CC BY
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Знак: проблемное поле медиаобразования. 2021. № 1 (39)
УДК 316.472.4 DOI: 10.47475/2070-0695-2021-10106
Duong Thi Phuong Chi
Perm State National Research University,
Perm (Russia)
SOCIAL MEDIA IN ACADEMIC LIBRARIES: A SWOT ANALYSIS
Social media offers libraries new ways to communicate, identify, and satisfy the information needs of library users. Although social media has several benefits, some challenges might be associated with its use. This study aims to make a SWOT analysis to help academic libraries identify their strengths, weaknesses, opportunities, and threats regarding social media usage. Managers and employees of four academic libraries in Ho Chi Minh (Vietnam) were asked for the current use and the factors influencing social media use in their libraries. The results shows that the surveyed libraries adopted Facebook and YouTube to promote resources and services, and to extend the reach of the university community. However, there are several weaks and challenges around the use of social media. Among them, lack of written policy, human resources, and social media skills are considered the significant challenges. Based on these findings, this study may assist libraries in creating an action plan to ensure growth and overcome challenges.
Key words: SWOT analysis, Social media, Academic libraries, Library marketing, Ho Chi Minh (Vietnam).
Introduction
Social media was first known when the Usenet, a discussion system that offered Internet users the ability to publish public content, was created in 1979 [20]. After that, social media has been overgrowing since the advent of Web 2.0 [13]. Almost popular social media platforms are user-friendly and free to use, which made them open to everybody. Multiple times a day, people access social media, most social media users exchange personal updates, post content, and connect with others through social media [10]. Penzhorn and Pienaar [23] stated that libraries need social media to stay relevant and meet their users' needs. The uses of social media in libraries have many benefits as follows. For libraries, social media helps to communicate with users, increase library usage, promote the library, save cost, connect and collaborate with other libraries. Social media allows users to access, select library products and services more comfortably, and send feedback or questions in various ways. Primarily, social media brings users closer to libraries through a direct connection between them. Despite the rich benefits of social media, its use has not been pervasive [15; 30]. Therefore, the present study aims to make a SWOT analysis to identify the main factors that impact using social media in libraries.
The current study is structured as follows: initially, the literature review is presented, following by the methodology. Based on interviews with librarians and observations, SWOT factors of using social media for libraries are identified. Finally, conclusions and suggestions are given.
Literature review
Several social media meanings have been offered, but a formal definition is still lacking [32]. The oft-cited definition by Kaplan and Haenlein [13. P. 61], «Social media is a group of Internet-based applications that build on the ideological and technological foundations of Web 2.0, and that allow the creation and exchange of User Generated Content». Lewis [17. P. 2] described more precisely, she noted that social media essentially acts as a «label for digital technologies that allow people to connect, interact, produce and share content». The contents can be text, photos, video or sound, or a mixture of all these [26]. Kent [14. P. 645] stated that social media is described by their "potential for real-time interaction, reduced anonymity, a sense of propinquity, short response times, and the ability to 'time shift,' or engage the social network whenever suits each particular member." Sharma and Verma [27] classified social media by the basis of their primary purpose. They defined social media as encompassing a gamut of platforms, including social networking sites, blogs, content sharing, discussion forums, social bookmarks, podcasts, and wiki.
Numerous studies have been done to explore the value, purpose, and practical usage of social media in libraries. The research by Taylor and Francis Group [29] reported that more than 70 % of libraries use social media resources for collection management, marketing, outreach, and promotion and enhance learning or teaching. Facebook and Twitter have become the most popular platforms in libraries [6], increasing interest in visual platforms like YouTube, Instagram, Flickr, or Pinterest [19]. In particular, a survey by Estonian librarians revealed Facebook is adapted mainly for announcements, the library Facebook page is reduplicating library website [25]. Twitter is being used for communicating with individuals and for timely updates about current events or new resources [4]. Besides, YouTube has been used for teaching information literacy skills [18] and building digital collections in libraries [5].
