RSS Feeds in Libraries

"For those not yet convinced or still puzzled about Real Simple Syndication, consider that RSS removes the burden of having to do regular, static Web searching to keep current in your fields of interest. RSS allows for steady, dynamic Web content streaming into one location for your perusal, freeing up time to do other things."

-- Randy Reichardt

For an online internship, my supervisor asked me to subscribe to numerous green technology-themed blogs and websites via Google Reader and write blog posts based on subjects or themes that I found interesting. It's only until recently that I realized how easy Google Reader made following so many varied blogs and how fast it was to catch up on the latest news in a subject that I knew little about. The only downside was that a few of the feeds consisted of 100+ posts a day, which really was not conducive to browsing. But the ease of subscribing to the particular feeds and browsing daily through the newest posts through a relatively simple format was what stood out the most to me.

Similarly, libraries should be able to incorporate RSS feeds into both their outreach to patrons as well as their staff's own knowledge base. RSS feeds can be used by patrons to subscribe to content that interests them, whether it is about the newest items added into the library's collection, upcoming programs and events, or book-lists of recommended reading on a specific subject. Libraries that provide RSS feeds to their patrons acknowledge the growing important of Real Simple Syndication and the ease of browsing that it provides for patrons. While it would be nice if patrons visited the website every day in order to see what new events have been posted, it would not be practical for the patrons themselves. Allowing a feed for upcoming events could increase patron attendance by making it easier for them to keep up to date with what is happening at the library and allowing them to make time for it in their schedules.

RSS feeds for catalog searches and for patron library accounts are two other ways that libraries could incorporate this technology into their service. For example, the Seattle Public Library provides a RSS feed for a catalog search which will subsequently provide new materials matching the search criteria into their aggregator (Farkas, 2007). I could see many uses for this sort of feed, as many patrons have a specific subject that they are interested in and rather than visit the library and check the shelves, they could be notified when something new comes in that will be of interest to them and put a hold on it. This would also be faster than subscribing to the New Materials feed and browsing through it in its entirety. Lastly, while the library I currently work at already provides email reminders for library account updates, such as fines, arrived holds, and overdue items, RSS feeds that do this service would be helpful and save staff time.

------

Farkas, M. G. (2007). Social software in libraries: Building collaboration, communication, and community online. New Jersey: Information Today, Inc.

Reichardt, R. Success story: RSS moves into the mainstream at the University of Alberta libraries. Library Connect, 3.2. Retrieved from http://www.elsevier.com/wps/find/librariansinfo.librarians/lc030208.

Twitter in Libraries

"The stream is winding its way throughout the Web and organizing it by nowness.... So jump into the stream and let it carry you away. Or you can stand timidly on the banks until everyone else around you has already taken the plunge."

-- Schonfeld, 2009

The use of Twitter within a library or other information organization actually makes much more sense to me than the use of Twitter by an individual in order to contact friends. If said individual is a celebrity or needs to contact a large mass of people at the same time, then Twitter does work to the best effect. But I still am of the mind that Twittering about shopping in an American Eagle store has nothing to do with other people, unless they are supposed to meet me at said store.

A library, however, should be able to fully integrate the use of Twitter as a social media outreach tool to not only inform current library patrons of the newest information, events, and services, but reach out to under served or non-library-patrons. As stated in David Allen Kelly's article, Twitter can be used for normal event announcement, quite like a library's Facebook page. Also like Facebook and other social networking tools, Twitter allows libraries to promote materials or simply point to information that patrons may find pertinent. Unlike other tools, however, Twitter would allow libraries to search through and keep track of (via RSS feeds) the number of times "library" is brought up by other Twitter users, or other keywords that pertain to programs or services. Then the Twitter-librarian could respond to the user with a plug to that specific library service.

One of Kelly's examples was for a yoga program at the library whose user base was expanded through a local user search for the word "yoga" and an "@user:" response. I could see many uses of this sort of Twitter outreach for my library, to not only get the word out on an event through broadcast but to also search out for potential participants much like walking through the library and verbally advertising.

Lastly, while I had not heard of this aspect of Twitter previously, TwitPix allows for a visual continuation of the real-time stream of this social media tool. Being able to upload photographs from a smartphone directly onto the library's Twitter account of an event would one, make it easier for the librarian to keep up-to-date with photo-documentation and two, possibly attract nearby patrons to the event.

All in all, while I still am not a fan of "mundane Tweets," I do believe there is an untapped resource in Twitter for libraries.

Kelly, D. A. (2009, July 29). How your library may not be using Twitter but should. Retrieved from: http://kellyd.com/2009/07/29/how-your-library-may-not-be-using-twitter-but-should/.

Schonfeld, E. (2009, May 17). Jump into the stream. Retrieved from: http://techcrunch.com/2009/05/17/jump-into-the-stream/.

