an analysis of the use of facebook in academic libraries in thailand (part 1)
DESCRIPTION
The research focuses on library posts, such as contents, presentation styles and Facebook features uses, and respones from library users, such as the library’s Facebook membership number and their reactions as well as the libraries’ policies and strategies of Facebook. The research methodologies were based on quantitative research approaches. The libraries’ uses of Facebook and their memberships’ respones data were gathered from 80 library Facebook sites. The findings will be very beneficial for the libraries’ to plan and operate their Facebook to meet library user’s needs and information technology dynamic changes.TRANSCRIPT
AN ANALYSIS OF THE USE OF
FACEBOOK IN ACADEMIC LIBRARIES IN THAILAND
Wongsakorn Chairatanathavorn
Wawta Techataweewan, Ph.D.
Somchai Warunyanukrai
22 October 2013
IJAS Conference 2013, Rome, ItalyScholarships Awarded by SWU graduated school
Background
Background
User age distribution
The largest age group is
currently 18-24 (Thailand Facebook Statistics, 2013:
Online)
“…implied that student in
university education are the
most potential user.”
BackgroundThe Association of College and Research
Libraries (ACRL) Research Planning and
Review Committee (2010) stated that
“….social networking sites such as
Facebook are one of the most
important technological changes that
are affecting academic libraries at the present and in the near future…”
“…Facebook is becoming a trend
amongst library users that libraries
just cannot ignore…”
(Breeding. 2007: Online).
Although various studies have focused on
social networking and its impact on different
aspects; very few have focused on
Facebook use in libraries.
Background
The present study is an effort to fill this
gap in the library and information science
literature and aimed to gain deeper
understanding of the use of Facebook
in academic libraries in Thailand.
Methodology# Objectives
To examine the use of Facebook in academic libraries;
contents, presentation types, and advanced use of Facebook.
To examine the reaction of academic libraries
Facebook’s member; number of fans and respond to library
Facebook.
The libraries’ uses of Facebook and their memberships’
responds data were gathered to address the following objectives:
# Instrument
Methodology
The researchers finalized 3 parts that were used to understand
the use of Facebook among academic libraries
(1) identify presence of library information in Facebook.
(2) analyses the use of Facebook in three aspects:
contents, presentation types, and advanced use of Facebook.
(3) examines the respond to library Facebook of library
Facebook user.
The checklists were adapted from a similar
instrument that examined the use of Facebook
among academic libraries: Hendrix; et al.(2009) and Ayu; & Abrizah. (2011).
A set of data collection form
was designed for gathering from academic libraries Facebook sites.
Methodology
# Population defines and procedures
The existence of the library Facebook sites was explored
from their library homepage. Each of libraries homepages were
screened for the Facebook icon.
The library Facebook sites were examined in one day in May
2013. Then, the library Facebook was examined for three
months (June to August 2013).
A total main 80 academic libraries, that have their own
Facebook, was population for this study. This study does NOT
take into consideration branch libraries that have their own
Facebook.
1 Assumption University (AU)
2 Bangkok University (BU) 1 Chiang Mai University (CMU) 1 Buriram Rajabhat University (BRU)
3 Bansomdejchaopraya Rajabhat University (BSRU) 2 Chiang Rai Rajabhat University (CRRU) 2 Chaiyaphum Rajabhat University (CPRU)
4 Chandrakasem Rajabhat University (CRU) 3 Chiangmai Rajabhat University (CMRU) 3 Kalasin Rajabhat University (KSU)
5 Chulalongkorn University (CU) 4 Far Eastern University (FEU) 4 Khon Kaen University (KKU)
6 Dhurakij Pundit University (DPU) 5 Mae Fah Luang University (MFU) 5 Loei Rajabhat University (LRU)
7 Eastern Asia University (EAU) 6 Maejo University (MJU) 6 Mahasarakham University (MSU)
8 Huachiew Chalermprakiet University (HCU) 7 North - Chiang Mai University (NCU) 7 Nakhon Phanom University (NPU)
9 Kasem Bundit University (KBU) 8 Payap University (PAYAP) 8 Nakhon Ratchasima Rajabhat University (NRRU)
10 Kasetsart University (KU) 9 Rajamangala University of Technology Lanna (RMUTL) 9 Rajabhat Mahasarakham University (RMU)