In Vietnam, some papers related to the topic of this study have been found. The previous articles focused on an overview of social media, reviewed the most useful social media tools, current usage, and practical experience of using social media by the libraries from other countries [8; 21]. Specifically, the characteristic, applicability of blogs for libraries [31], and the impact of Facebook on libraries were presented [22]. Currently, limited researches have been conducted on the SWOT analysis of social media use in academic libraries. Thus, this paper aims to fill a literature void.
Methodology
Three methods were used for this study. First, the interview method was applied to identify the current use of social media and the variables surrounding their use. Participants in the interviews were the library manager and employees who manage the library social media platforms in each chosen library, resulting in eight talks. Second, the observation method was used to understand better users' interactions with library posts on social media. Third, the Strengths, Weaknesses, Opportunities, and Threats (SWOT) analysis was applied. A SWOT analysis is often used to examine internal and external variables [12].
The current study is limited to four academic libraries in Ho Chi Minh City (Vietnam). The chosen libraries include the Library of the University of Social Sciences and Humanities (USSH), Library of University of Science (US), Library of University of Technology and Education (UTE), and Library of Ton Duc Thang University (TDTU). The criteria for choosing these universities were: first, the universities are listed in the top universities located in Ho Chi Minh city [32], and each university has a large population with more than 20,000 staff and students; second, each library is using at least one social media platform.
Results and analysis
1. Social media use in the studied libraries
This part presents the results of the interview with eight librarians. Information about the librarians and the codes referring to them are shown in Table 1.
Table 1
List of interview participants
Name of library Level of education Specialty Job position Code
USSH Master Library and Information Science Director USSH1
Bachelor Library and Information Science Liaison Librarian USSH2
US Master Library and Information Science Director US1
Bachelor Library and Information Science Reference librarian US2
UTE Master Library and Information Science Director UTE1
Bachelor Library and Information Science Digital Services Librarian UTE2
TDTU Master Library and Information Science Deputy Director TDTU1
Master Library and Information Science Head of Library Services TDTU2
At present, all four selected libraries are using Facebook. YouTube is being used by TDTU only. At first, library managers were asked reasons for choosing which platforms to adapt for their library. According to the interviews results, libraries started to use Facebook and YouTube because they accepted that libraries should have a social media presence. However, the chosen platforms were not based on any survey of user needs. Instead, libraries used these platforms because of two reasons. Firstly, they noticed that Facebook and YouTube are the most popular platforms in recent years. Secondly, both Facebook and YouTube are free and easy to create an account.
Then, four managers were also asked to state the purposes of using social media. The results are described in Table 2.
Table 2
Purposes of using social media
Purpose of using social media Frequency Percent (%)
Conducting reference services 4 100
Disseminating announcements, news, and events 4 100
Interacting with users 4 100
Promoting library resources and services 3 75
Training users use the library 2 50
Providing information literacy programs 1 25
Recommending interesting books 1 25
According to Table 2, all the four managers (100 %) affirmed that conducting online reference services, disseminating announcements, and interacting with users were the primary purposes of using social media. Results also revealed that 75 % of managers indicated social media was used to promote library resources and services. Besides, half of them (50 %) said that they used social media to train users to use the library. In comparison, 25 % of managers indicated that providing information literacy programs and recommending interesting books were their purposes.
After that, eight participants were asked several questions on maintaining and managing library accounts on social media. Also, follow-up questions were given to help participants expand their answers in the interviews.
Type of post: the chosen libraries prefer to share posts that contain announcements, specific collections, information resources, instructional sessions, and events, which may impact on perceptions of users about the usefulness of libraries. The photo was mainly used for posting. Encourage reading was the most frequent topic shared by TDTU on Facebook as well as YouTube. TDTU introduced numerous books by taking photos of highlighting important text in books or making videos within 2 minutes to review books to encourage students to read them.
Schedule post: there is no social media policy to guide social media usage in all chosen libraries. Except TDTU stated that they are trying to publish at least one message per week on Facebook, three other libraries do not have any publishing plan. Instead, the three libraries post messages on their Facebook pages if they have information to share.
