I was slightly apprehensive about undertaking the INF206 social networking for professionals subject.   My concern was mainly surrounding my own conflicted feelings towards social media. I have recently felt an overwhelming sense of aversion towards social media and I know that I am not alone. A study conducted by Digital Awareness UK of 5000 students found that 71% had taken a break in the form of a ‘digital detox’ from social media (Kalsi, 2017). I think that there are a multitude of reasons individuals are taking time away from social media. For me personally I found social media unproductive. Since I commenced my study I have really needed to prioritise my time, I am a mother of two that works and studies. Therefore, social media no longer seemed essential to my routine or deserving of time in my schedule.

As a millennial it is my belief that my generation is unique with regards to technology and web 2.0 capabilities. We have managed to adopt these technological advances and integrate them into most aspects of our everyday lives quite seamlessly, especially social media. We were however born into an era before the internet, home computers and mobile devices were commonplace. Personally, I sometimes yearn for a simpler time before social media was so prolific and dominating. Former Facebook pioneer Sean Parker statements have echoed my own thoughts that the social media site exploits human weakness via “social validation feedback loop” that consumes “as much of your time and conscious energy as possible” (Goddard, 2017). I personally believe that viewing other peoples filtered and curated lives via social media can be very toxic and generate unnecessary negative thoughts and emotions.

I must admit that I am also conflicted by social media with regards to information. As information professionals we are trained to be proficient in information literacy. Understanding how to evaluate reputable sources via currency, relevance, authority, accuracy and purpose. However, a large percentage of the population do not possess these tools to filter information and social media sites are notorious for allowing the spread of misinformation. This has seen a rise in conspiracy theorist behaviour and distrust towards governments (Evershed et al., 2021). I also noticed during my research into social media policies this that spread of misinformation is a concern for many libraries also. The National Library of Australia’s social media guidelines state categorically that “You must not use or social media channels to: Post any misleading, deceptive or false information” (NLA, n.d.). Despite my own reservations regarding social media I was really interested to delve into social media from a professional aspect.  I am also acutely aware that as an information professional I must ensure that my own personal bias does not impact my professional development.

With the invention of social media, the library expanded into social spaces (Mon, 2014). I personally regard relationship with the community as a central feature of public libraries. It was important for me to understand and appreciate that these relationships materialise via different methods, social media being one of them. It is also a predominate method, as social media is now a mainstream form of communication and it is undeniable that social media is an integral part of society (Mon, 2014). I do believe that it is important for libraries to embrace social media to connect with their patrons and build strong relationships. I found it interesting that library use of social media has increased steadily; in 2013, 86% of libraries reported using social media to connect with their patron communities (Dowd, 2013). I was impressed to witness collaborative dialogue between library staff and patron’s while researching effective library social media channels. Furthermore, it was interesting to learn what practices result in successful engagement. I learnt that an effective way to ensure patron engagement was by posting content that is creative and fun; the agency should be humorous. Effective social media is a balancing act of posting content you wish for the library promote with content followers want to see (Alfonzo, 2019).

INF206 modules taught me that social media could assist in achieving a library’s goals by expanding access, enhancing services and optimising resources.  Social media provides an exciting opportunity to democratise a library’s collections and services. I have really enjoyed visiting libraries Instagram pages and analysing the content that they post. As digitisation of collections is becoming commonplace, libraries now have access to their significant resources electronically.   Libraries are affectively expanding their access by sharing these resources to their online community. That community do not necessarily need to live within close proximity to the libraries physical space. I will continue the practice of exploring libraries collections via social media platforms to enhance my knowledge of cultural significant materials within various collections.

In the same vein as continuing useful professional social media practices, I must admit that I found majority of the course material very focused on organisation and institutions rather than individuals. I believe it would be beneficial to explore further how personal social media accounts with a professional focus could enhance our professional development. In the same aspect that librarian/library blogs and podcasts can be a great source for inspiration and knowledge. For example, I came to appreciate that Instagram can be used affectively as a micro-blog through visual content. By creating a professional Instagram account I was able to follow other librarians and engage with them about multiple aspects of librarianship, including: current affairs, trends, controversies, book reviews etc. I was also inspired by visual content that librarians were posting: book displays, archiving techniques, digitisation practices and community programs. While it is important to understand the benefits of social media specifically to information organisations, I would argue that it is as equally important to understand how social media can benefit students through connections to other information professionals and information organisations.

