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Library marketing via social media: The relationships between Facebook content and user engagement in public libraries

Soohyung Joo (Department of Information Science, University of Kentucky, Lexington, Kentucky, USA)
Namjoo Choi (Department of Library and Information Science, University of Kentucky, Lexington, Kentucky, USA)
Tae Hyun Baek (Department of Integrated Strategic Communication, University of Kentucky, Lexington, Kentucky, USA)

Online Information Review

ISSN: 1468-4527

Article publication date: 17 August 2018

Issue publication date: 13 September 2018

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Abstract

Purpose

The purpose of this paper is twofold: to explore what kinds of social media content public libraries create to communicate with users online, and to examine the relationships between social media content types and corresponding levels of user engagement.

Design/methodology/approach

The sample comprises 4,637 Facebook posts collected from 151 public libraries across the USA. The authors identified ten types of Facebook posts based on the open coding, and calculated the degrees of user engagement for each type of Facebook post, represented by the numbers of likes, shares and comments. Also, The authors examined the effects of the inclusions of images or video clips on user engagement.

Findings

The authors observed that the most frequent type of post was related to announcing upcoming events held in libraries. This study also found that posts about community news or emotionally inspiring messages elicited much engagement from users. Posts having an image or images tend to receive more user engagement.

Practical implications

Based on the findings of this study, the authors discussed practical strategies for public libraries to effectively use social media to better facilitate user engagement.

Originality/value

This study is one of a few attempts that examine the relationships between the types of social media content and the degrees of user engagement in public library environments. Also, the authors have proposed a coding scheme useful to analyze social media content in the context of public libraries.

Keywords

Acknowledgements

This study was funded by Speed Dating For Researchers-V (SDR-V) Collaborative Grant, College of Communication and Information, University of Kentucky.

Citation

Joo, S., Choi, N. and Baek, T.H. (2018), "Library marketing via social media: The relationships between Facebook content and user engagement in public libraries", Online Information Review, Vol. 42 No. 6, pp. 940-955. https://doi.org/10.1108/OIR-10-2017-0288

Publisher

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Emerald Publishing Limited

Copyright © 2018, Emerald Publishing Limited

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