Effectiveness in connecting between librarians and users: all four libraries provide digital reference services via library Facebook pages. Today, their users can interact with librarians by sending questions via instant messaging and then waiting for the answer. Although this service is available 24 hours a day and seven days a week, the librarian is only available Monday to Friday, 8 am to 5 pm, excluding public holidays. Specifically, USSH has embedded the feature to ask a librarian questions on their Facebook page to incorporate reference services through this medium. As a result, USSH1 reported that "fewer users approach the librarian at the information desk in the library. Instead, users sending a question via Facebook message increase".
Measuring library social media platforms: Facebook and YouTube allow their users to use detailed statistics to track usage and gain insight from followers or subscribers. The current study finds out that none of the chosen libraries use these statistics to measure their social media activities' effectiveness. However, TDTU2 noticed that user interactions were different by the media type of post. While photo or video post attracted user attention mostly, a text-only post showed a low level of attraction.
The employee was responsible for managing library accounts on social media: the director and one employee administered the chosen libraries' social media accounts. They were designated by the director to maintain library accounts (see Table 1). In particular, the directors are responsible for approval updated information, and only employees assigned are allowed to do the work of posting and responding to posts. As a result, all social media activities at the selected libraries are mainly conducted by two members. Thus, they have limited time to dedicate to manage and create social media content.
2. SWOT analysis
Both library managers and employees who manage library social media platforms were asked to state the variables that affect social media use. The results are shown in Table 3.
Table 3
Factors influencing social media use
Factors influencing Frequency Percent (%)
Personal knowledge and skills 8 100
Patron demand 6 75
Management support 5 62.5
Tools are easy to use 4 50
Flexible institutional policy 4 50
Staff willingness to change 2 25
Good equipment and infrastructure 1 12.5
Good Internet access 1 12.5
Participants in the interviews pointed out eight factors influencing the use of social media. Table 3 shows that personal knowledge and skills, patron demand, and management support were the three most important factors. However, a SWOT analysis will offer librarians a clearer understanding of their strengths and weaknesses. This analysis will also give librarians the ability to recognize the opportunities they can take advantage of, make them aware of the threats they might face, and then respond accordingly. The SWOT analysis is described below.
2.1. Strengths
Strengths (internal, positive forces) are capabilities or potentials that help libraries to perform well, including:
Firstly, libraries have a large number of collections to serve the university community. Furthermore, the interview participants indicated that infrastructures had been made available to librarians and university library users to facilitate information services through social media such as modern computers with good Internet access.
Secondly, new technologies are being adopted by libraries as QR code at TDTU. Short Messaging System alerts at UTE. Facebook is being used by all four libraries as well.
Thirdly, library employees are qualified since most librarians hold a Bachelor's or Master's degree in Library and Information Science. With the high academic qualifications, they can serve library users well.
2.2. Weaknesses
Weaknesses (internal, opposing forces) are characteristics that negatively impact libraries. These weaknesses include:
Lack of written policy: social media use in surveyed libraries lacks a supportive approach and management structure. However, the USSH director said that a social media policy is necessary to successfully use social media and provide guidelines related to privacy, online credibility, copyright, and coordinated activities towards social media. Thus, she is planning to introduce one in the future.
Inadequacy of time, staff training, human resources: although library managers are welcoming new applications that would be useful to enhance library services or increase library use, their concerns are the lack of human resources. Besides, four employees who manage library social media platforms
agreed that training is necessary, but just one took part in the training courses on using social networking sites. These employees further reported that they have not fully adapted social media to promote and provide library services due to the lack of social media knowledge and non-support in attending training courses or conferences. The interviewees found it difficult to grasp how social media tools function and how they can be integrated with library services. At the time of the survey, the chosen libraries do not have any plan for training employees.
