Methodology for surveying how the library and its patrons are using social media.

Jessica Morris
LIS 5733 Evaluation Professor Rhinesmith
Due: May 4, 2016

Introduction

New challenges have developed for libraries with the fast advancement of new
technology. Social media is a popular feature of technology but how has social media affected
the relationship between libraries and library users. The purpose here is to examine how libraries,
users, and social media overlap. Is social networking a useful tool for libraries to reach users?
There is a wide variety of different types of library organizations but they all share the same need
to connect with their users. The findings of this research here will compare the different types of
libraries in order to discover their difference and similarities. These differences will help guide
the approach to evaluating the Downtown Library's usage of social media and how it can help in
promoting their program events.
A library is an organization that offers a safe environment where users can learn and use
library services. In order for a library organization to offer their services to meet the demands of
todays users, they must be able to grow and adapt. Social media has become a major component
in the daily lives of people and now library organizations. This technological advancement is a
tool that allows both people and companies, such as libraries, to create and share information
with one another. The whole business of libraries is about connecting people with information
and this is what social media is really all about. Social media helps in reaching out to our
communities and providing them information that they need in a very accessible way. (Shakeel,
2012)

Problem Statement

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Social media is an increasingly popular means of communication for individuals and

organizations. People all over the world use it to find information or have it for entertainment.
Several authors have studied and reported the growing need for the use of social media in
libraries. Libraries can utilize it to reach out to connect with their community, promote library
services, and receive information from their patrons. How has the relationship with library users
evolved with technology? How can the Downtown library use social media to market their
program events? To be the central hub of information for their patrons, the Downtown library
can utilize social media as a resource to accomplish this. The purpose of this paper is to research
how social media is effecting library organizations and to assist with the evaluation of the usage
of social media at the Downtown library when marketing library program events to their patrons.
Evaluation Questions:

What are the social media influences on the attendance of Downtown library

programs?
How has the social media usage at the Downtown Library being utilized to publicize

the program events?

Has social media had an impact on the attendance of the Downtown Library
programs?

Methodology
Population:

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The Downtown library has recognized that there is a rising usage of social media among
their patrons within their community. A committee of invited staff members from the Downtown
library will conduct a survey to evaluate the usage of social media among their patrons and if the
Downtown library is reaching their patrons through social media about library program events.
The prime population the committee is researching is the Downtown library community. This
community is a very large and diverse population. The committee will distribute the survey
online and in-house in order to obtain information that will support their evaluation study.
Procedures:
The Downtown library committee is set to evaluate the library population and social
media for three months. The first month is to plan and prepare the survey that will be distributed
among the population. The survey consists of 15 questions that range from the patrons
demographics, specifics of usage of social media, and library program event inquiries. [6] See
Appendix for the survey cover letter and questions. The Downtown library offers a variety of
library program events every week. For the second month, the survey will be made available on
certain dates each week that will be picked by the online random generator. [7] This sampling
technique gives everyone within the community an equal chance to participate. If the random
date is on a day with a program event, the Downtown library will have the survey available for
the participants. In addition, the survey will be available on the Metropolitan Library System
homepage, social media networks, and at the Downtown library branch on those randomly
picked dates. [1-5] The last month, the committee will transcribe and analyze the gathered data
they have received. The data will be reported to the director of the Metropolitan Library System
and to the library Marketing department.

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Limitations of the Study:

The Downtown library committee decided a survey is an effective method to use in this
evaluation because it is less time consuming and yields a high mass of information. However,
there are limitations to this method. While a survey provides the committee with quantitative
data, it does not give much insight on the opinion of the participants. Another variable is the
sampling size of population. The sampling size should be expanded to a six month to a year
study. By expanding, it may allow the committee to follow trends over this period. Additional,
the survey is an anonymous questionnaire and the participant(s) may not feel encouraged to be
honest with their answers. In turn questioning the validity of the data received. The Downtown
library committee recognizes the limitations within the study by using a survey but still feel
confident that this simple method will still be effective in obtaining the information they need to
accomplish their goal.
Proposed Data Analysis and Data Displays
The purpose of this study is to gather information that will be useful in evaluating the
social media usage within the Downtown library community. In addition, these percentages will
assist the Downtown library committee in evaluating how online networking tools could further
support the promoting of library services to their community. The data obtained through the
survey will be analyzed and formatted into percentages. A statistical table made in Excel would
be an example for displaying and comparing the weekly data results. The data will also be

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displayed in graphical charts to show the visual differences. See an example below.

