Seminar Eurolis 2015 organised by EUROLIS, the consortium of librarians of European Cultural Institutes in London and CILIP. This Seminar studies how librarians across Europe are making use of social media for public relations and to attract new users.

1. The what, how and
why of social media
in Spanish libraries
Nieves González-Fernández-Villavicencio
@nievesglez

2. Number of social network users worldwide from 2010 to 2018 (in billions)

5. Spaniards spend more time on social
media than the world average
People online
millions
Use social media
every day
Don’t use social
media

6. Ranking of popularity of Spanish
craft beer in Social Media

7. González-Díaz, Cristina; Iglesias-García, Mar; Codina, Lluís (2015). “Presencia de las universidades españolas en las redes sociales digitales
científicas: caso de los estudios de comunicación”. El profesional de la información, v. 24, n. 5, pp. 640-647.
Number of
universities
profiles in Spain
and in the world,
in ReserachGate
and Academia.edu
(march 2015)
In the world
Spanish
universities
Academia.edu 20 millions 68.887
ResearchGate 6 millions 77.526

8. “... “we need a Twitter account”... the
reason behind it being “everyone else
has one” but really the social media
savvy will be saying “we want to
communicate more effectively - what
tool will help us to that?”
“When you’re clear in what you want to
achieve, then find a tool that does what
you need”
Phil Bradley
(Social media for creative libraries, 2015)

9. Reference by providing question-answering
Education using social sites to support classes.
Education and learning not systematized
Collection-building and co-creation involving
users in a collaborative process
Establishing a social media presence extends
the physical facilities of the library
Assessment of the library from the user
perspective (monitoring user comments)
Outreach to new audiences of library users
Promotion of library resources, programmes
and services, librarians. Marketing
Advocacy of the library
Communication with library users and
stakeholders

12. In Spain, we
have the
same
number of
library users
than
followers in
Facebook

16. Congratulations
to Spanish
National Library
because no
other library get
so much
engagement

19. Directory of
university
libraries
(REBIUN) on
social media

20. Ranking of
academic
libraries in
social media
by REBIUN
Followers

22. During the marketing campaign week, they have
received more than 2000 tuits from 1.200 different
users. The hashtag #vivalabiblio was used in more than
4.000 posts.
Vanity metrics

24. Vanity metrics (Opportunity)
Actionable metrics (Engagement)
● Community size (number of followers, contacts, likes)
● Influence Índices: Klout, PeerIndex, SocialMention
● Frequency of the activity of the library in social media (number of posts,
answers or comments)
● Web traffic from social media sites: number of visitors, bounce rate, etc.
● Mentions, number of RT, shared, comments, favorites, bookmarked items,
downloaded resources.
● Engagement rate

25. We have to demonstrate the
profitability of the use of social
media by libraries

26. Reference by providing question-answering
Education using social sites to support classes.
Education and learning not systematized
Collection-building and co-creation involving
users in a collaborative process
Establishing a social media presence extends
the physical facilities of the library
Assessment of the library from the user
perspective (monitoring user comments)
Outreach to new audiences of library users
Promotion of library resources, programmes
and services, librarians. Marketing
Advocacy of the library
Communication with library users and
stakeholders

28. Which kind of metrics
libraries are using to
evaluate the success and
failure of the use of social
media and marketing
programmes and to make
comparisons among
them?

29. Benefits divided by investment, divided by investment and multiplied by 100

30. Measuring ROI
is the #1
challenge in
2015
http://get.simplymeasured.com/rs/801-IXO-022/images/2015SocialMarketingTrendsReportTrustRadius.pdf

32. González-Fernández-Villavicencio, N. (2014). The Profitability of libraries using social media. ACM.

33. González-Fernández-Villavicencio, N. (2014). The Profitability of libraries using social media. ACM.

34. González-Fernández-Villavicencio, N. (2014). The Profitability of libraries using social media. ACM.

37. González-Fernández-Villavicencio, N. (2014). The Profitability of libraries using social media. ACM.

38. Reach/Au
dience
Indicator(Abs/%)
•Followers,
Subscrip.,
Contact., etc.
•Activ. Rate
•Total Reach
Indicator (Abs/%)
•Posts
•Activ. Rate
•Total
Frequency
Indicator (Abs/%)
•Metrics for
objective
•Bounce Rate
Engagement
Key metrics
Loyalty/
Web traffic
Frequency
of the
activity
Conversion
ROI
Influence
Brand
perception
Indicator (Abs/%)
•Sessions
•Users
•Time spent
Indicator (%)
•% New
Sessions
•% Bounce Rate
•% Competitors
Bounce Rate
Indicator
(Abs/%)
•Mentions
•Social media
spaces visits
•Influencers
•Influence Rate
•Total Influence
Index(Abs/%)
• Klout
• Social
Mention
•Share of
Voice
•Competitors
Indices
Indicator
(Abs/%)
•Total of
interactions
•Share of
conversations
•Total of
competitors
conversations
Rate (Abs/%)
Mamaniaca
•Rate of
engagement
•Engagement
Rate by post
• Audience
Engagement
Rate
• Media
Engagement
RateGonzález-Fernández-Villavicencio, N. (2014). The Profitability of libraries using social media. ACM.

39. Nº Indicators Library Predictor of Predicted by
4.1 Mentions UPV Time spending in the website
(,431)
Comments answered (,647)
CORUÑA Chat questions Chats questions (,560)
Subscripts wikis (,553)
UNIZAR People talking
about that
HUELVA Loans
CSIC Loans Items uploads (,521)
Loans (,498)
4.2 Visits to
library social
media
UPV Loans Entries social media (,583)
Users social media (,509)
HUELVA RT
BCN PI (Interlibrary
Loan)
4.3 Lists in social
media
CORUÑA Total of comments Followers Twitter (,330)
Reach Facebook (,506)
Total Comments (,485)
CERVANTES Subscripts in social
media
4.5 Klout Index CÁDIZ People talking
about that
Time spending in
the website
ULL Renews
HUELVA Followers in Twitter
CERVANTES Favourites
Files displays
4.7 PeerIndex
Index
UNIZAR Fans Facebook
FGSR Files displays
Correlations study
and regression
lines with SPSS
• Most predictors and
predicted variables
and indicators
• Between brackets the
weight of each
predictor variable
González-Fernández-Villavicencio, N. (2014). The Profitability of libraries using social media. ACM.

40. Specific metrics for
each social media
tinyurl.com/metricasSM
González-Fernández-Villavicencio, N. (2014). The Profitability of libraries using social media. ACM.

45. Librarians need a set of metrics/indicators for every
business objective to:
• know if we have reached the established objective
• demonstrate the profitability of our marketing
campaigns in social media
• evaluate the development of our indicators
• compare with peers
• convert these data in knowledge that allows us to
take decisions
Conclusions

47. Atribución-Compartir
Igual 4.0 Internacional
Nieves González-Fernández-Villavicencio
@nievesglez
nievesg@us.es