Research Article
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User Interaction and Content Categorization in Social Media: Analysis of Facebook Posts of Public Libraries in Ankara

Year 2020, Volume: 34 Issue: 2, 160 - 186, 29.06.2020
https://doi.org/10.24146/tk.706882

Abstract

The presence of libraries in social media platforms that mostly based on
interaction, sharing, and engagement can contribute to the identification of
user expectations as well as service delivery and marketing. In this regard,
the content produced by libraries on social media platforms and the reaction
data obtained from users can be utilized for impact assessment purposes. In
this study, it is aimed to describe user interaction and to detect the content
categories by analyzing the Facebook public page contents of public libraries
in Ankara. Accordingly, 1739 posts and the interaction data related to these
posts were collected on the Facebook pages of 10 public libraries in Ankara.
The collected data were firstly presented with descriptive statistics, and then
the posts were analysed by using text mining applications. Additionally, topics
and sub-topics are detected. The results showed that specific libraries
actively use their Facebook pages.
It was also revealed in the study that the post
contents in the event category were mostly for children and students at primary
and secondary levels. The number of posts included in the collection category
was lower than the number of posts in other categories. It is recommended in
the study that the analyzed public libraries should develop more content
according to their target audiences. It is also emphasized that the analyzed
libraries should increase the number of post interactions, and they should
increase the number of posts related to collections and services. Lastly, It
was emphasized that the analyzed libraries should act in the context of a
social media strategy to increase user interaction and provide its
sustainability.