Lack of diversity in using different platforms: from the findings, other social media applications such as sharing platforms, social bookmarking are not widely used to promote libraries. Three of sampled libraries (except TDTU) do not use YouTube. Meanwhile, YouTube can be used for video tutorials on checking out books or guiding users to access library resources and services. To explain, all employees who manage library social media platforms reported that active on social media is not the priority among their tasks due to lack of time. For instance, USSH2 mentioned that extra human resources and time are needed to maintain library presence on those tools, while US2 said that time was inadequate to explore these tools.
Engaging users in using social media: US2 said it is not easy to attract users to participate in library social media platforms. None of the libraries survey users to collect feedback about social media usage, so libraries were uncertain of how satisfied users were from library performance on social media or what content users would like to see from libraries.
2.3. Opportunities
Opportunities (external, positive forces) are trends that libraries can exploit for prosperity. They are as below.
The academic library is not just a library: the academic library is assigned to provide training about information literacy and using research tools as EndNote, RefWorks, Turnitin for library users, predominantly undergraduate students. The academic library also guides users on how to access different online databases subscribed by the library. These demonstrate that the library is not just a place to store books but also search for information. The library could be more than that. Besides training and educating users, the academic library, e.g., TDTU, is actively conducting various research in the Library field and provides research support service to expand library image as a partner in researching activity.
Various social media platforms and features: social media provides numerous free platforms that enrich communications or collaborations. Different social media platforms have additional capabilities and features. Social media's primary capabilities are status updates, friends, comments, private messages, discussion forums, or sharing capabilities. Social media also includes search and tag tools. Some platforms (e.g., Facebook) also offer video chatting. Furthermore, more and more functions, such as mobile use, games, are being modified, etc.
The increase in social media uses: according to the data published by Internet World Stats, up to December 31, 2019, Vietnam had the largest number of Internet users in the world in the top 20 countries, ranking number 14 with the number of people accessing the Internet reaching 68,541,344, accounting for 68.54 % of Vietnam's population [11]. The number of social media users in Vietnam is growing, according to other figures on the usage of social media. It is expected that there will be about 49.6 million users of social media in 2020, up from 48 million in 2019 [7]. Based on the literature, the previous studies revealed that library users have several reasons for using social media, including seeking information, social support, fellowship, leisure, etc. Among them, seeking information has become one of the significant purposes of using social media [1; 3]. Thus, it has been accepted as a medium for sharing information as social media is no longer for networking and socialization.
Furthermore, social media also encourages teamwork to a reasonable degree. It offers opportunities for social interaction and collaboration. Therefore, libraries can connect with other libraries, associations, or foundations via social media to enlarge the reach and build co-operations.
2.4. Threats
Although social media offers many opportunities for libraries, threats in adapting it cannot be denied. Threats (external, opposing forces) are menaces that risk the library, including:
Changing the need to use the library: the changing of user perception with the library's role is a threat. The rapid development of digital technology has reduced the part of the library. Nowadays, users prefer to search for information via the Internet and online databases by themselves [24]. King [16] stated that user engagement provides a key measure of social media strategy success. If users can become engaged
with libraries via social media, this can influence their perceptions and actions. Despite the unavailable detailed statistics on library social media usage, the numbers of reactions, comments, or sharing library posts were low based on our observation. It seems that most library users were merely consuming information.
Mastering the technology: maintaining relevant and attractive content takes time. Thus it will be at the expense of other tasks because libraries do not have additional capacities to invest in social media. Additionally, social media knowledge and skills are necessary as platforms are continually changing. US2 said that social media develops quickly and keeps on evolving. Thus the big challenge is catching up with it.
Weaknesses of social media: there are questions regarding social media privacy, protection, and data overload, which could limit its adoption. Users are overwhelmed with other people's data on their social networks and social media ads [1]. For instance, Facebook posts can be uploaded quickly and instantly. Thus users need to learn how to tackle data overloads. Also, Facebook involves distractions such as ads, games, tips, which are real-time thieves next to relevant information, etc. Facebook does not have a knowledge organization structure, such as by subjects, to vanish quickly with more new information. It is challenging to identify data in a way that can be easily seen [9].