In addition to understanding what makes a library social media platform successful it was interesting to observe some that could be improved and theorising on how I would potentially improve them. This was especially relevant with regards to the Riverland Library’s Facebook task in assignment one. I think it is a very common misconception that having a social media presence is enough. In lots of cases information is being broadcast but then the engagement from the library ends. It is evident that many library social media pages have been operating on a Web 1.5 basis.  I believe that it is very important that library employees who will be using Web 2.0 technologies such as Facebook avoid using them in Web 1.5 manner (Alfonzo, 2019). Jackson and Lilleker describe Web 1.5 communication as Web1.0 style interactions on websites with Web 2.0 architecture (2009). The Facebook task in assignment one really helped me understand how to be proficient in Web 2.0 techniques. To ensure social media is operating successfully for the library’s community outreach, engagement from library staff must increase. Library staff moderating social media should be engaging regularly: responding to comments, liking, sharing relevant articles, and uploading videos. The landscape of social media is continuously evolving so it is also imperative to ensure the library remains relevant within the social media realm (Mon, 2014).

An aspect of this course that I really enjoyed was the online learning journal. The OLJ consisted of thought provoking tasks that resulted in reflection and evaluation. Understanding more thoroughly how specific practices will be useful in a professional capacity. This was the first time during my study that is was able to read the thoughts of my peers OLJ’s and it was fascinating to read so many different views regarding the same module. Each student has their own previous unique experience that has shaped their interpretation of the subject material. It was interesting to discover how the processes they learnt throughout the course would effectively be implemented within their own information agency.

While I am still apprehensive about social media on a personal level I do think professionally it can be a positive experience if handled correctly. It is my personal belief that strong social media policy and constant moderation is required for a truly successful online outreach that is positive and informative. I am still concerned about the spread of misinformation on social media but I think moderation will ensure this does not encroach into the library’s social space. I think it is also important to outline that moderation is not censorship “without censorship, libraries protect clients from risk of offence by empowering clients to search for information effectively” (QSL, n.d.). I also think that possible utilisation of filters could streamline effective engagement on social media. Internet filters do not limit the comprehensiveness of internet searching for reasonable research and communication purposes (QSL, n.d.)

Undertaking INF206 has highlighted some extremely insightful and important benefits with regards to social media for information agencies. I now appreciate that implementing effective social media platforms and techniques within a library’s online structure will benefit social capital within the local community.   The community will also benefit from a strong social media presence that is engaging and stimulating. Overall, I have found the subject interesting and beneficial. There was plenty of informative material on different aspects relating to social networking within information agencies. . I personally find engaging with Instagram more rewarding and productive that Facebook. I am still unsure about the benefits of Facebook for information agencies but I appreciate that specific demographics may only engage with Facebook and it is important not to alienate that group by omitting the platform. The practices I am most excited to continue include:

1. Engaging with other information professionals and libraries via Instagram.
2. Staying up to date on new developments that are occurring within social media realm, as each new significant trend will impact the information industry.

References:

Alfonzo, P. (2019). Mastering Mobile through Social Media: Creating Engaging Content on Instagram and Snapchat.  Library Technology Reports, 55(2), 33-42.

Dowd, N. (2013). Social Media: Libraries are Posting, but is Anyone Listening?. Library Journal, 138(10), 12. https://www.libraryjournal.com/?detailStory=social-media-libraries-areposting-but-is-anyone-listening.

Evershed, N., McGowan, M., & Ball, A. (2021). Anatomy of a conspiracy theory: how misinformation travels on Facebook. The Guardian. https://www.theguardian.com/australia-news/ng-interactive/2021/mar/11/anatomy-of-a-conspiracy-theory-how-misinformation-travels-on-facebook

Goddard, J. (2017). Facebook exploits human weakness, admits former boss Sean Parker. The Times. https://www.thetimes.co.uk/article/facebook-exploits-human-weakness-admits-former-boss-sean-parker-smkxd2059

Jackson, N., & Lilleker, D. (2009). Building an Architecture of Participation? Political Parties and Web 2.0 in Britain. Journal of Information Technology & Politics, 6(3/4), 232–250. https://doi-org.ezproxy.csu.edu.au/10.1080/19331680903028438

Kalsi, R. (2017). Why we millennials are happy to be free of social media tyranny. The Guardian. https://www.theguardian.com/media/2017/nov/12/millennials-backlash-social-media-facebook-instagram-snapchat

Mon, L. (2014). Social media and library services. Morgan & Claypool Publishers.

