Presented at the PLAI Congress 2014, Nov. 24-26, 2014 at the Century Park Hotel

1. Using Facebook for Marketing
and Reference Service:
The University of the
Philippines Diliman Library
Experience
Elijah John F. Dar Juan
University of the Philippines Diliman
PLAI Congress 2014

2. Paper
Outline
1. Online Social Networks and the
Concept of Social Networking
2. Facebook: What It Is and How It
Works
3. Objectives of the Study
4. Facebook Use in the UP Diliman
University Library
5. Challenges in Managing the
Facebook Page
6. Conclusion

3. Online Social Networks
and the Concept of
Social Networking

4. Online Social Networks
• Numerous Web-based applications have changed the way
Internet users communicate, interact and share information
with each other.
• Three of the top ten Websites are Web 2.0 in nature: Facebook
on #2, YouTube on #3 and Twitter on #10.
• Described as the second generation of the World Wide Web
(WWW), Web 2.0 focuses on the participation and
communication of users (Hoechsmann, 2008).

5. 2.0 in Library Service
Web 2.0 Library 2.0
Reference
2.0

6. Online Social Networks
• One characteristic of Web 2.0 tools is its capability of
connecting and facilitating interaction within users
and open sharing of data (Cassell and Hiremath,
2011).
• Social networking has evolved to the more dynamic
way of collaborating, connecting, publishing and
sharing information (Falzone, 2011).

7. SECOND MOST POPULAR WEBSITE IN 2013
Alexa traffic rank based on a combined measure of page views and unique site users

8. MARK
ZUCKERBERG
Created a site called Facemash at
Harvard University in the late 2003. The
site was rebranded as Facebook in
February 2004.
http://www.biography.com/people/mark-zuckerberg-
507402

10. • To facilitate information
sharing between
individuals who have
indicated that they are
mutual friends.

11. To give people the power to share and make
the world more open and connected. People
use Facebook to stay connected with friends
world, and to share and express what matters
to them.
(Facebook - About).

12. FACEBOOK USE
• In 2013, Facebook reports that an
average of 584 million people use
Facebook every day.
• Each person spends over 700 million
minutes every month in Facebook.
(Haydon, 2013)

13. Objectives of the Study

14. OBJECTIVES OF THE STUDY
1. Discuss how the UP Diliman University
Library promotes library resources and
services through the use of the online social
networking site;
2. Determine how fans communicate with
Facebook page through messaging and posts
on the page;

15. OBJECTIVES OF THE STUDY
3. Present challenges that library staff have
encountered in managing the Facebook page;
and
4. Recommend ways to effectively administer
reference and marketing services using
Facebook.

16. Facebook in the
UP Diliman University Library

17. Reference and Marketing in the
UP Diliman Library
• The reference and information desks in the Main
Library have existed even prior to the emergence of
virtual reference and online social network services.
• To promote resources and services, the University
Library has used many marketing and promotion
tactics.

19. Facebook is used at UPD Library for
information.
• Announcements on library
hours/schedules
• Promotion of e-resources
• Showcasing past and future library
events.

21. In 2013, the Facebook page URL
was changed
FROM
www.facebook.com/
pages/UP-Diliman-
University-Library/
92328793322
TO
www.facebook.com/
UPDLibrary

22. FAN PAGE LIKES
Dec. 31, 2012 Dec. 31, 2013 Change
10,478 12,561 2,083
(+19.88%)

23. Total Number of Likes per Day
on the UPD University Library Facebook Fan Page in 2013
9000
9500
10000
10500
11000
11500
12000
12500
13000
Dec-12 Jan-13 Feb-13 Mar-13 Apr-13 May-13 Jun-13 Jul-13 Aug-13 Sep-13 Oct-13 Nov-13 Dec-13

24. Majority of the page likes (1,016 likes)
were through visits on the page itself.
www.facebook.com/UPDLibrary
• This is more effective to mention in day-to-day conversations and show in
promotional media compared to the former string of letters and numbers
that Facebook provides on default.
• The page has been placed alongside the University Library website as Web
browser homepages of the computers in the Library.