11 King Mongkut’s U. of Technology Lat Krabang (KMITL) 10 University of Phayao (UP) 10 Rajamangala University of Technology Isan (RMUTI)
12 King Mongkut’s U. of Technology North Bangkok (KMUNB) 11 Uttaradit Rajabhat University (URU) 11 Suranaree University of Technology (SUT)
13 King Mongkut’s U. of Technology Thonburi (KMUTT) 12 Surindra Rajabhat University (SRRU)
14 Mahanakorn University of Technology (MUT) 13 Ubon Rachatani Rajabhat University (UBRU)
15 Mahidol University (MU) 14 Ubon Ratchathani University (UBU)
16 Nakhon Pathom Rajabhat University (NPRU) 15 Udon Thani Rajabhat University (UDRU)
17 Nation University (NTU) 16 Vongchavalitkul University (VU)
18 National Institute of Development Administration (NIDA)
19 Rajamangala University of Technology Krungthep (RMUTK) 1 Burapha university library (BUU)
20 Rajamangala University of Technology Thanyaburi (RMUTT) 1 Hatyai University (HU) 2 Rajanagarindra Rajabhat University (RRU)
21 Ramkhamhaeng University (RU) 2 Nakhon Si Thammarat Rajabhat University (NSTRU) 3 Rambhai Barni Rajabhat University (RBRU)
22 Rangsit University (RSU) 3 Phuket Rajabhat University (PKRU) 4 Rajamangala University of Technology Tawan-Ok (RMUTTO)
23 Rattana Bundit University (RBAC) 4 Prince of Songkla University (PSU)
24 Silpakorn University (SU) 5 Rajamangala University of technology Srivijaya (RMUTSV) 1 Chaopraya University (CPU)
25 Southeast Asia University (SAU) 6 Songkhla Rajabhat University (SKRU) 2 Kamphaeng Phet Rajabhat University (KPRU)
26 Srinakharinwirot University (SWU) 7 Suratthani Rajabhat University (SRU) 3 Nakhon Sawan Rajabhat University (NSRU)
27 Sripatum University (SPU) 8 Thaksin University (TSU) 4 Naresuan University (NU)
28 Suan Sunandha Rajabhat University (SSRU) 9 Walailak University (WU) 5 Phranakhon Si Ayutthaya Rajabhat University (ARU)
29 Sukhothai Thammathirat Open University (STOU) 10 Yala Rajabhat University (YRU) 6 Pibulsongkram Rajabhat University (PSRU)
30 Thammasat University Libraries (TU) 7 Thepsatri Rajabhat University (TRU)
31 University of the Thai Chamber of Commerce (UTCC) 1 Phetchaburi Rajabhat University (PBRU)
The Northeast (16)
The West (1)
The South (10)
Central Region (7)
Academic Libraries in Bangkok Metropolitan (31)
The North (11)
Academic Libraries in Region (49)
The East (4)
Figure 1 The total 80 academic libraries in Thailandthat have their own Facebook.
Methodology
Methodology
Step 1: Identification of presence of library facebook information.
Step 2: Examination of Facebook use and users respond.
Step 3: Examination of the Facebook use in advanced level.
# Collection of data comprised the following steps:
Table 1 Categories of Facebook use and users respond.
Facebook use Users respond
Contents Type Presentation styles Type Reaction Type
Library news and events 1 Text 1 Like 1
Library resources & databases 2 Text and photos 2 Share 2
Library Services & Facilitators 3 Text and videos 3 Comment 3
Information literacy 4 Text and link 4
Link to other resources 5 Others 5
Miscellaneous 6
Finding
Figure 2 Location of academic libraries
who have been using facebook (n=80)
“…Academic libraries in
region (49 libraries) also had an
abundantly higher joining
facebook than the Bangkok
Metropolitan (31 libraries)…”
“…Facebook Page (62.75%)
and Facebook Personal
accounts (36.25%) were found to
be the two most commonly types of
facebook account used by academic
libraries…”Figure 3 Types of facebook account used
by academic libraries (n=80)
Table 2 Academic Libraries with Facebook
Year No. of libraries
TotalBangkok Region
2009 3 3 6
2010 14 18 32
2011 8 12 20
2012 6 10 16
2013 0 6 6
80
Finding
“...Most libraries both Bangkok
metropolitan area (14 libraries) and
Region (18 libraries) began using
their Facebook in 2010…”
0 10 20 30
0.4 - 1 year> 1 - 2 years> 2 - 3 years> 3 - 4 years
0.4 - 1 year
> 1 - 2 years
> 2 - 3 years
> 3 - 4 years
No. of Libraries
10 22 25 23
“…The majority of libraries
(25 libraries) have been used
Facebook from 2 to 3 years…”
Figure 4 length of time of Facebook membership
Table 3 Range no. of Facebook followers
Range no. No. of libraries
More than 4,001 5
Between 3,001 - 4,000 8
Between 2,001 - 3,000 10
Between 1,001 - 2,000 14
Between 501 - 1,000 13
Below 500 30
Finding
More than 4,001
Between 3,001 - 4,000
Between 2,001 - 3,000
Between 1,001 - 2,000
Between 501 - 1,000
Below 500
“…Numbers of “Likes” or
“Friends” on Facebook as on
Aug.2013 are different for each library
from a min.of 44 people to a