Conclusions and suggestions
SWOT analysis is a popular method for any organization, including academic libraries, to develop plans for capitalizing on strengths, opportunities and addressing weaknesses and threats. The current study concludes that the managing of library social media platforms is received limited attention from the data collected. Although all academic libraries surveyed have a social media presence, lack of written policy, human resources, and social media skills are considered the significant challenges. Hence, we recommend library managers should:
(1) Create social media policy to define the purpose of engaging, provide guidelines for posts and interactions online;
(2) Consider current duties of the employee, who take charge of library accounts on social media, to decide what tasks to stop performing, so that employee may have more time to explore and learn how to use social media better. Besides, attending workshops, conferences, or training programs to update their skills and knowledge continually are also needed;
(3) Measure the effectiveness of using social media to know if the work they are doing with social media impacts the library and where improvements might be needed. Furthermore, libraries should conduct surveys to understand users' needs and expectations better and then diversify library presences on social media accordingly.
This current study can be helpful for libraries to take all advantages of social media. However, the latest research is limited to only four academic libraries. Therefore, future studies can cover other library forms with larger sample size and focus on improving the effectiveness of social media usage in library.
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Duong Thi Phuong Chi, PhD Student, Faculty of Philology, Perm State National Research University, Ulitsa Bukireva 15, Perm, Russia.
Lecturer, Faculty of Library and Information Science, University of Social Sciences and Humanities (Vietnam National University - Ho Chi Minh City), 10-12 Dinh Tien Hoang, District 1, Ho Chi Minh City, Vietnam.
duongthiphuongchi@gmail.com
Зыонг Тхи Фыонг Чи
Пермский государственный университет,
Пермь
СОЦИАЛЬНЫЕ МЕДИА В УНИВЕРСИТЕТСКИХ БИБЛИОТЕКАХ:
SWOT-АНАЛИЗ
Социальные медиа предлагают библиотекам новые способы общения, идентификации и удовлетворения информационных потребностей читателей. Хотя социальные медиа имеют ряд преимуществ, при их использовании могут возникать некоторые трудности. Целью данного исследования является проведение SWOT-анализа, который поможет университетским библиотекам определить свои сильные и слабые стороны, возможности и проблемы в области использования социальных медиа. Среди менеджеров и сотрудников четырех университетских библиотек в Хошимине (Вьетнам) был проведен опрос о текущем состоянии и факторах, влияющих на использование социальных медиа в библиотеках. Результаты показывают, что сотрудники опрошенных библиотек использовали Facebook и YouTube для продвижения ресурсов и услуг, а также для расширения охвата университетского сообщества. Однако существует несколько слабых сторон, связанных с использованием социальных медиа: отсутствие письменной политики, человеческих ресурсов и навыков работы в социальных медиа. Основываясь на этих выводах, исследование может быть полезным библиотекам при создании плана действий для обеспечения роста и преодоления трудностей.
Ключевые слова: SWOT-анализ, социальные медиа, университетские библиотеки, продвижение библиотек, Хошимин (Вьетнам).
Зыонг Тхи Фыонг Чи, аспирант филологического факультета Пермского государственого национального исследовательского университета, Пермь.
Преподаватель Университета Социальных и Гуманитарных Наук (Вьетнамский Национальный Университет - Хошимин), Вьетнам.
duongthiphuongchi@gmail. com
Знак: проблемное поле медиаобразования. 2021. № 1 (39)
БИБЛИОГРАФИЧЕСКОЕ ОПИСАНИЕ СТАТЬИ
Duong Thi Phuong Chi. Social media in academic libraries: a SWOT analysis // Знак: проблемное поле медиаобразования. 2021. № 1 (39). С. 59-67. DOI: 10.47475/2070-0695-2021-10106.
Duong Thi Phuong Chi. Social media in academic libraries: a SWOT analysis // Znak: problemnoe pole mediaobrazovanija. 2021. No 1 (39), pp. 59-67. DOI: 10.47475/2070-0695-2021-10106.
