Measuring Libraries’ Use of YouTube as a Promotional Tool: An Exploratory Study and Proposed Best Practices

Colburn, Selene; Haines, Laura

doi:10.1080/19322909.2012.641789

Cited by 28 publications

(14 citation statements)

References 17 publications

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“…Many have identified social media channels as a modern way to engage students in learning about information literacy (Bobish, 2011;Mawhinney, 2010;Morrow, 2010), and/or see social media as an driver for the re-conception of information literacy as an element of digital literacy (Walstrum, Garcia, & Morisson, 2011). A range of case studies of library use of various social media tools can be found -YouTube (Colburn & Haines, 2012;Collins & Quan-Haase, 2012); Pintrest (Thornton, 2012); and Flickr (Collins & Quan-Haase, 2012). However, the use of Twitter and Facebook seem to be the most commonly observed social media applications for libraries.…”

Section: Introductionmentioning

confidence: 99%

“…Research on the use of social media by higher education institutions in general is still limited, and evaluation of the impact of social media activities is not straightforward (Culnan et al, 2010), as few benchmarks exist and relationships between activity and outcomes are indirect (Busch, 2011). A range of research methodologies are reported in the literature investigating library use of social media, including: literature reviews (Dickson & Holley, 2010;Joint, 2010;Mallon, 2012), descriptive case studies (Aziz et al, 2010;Mawhinney, 2010;Morrow, 2010;Rees & Hopkins, 2009;Saylor et al, 2011;Walstrum et al, 2011), stakeholder interviews (Corrall & Roberts, 2012;Nguyen et al, 2012), harvesting descriptive statistics from sites (Aharony, 2012;Collins & Quan-Haase, 2012;Harinarayana & Raju, 2010;Mahmood & Richardson, 2011;Thornton, 2012), stakeholder surveys (Kim & Abbas, 2010;Lin & Ranjit, 2012;Salisbury et al, 2012;Wakeham, Roberts, Shelley, & Wells, 2012), and analysis of social media message content (Aharony, 2012;Chen et al, 2012;Chiu & Lin, 2012;Colburn & Haines, 2012;Phillips, 2011). Another approach to evaluation is network analysis (Culnan et al, 2010).…”

Section: Introductionmentioning

confidence: 99%

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Characterizing University Library Use of Social Media: A Case Study of Twitter and Facebook from Australia

Palmer

2014

The Journal of Academic Librarianship

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The work presented here characterises the engagement of one university library with two social media platforms popular with academic libraries. The collected data are analysed to identify the forms of Twitter and Facebook activity that engage library stakeholders in social media conversations. Associations were observed between: i) directed tweets from the library and mentions of the library by others on Twitter; and ii) comments from the library and comments from others on Facebook. Three broad classes of Twitter user interacting with the library were revealed: i) accounts strongly linked to the library with multiple to/from tweets; ii) those weakly linked to the library with, typically, a single tweet; and iii) those indirectly linked to the library through tweets mentioning the library and sent by other users. Two divergent forms of Facebook interaction with the library were highlighted: i) a library post generating a large sequence of comments, typically in response to a competition/challenge; and ii) a library post with no comments, typically a photo post or a post inviting readers to click a link to find out more about an event/service. The work presented here is an initial investigation that provides useful insights, and offers a methodology for future research.

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Section: Introductionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Characterizing University Library Use of Social Media: A Case Study of Twitter and Facebook from Australia

Palmer

2014

The Journal of Academic Librarianship

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“…As Duffy noted, "Video is not an end in itself but a means toward achieving learning goals and objectives" (p. 124). Colburn and Haines (2012) reported on a library tour video created by Harper College that has been used in multiple ways, including library instruction and Blackboard courses.…”

Section: Integrating Videos Into Instruction and Programmingmentioning

confidence: 99%

“…They administer user satisfaction surveys, analyze YouTube analytics data, and consider informal feedback (Schumacher and Hendrix, 2012). Colburn and Haines (2012) recommended keeping track of view counts on YouTube as a way of gathering data on video usage. While number of views does not inform assessment of learning outcomes, it can convey whether students are using the videos.…”

Section: Assessmentmentioning

confidence: 99%

Minute to Learn It: Integrating One-Minute Videos Into Information Literacy Programming

Rush

Stott

2014

Internet Reference Services Quarterly

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This case study describes a series of One Minute Tips videos created by librarians at Old Dominion University. The videos deliver instruction adaptable to many formats, including traditional library instruction and point of need individual viewing. Packed with information but short in length, the One Minute Tips videos creatively mix popular culture, music, sound effects, screencasting, and instruction and layering techniques. This article discusses the creation of the videos with a focus on the learning preferences of millennials, integration into instruction and programming, promotion, branding, and assessment. KEYWORDS library videos, library instruction, millennials, digital learning objectsDuring the summer of 2013, reference librarians at Old Dominion University began the process of creating a One Minute Tips video series. They initiated the project after a failed attempt to reach out to students via a 10-minute inperson workshop series that was poorly attended. The primary purpose of the videos is to meet patrons at the point of informational need, while keeping in mind the learning preferences of the primary audience: undergraduate students at Old Dominion University. This article provides a framework for developing content and learning outcomes, integrating short videos into various types of instructional situations, and promoting and assessing their use by the undergraduate audience.Librarians reviewed the literature and viewed examples of existing library video tutorials and promotional videos throughout the process of

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“…"Invest in production values." 15 Dianna E. Sachs, Edward J. Eckel, and Kathleen A. Langan conducted a user survey to determine the value of a library's Facebook page. Results were typical of other writings on social media where Facebook was used primarily for marketing library events and services, but at the same time meant to provide a bridge for communication between the library and users.…”

Section: Literature Reviewmentioning

confidence: 99%

Marketing Finding Aids on Social Media: What Worked and What Didn't Work

Williamson¹,

Vieira²,

Williamson³

2015

The American Archivist

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Sam Houston State University's Special Collections (SHSU) needed a way to expose finding aids to more users. Using social media to promote online awareness, while simultaneously improving search engine result rankings for the finding aids, seemed like a potential solution to this problem. With this goal in mind, SHSU researchers selected ten social media sites to test the assumption that posting information about finding aids to social media would be an effective marketing strategy. Following three months of posting information about finding aids while tracking user traffic to finding aids from social media sites, the research findings indicate that a combination of certain social media sites, in this case WordPress, Facebook, and Twitter, provides a better marketing strategy for getting the word out about archival collections. Additionally, the researchers confirm that posting to social media improves search engine result rankings for the finding aids. Overall, the SHSU researchers' results concur with the perception that using social media tools is an effective marketing strategy for an organization desiring to promote online awareness and improve search engine result rankings for finding aids.

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Measuring Libraries’ Use of YouTube as a Promotional Tool: An Exploratory Study and Proposed Best Practices

Cited by 28 publications

References 17 publications

Characterizing University Library Use of Social Media: A Case Study of Twitter and Facebook from Australia

Characterizing University Library Use of Social Media: A Case Study of Twitter and Facebook from Australia

Minute to Learn It: Integrating One-Minute Videos Into Information Literacy Programming

Marketing Finding Aids on Social Media: What Worked and What Didn't Work

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