LIS 9763

Within the March 2009 “Nielson Report on Social Networking’s New Global Footprint,” it is argued that “advertising on social networks hasn’t been as successful…because social networks serve a dual role as both suppliers and consumers of content.” Therefore, “members have a greater sense of ‘ownership’ around the personal content they provide and are less inclined to accept” the invasion of advertisements within their personal, online, space” (4-5). When I was reading this report, I was wondering if libraries should heed the Nielsen Report’s call for a new form of collaborative advertising. The Neilson Report argues that advertising within social networks “should be about participating in a relevant conversation with consumers rather than simply pushing ads [content] on them” (6). Amen! This observation is totally inline with the principles of Web 2.0. According to Farkas, the Ann Arbor District Library Web site is “cool” because “they encourage feedback and allow their patrons to have a voice on their Web site” (Libraries in Social Networking Software). I would also argue, similar to the Nielsen Report, that users’ who contribute to library websites have a sense of ownership and thus a connection to their information provider. As Farkas notes this communicates a “we care about your opinion” attitude.
 
According to the Nielsen Report, publishers should tap into the “growth of social media and consumers’ willingness to generate opinion and co-create content” (13). This form of co-creation requires both the library and the consumer to contribute. Within their article, “Reaching Students with Facebook: Data and Best Practices,” Mack et al. suggest that librarians dedicatedly respond to users’ wall postings or comments (6). In other words, do no let your site become stagnant, and continuously validate the user by acknowledging their contribution. Moreover, Farkas and Mack et al. argue that these online community profiles should be promoted and that useful links should be highlighted. Farkas argues that “the marketing potential [of online communities] is tremendous…” (123). As noted by various critics and by my LIS 9763 colleagues, libraries must serve the demographics of their users. In other words, they need to know their users’ information needs and interest in online communities before investing time and money into the creation of such a site. Moreover, libraries must understand the collaborative nature of online communities before they can launch into marketing mode. Finally, if a controlled service is provided, that is one-sided, that it will be lost in the competitive social software world.
 
The Southeast MA Regional Library’s online community “My Own Café” has current content, popular facets, and links to library services and events. I like “entertainment news” section. Although I don’t like to admit it, I sometimes indulge in the celebrity gossip online. The message board is quite vast with an ongoing conversation from various members. The integration of entertainment and library services on this site are appealing and, I would argue, effective. In regards to Western’s online community, I did not even know that this site existed before taking this class. However, I think that this form of interaction is effective. There is a lot of miscommunication that occurs on campus about due dates, events and so on. It would be interesting to see UWO libraries integrate this online community into their website. 
 
I am currently resisting any interaction with online communities except for the fact that I volunteered to create one for my group project. I thoroughly enjoyed creating this online community and I would actually like to see an online social network based on ours. The primary reason I have not become involved in a social networks is time. I do not have any spare. Hopefully, when I am finished my degree and I finally have a job I will be able to explore these dynamic communities more thoroughly.
 
Farkas, Meredith G. Social Software in Libraries: Building Collaboration,
Communication and Community Online. Medford, New Jersey: Information Today,
Inc., 2007.