Forming the Identity of Librarians as Instructors using Digital Marketing Students perceptions of academic librarians as instructors Have less variety of duties than they actually have ID: 732303
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Slide1
Students’ Misconceptions of Academic Librarians: Forming the Identity of Librarians as Instructors using Digital MarketingSlide2
Students’ perceptions of academic librarians as instructors:
Have “less variety of duties than they actually have” (Hernon & Pastine, 1977, p. 135)
“Do not perceive librarians to be an integral part of the instructional process” (Walter, 2008, p. 59) Are “unaware of librarians” educational background” (Fagan, 2003, p. 139)
Unable “to consistently distinguish between librarians and
support staff
” (Walter, 2008, p. 60)“Unavailable or unrecognizable” (Hernon & Pastine, 1977, p. 136)Slide3
How do we change this perception?
By forming Identity through Digital Marketing.Slide4
Origins of Forming Instructor’s Identity: Websites
https://siankimsnet.weebly.com/blog/20022013-web-10-20-30Slide5
Example: Trinity College Library
“How the Information Service can help your organisation:
…will provide information needed by your organisation swiftly and efficiently, whether it is a quick-reference enquiry dealt with on the telephone or an in-depth search using TCD library's extensive resources and its on-line access to international databases.”
(TCD library, 2004)
Origins of Forming Instructor’s Identity: Websites Slide6
https://www.tcd.ie/library/support/Slide7
How has Forming the Library Instructor’s Identity Through Digital Marketing Come to be
Conceptualised
?
From
Resistance
Engagement
(Howze, 2003)
From
Client Management
Client Engagement
: Shift in sales & marketing
“The most effective techniques for marketing library services were…using website, Twitter and Facebook announcements, library newsletters and client training” (Yi, Lodge and McCausland, 2013)Slide8
Key Individuals, Organisations and Publications:
Websites and Blogs
Journals:
Library Management
Library Quarterly
Reference Services Review
Key Individuals:
Julia K.
Nims
(Eastern Michigan University)
Blogs:
Rudai
23
Mr.Library
DudeSlide9
Origins of Forming Instructor’s Identity: Social Media
”Smartphone apps account for two-thirds of all growth in digital media engagement in the past two years, and those users spend the most time using social networking apps”(Anderson, 2016).
”Instagram is the second most used mobile app among US adults in the age group of 18-34 years” (Anderson, 2016).
”Telling a story is a concept libraries and librarians are quite familiar with, and Instagram is an excellent storytelling tool.” (Anderson, 2016). Slide10
Origins of Forming Instructor’s Identity: Social Media
Social media is a great way to reach users, stakeholders and primary target audience about services provided by the library.
In 2013 Bond University discussed the use of
instagram
at the Australian Library and Information Association (Abbott, 2013). At that point, Instagram was only 3 years old. The library had success with “
Insta
-walks” in which students shared photos of the library for prizes.
It was observed that “library staff” is something that gets a lot less “likes” Slide11
Key individuals, organisations and publications: Social Media
The
Organisation
: Z. Smith Reynolds Library
Key Individual:
Sarah
Jeong
Where? North Carolina, USA
University: Wake Forest
The Mission: Increase Awareness of Science librarian
Why?: Brand New Engineering Major
INSTAGRAM: IMAGE HEAVEN Slide12
WHY IT WORKS:
Consistent coloursLibrary LogoPuns/Humour to engageIntroduces librarian, Sarah
JeongExample Queries Slide13
Key individuals, organisations and publications: Social Media
Key Organisation: MU Library
Benefits: hashtags and tweeting at other institutions allows the library to take part in larger discussions and create partnerships
Popular hashtags: #librarians #
librarylife
#
gaeilge
#
opendata
Programmes they provide: Lunchtime reference management clinics, library & information skills tutorials, and finals week resources
TWITTER: 140 CHARACTERSSlide14
Key individuals, organisations and publications: Social Media
The Organisation:
Glucksman
Library UL
Why use
SnapChat
?:
Content is ephemeral
Good for: behind the scenes look, time sensitive contests/giveaways, instruction and you can add links!
Extra fun: Make
geofilters
!
Best success stories: Librarians take over the “university snap chat” for a week or a for a special event and get followers that way
The “Our Campus Story” feature makes it easy for libraries to add to university life
SNAPCHAT: DISAPPEARING ACTSlide15
Observed changesAssists librarians in building a relationships with students:
Facebook builds “rapport with students through a communication medium that many students are comfortable with” (Phillips, 2011, p. 519).
More likely for students to approach librarians for help/instruction: “My desk is a little hard to find, but since we introduced Snapchat, patrons now make a beeline for my desk because they remember my face” (Alfonzo, 2016, p. 22).Slide16
Observed changes3.
Increases awareness of instructional events:“Messages contain announcements, and information about information resources, instructional sessions and other events, which are often presented in interesting, creative, and fun ways” (Phillips, 2011, p. 514).
