A study of social visibility and engagement of world-renowned libraries on Twitter

IF 1.1 Q3 INFORMATION SCIENCE & LIBRARY SCIENCE

Digital Library Perspectives Pub Date : 2024-01-25 DOI:10.1108/dlp-06-2023-0043

Zahid Ashraf Wani, Majid Ahmad

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引用次数: 0

Abstract

Purpose

The purpose of this study is to investigate how libraries use Twitter as a social media platform and examine the tweets they post, including multimedia content such as images and video clips. The study also aims to analyse the relationship between post types and user engagement and evaluate the effects of post features, such as multimedia content, on user engagement.

Design/methodology/approach

The methodology of the study involved three phases. In Phase 1, a review of related literature was conducted to develop a holistic approach for the study. In Phase 2, official Twitter handles of selected libraries were identified and verified for authenticity using various methods, including cross-checking with library websites. During Phase 3, data was collected from the Twitter handles. The data was then tabulated and interpreted to achieve the set objectives of the study.

Findings

The paper examined the tweets posted by select libraries on Twitter and their impact on user engagement. The study found that most tweets were related to library resources/collection and announcements, followed by events hosted by libraries. Emotionally inspiring posts and daily facts were also commonly posted. The findings also showed that including images in tweets resulted in higher levels of user engagement than video clips did. The study suggests that incorporating images fosters engagement and boosts retweets, while watching a video takes more effort and time.

Practical implications

The practical implications of the study can provide insights into the tweets that generate user engagement, which can help libraries tailor their social media strategies to attract and retain more followers. The paper can help libraries measure the success of their social media activities by evaluating user engagement metrics.

Originality/value

The originality/ value of the study lies in its examination of how libraries use Twitter as a social media platform, including the tweets they post and the impact of multimedia content on user engagement. While previous studies have examined the use of social media by libraries, this study focuses specifically on Twitter and provides a detailed analysis of the tweets that generate user engagement.

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推特上世界知名图书馆的社会能见度和参与度研究

目的本研究旨在调查图书馆如何使用 Twitter 这一社交媒体平台，并研究图书馆发布的推文，包括图片和视频剪辑等多媒体内容。本研究还旨在分析推文类型与用户参与度之间的关系，并评估多媒体内容等推文特征对用户参与度的影响。在第 1 阶段，对相关文献进行了综述，以制定整体研究方法。在第 2 阶段，确定了选定图书馆的官方 Twitter 手柄，并使用各种方法验证其真实性，包括与图书馆网站进行交叉核对。在第 3 阶段，从 Twitter 手柄收集数据。研究结果本文研究了部分图书馆在 Twitter 上发布的推文及其对用户参与的影响。研究发现，大多数推文与图书馆资源/馆藏和公告有关，其次是图书馆举办的活动。鼓舞人心的情感帖子和每日新闻也很常见。研究结果还显示，与视频剪辑相比，在推文中加入图片能提高用户参与度。实际意义这项研究的实际意义可以让我们深入了解能引起用户参与的推文，从而帮助图书馆调整其社交媒体策略，吸引并留住更多的粉丝。原创性/价值本研究的原创性/价值在于其对图书馆如何使用 Twitter 这一社交媒体平台的研究，包括图书馆发布的推文以及多媒体内容对用户参与度的影响。虽然以往的研究已经考察过图书馆对社交媒体的使用，但本研究特别关注 Twitter，并对引发用户参与的推文进行了详细分析。

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来源期刊

Digital Library Perspectives INFORMATION SCIENCE & LIBRARY SCIENCE-

CiteScore

3.90

自引率

11.80%

发文量

期刊介绍： Digital Library Perspectives (DLP) is a peer-reviewed journal concerned with digital content collections. It publishes research related to the curation and web-based delivery of digital objects collected for the advancement of scholarship, teaching and learning. And which advance the digital information environment as it relates to global knowledge, communication and world memory. The journal aims to keep readers informed about current trends, initiatives, and developments. Including those in digital libraries and digital repositories, along with their standards and technologies. The editor invites contributions on the following, as well as other related topics: Digitization, Data as information, Archives and manuscripts, Digital preservation and digital archiving, Digital cultural memory initiatives, Usability studies, K-12 and higher education uses of digital collections.