The Journal of Academic Librarianship, Volume 37, Issue 6, December 2011, Pages 512-522
Phillips, N.K.
....... Results
The
analysis revealed that Facebook offers a dynamic environment for
academic libraries to cultivate relationships with students. Libraries
present information through status messages which suggest who they are
and what they do. In addition to being informational, libraries attempt
to engage and establish rapport with students through Facebook. The
university setting not only creates a context for messages, but also
offers a mutual set of experiences and values shared by libraries and
students..........
.....
Facebook messages illustrate a
range of resources and services academic libraries offer to meet student
needs and interests. Information resources, writing workshops, and a
variety of reference services are highlighted to address students'
academic needs. By advertising events such as resume coaching and
seminars, libraries also demonstrate their recognition that students may
be thinking about life after graduation. Furthermore, the wide variety
of library-sponsored events publicized on Facebook offer students
opportunities to “take a break from all the work,” to have fun, and to
explore interests in genealogy, the arts and current events. Messages
about these events serve to expand the “library=book” brand.
Even
messages about “the books” and other items in the collection reflect
attempts of libraries to engage students, and perhaps broaden their
image in the process. Whether it is B.B. King's birthday, Star Wars Day
or the anniversary of a historical event, “Today is…” provides a
convenient excuse to introduce a book, CD, film, website or electronic
database. Current events, such as the Chicago Blackhawks 2010 National
Hockey League Championships, and figures in popular culture are also
used to pique the curiosity of students. In addition to using
attention-grabbing headlines, libraries incorporate pictures and links
to audio, video, the library catalog, websites, databases, and events,
to engage students.
The posts
about library services often reflect an informal tone, for example “Get
‘um while they're fresh!” referring to new books.