NLA.( n.d.). Social media and online community guidelines. https://www.nla.gov.au/about-this-site/moderation

State Library of Queensland. (n.d.). Queensland public standards and guidelines. https://plconnect.slq.qld.gov.au/queensland-public-library-standards-and-guidelines?chapter=4526#4543

It is interesting to theorise on what future opportunities and trends may impact information professionals. Libraries and information agencies are subject to change due to the nature of the industry. Information is constantly changing and evolving, as is the way in which information is accessed. Technology evolves so rapidly that information professionals should be committed to embracing technological change.

A trend I find of particular importance is that of Artificial Intelligence (AI). The incorporation of AI capabilities into libraries creates unlimited opportunities for the future of the information industry. Artificial intelligence facilities computers to perform tasks typically requiring intellect and decision-making capabilities. For example, an AI system managing customer requests and queries may ease the ‘tedious’ workload of a human librarian (Axelsson, 2019). However, does this development also threaten the existence of the librarian’s job?

Helsinki’s central library Oodi utilises automation and robotics with an automatic returns system that assists back of house operations and ‘social robots’ on the library floor to assist patrons (Axelsson, 2019). The ‘social robot’ was designed with the capability to perform menial tasks while autonomously engaging in social interaction with customers (Axelsson, 2019). Axelsson (2019) implies that patrons and library staff alike have successfully embraced the ‘social robot’. From an information professional’s perspective, benefit comes from the ability to deliver service that exceeds the conventions of a traditional library’s catalogue and staff.

My concern does not come from current use of AI and robotics. It is positive development that librarians have the time available to provide patrons with more qualitative expertise. I am however worried about the future developments of AI programming to simulate the intellect and personality of a human librarian. Axelsson (2019) states, “Future versions will utilize the emotion system to a further extent.” Change within libraries and information organisations are inevitable, regardless of whether those changes are as a result of internal or external influences. It is my fear that as the technological advancements continue to approach human-like levels of intelligence it consequently reduces the necessity of living librarians, even if their role was to only oversee operations.

Axelsson, M. (2019). The little robot that lived at the library.  https://towardsdatascience.com/the-little-robot-that-lived-at-the-library-90431f34ae2c

In addition to an employee Social Media Policy (SMP) it is imperative to also have a SMP that is specifically tailored to patron use. Key points to consider when analysing or compiling a patron SMP includes: acceptable use, safety, privacy, regulation and legislation.

1. Acceptable use

Libraries should categorically state within the SMP that they will not tolerate unacceptable comments and communication on their social media channels. Ensuring that patrons are aware that trolling and cyber bullying will not be allowed keeps the online space safe (NLA, n.d.). Effective policy states communication is monitored, with any inappropriate interactions deleted and reported.

2. Safety

Libraries are aware of issues concerning access to social media by young people. There is legislation in place that tries to ensure the youngest members of the community are protected (SLQ, n.d.). Effective SMP guidelines recommend that when there is particular concern, parents or guardians should supervise and monitor children’s social media access and interactions (NLA, n.d.).

3. Privacy

Libraries are subject to the Privacy Act 1988. Libraries need to ensure patrons are not divulging their personal information on their social media channels as they could fall victim to fraudulent behaviour. The moderator should remove any personal information that may include address, birthday, phone number etc. immediately (NLA n.d.).

4. Legislation

In addition to the privacy act other legislation that requires the library’s compliance with regards to the SMP can include but isn’t limited to: Classification (Publications, Films and Computer Games) Act 1995, National Library Regulation (2018), Copyright Act 1968.

5. Regulation

It is important that the library’s social media channels are being monitored and regulated. The staff monitoring these platforms are not merely representing the library but are actively engaging with patrons and the community on its behalf. Therefore, the libraries ethos, legislation, mission statement, and social media policy should constantly be consulted and referred to.

A library’s social media platforms should be a space for the public to discuss and engage with library staff and content (NLA, n.d.). Effective library social media creates a useful and valuable resource. However the success of this collaboration between library and patron requires an effective SMP to strengthen correct use and engagement.

References:

NLA. (n.d.). Social media and online community guidelines. https://www.nla.gov.au/about-this-site/moderation

SLQ. (n.d.). Queensland public library standards and guidelines. https://www.nla.gov.au/about-this-site/moderation

Evaluating organisation’s social media presence is a practice that information professionals should regularly engage in. A crucial professional tool is understanding what makes a profile effective and efficient. Then using this knowledge to analysis similar organisations and determine which methods are successful. It is then possible to emulate a similar successful model within your own organisation. I have decided to analyse and compare the twitter profiles of two similar organisations: Australian Library and Information Association (ALIA) and the United States equivalent, American Library Association (ALA).