max.of 4,846 people…”
“…Most libraries (30
libraries) have their followers
below 500 people but
only 5 libraries have more
than 4,001 people…”
Figure 5 Proportion of Facebook followers
FindingTable 4 Libraries Facebook use
Facebook use Bangkok
MetropolitanRegion Total
Contents
1 Library news and events 897 529 1,426
2 Library resources & databases 179 233 412
3 Library services & facilitators 271 116 387
4 Information literacy 6 6 12
5 Link to other resources 58 71 129
6 Miscellaneous 377 433 810
Presentation styles
1 Text 171 126 297
2 Text and photos 1,228 856 2,084
3 Text and videos 8 13 21
4 Text and link 312 397 709
5 Others 74 15 89
Finding
Like Share Comment
Users respond 22,279 1,460 1,496
0
5,000
10,000
15,000
20,000
25,000
“…The numbers of “Like” is the
most ways (22,279 times) that users
respond to all 3,059 library posts…”
“…The numbers of
“Like” “Share” and
“Comment”
reflected with numbers
of status updatedwithin library Facebook …”
Figure 6 Users respond
Finding
“…Only 7 libraries updated their
status daily while the other 73 libraries did
not. In contrast, 58 libraries did update
their status weekly…”
“… The number of posting by library
administrator in 73 libraries was fewer
than 90 entries within 3 months …”
“… Libraries that updated their status
daily were having high numbers of “Like”,
“Share” and “Comment” …”
Finding Table 6 Advanced use of Facebook library
No. Advanced Use No. of Library
Facebook tabs
1 Events 41
2 Notes 32
3 Videos 8
Custom tabs
1 OPAC search 8
2 Databases search 1
3 Link to social networking (5)
Youtube 2
Twitter 2
Pinterest 1
4 RSS feed 1
5 Library information (10)
Library services 4
Library contact 2
Library rules 2
Library hours 1
Location map 1
6 Others (9)
Welcome 5
Poll 4
“… The most popular
Facebook tab is “Events”,
41 academic libraries use these
features for promoting library
activities and events. …”
“… Library information tab
is the most custom tab that
10 libraries use to give their general
info…”
“… Only 1 academic library use
databases search and Rss
feed tab on Facebook…”
Discussion
Uses of Facebook among Thailand academic libs. are relatively acquainted.
Most academic libraries use Facebook site to market their library.
This study has not found that Thailand academic libraries use Facebook site
for library administration so it indicates that they DO NOT offer their
Facebook as a library administration tools.
Libraries that posted content daily are having more Facebook followers
Majorities started to develop their Facebook for 2–3 years and are in the
process of learning to use it as effectively as possible.
Users are more likely to engage with libraries that post a little text & photos
The interesting custom tabs from this study are welcome tab (for introducing
new members about their library) and poll tab (for getting feedback from users).
Research Plan
This study (part one) presents the use of Facebook in academic
libraries in Thailand. It also aims to lay the background for
part two- qualitative research approaches that will take place in
November to December 2013 of the 2013 academic year.
Faceboook policies of library & strategies
were gathered from interviews of the
admin. of the top 10 most popular library
Facebook.
The findings will be very beneficial for the
libraries’ to plan and operate their
Facebook to meet library user’s needs and information
technology dynamic changes.
Conclusion “…It is important for academic libraries to realize the current trends
in their user like Facebook that be helpful in promoting library news
and events and interacting with students…”
A little text and pictures is more effective presentation styles.
Libraries that updated their status daily are receiving more users
respond.
“Events” Facebook tab is the most popular features for
promoting library activities & events.
As a gratuitous and simply to maintain, libraries should take advantage of
Facebook to reach and increase their users. Web technology has
move quickly; libraries should be prepared to catch up with these dynamic changes.
Limitations
While the findings of this study offer a view on the use of Facebook in
academic libraries in Thailand,
It is acknowledged that limited generalizations can be
made due to the only two Facebook types (Page and
Profile) and it was also focusing only on central
academic libraries and it would be interesting to explore
with Facebook use might have occurred in libraries of a non-academic types.