8. Which social media websites do you participate? Check all that apply.

Others; 3%
Reddit; 10%
Youtube; 4% Facebook; 27%
Tumblr; 6%
Pinterest; 15%

Twitter; 26%

Instagram; 9%

Anticipated Results
A survey of 15 questions had been employed with the job of finding information about
social media usage and program events at the Downtown library. The results have confirmed the

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committees prediction that Facebook and Twitter would be the most popular networks used
within their community. The results showed a rise in interest in the Pinterest network. With this
data, the committee will recommend staff to utilize this network in promoting their library
events. The overall results show there is a significant usage of social media. In addition, the
library can use social media to engage with the community to increase attendance at library
program events.

References
1. Metropolitan Library System. Metropolitan Library System. Accessed May 02, 2016.
http://www.metrolibrary.org/
2. Metropolitan Library System Facebook. Metropolitan Library System. Accessed May
02, 2016. https://www.facebook.com/metrolibrary/
3. Metropolitan Library System Twitter. Metropolitan Library System. Accessed May 2,
2016. https://twitter.com/metrolibraryok.
4. Metropolitan Library System Instagram. Metropolitan Library (@metrolibraryok)
Instagram Photos and Videos. Accessed May 02, 2016.
https://www.instagram.com/metrolibraryok/.
5. Metropolitan Library System Pinterest. Metropolitan Library System. Accessed May
02, 2016. https://www.pinterest.com/metrolibrary.
6. Online Survey Software | Qualtrics Survey Solutions. Online Survey Software |
Qualtrics Survey Solutions. Accessed May 02, 2016. https://ousurvey.qualtrics.com/SE/?
SID=SV_9YPQczxlHFgnfQF

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7. RANDOM.ORG . "True Random Number Service.". Accessed May 04, 2016.

https://www.random.org/.

Appendix
A. Cover Letter:
Dear Prospective Contributor:
We are asking for your help and cooperation in a research project investigating the Ronald J.
Norick Downtown Library program events. The research is important in evaluating and
understanding how affective social media is in promoting the library program events.
The project you will complete a short 15 question survey. Participation may take approximately
15-30 minutes.
In this project, there are no known economic, legal, physical, psychological, or social risks to
participants in either immediate or long-range outcomes. If you agree to participate, you may
choose not to answer any given questions, and you may withdraw your consent and discontinue
your participation at any time.
All information will be kept secure and confidential.
If you have any questions or concerns about the nature of this study, please contact the Jessica
Morris, Downtown Librarian, or you may contact the Metropolitan Library System IRB at 405606-1234 or at irb@metrolibrary.org.
Thank you for considering helping in this research.

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Sincerely,

____________________
Downtown Library
Do you agree to participate in this survey for research purposes?
Yes

No

B. Survey:
1. Do you have a Metropolitan Library Card? Yes No
2. On average, how often do you visit the Downtown Library branch location?
Daily Weekly Monthly Less than once a month

First time

3. When you are at the library, how often do you engage in the following?
Library computers Search library Catalog Talk to the Library Staff Check out items
Read Attend program events Socialize Study
4. How many hours per week do you spend online?
Less than 5 6-10

11-20

21-30

more than 30

5. Which device do you use to go online?

Computer

IPad

Kindle

Mobile device Other: _____________ None

6. How much of this time is spent on Social media type of sites?

1-25% 26-50% 51-100% None
7. On average, how often do you visit the www.metrolibrary.org website?
Daily Weekly Monthly Less than once a month Never
8. Which social media websites do you participate? Check all that apply.
Facebook Twitter Pinterest Linkedln Google Plus + Tumblr Instagram Flickr
Other(s): _________________________
9. How do you typically find out about the Downtown Library program events? Check all that
apply.

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Library Website Social Media Newspaper Library Magazine Signs or flyers in the
library Word of mouth Library Staff Dont know/Not applicable Other:
_____________
10. What age group(s) are you interested in for programming?
Seniors 55+ Adults Teens 13-18 Gradschoolers 5-12

Early Childhood 0-4

11. What type of programming would you be most likely to attend? Check all that apply.
Computer Skills Crafts/DIY Art Citizenship Business Book Club Exercise/Health
Gaming Minecraft Comicon GED College Prep Job Fair Creative Writing Lego
Club Children reading to dogs Storytime Playtime Musictime STEM programming
12. What time and days are most convenient for you to attend library program events?
Mornings Lunch Early afternoon Evenings 5-7pm Monday Tuesday Wednesday
Thursday Friday Saturday Morning Saturday afternoon Sunday afternoon
13. How old are you?
13-18 19-30 30-55 55-64 65 or older
14. What is the highest level of education you have completed?
Some high school high school graduate or GED Some college College degree or
higher
15. What is your primary language?
English Spanish Other:

Link to live survey:

https://ousurvey.qualtrics.com/SE/?SID=SV_9YPQczxlHFgnfQF

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