References

  • Abdullah, N., Chu, S., Rajagopal, S., Tung, A. ve Kwong-Man, Y. (2015). Exploring libraries’ efforts in inclusion and outreach activities using social media. Libri 65(1), 34-47. doi:10.1515/libri-2014-0055
  • Aharony, N. (2010). Twitter use in libraries: An exploratory analysis. Journal of Web Librarianship, 4(4), 333-350. doi:10.1080/19322909.2010.487766
  • Aharony, N. (2012). Facebook use in libraries: An exploratory analysis. Aslib Proceedings: New Information Perspectives, 64(4), 358-372. doi:10.1108/00012531211244725
  • Akbaş, M. ve Fenerci, T. (2016). Üniversite kütüphanelerinde sosyal medya politikaları. Bilgi Dünyasi, 17(2), 201-231. doi:10.15612/bd.2016.518
  • Albarran, A. B. (2013). Introduction. A. B. Albaran (Ed.), The Social Media Industries içinde (ss. 1-15). New York: Routledge. doi:10.4324/9780203121054
  • Anttiroiko, A. V. ve Savolainen, R. (2011). Towards library 2.0: The adoption of Web 2.0 technologies in public libraries. Libri, 61(2), 87-99. doi:10.1515/libr.2011.008
  • Aras, B. B. (2014). University libraries and social media policies. Journal of Balkan Libraries Union, 2(1), 21-27. doi:10.16918/bluj.58547
  • Aras, B. B. ve Çolaklar, H. (2015). the role of social media in the promotion of university libraries. Journal of Library and Information Sciences, 3(2), 79-105. doi:10.15640/jlis.v3n2a5
  • Blakeman, K. ve Brown, S. (2010). Part II: Social media: Essential for research, marketing and branding. Bulletin of the American Society for Information Science and Technology, 37(1), 47-50. doi:10.1002/bult.2010.1720370121
  • Bodnar, J. ve Doshi, A. (2011). Asking the right questions: A Critique of Facebook, social media, and libraries. Public Services Quarterly, 7(3-4), 102-110. doi:10.1080/15228959.2011.623594
  • Bughin, J. (2008). The rise of enterprise 2.0. Journal of Direct, Data and Digital Marketing Practice, 9, 251-259. doi:10.1057/palgrave.dddmp.4350100
  • Chalon, P. X., Di Pretoro, E. ve Kohn, L. (2008). OPAC 2.0: Opportunities, development and analysis. 11th European Conference of Medical and Heakth Libraries içinde (ss.1-11). Erişim adresi: http://eprints.rclis.org/12136/
  • Chen, D. Y. T., Chu, S. K. W. ve Xu, S. Q. (2012). How do libraries use social networking sites to interact with users. Proceedings of the ASIST Annual Meeting, 49(1), 1-10. doi:10.1002/meet.14504901085
  • Collins, G. ve Quan-Haase, A. (2012). Social media and academic libraries: Current trends and future challenges. Proceedings of the ASIST Annual Meeting, 49(1), 1-4. doi:10.1002/meet.14504901272
  • Doğan, S. (2006). Türkçe dokümanlar için n-gram tabanlı sınıflandırma: Yazar, tür ve cinsiyet. (Yayınlanmamış yüksek lisans tezi) Yıldız Teknik Üniversitesi, İstanbul.
  • Fernandez, J. (2009). A SWOT analysis for social media in libraries. Online, Sep-Oct, 35-37. Erişim adresi: https://digitalcommons.library.umaine.edu/cgi/viewcontent.cgi?article=1004&context=lib_staffpub
  • Gavrilis, D., Kakali, C. ve Papatheodorou, C. (2008). Enhancing library services with web 2.0 functionalities. Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics) içinde (cilt: 5173, ss.148-159). Berlin: Springer. doi:10.1007/978-3-540-87599-4_16
  • Hallahan, K., Holtzhausen, D., van Ruler, B., Verčič, D. ve Sriramesh, K. (2007). Defining strategic communication. International Journal of Strategic Communication, 1(1), 3-35. doi:10.1080/15531180701285244
  • Houk, K. M. ve Thornhill, K. (2013). Using Facebook page insights data to determine posting best practices in an academic health sciences library. Journal of Web Librarianship, 7(4), 372-388. doi:10.1080/19322909.2013.837346
  • Joo, S., Choi, N. ve Baek, T. H. (2018). Library marketing via social media: The relationships between Facebook content and user engagement in public libraries. Online Information Review, 42(6), 940-955. doi:10.1108/OIR-10-2017-0288
  • Joo, S. ve Lu, K. (2017). Content analysis of facebook posts in public libraries based on textual analysis. Proceedings of the Association for Information Science and Technology, 54(1), 718-719. doi:10.1002/pra2.2017.14505401129
  • Kim, Y. M. ve Abbas, J. (2010). Adoption of Library 2.0 functionalities by academic libraries and users: A knowledge management perspective. Journal of Academic Librarianship, 36(3), 211-218. doi:10.1016/j.acalib.2010.03.003
  • Krippendorff, K. (2004). Content analysis: An introduction to its methodology (2. bs.). Londra: SAGE Publications Ltd.
  • Kronqvist-Berg, M. (2014). Social media and public libraries exploring information activities of library professionals and users. Åbo: Åbo Akademis Forlag.
  • Lewis, B. K. ve Nichols, C. (2013). Attitudes and perceptions about social media among college students and professionals involved and not involved in strategic communications. H. S. N. Al-Deen ve J. A. Hendricks (Ed.), Social media usage and impact içinde (ss. 129-143). Lanham: Lexington Books.
  • Long, M. C. (2013). Social media as a tool for consumer engagement. H. S. N. Al-Deen ve J. A. Hendricks (Ed.), Social media: usage and impact içinde (ss. 145-159). Lanham: Lexington Books.
  • Özel, C. (2018). Sabancı Üniversitesi Bilgi Merkezi’nin bakışıyla sosyal medya ve kütüphaneler. Türk Kütüphaneciliği, 32(1), 40-45.
  • Patel, L. (2010). The rise of social media. T and D. doi:10.4324/9781315563312-21
  • Rieder, B. (2013). Studying Facebook via data extraction: The netvizz application. Proceedings of the 5th Annual ACM Web Science Conference, WebSci’13 içinde (ss. 346-355). New York: Association for Computing Machinery. doi:10.1145/2464464.2464475
  • Seker, S. E. (t.y.). N-gram. Erişim adresi: http://bilgisayarkavramlari.sadievrenseker.com/2011/04/23/n-gram/
  • Shiri, A. ve Rathi, D. (2013). Twitter content categorisation: A public library perspective. Journal of Information and Knowledge Management, 12(4), 1350035-1-1350035-8. doi:10.1142/S0219649213500354
  • Social Media. (2019).Gartner Glossary: Intformation Tehcnology. Erişim adresi: https://www.gartner.com/en/information-technology/glossary/social-media
  • Solomon, L. (2013). The Librarian’s nitty-gritty guide to social media. Chicago: American Library Association.
  • Tavluoğlu, C. (2013). Üniversite kütüphanelerinde web 2.0 araçlarının kullanımı. (Yayınlanmamış yüksek lisans tezi) Hacettepe Üniversitesi, Ankara.
  • Winn, D., Rivosecchi, M., Bjerke, J. ve Groenendyk, M. (2017). MTL 2.0: A report on the social media usage and user engagement of the “Big Four” academic libraries in Montréal. Journal of Academic Librarianship, 43(4), 297-304. doi:10.1016/j.acalib.2017.04.006
  • Wright Joe, J. (2015). Assessment of social media in the library: Guidelines for administrators. Journal of Library Administration, 55(8), 667-680. doi:10.1080/01930826.2015.1085251
  • Xu, C., Ouyang, F. ve Chu, H. (2009). The academic library meets web 2.0: Applications and implications. Journal of Academic Librarianship, 35(4), 324-331. doi:10.1016/j.acalib.2009.04.003
  • Yalçın, H. (2014). Sosyal ağlar ve bilgi hizmetleri: Ağ kuşağının kütüphanelerden beklentileri. (Yayınlanmamış doktora tezi). Hacettepe Üniversitesi, Ankara.
  • Young, S. W. H. ve Rossmann, D. (2015). Building library community through social media. Information Technology and Libraries, 34(1), 20-37. doi:10.6017/ital.v34i1.5625
  • Zohoorian-Fooladi, N. ve Abrizah, A. (2014). Academic librarians and their social media presence: A story of motivations and deterrents. Information Development, 30(2), 159-171. doi:10.1177/0266666913481689

