Social media optimization: making library content shareable and engaging

• Published in: Library hi tech 2015-11, Vol.33 (4), p.526-544
• Main Authors: Rossmann, Doralyn, Young, Scott W.H
• Format: Article
• Language: English
• Subjects: Analytics; Computer programs; Design analysis; Librarianship/library management; Libraries; Library & information science; Library technology; Social networks; Traffic engineering; Traffic flow; Websites
• ISSN: 0737-8831; 2054-166X
• DOI: 10.1108/LHT-05-2015-0053

Purpose – Social Media Optimization (SMO) offers guidelines by which libraries can design content for social shareability through social networking services (SNSs). The purpose of this paper is to introduce SMO and discuss its effects and benefits for libraries. Design/methodology/approach – Researchers identified and applied five principles of SMO. Web analytics software provides data on web site traffic and user engagement before and after the application of SMO. Findings – By intentionally applying a program of SMO, the library increased content shareability, increased user engagement, and built community. Research limitations/implications – Increasing use of SNSs may influence the study results, independent of SMO application. Limitations inherent to web analytics software may affect results. Further study could expand analysis beyond web analytics to include comments on SNS posts, SNS shares from library pages, and a qualitative analysis of user behaviors and attitudes regarding library web content and SNSs. Practical implications – This research offers an intentional approach for libraries to optimize their online resources sharing through SNSs. Originality/value – Previous research has examined the role of community building and social connectedness for SNS users, but none have discussed using SMO to encourage user engagement and interactivity through increased SNS traffic into library web pages.