4. Helps students understand the multiple roles of the librarian: “Snapchat can provide an inside look at what library staff and faculty are up to” (Alfonzo, 2016, p. 23).Slide17
Challenges and SolutionsSlide18
Added dimension to daily workCHALLENGE
Librarians who instruct need time to work on their “profile” AND daily work
SOLUTION Management supported this by allowing and appreciating time spent social media. Social networking/digital marketing is now seen as valid work. This can be seen in job postings: Slide19
Lack of confidence with platformsCHALLENGE
Not every library instructor feels comfortable digitally marketing themselves or is familiar with every platform.
SOLUTION Conferences created to teach librarians how to use social media effectively:
June 23, 2017 ALA hosts two-part workshop “
Using Snapchat to Reach Library Patrons” Slide20
Professionalism CHALLENGE
How to remain professional while being personal
SOLUTION Conference:2018, ALA provides an e-learning workshop “Creating a social media policy for your library"
. Slide21
How we think the future practice will evolve?Slide22
Websites: Strong PresenceIncreased emphasis on employees as a service as seen in the private sector:
Source: https://www.mcdowellpurcell.ie/Slide23
Library Example: UCD Library Home PageLibrarian as teacher is not currently represented
Source: http://www.ucd.ie/library/Slide24
Effective Method: “Meet Our Team” pages
Source: https://360i.com/about/Slide25
Source: https://www.studiompls.com/about/
KEY CONTENTS:
Photograph Bio: incl. area(s) of expertise Contact InformationSelling their expertise like a product. Slide26
UCD Library Website’s Staff InfoSource: http://www.ucd.ie/library/contact/structure/
Much of UCD library’s staff are listed without photos, contact details and info about their job (just their title). This does not convey a strong online presence.Slide27
Source: http://www.ucd.ie/library/contact/structure/
Some photographs and contact information present but there is no encouragement to contact staff or reasons why they should be contacted which would help to timid students.
These photo and contact details are a good start but they need:DevelopmentTo be a prominent feature of the website. Slide28
How we think the future practice will evolve re Social Media Marketing?
Developing identities through social media.
Conveying personality Further push for more interaction rather than static posts The above is being its already being done by some key individuals and institutions but this needs to be the benchmark (i.e. needs to be done by all library instructors)Slide29Slide30
Analysis of the Possible Impact on Information Literacy Instruction
Start
FinishSlide31
Impact and influence of this issue on the practice and theory of information literacy instruction:
Marketing the library as place downplays the librarian’s
superhero role. We need to market ourselves so people know all that they can get out of their library. Growing out of library as a place, we are now library as a community, just like the change from Web 1.0 to Web 2.0.Slide32
REFERENCES Abbott, W., Donaghey, J., Hare, J., & Hopkins, P. (2013). An instagram
is worth a thousand words: An industry panel and audience Q&A. Library Hi Tech News, 30(7), 1-6. 10.1108/LHTN-08-2013-0047Alfonzo, P. (2016). Snapchat in the library. American Libraries, 47
(11/12). Retrieved from https://tinyurl.com/y97q8c3mAnderson, K. E. (2016). Getting acquainted with social networks and apps: Instagram’s instant appeal. Library Hi Tech News, 33(3), 11.Brookbank, E. (2015). So much social media, so little time: Using student feedback to guide academic library social media strategy. Journal of Electronic Resources Librarianship, 27(4), 232-247. 10.1080/1941126X.2015.1092344Fagan, J. (2003). Students' perceptions of academic librarians.
The Reference Librarian, 37
(78), 131-148.
Howze, Philip C (2003). From resistance to engagement: a contact-contract action model for library instruction. Reference Services Review, 31 (4), 329-341.Slide33
REFERENCES Hernon, P., & Pastine
, M. (1977). Student Perceptions of Academic Librarians. College & Research Libraries, 38(2), 129-139. doi:10.5860/crl_38_02_129Phillips, N. K. (2011). Academic Library Use of Facebook: Building Relationships with Students.
Journal of Academic Librarianship, 37(6), 512. doi:10.1016/j.acalib.2011.07.008Ponomarenko, P. (2017). 30 best meet our team pages examples and trends. Retrieved from https://amasty.com/blog/30-best-meet-the-team-pages- examples-and-trends/Walter, S. (2008). Librarians as Teachers: A Qualitative Inquiry into Professional Identity. College & Research Libraries, 69(1), 51-71. doi:10.5860/crl.69.1.51
Schmidt, J. (2006), "Marketing library and information services in Australian academic libraries", in Dinesh, K., Gupta, D.K., Koontz, C.,
Massisimo
, A. and Savard, R. (Eds), Marketing Library and Information Services: International Perspectives, K.G. Saur Verlag GmbH, Munchen, pp. 120-130.Sian’s Net. Web 1.0 2.0 3.0. Retrieved from https://siankimsnet.weebly.com/blog/20022013-web-10-20-30
Yi,
Zhixian
; Lodge, Damian; McCausland, Sigrid (2013). Australian Academic librarians’ perceptions of marketing services and resources.
Library Management, 34 (8-9)
. 585-602.
http://dx.doi.org.ucd.idm.oclc.org/10.1108/LM- 01-2013-0002