Sosyal Medyada Kullanıcı Etkileşimi ve İçerik Kategorizasyonu: Ankara’daki Halk Kütüphanelerinin Facebook Gönderilerinin Analizi

Year 2020, Volume: 34 Issue: 2, 160 - 186, 29.06.2020
https://doi.org/10.24146/tk.706882

Abstract

Etkileşim, paylaşım ve katılım gibi unsurlara dayanan sosyal medya platformlarında kütüphanelerin var olmaları hizmet sunumu ve pazarlamasının yanı sıra kullanıcı beklentilerinin belirlenmesine de katkı sağlayabilmektedir. Bu noktada kütüphanelerin sosyal medya platformlarında ürettikleri içerikler ve bu içeriklere yönelik olarak kullanıcılardan elde edilen etkileşim verileri etki değerlendirme amacıyla kullanılabilmektedir. Bu çalışmada Ankara’daki halk kütüphanelerinin Facebook kamu sayfalarında paylaştıkları gönderilerin ve bu gönderilere yönelik etkileşim verilerinin analiz edilmesi amaçlanmaktadır. Çalışmada Facebook’ta kamu sayfası bulunan Ankara’daki on halk kütüphanesinin Facebook sayfalarındaki 1739 gönderi ve bu gönderilere ilişkin etkileşim verileri toplanmıştır. Toplanan veriler öncelikle tanımlayıcı istatistiklerle sunulmuş, sonrasında ise metin işleme uygulamalarından yararlanılarak ve n-gram testleri ile gönderilerin içerikleri analiz edilmiş; gönderilere yönelik genel konu ve alt konu kategorileri belirlenmiştir. Elde edilen sonuçlar çerçevesinde Ankara’daki halk kütüphanelerinin gönderi içeriklerini hedef kitlelerine göre geliştirmeleri önerilmiştir. Ayrıca, kütüphanelerin bazı konu kategorilerine yönelik gönderilerini artırmaları gerektiği vurgulanmaktadır. Çalışmada son olarak konuyla ilgili süreçlerin etkin bir şekilde sürdürülebilmesi için belirli bir strateji odağında hareket edilmesi gerektiği belirtilmiştir.