25. Another source of page likes were via the
Recommended Pages (257 likes).
• Usually appearing on the right side of the Facebook
that have been liked by friends that might be of
interest to the user.
• This
the same feather flock together

26. Increase in Fan Page Likes
• May
promotional materials of the Library.
• Mention occasionally by including it in the body of e-mail
replies, in closing the chat conversation and in library
orientation sessions.
• The placement of the fan page as one on the home pages in
the computers in the Electronic Resources Room.
• The increase is the activity of the Library within Facebook.

27. Number of Likes Added per Day
to the UPD University Library Facebook Fan Page in 2013
0
20
40
60
80
100
120
140

28. PEOPLE WHO LIKE THE PAGE
5.50%
43.80%
35.40%
8.50%
3.10%
1.20% 1.60%
13-17 y.o. 18-24 y.o. 25-34 y.o. 35-44 y.o. 45-54 y.o. 55-64 y.o. 65 and above

29. PEOPLE WHO LIKE THE PAGE
38.30%
60.80%
0.90%
Male Female Und

30. When age and sex data are combined,
the most number of users who like the
fan page are females, aged 18-24
years old (26.4%).

31. Comparison of Sex of
Facebook Unique Users who have liked the Fan Page
and University Enrollment
Sex Likes
Actual
Enrollment*
Difference
(% pts.)
Male 38.30% 43.52% +5.22
Female 60.80% 56.48% -4.32
*As of Second Semester, 2013-14.

32. During the day, most Facebook fans of
the Library fan page are online in the
evening with the figures reaching 4,974
at around 10:00 PM.

33. 2013 POST-LEVEL ACTIVITY
•629 posts
• 18,242 likes
• 1,711 comments
• 3,838 shares

34. Announcements and promotion of newly-acquired resources, new
facilities and services, databases on trial and notable subscriptions
deemed useful to fans

35. Content related to new or existing library policies and procedures;

36. Advisories of
library schedule
for the end of
semester and
irregularities in
library service
hours for
holidays, work
suspensions, etc.;

37. Promotion of
LibRadio
episodes and
live status
updates
during the
broadcast

38. Announcements of library- and information-related events and relevant
activities within UP Diliman (including college/unit libraries) and
outside;

39. Announcements of relevant information, events and
activities within UP that may concern the UP community

40. Greetings
during
special
occasions
such as
Christmas
and for
specific
persons or
groups of
persons; and,

41. Any general content that might be of interest to students
such as quotations and statements on academic work, exams,
research, reading, etc.

42. Top Three Posts of 2013 at the
UPD Library Facebook Page

46. FACEBOOK MESSAGES AND WALL
POSTS
• 201 wall posts and messages
• 136 were incoming query messages
• 21 queries as wall posts and
• 44 other types of wall posts

50. Queries
Promotion,
Feedback &
Others
TOTAL %
Student 97 10 107 53.23
Faculty
and Staff
9 19 28 13.93
Non-UP
Local
44 15 59 29.35
Non-UP
Abroad
3 4 7 3.48
TOTAL 153 48 201 100.00

51. Type of Query Description 2013 %
Access Policies
On how to gain access to the library
resources for outsiders and patrons
from other constituent units of the
University
28 18%
Electronic
Resources
Availability and use electronic
resources of including inquiries on
access on campus and remotely.
21 14%
LibRadio
Related to the radio program of the
Library at DZUP 1602, the campus
AM radio station.
1 1%
Library
Information and
Policies
Asking for information about the
library, procedures in accessing
library materials except visitor
policies.
22 14%

