Academic Library Use of Facebook: Building Relationships with Students

Academic Library Use of Facebook: Building Relationships with Students • Article
The Journal of Academic Librarianship, Volume 37, Issue 6, December 2011, Pages 512-522
Phillips, N.K.

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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..........

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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.