References

  • Abdullah, N., Chu, S., Rajagopal, S., Tung, A. ve Kwong-Man, Y. (2015). Exploring libraries’ efforts in inclusion and outreach activities using social media. Libri 65(1), 34-47. doi:10.1515/libri-2014-0055
  • Aharony, N. (2010). Twitter use in libraries: An exploratory analysis. Journal of Web Librarianship, 4(4), 333-350. doi:10.1080/19322909.2010.487766
  • Aharony, N. (2012). Facebook use in libraries: An exploratory analysis. Aslib Proceedings: New Information Perspectives, 64(4), 358-372. doi:10.1108/00012531211244725
  • Akbaş, M. ve Fenerci, T. (2016). Üniversite kütüphanelerinde sosyal medya politikaları. Bilgi Dünyasi, 17(2), 201-231. doi:10.15612/bd.2016.518
  • Albarran, A. B. (2013). Introduction. A. B. Albaran (Ed.), The Social Media Industries içinde (ss. 1-15). New York: Routledge. doi:10.4324/9780203121054
  • Anttiroiko, A. V. ve Savolainen, R. (2011). Towards library 2.0: The adoption of Web 2.0 technologies in public libraries. Libri, 61(2), 87-99. doi:10.1515/libr.2011.008
  • Aras, B. B. (2014). University libraries and social media policies. Journal of Balkan Libraries Union, 2(1), 21-27. doi:10.16918/bluj.58547
  • Aras, B. B. ve Çolaklar, H. (2015). the role of social media in the promotion of university libraries. Journal of Library and Information Sciences, 3(2), 79-105. doi:10.15640/jlis.v3n2a5
  • Blakeman, K. ve Brown, S. (2010). Part II: Social media: Essential for research, marketing and branding. Bulletin of the American Society for Information Science and Technology, 37(1), 47-50. doi:10.1002/bult.2010.1720370121
  • Bodnar, J. ve Doshi, A. (2011). Asking the right questions: A Critique of Facebook, social media, and libraries. Public Services Quarterly, 7(3-4), 102-110. doi:10.1080/15228959.2011.623594
  • Bughin, J. (2008). The rise of enterprise 2.0. Journal of Direct, Data and Digital Marketing Practice, 9, 251-259. doi:10.1057/palgrave.dddmp.4350100
  • Chalon, P. X., Di Pretoro, E. ve Kohn, L. (2008). OPAC 2.0: Opportunities, development and analysis. 11th European Conference of Medical and Heakth Libraries içinde (ss.1-11). Erişim adresi: http://eprints.rclis.org/12136/
  • Chen, D. Y. T., Chu, S. K. W. ve Xu, S. Q. (2012). How do libraries use social networking sites to interact with users. Proceedings of the ASIST Annual Meeting, 49(1), 1-10. doi:10.1002/meet.14504901085
  • Collins, G. ve Quan-Haase, A. (2012). Social media and academic libraries: Current trends and future challenges. Proceedings of the ASIST Annual Meeting, 49(1), 1-4. doi:10.1002/meet.14504901272
  • Doğan, S. (2006). Türkçe dokümanlar için n-gram tabanlı sınıflandırma: Yazar, tür ve cinsiyet. (Yayınlanmamış yüksek lisans tezi) Yıldız Teknik Üniversitesi, İstanbul.
  • Fernandez, J. (2009). A SWOT analysis for social media in libraries. Online, Sep-Oct, 35-37. Erişim adresi: https://digitalcommons.library.umaine.edu/cgi/viewcontent.cgi?article=1004&context=lib_staffpub
  • Gavrilis, D., Kakali, C. ve Papatheodorou, C. (2008). Enhancing library services with web 2.0 functionalities. Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics) içinde (cilt: 5173, ss.148-159). Berlin: Springer. doi:10.1007/978-3-540-87599-4_16
  • Hallahan, K., Holtzhausen, D., van Ruler, B., Verčič, D. ve Sriramesh, K. (2007). Defining strategic communication. International Journal of Strategic Communication, 1(1), 3-35. doi:10.1080/15531180701285244
  • Houk, K. M. ve Thornhill, K. (2013). Using Facebook page insights data to determine posting best practices in an academic health sciences library. Journal of Web Librarianship, 7(4), 372-388. doi:10.1080/19322909.2013.837346
  • Joo, S., Choi, N. ve Baek, T. H. (2018). Library marketing via social media: The relationships between Facebook content and user engagement in public libraries. Online Information Review, 42(6), 940-955. doi:10.1108/OIR-10-2017-0288
  • Joo, S. ve Lu, K. (2017). Content analysis of facebook posts in public libraries based on textual analysis. Proceedings of the Association for Information Science and Technology, 54(1), 718-719. doi:10.1002/pra2.2017.14505401129