52. Type of Query Description 2013 %
Library Resources
Related to various types of library
materials and recommendations for
acquisition except electronic
resources
7 5%
Library Schedules
Associated with library hours and
inquiries if the library is open for
service.
43 28%
Library Tools Use
Use of the iLib, Library Website,
bibliographies, indexes and other
related publications and services.
6 4%
Lost and Found
Concerning items lost by library
clients that may be found by library
staff
2 1%

53. Type of Query Description 2013 %
Ready Reference
Answered by standard reference
sources
3 2%
Referral
Need directing to or transferring the
query to another office or institution.
9 6%
Specific Search
and Research
Seeking assistance in location
specific information source/s for a
specific research objective
6 4%
Student
Assistantship
On how to apply for student
assistantship in the Main Library and
in college/unit libraries
5 3%
TOTAL 153 100

54. Percentages of Different Types of Queries on the
UP Diliman Library Facebook Page In 2013
18%
14%
1%
14%
5%
28%
4%1%2%
6% 4% 3%
Access Policies Electronic Resources LibRadio
Library Information and Policies Library Resources Library Schedules
Lost and Found Ready Reference Referral
Specific Search and Research Student Assistantship Use of Library Tools

55. Challenges in Managing
the Facebook Page

56. Challenge 1:
NON-ENGAGEMENT
• The inability of the page to communicate and
create connections with users.
• The inevitable disinterest or apathy to the
page content. This is often demonstrated by
fewer than expected post-level activity.
• STRATEGY: To improve the content being
uploaded by making it more appealing to the
target audience.

57. Challenge 2:
NEGATIVE FEEDBACK
• posts from
the Library may incur negative feedback from a
number of users.
• Problems may arise when comments of users go
out of hand and they eventually quarrel on the
post.
• STRATEGY: Stricter policies for deleting
unwanted content on the fan page (such as
insulting or derogatory remarks) or unrelated
posts (e.g. spam, irrelevant posts).

58. Challenge 3:
PROBLEMATIC PROMOTION
PRACTICES
• Differences in approach to fan page activity may
become a setback.
• There have been instances of improper monitoring due
to staff multi-tasking and cases of inaccurate copy
material being uploaded (e.g. posts with factual or
grammatical errors) also become problems.
• STRATEGY: Planning is essential. Branding and image
building are two of the many considerations that may
be thought of during this stage. After planning, staff
members managing the page should be adequately
trained.

59. Challenge 4:
ENVIRONMENT CHANGES
• Theoretically, the current environment where the
Library operates is dynamic, and thus would
require constant adaptation.
• The Library fan page should always adapt to dull
times and slow days, when the Library does not
have anything new to promote.
• The need for creative ways to maintain an active
presence and user engagement would be a best
solution in these cases.

60. Challenge 5:
MARKET SATURATION
• The assumption that not all of the members of
the target audience have accounts in Facebook,
enjoy regular Internet connectivity and have
active online presences on the site.
• STRATEGY: A good practice to reach the highest
level of market saturation is to always make the
maximum audience awareness and engagement
as the end goal in every online activity.

61. Conclusion

62. Through the use of Facebook, marketing and
promotion of collections and events is further
enhanced.
• In the advent of information technology and its
capabilities of providing quick and easy access to
information, online activity has been a must for every
information seeker.
• Numerous library services can be offered on social
networking sites. Facebook is also a venue for user-
librarian interaction as it can accommodate likes,
comments, and shares.

63. UPD Library has found the possibility of
using Facebook to inform and publicize.
• In this paper, the University Library of the University of the
Philippines Diliman explored and has found the possibilities of
using Facebook as an effective tool to respond to user needs
and further publicize its resources and activities.
• It is envisioned that Philippine libraries adopt this innovative
online service model in the future as a response to the
growing need for information exchange, communication and
interaction, not only between users and libraries but also
between librarians and libraries themselves.

64. Using Facebook for Marketing
and Reference Service:
The University of the
Philippines Diliman Library
Experience
Elijah John F. Dar Juan
University of the Philippines Diliman
PLAI Congress 2014