In June 2009 both ALIA and ALA joined twitter. Although both accounts are of a similar organisation and have existed for the same period they operate very differently and one is more successful than the other.   ALA has impressive statistics with over 225k followers, while ALIA only has 11k followers. Follower numbers are not always an indicator of success. However, operational methods ALA’s used to gain those followers are.

Jackson and Lilleker describe Web 1.5 communication as Web1.0 style interactions on websites with Web 2.0 architecture (2009). It is evident that ALIA’s twitter page has been operating on a Web 1.5 style. ALIA post about relevant industry news and seminars but there is no further engagement with followers after these announcements.  ALA by contrast is actively using their twitter profile with successful Web 2.0 interactions. Information has been broadcast but the engagement from ALA continues with consistent replies to followers.

The primary goal of social media is social capital and connection to the community.   Connection is ensured through follower engagement. To be proficient in Web 2.0 techniques and ensure ALIA’s Twitter profile is operating successfully for community outreach, ALIA’s engagement must increase. ALIA should be responding to comments, liking and engaging in conversation.  To ensure engagement content needs to be posted that is creative and fun; the brand should be humorous (Alfonzo, 2019). Effective social media is a balancing act of posting content you wish to promote with content followers want to see (Alfonzo, 2019).

Alfonzo, P. (2019). Mastering Mobile through Social Media: Creating Engaging Content on Instagram and Snapchat . Library Technology Reports, 55(2), 33-42.

Jackson, N., & Lilleker, D. (2009). Building an Architecture of Participation? Political Parties and Web 2.0 in Britain. Journal of Information Technology & Politics, 6(3/4), 232–250. https://doi-org.ezproxy.csu.edu.au/10.1080/19331680903028438

Library 2.0 capitalises on technology to change the way in which we engage with the library. Laura Cole discusses emerging trends adopted by BiblioTech in her Ted Talk: The Reimagined Library. I identified four points that seemed particularly important to the Library 2.0 digital platform ethos.

• Empowerment:

Cole (2016) discusses empowerment for the library patron via digital platforms. I agree that offering library services through digital platforms is empowering for certain users. Mainly for those who are unable to access a physical space due to distance, disability, incarceration etc.

•  The patron is the destination:

Cole (2016) attests that through an all-digital library the library is no longer the destination but the patron is the destination. Digital changes the way the user interacts with the library (Cole, 2016). At its most basic level, the Library 2.0 model gives library users a participatory role in the services libraries offer and the way they are used (Casey, Savastinuk, 2006).

• Libraries are more that just book repositories:

When the landscape within libraries shifts from print to digital so does the role of the role of the library and librarian (Cole, 2016). An all-digital library requires no physical space. Digital libraries also free the librarian from the administrative responsibilities that surround the physical collection. No longer the custodian of books a librarian can assist patron’s to navigate the collection and discerning information (Cole, 2016).

•  When the library doors are shut technology is the hero:

Library 2.0 has some incredible advantages in offering accessibility to patrons. The library 2.0 model was successful during the COVID-19 lockdowns. The community was unable to physically visit the library but they required more resources than ever before. Therefore, frequent library visitors and the new library patron’s all had to navigate the online territory of OPAC’s and rely on digital for all their needs.

The greatest advantage of Library 2.0 technologies is that they facilitate information accessibility. Information no longer limited by physical space is incredible for all library patrons.   However, if my library adopted an all-digital model like BiblioTech, I would be worried for specific members of my community. Concerned mainly for the patrons that would not be able to access a digital library platform due to socio-economic constraints and technology illiteracy. How can a digital only library platform ‘empower’ these patrons? Many view the library as a ‘safe space’ and ‘community hub’ the digital library model erase these important public library cornerstones.

Casey, M. & Savastinuk, L. (2010, May 21). Library 2.0: Service for the next-generation library. Library Journal.

Cole, Laura (2016) BiblioTech as the Re-Imagined Public Library: Where Will it Find You?

Recent advances in technology and software have changed the 9-5 office hours for many professions, as families were forced to work from home during the pandemic.   Organisations closed their doors to stop the spread of COVID-19. However, from this mandatory closure organisations have realised that it is possible for them to operate remotely. Shifting from an office-centric culture to a more flexible working model post the pandemic (Arneson, 2021).