  • Kim, Y. M. ve Abbas, J. (2010). Adoption of Library 2.0 functionalities by academic libraries and users: A knowledge management perspective. Journal of Academic Librarianship, 36(3), 211-218. doi:10.1016/j.acalib.2010.03.003
  • Krippendorff, K. (2004). Content analysis: An introduction to its methodology (2. bs.). Londra: SAGE Publications Ltd.
  • Kronqvist-Berg, M. (2014). Social media and public libraries exploring information activities of library professionals and users. Åbo: Åbo Akademis Forlag.
  • Lewis, B. K. ve Nichols, C. (2013). Attitudes and perceptions about social media among college students and professionals involved and not involved in strategic communications. H. S. N. Al-Deen ve J. A. Hendricks (Ed.), Social media usage and impact içinde (ss. 129-143). Lanham: Lexington Books.
  • Long, M. C. (2013). Social media as a tool for consumer engagement. H. S. N. Al-Deen ve J. A. Hendricks (Ed.), Social media: usage and impact içinde (ss. 145-159). Lanham: Lexington Books.
  • Özel, C. (2018). Sabancı Üniversitesi Bilgi Merkezi’nin bakışıyla sosyal medya ve kütüphaneler. Türk Kütüphaneciliği, 32(1), 40-45.
  • Patel, L. (2010). The rise of social media. T and D. doi:10.4324/9781315563312-21
  • Rieder, B. (2013). Studying Facebook via data extraction: The netvizz application. Proceedings of the 5th Annual ACM Web Science Conference, WebSci’13 içinde (ss. 346-355). New York: Association for Computing Machinery. doi:10.1145/2464464.2464475
  • Seker, S. E. (t.y.). N-gram. Erişim adresi: http://bilgisayarkavramlari.sadievrenseker.com/2011/04/23/n-gram/
  • Shiri, A. ve Rathi, D. (2013). Twitter content categorisation: A public library perspective. Journal of Information and Knowledge Management, 12(4), 1350035-1-1350035-8. doi:10.1142/S0219649213500354
  • Social Media. (2019).Gartner Glossary: Intformation Tehcnology. Erişim adresi: https://www.gartner.com/en/information-technology/glossary/social-media
  • Solomon, L. (2013). The Librarian’s nitty-gritty guide to social media. Chicago: American Library Association.
  • Tavluoğlu, C. (2013). Üniversite kütüphanelerinde web 2.0 araçlarının kullanımı. (Yayınlanmamış yüksek lisans tezi) Hacettepe Üniversitesi, Ankara.
  • Winn, D., Rivosecchi, M., Bjerke, J. ve Groenendyk, M. (2017). MTL 2.0: A report on the social media usage and user engagement of the “Big Four” academic libraries in Montréal. Journal of Academic Librarianship, 43(4), 297-304. doi:10.1016/j.acalib.2017.04.006
  • Wright Joe, J. (2015). Assessment of social media in the library: Guidelines for administrators. Journal of Library Administration, 55(8), 667-680. doi:10.1080/01930826.2015.1085251
  • Xu, C., Ouyang, F. ve Chu, H. (2009). The academic library meets web 2.0: Applications and implications. Journal of Academic Librarianship, 35(4), 324-331. doi:10.1016/j.acalib.2009.04.003
  • Yalçın, H. (2014). Sosyal ağlar ve bilgi hizmetleri: Ağ kuşağının kütüphanelerden beklentileri. (Yayınlanmamış doktora tezi). Hacettepe Üniversitesi, Ankara.
  • Young, S. W. H. ve Rossmann, D. (2015). Building library community through social media. Information Technology and Libraries, 34(1), 20-37. doi:10.6017/ital.v34i1.5625
  • Zohoorian-Fooladi, N. ve Abrizah, A. (2014). Academic librarians and their social media presence: A story of motivations and deterrents. Information Development, 30(2), 159-171. doi:10.1177/0266666913481689
There are 40 citations in total.

Details

Primary Language Turkish
Subjects Library and Information Studies
Journal Section Refereed Papers
Authors

Tolga Çakmak 0000-0002-7700-6609

Şahika Eroğlu 0000-0001-5724-1970

Publication Date June 29, 2020
Submission Date March 20, 2020
Acceptance Date June 12, 2020
Published in Issue Year 2020 Volume: 34 Issue: 2

Cite

APA Çakmak, T., & Eroğlu, Ş. (2020). Sosyal Medyada Kullanıcı Etkileşimi ve İçerik Kategorizasyonu: Ankara’daki Halk Kütüphanelerinin Facebook Gönderilerinin Analizi. Türk Kütüphaneciliği, 34(2), 160-186. https://doi.org/10.24146/tk.706882

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