Exercise 2: Library Blogs Review

For this exercise, we had to subscribe to and read five library related blogs. The blogs were: In the Library with the Lead Pipe, Librarian's Commute, The Distant Librarian, Librarian by Day, and David Lee King. All five blogs were highly varied not only in the type of posts but also in the focus of the blog. In the Library with the Lead Pipe, for example, was a group-written blog which focused on overall themes that affect libraries. Their posts were personal in nature (using the first-person) and yet each post is of essay-length and peer reviewed, rather than a brief summary of an issue. For those who enjoy an in-depth view into issues such as the future of libraries in our uncertain times, this blog would be ideal. However, the length of each post could be daunting to some. The Librarian's Commute, on the other hand, had a much more personal nature due to it being written by a single individual. Nellums also writes about the changes in libraries, technology, and patron needs, but in a concise manner that is more her thoughts on the subject than academic in nature. The Distant Librarian, also a personal blog, follows suit with The Librarian's Commute. On the other hand, Pival focuses on technology such as RSS feeds, ebooks, apps, and screen-casting. His posts are brief and review or highlight technologies (or books about such technologies) that have relevance to library settings. Librarian By Day is another personal blog that favors short lists and internet memes that share information. Lastly, David Lee King also focuses on technology in libraries but also applies aspects of marketing to libraries and how they need to reach out to their patrons.

In the Library with the Lead Pipe, while amusing by title, was the driest of the lot with its long posts which did go into the most depth into topics that are indeed important to all libraries. On the other end of the spectrum, all the other blogs were more casual in length and prose as well as more personable. My own preference leans towards this end of the spectrum as I enjoy brevity and conciseness, especially if I am following multiple blogs in order to keep abreast of library news. It is also easier to decipher the gist of these blog posts in comparison to that of In the Library with the Lead Pipe.

In addition to these popular blogs, I subscribed to: Librarian.net, Ann Arbor District Library - AXIS, and Tame the Web. Librarian.net is Jessamyn West's blog that contains her thoughts on libraries and their importance. Her posts encompass a wide variety of subjects, from her personal activities to the use of social media tools by libraries during emergencies or the digital divide and highlighting particular individuals or events. Ann Arbor District Library's AXIS blog is a collaborative work from multiple library branches that focuses on and targets teens. The posts are brief in length and contain a multitude of hyperlinks as well as graphics regarding school, comics, books, reviews, and visiting authors and artists. Lastly, Michael Stephens' Tame the Web focuses on the relationship between libraries, patrons, and technology, writing of gaming in libraries, smart phones and videos as well as academia and job openings. Stephens' has the greatest diversity in post length as well as topic.

I believe that the main characteristics that make a library blog successful are consistent updates and knowing the target audience. Knowing the target audience includes aspects of post length, blog layout, jargon use, graphics, use of hyperlinks, and variety of topics. If the bloggers understand what their target audience want, then they are more likely to reach out to them successfully and provide the information that will be helpful to them. However, it is important to note that the amount of feedback received through comments and "likes" would vary along with the target audience, as teens may be more willing to comment on a blog than, say, seniors.

Blogging Libraries

"What are some of the things libraries should consider before starting a blog?"

As previously discussed, libraries need to enter the world of online social networking, whether it involves creating a Facebook page, a Twitter account, or a (number of) blogs. Not only does creating an online brand for a library entice new patrons through marketing techniques that highlight what the branch has to offer, an online presence will improve the human quality of the library website.

However, there are many things that need to be considered before your library whips out a blog. Farkas (2007) summarizes this succinctly: "What is the focus of your blog? What are your software needs?...What amount of interactivity do you want? How will you get people to read it?" (p. 19).

With Farkas' first point comes the question of how many blogs will the library make. Will there be an over-arching "Insert-library-name-here Blog" and, if so, will one person write it or will it be a collaborative effort? Or will there be multiple blogs targeting children, young adults, and seniors? Blogs can also target subjects rather than specific age groups, such as music and movie blogs or book review blogs. Of course, the number of staff members who are willing to participate in the blog project will also impact the focus and amount of library blogs. This will also effect how often the blog will be updated.

Software is not as much of an issue nowadays with the multitude of public blogging websites such as Blogger and Wordpress. Libraries will most likely not have the time to construct a library blog website. Hosting, however, is an issue. Rather than relying on outside organizations to host the library blog, it may be safer to keep it part of the main library website. For example, the San Mateo County Library website hosts its staff members' blog posts. This allows patrons to browse the catalog and almost seamlessly read staff posts.

Interactivity is an important aspect of planning a library blog. As shown on other social media tools, interactivity and creating conversation is one of the aspects of a successful tool. Blogs are not exempt and enabling patrons to comment not only allows for libraries to receive feedback but also provides a method of keeping of track of the blog readers. It also allows patrons to hold conversations with librarians and other patrons. However, libraries need to discuss whether comments will be filtered or if they will be posted instantly. Instant gratification (and instant posting) rather than the chance to have their comments filtered (and possible refused) seems like the more likely choice but then allows for the possibility of profanities or spam being shown to all viewers.