Remote flexible working is still experimental, mainly because the role out was due to necessity rather than choice.   Employers working within a remote model are focusing on performance and results instead of set office hours (Arneson, 2021).   Employee flexibility allows the possibility to create a lifestyle and structure that works best for them (Arneson, 2021).

I have observed that with more employees leaving the traditional work model behind there has been increased foot traffic (during traditional work hours) at the public library. Large companies offering flexible working may have hybrid hubs and sponsored workspaces for employees to access. However, this model is not yet widely adopted. Therefore, many employees are venturing to the library to engage in their work. Leaving the home to simulate a work routine and environment.

It is possible to assume that this shift in the ‘traditional’ way we work will continue to impact libraries into the future. Therefore, it is possible to theorise that adjustments will be adopted to account for this unexpected overflow into the library. For example, potentially more floor space will be given to individual work spaces and meeting rooms. This could be achieved via widespread rollout of the ‘smart library’. The Mansueto Library at the University of Chicago has an automated underground high-density storage and retrieval system (The University of Chicago Library, n.d.). The use of Internet of Things (IoT) and robotics has maximised space usage within the library to allow for a 180-seat Grand Reading Room upstairs. A similar model could be adopted within a public library allowing for more space.

While not every business will be making sweeping changes to the ways employees work, it is my assumption that this emerging trend of flexible work could substantially shift the library industry.

Arneson, K. (2021). Companies are trying to work out the best post-pandemic working model. What can we learn from these four companies? BBC. https://www.bbc.com/worklife/article/20210915-how-companies-around-the-world-are-shifting-the-way-they-work

The University of Chicago. The Joe and Rika Mansueto Library. (2022). https://www.lib.uchicago.edu/mansueto/

Su et al. (2022) have explored in their study: Social Media Expression, Political Extremity, and Reduced Network Interaction: An Imagined Approach, the recent rise of political extremism via social media and it’s audience.   Their study proposes an imagined audience to understand how social media capabilities are related to a users political extremism and isolated network interaction.

Social Media is the primary tool that an individual uses to express their personal political agenda (Gil de Zuniga et al., 2014) . It is undeniable that there has been a surge recently in political extremism and radicalisation (Su et al., 2022). It is visible on my own social media platforms daily.   The study cites issues surrounding border control and immigration. While, I agree dialogue around these topics is prevalent, it is my experience that the topic most discussed in radical terms currently is vaccination. Vaccinations and the government mandates is a polarising topic. I have witnessed extreme positions, both for and against on social media. Studies show that individuals that hold extreme attitudes tend to believe their views are superior and consider the opposing side as radical (Toner et al., 2013). It is most concerning when individuals hold extreme stance on important issues and refuse to acknowledge or consider an opposing view (Su et al., 2022). Personally, this is of most concern to me due to my understanding of social media algorithms. While I appreciate that algorithms weed out unnecessary content for my entertainment value. Those same algorithms when applied to political agenda can be dangerous. By shielding individuals from opposing political views it creates perceived closeness for extreme values. “Algorithmic curation profoundly shapes online reality, guiding not only audience perception but also the very algorithms feeding into audience composition” (Kaun & Uldam, 2018).

Overall the study offers insight into the implications of political extremity via social media. Social media as a tool has undoubtedly increased democratic opportunity for individuals to participate freely in political expression (Su et al., 2022.) However, this increased opportunity amplifies existing political division, mainly due to the individual’s self-persuasion {via algorithms} of the superiority of their political views.

Gil de Zúñiga, H., Molyneux, L., Zheng, P. (2014). Social media, political expression, and political participation: Panel analysis of lagged and concurrent relationships. Journal of Communication, 64(4), 612–634.

Kaun, A., Uldam, J. (2018). Digital activism: After the hype. New Media & Society, 20(6), 2099–2106.

Su, M., Suk, J., Rojas, H. (2022) Social Media Expression, Political Extremity, and Reduced Network Interaction: An Imagined Audience Approach. Social Media and Society, 8(1). https://doi.org/10.1177/20563051211069056

Toner, K., Leary, M. R., Asher, M. W., Jongman-Sereno, K. P. (2013). Feeling superior is a bipartisan issue: Extremity (not direction) of political views predicts perceived belief superiority. Psychological Science, 24(12), 2454–2462.

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