one small suggestion I would make is to perhaps add quick links to their various online forums and ways for their patrons to connect right on the bottom of their homepage.  Other than this, I think the New York Public Library is doing an excellent job in their marketing efforts, and can only suggest that they continue on with the inspirational work that they do.

“To Be or Not To Be” (Shakespeare, circa 1600)

Image from: Can Stock Photo

The question of whether libraries should be building presence and providing services in MySpace and/or Facebook I think can be best answered by the library making the consideration.  Every library is different, and so are the communities that they serve.  Although it’s undeniable how popular MySpace and Facebook are as online social networks and forums, I think there are three basic considerations that may be helpful for libraries to initially evaluate when weighing their decision.

Three basic questions for libraries to consider that may be helpful in deciding whether to build presence and provide services in MySpace and/or Facebook:

• What is the library hoping to achieve in these forums?
• How will it be received by the community in which we serve?
• Is there enough staffing and time to commit to maintaining these forums?

That being said, my overall response to whether libraries should be building a presence in MySpace and/or Facebook leans towards yes.  If a library has the capability to staff and utilize MySpace and/or Facebook as a positive extension to the services that they are able to provide, then they should most certainly establish their presence in those forums.  Two important facets of libraries are to provide information services, and act as community centers.  People are increasingly using forums such as MySpace and Facebook to share information and build communities, and thus libraries should be making themselves available in these realms.  The more ways libraries can find to assist people with their information wants and needs, the more in line they become with their general mission to serve.

In terms of whether a library should establish themselves in either MySpace and/or Facebook, an examination of the differences between the two, and more importantly the user demographics between them should be considered.  Mack states that “MySpace attracts more high school students and also appears to be more commercially based than Facebook” (Mack, D., 2007).  The descriptive listing for MySpace on Google states, “MySpace is the leading social entertainment destination powered by the passion of fans.  Music, movies, celebs, TV, and games made social” and the link is labeled “Myspace|Social Entertainment”.  On the other hand, the listing description for Facebook on Google states, “Facebook is a social utility that connects people with friends and others who work, study and live around them”.

As an aside, I can’t help but find the humor between libraries and Facebook, given their association to the term “book”.

Reference:

Mack, D., et al. (2007, Summer). “Reaching Students with Facebook: Data and Best Practices.”Electronic Journal of Academic and Special Librarianship, 8. Retrieved from: 

http://southernlibrarianship.icaap.org/content/v08n02/mack_d01.html