Analyzing the use of Facebook among university libraries in Hong Kong |
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| Authors: | Ernest Tak Hei Lam Cheuk Hang Au Dickson KW Chiu |
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| Institution: | 1. Faculty of Education, The University of Hong Kong, Hong Kong;2. Business School, The University of Sydney, Australia |
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| Abstract: | In recent years, many academic libraries have started adopting social media by, for example, establishing their own Facebook pages. Our research investigates the current Facebook usage among seven university libraries in Hong Kong. Using a mixed-method research approach, we examined the characteristics of academic libraries Facebook usage and its effectiveness to engage with their patrons, based on online observations and Web content analysis from the publicly available data of the Facebook pages.Our results indicated that most libraries in Hong Kong adopted Facebook as a marketing tool, yet the user engagement level in these pages is low. In addition, we also discovered that communication-related posts and video-type posts can attract the most attention of patrons. Based on these outcomes, we provided some recommendations on the application of Facebook for academic libraries. |
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| Keywords: | Corresponding author Social media Library promotion Academic libraries Mixed methodology |
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