Lastly, after staff have decided on the focus, authors, platform, and interactivity of their soon-to-be blog, they must discuss how it will be marketed to their patrons. The library can send an email to patrons, print handouts for the circulation desk, make bookmarks to put into holds, and, of course, highlight it on the library web page (Farkas, 2007, 25-26).

Farkas, M. G. (2007). Social software in libraries: Building collaboration, communication, and community online. United States of America: Information Today, Inc.

Online Branding in Libraries

Most libraries do not delve as deeply into social media and networking tools as they could, thus preventing the composition of a strong and consistent online brand. This, of course, is not true for every single library, on the whole there is most likely more effective manners in building an online brand. Simply creating a Facebook page or Twitter account will not ensure use or followers.

Librarians and library staff need to reach out to their online patrons in the same manner that they perform outreach for the under served, in that if there is a Facebook page and Twitter account created, they need to get the word out. An announcement on the main library homepage that patrons can now follow events on Twitter or Facebook or to visit the library blog for story time events or author visits allows patrons to try out these social media tools.

Creating content and creating conversation are two steps that library staff need to do in order to manage the library brand. Having a diverse range of staff voices included in the online brand through blogs will show the diversity of the library itself and that it is able to serve varied populations. The blogs could target both children, young adults, adults, and seniors, or through subjects such as music, movies, book reviews, social events, etc. The use of photo documentation through websites such as Flickr and Twitpix augment the written descriptions and allow patrons to put faces and images to locations and events. Ensuring that staff blogs and photo albums have enough coverage and are easily visible on the main website is highly important.

As Balwani (2009) wrote in his article, social media tools are great for creating dialogue between a company and its consumers as well as being able to manage consumer feedback. My Starbucks Idea allowed users to submit suggestions which were then voted upon by other users. The cream of the crop were reviewed and the "Ideas in Action" blog follows up on whether or not the suggestions were implemented. This is a modern version, for libraries, of the oft ridiculed Suggestion Box. Unlike a Suggestion Box, which is seen as dropping a suggestion into a black hole with no hope of feedback or even a reply, a social media interactive website such as My Starbucks Idea allows for users to read the responses other patrons post as well as vote via a thumbs-up and thumbs-down button. It also shows the current vote count. While not all libraries would be able to manage an entire website, there are also websites that provide polls that could be created and shared through Facebook and Twitter for specific events or asking general questions such as user-happiness with the level of service that their library provides.

Balwani, S. (2009, February 6). Presenting: 10 of the smartest big brands in social media. Retrieved from http://mashable.com/2009/02/06/social-media-smartest-brands/.

Exercise 1: Social Media Branding By American Eagle Outfitters

American Eagle Outfitters is a clothing company that has delved into the world of social media tools wholeheartedly. The company's Twitter account has a following of 81,981 people and their Facebook page is Liked by 5,358,977 individuals. AE Twitter consisted mainly of announcements regarding their Labor Day sales but also had many responses to Twitter-posed questions, such as:

american_eagle @xxxxx Can you DM me your email address and order number, I'll have someone contact you.

Many of the other Twitter responses were more lighthearted and conversational in tone, such as complimenting the owner's newest pair of jeans or that they love the new look as shown via a TwitPic link. The Tweets targeted at American Eagle Outfitters also ranged from discussing newly bought clothing, suggesting ideas like an AE mobile phone application, or complaining of an interaction that they had with an employee or store. This sort of interaction builds a relationship between American Eagle and those who use their products, especially as consumers receive replies from AE on a constant basis.

A Twitter search for American Eagle Outfitters mainly resulted in users stating the address of the branch that they were currently visiting. Otherwise, like the company's Facebook page and Twitter, the Tweets revolved around sales and deals as well as new purchases. Unlike online discussion forums dedicated to American Eagle Outfitters, Twitter allows users to Tweet about a number of topics in a single venue.

Similarly, American Eagle's Facebook page lists announcements of sales which are commented on by their followers. While there is the ability to comment, followers cannot write on the company's Facebook wall in a manner that is highlighted to the extend of the company's posts. Instead, they can only comment on American Eagle posts which are minimized unless expanded by the user (See "View all __ comments"). Unlike Twitter, this Facebook page does not create a dialogue between company and consumers but it does do its job in providing an outlet for people to discuss, via commenting, American Eagle events and products.

Lastly, I visited the American Eagle Outfitter website and blog.The blog Made to Last focuses on music that is played in the branches as well as musicians that American Eagle "likes." What surprised me was the complete lack of comments on the blog posts which is the complete opposite to the number of Facebook comments. That there were no comments for the first four or five pages of blog posts shows that there are either not many followers or that the readers deign to comment, which is highly unlikely.